بررسی عوامل مؤثر بر نگرش و قصد خرید کفش ورزشی تقلبی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازاریابی ورزشی دانشگاه تهران

2 کارشناس‌ارشد تربیت بدنی و علوم ورزشی دانشگاه تهران، تهران، ایران

3 دکتری مدیریت ورزشی دانشگاه تهران، تهران، ایران

چکیده

تحقیق حاضر تحقیقی توصیفی است که به بررسی عوامل مؤثر بر قصد خرید کفش ورزشی تقلبی می‌پردازد. 282 نفر از دانشجویان رشتۀ تربیت ‌بدنی دانشگاه تهران که کفش ورزشی از ملزومات فعالیت‌های ورزشی، درسی و کاریشان است، پرسشنامه‌ای حاوی 22 سؤال را تکمیل کردند. علاوه‌بر به‌کارگیری آزمون کولموگروف- اسمیرنوف برای نرمالیتۀ داده‌ها و آلفای کرونباخ برای پایایی، از رگرسیون خطی چندمتغیره با تکنیک گام‌به‌گام به‌منظور تعیین میزان پیش‌بینی متغیرهای مستقل برای متغیرهای ملاک استفاده شد. نتایج نشان داد عواملی مانند نگرش به خرید محصول تقلبی، موقعیت اجتماعی، قیمت و تجربۀ گذشته می‌توانند قصد خرید را پیش‌بینی کنند. همچنین تجربۀ گذشته، قیمت، موقعیت اجتماعی، آگاهی از ارزش محصول و دسترسی آسان، عوامل مؤثر بر نگرش به خرید شناخته شدند. نتایج تحقیق نشان داد که متغیر نگرش میانجی بین قصد خرید و عوامل مذکور است

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