تجزیه‌وتحلیل انگیزه‌های مشارکت در بازاریابی خیرخواهانه با تأکید بر فعالان ورزش زورخانه‌ای: رویکرد ترکیبی

زارعی, عظیم; سیاه سرانی کجوری, محمد علی

doi:10.22059/jsm.2019.226453.1779

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشیار مدیریت سیستم ها و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری &ndash; دانشگاه سمنان-سمنان-ایران

² دکترای مدیریت بازریابی بین‌الملل- دانشگاه سمنان- ایران

https://doi.org/10.22059/jsm.2019.226453.1779

چکیده

از ادوار گذشته خیرخواهی و کمک به نیازمندان با روح ورزش زورخانه‌ای عجین بوده و است. هدف پژوهش حاضر تجزیه‌وتحلیل فعالان ورزش زورخانه براساس انگیزه‌های مشارکت در بازاریابی خیرخواهانه با استفاده از رویکرد ترکیبی است. در گام اول با استفاده از رویکرد کیفی (تحلیل محتوا)، 50 کد به‌عنوان انگیزه‌های مشارکت در بازاریابی خیرخواهانه استخراج و با توجه به مشابهت و قرابت معنایی در 10 عامل دسته‌بندی شدند و بر مبنای آن پرسشنامۀ پژوهش طراحی شد. در گام دوم از رویکردهای کمی در علم داده‌کاوی (تشریحی و پیش‌بینی) به‌منظور بررسی جامعۀ آماری استفاده شد. به‌منظور تشریح جامعۀ پژوهش، 393 فعال این ورزش با استفاده از شاخص دیویس-بولدین در دو خوشۀ مجزا از هم خوشه‌بندی و بررسی شدند. همچنین به‌منظور طراحی مدل پیش‌بینی‌کنندۀ رفتار فعالان ورزش زورخانه‌ای در فعالیت‌های خیرخواهانه از شبکه‌های عصبی مصنوعی استفاده شد. نتایج پژوهش نشان داد در خوشۀ اول به‌ترتیب عمل متقابل، تمایل به سرگرمی و کسب لذت، اهمیت احساسی و در خوشۀ دوم به‌ترتیب آموزه‌های مذهبی، نیاز به کمک دیگران و تمایل به مشارکت اجتماعی بیشترین مراکز خوشه‌ها را به‌دست آورده‌اند. به‌کارگیری شبکه‌های عصبی نشان داد متغیرهای مستقل پژوهش حاضر از قابلیت پیش‌بینی کنندگی بالایی برخوردارند و با استفاده از آنها می‌توان تغییرات متغیر وابسته را با دقت 958/0 پیش‌بینی کرد. همچنین نتایج تحلیل حساسیت اهمیت متغیرهای جمعیت‌شناختی، نمادین و آموزه‌های مذهبی در مشارکت فعالان ورزش زورخانه‌ای در فعالیت‌های خیرخواهانه را تأیید کرد.

کلیدواژه‌ها

عنوان مقاله [English]

The Analysis of Motivations to Participate in Benevolent Marketing with an Emphasis on Heroic Sport Activists: A Mixed Approach

نویسنده [English]

Mohammad Ali Siahsarani Kojouri ²

² Ph.D. International Marketing Management, Semnan University, Iran

چکیده [English]

Benevolence and helping the poor have always been ingrained in the spirit of heroic sports. The present study aimed at analyzing the motivations of heroic sport activists to participate in benevolent marketing using a mixed approach. In the first step, 50 codes were extracted qualitatively (content analysis) as motivations to participate in benevolent marketing and categorized to 10 factors according to semantic similarities. Based on these factors, a questionnaire was designed. In the second step, quantitative approaches in data-mining (explanatory and predictive) were used to evaluate the statistical population. 393 heroic sport activists were classified into two separate clusters using the Davies–Bouldin index. Moreover, artificial neural networks were used to design a model which predicted the motivations of heroic sport activists for benevolence. Results showed that reciprocation, desire for entertainment and pleasure, and emotional importance in the first cluster, and religious teachings, need for helping others, and desire for social participation in the second cluster received the most cluster centers. The use of neural networks indicated that the independent variables had high predictive potentials and can predict the changes in the dependent variable with the accuracy of 0.958. Moreover, the results of the sensitivity analysis confirmed the importance of demographic, symbolic, and religious teaching variables in the participation of heroic sport activists in benevolence.

