نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتر‌ی مدیریت ورزشی، دانشگاه گیلان‌

2 استادیار مدیریت ورزشی، دانشگاه تهران

3 دانشیار مدیریت ورزشی، دانشگاه تهران

چکیده

هدف از پژوهش حاضر بررسی نقش ویژگی‌های منبع اطلاعاتی در تبلیغات دهان‌به‌دهان لباس‌های ورزشی با ارزیابی نقش میانجی ریسک کارکردی و ریسک روان‌شناختی در توسعۀ این رابطه بود. روش این پژوهش توصیفی ـ هم‌بستگی با هدف کاربردی بوده که به‌صورت میدانی انجام‌ گرفته است. جامعۀ آماری پژوهش را مشتریان فروشگاه‌های لباس‌ ورزشی سطح شهر تهران تشکیل ‌دادند. روش نمونه‌گیری مورد استفاده در این پژوهش، روش تصادفی در‌دسترس بود که بر‌اساس جدول نمونه‌گیری مورگان، تعداد 384 نفر به‌عنوان نمونه‌ انتخاب شدند و با احتمال پنج درصد ریزش، 400 پرسش‌نامه بین آن‌ها توزیع گردید. ابزار پژوهش نیز پرسش‌نامۀ پژوهشگر‌ساخته‌ای بود که روایی آن به تأیید 12 تن از اساتید حوزۀ مدیریت ورزشی رسید و پایایی آن با استفاده از ضریب آلفای کرونباخ معادل (88/0) به‌دست آمد. تجزیه‌وتحلیل داده‌ها نیز از طریق روش آماری مدل‌سازی معادلات ساختاری و با استفاده از نر‌م‌افزار آموس 21 صورت گرفت. نتایج با توجه به مدل‌سازی معادلات ساختاری نشان می‌دهد که بین تخصص منبع اطلاعاتی مشتری با تبلیغات دهان‌به‌دهان و نیز بین شباهت منبع اطلاعاتی با تبلیغات دهان‌به‌دهان محصولات ورزشی (لباس) ‌رابطۀ مثبت و معنا‌داری وجود دارد. بین کاهش دو نوع ریسک کارکردی و ریسک روان‌شناختی مشتری با تبلیغات دهان‌به‌دهان نیز ارتباط مثبت و معناداری مشاهده می‌شود. همچنین، نتایج حاکی از آن است که کاهش ریسک کارکردی مشتری بین رابطۀ تخصص منبع با تبلیغات دهان‌به‌دهان به‌عنوان یک متغیر میانجی جزئی می‌باشد؛ اما کاهش این ریسک در رابطۀ بین شباهت منبع و تبلیغات دهان‌به‌دهان دارای نقش میانجی نمی‌باشد. علاوه‌براین، کاهش ریسک روان‌شناختی مشتری بین رابطۀ تخصص منبع با تبلیغات دهان‌به‌دهان به‌عنوان یک متغیر میانجی جزئی مطرح است؛ مانند کاهش ریسک کارکردی؛ اما کاهش این ریسک رابطۀ بین شباهت منبع و تبلیغات دهان‌به‌دهان را به‌شدت تحت‌تأثیر قرار می‌دهد و به‌صورت کامل این رابطه را میانجی‌گری می‌کند. نتیجه‌گیری کلی آن است که مشتریان به‌هنگام خرید در پی یافتن اطلاعات از افراد متخصص و مشابه با خود به‌منظور کاهش ریسک‌های دریافتی هستند و هرچقدر منبع اطلاعات اکتسابی متخصص‌تر باشد، این امر با کاهش ریسک بیشتری همراه بوده و می‌تواند به‌وجود‌آورندۀ یک جریان سودآور تبلیغات دهان‌به‌دهان محصولات ورزشی از سوی مشتریان برای فروشنده باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Role of the Characteristics of Information Source in Word of Mouth Advertising of Sports Apparel

نویسندگان [English]

  • Mehdi Jokar 1
  • Ebrahim Alidoost Ghahfarokhi 2
  • Majid Jalali Farahani 3

1 Ph. D Student of Sport Management, University of Guilan

2 Assistant Professor of Sport Management, University of Tehran

3 Associate Professor of Sport Management, University of Tehran

چکیده [English]

The present study intended to examine the role of the characteristics of information source in word of mouth advertising of sports products (apparel) with evaluation of the moderating role of functional risk and psychological risk in development of this relationship. Regarding the purpose, this investigation was an applied research; and in terms of data collection, it was a descriptive correlation conducted through field study. Population of the study included sports apparel stores in Tehran. Subjects were selected through convenience sampling method. Consulting Morgan table, 384 people were selected. With regard to five percent dropout rate, 400 questionnaires were administered. As the research instrument, a questionnaire was developed. Validity of the instrument was confirmed through consulting 12 sport management professors. Using Cronbach's alpha, the reliability of the questionnaire was calculated to be 0.88. To analyze the data, structural equation modeling was utilized via AMOS software. The findings showed that there is a significant positive relationship between expertness of information sources and word of mouth. Additionally, there is a significant relationship between homophily of information sources with buyer and word of mouth. There is also a significant positive relationship between functional and psychological risk reduction and word of mouth. In addition, it was found that functional risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth. But, reduction of this risk does not play a mediating role in the relationship between homophily of information sources and word of mouth. It was also found that psychological risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth; but, reduction of this risk extremely mediates in the relationship between homophily of information sources with the buyer and word of mouth. Ultimately, customers are in quest of information from expert people who are similar to themselves so as to reduce the possible risks. If the information acquired has greater risk reduction, more profitable streams of word of mouth advertising for sports goods are created.

کلیدواژه‌ها [English]

  • Information Sources
  • Word of Mouth
  • Functional Risk
  • Psychological Risk
  • Sports Products
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