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
کلیدواژه‌ها
عنوان مقاله [English]
An Investigation of Factors Affecting Attitude and Purchase Intention of Counterfeit Sport Shoes
نویسندگان [English]
- Alireza Zakerian 1
- Seyed Fazlollah Ghods Mirheydari 2
- Homaila Takali 3
1 Ph.D Student of Sport Management, University of Allameh Tabatabe, Tehran
2 M.Sc. of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
3 . Ph.D. of Sport Management, University of Tehran, Tehran, Iran
چکیده [English]
This descriptive study examined those factors affecting the purchase intention of counterfeit sport shoes. 282 physical education students of University of Tehran (training shoes were the requirements of their sport activities, education and business activities) completed a questionnaire with 22 items. Kolmogorov-Smirnov test was used to check data normality; Cronbach's alpha was used for reliability and the stepwise multivariate linear regression was applied to determine the predictive power of independent variables for the criterion variables. The results showed that factors such as attitude to purchase counterfeit products, social status, price and past experience could predict purchase intention. Also, past experience, price, social status, consciousness of value of the product and easy access were recognized as those factors affecting purchase attitude. The results showed that attitudes was a mediator between purchase intention and the aforementioned factors
کلیدواژه‌ها [English]
- Attitude
- counterfeit
- physical education
- Purchase intention
- sport shoes
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