کلیدواژه‌ها [English]

benevolent marketing
Clustering
heroic sport
mixed approach
neural networks

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نشریه مدیریت ورزشی

تجزیه‌وتحلیل انگیزه‌های مشارکت در بازاریابی خیرخواهانه با تأکید بر فعالان ورزش زورخانه‌ای: رویکرد ترکیبی

مراجع

مراجع

1. Approved by session 621 dated 14/05/1393 of the General Culture Council. [In Persian]

3. Nikobakht, M (2001). Physical education in the mirror of Iranian culture and literature, Shahid Beheshti University. [In Persian]

4. Heidary A, Dolatshah N. (2013). “Manifestations of Sufism, Chivarly, and Shia Religion in Ancient Sport and Gymnasium of Iran”, Research in Sport Management and Motor Behavior, Vol. 2, No. 4, pp. 57-71. [In Persian]

10. Haddadinia, H., Shohandi, H., Sharbatoghly, A., Seyyedan, S. E. (2011). “The influence of brand familiarity and product type on consumer responses cause related marketing”, Journal of Management Science of Iran, Vol. 6, No. 23, pp. 101-126. [In Persian]

14. Kqahajerdi, I., Faizollahi, GH. A., Shojaei Isfahani Nejad, S. E. (2014). “Identifying the effective factors in the development of sport tourism using the SWOT model (Case Study: Zurkhaneh of Isfahan City)”. Geographical Journal of Tourism Space, Vol. 3, No.10, pp. 25-38. [In Persian]

15. Yasini, S. R. (2016). Educational and cultural functions of sacraments in palestra, Journal of Islamic Education, Vol. 11, No. 22, pp. 131-150. [In Persian]

17. Pemanfar, M. H., Saatchian, V., Eghbali, B., Pemanfar, H. R. (2012). “Structural model of factors influencing spiritual intelligenc of the Zurkhaneh Athletes”, Sports Psychology Studies, Vol.1, No. 1, pp. 57-68. [In Persian]

دوره 10، شماره 4
دی 1397
صفحه 703-722

تجزیه‌وتحلیل انگیزه‌های مشارکت در بازاریابی خیرخواهانه با تأکید بر فعالان ورزش زورخانه‌ای: رویکرد ترکیبی

مراجع

مراجع

1. Approved by session 621 dated 14/05/1393 of the General Culture Council. [In Persian]

3. Nikobakht, M (2001). Physical education in the mirror of Iranian culture and literature, Shahid Beheshti University. [In Persian]

4. Heidary A, Dolatshah N. (2013). “Manifestations of Sufism, Chivarly, and Shia Religion in Ancient Sport and Gymnasium of Iran”, Research in Sport Management and Motor Behavior, Vol. 2, No. 4, pp. 57-71. [In Persian]

10. Haddadinia, H., Shohandi, H., Sharbatoghly, A., Seyyedan, S. E. (2011). “The influence of brand familiarity and product type on consumer responses cause related marketing”, Journal of Management Science of Iran, Vol. 6, No. 23, pp. 101-126. [In Persian]

14. Kqahajerdi, I., Faizollahi, GH. A., Shojaei Isfahani Nejad, S. E. (2014). “Identifying the effective factors in the development of sport tourism using the SWOT model (Case Study: Zurkhaneh of Isfahan City)”. Geographical Journal of Tourism Space, Vol. 3, No.10, pp. 25-38. [In Persian]

15. Yasini, S. R. (2016). Educational and cultural functions of sacraments in palestra, Journal of Islamic Education, Vol. 11, No. 22, pp. 131-150. [In Persian]

17. Pemanfar, M. H., Saatchian, V., Eghbali, B., Pemanfar, H. R. (2012). “Structural model of factors influencing spiritual intelligenc of the Zurkhaneh Athletes”, Sports Psychology Studies, Vol.1, No. 1, pp. 57-68. [In Persian]

دوره 10، شماره 4دی 1397صفحه 703-722

دوره 10، شماره 4
دی 1397
صفحه 703-722