نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت بازاریابی ورزشی، دانشکدۀ تربیت بدنی، دانشگاه تهران، تهران، ایران
2 دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
3 دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه تهران، تهران، ایران
چکیده
هدف از تحقیق حاضر،بررسی تأثیر عوامل تبلیغات اینترنتی در رفتار مصرف کنندگان ورزشی بود.این پژوهش از نوع کاربردی و توصیفی-پیمایشی بود.جامعه آماری،کلیه دانشجویان دانشکده های تربیت بدنی دانشگاه های شهر تهران بودند.حجم نمونه با استفاده از فرمول کوکران 344 نفر به دست آمد.ابزار جمع آوری داده ها پرسشنامه وو و همکاران (2008) بود که روایی صوری و محتوایی آن به تأیید 12 نفر از متخصصان و اساتید مدیریت و بازاریابی ورزشی رسید و پایایی آن نیز با استفاده از ضریب آلفای کرونباخ بین 86/0 تا 91/0 محاسبه گردید.با استفاده از نرم افزار SPSS 23 علاوه بر بکارگیری آزمون کلموگروف-اسمیرنف برای نرمال بودن داده ها و آلفای کرونباخ جهت پایایی،از همبستگی پیرسون و استفاده شد و به کمک نرم افزار لیزرل به تعیین و تأیید مدل معادلات ساختاری اقدام شد.نتایج نشان داد که عوامل درگیری با محصول،نگرش به تبلیغات اینترنتی،محتوای تبلیغات و توجه و ارتباط با تبلیغات به ترتیب دارای بیشترین تأثیر در رفتار مصرف کنندگان ورزشی بودند.درگیری با تبلیغات اینترنتی و نقش آن در خرید محصولات در درجه نخست بر اساس نیاز و کاربرد و اهمیت محصول برای افراد است و بعد از آن باایجاد نگرش و تهیه محتوای خوب و چشم گیر می توان فروش محصولات را افزایش داد.
کلیدواژه‌ها
عنوان مقاله [English]
An Investigation of the Impact of Internet Advertising Factors on Behavior of Sport Consumers
نویسندگان [English]
- Alireza Zakerian 1
- majid jalali farahani 2
- Homaila Takali 3
1 MA of Sport Marketing Management, University of Tehran
چکیده [English]
The purpose of current study was to Investigation of the impact of internet advertising factors on behavior of sport consumers. This research applied research goals is the descriptive-survey.Population statistical for students of physical education colleges and universities in the city of Tehran. Sample size determined by using Cochran formula and obtained 344 people. Data collection tool was Wu et al (2008) questionnaire that validity approved by 12 professional sport management and marketing professor and As well as confirmatory factor analysis was used to assess construct validity and the reliability by Cronbach's alpha coefficient was calculated for different parts of between 0/86 to 0/91. By using SPSS 23, Kolmogorov-Smirnov test for normality addition to utilizing data and Cronbach's alpha for reliability,the Pearson correlation and t-test was used and by using LISREL 8.8 to determine and confirm the structural equation model was used. The results show that the factors product involvement degree, attitudes to Internet advertising, Internet advertising content design and contact and attention respectively have the highest impact on behavior of sport consumer. Internet advertising involvement and role in goods purchase foremost according to necessity, usage, important for people and after that attitude creation and good content can increase sale goods.
کلیدواژه‌ها [English]
- Behavior consumer
- Internet Advertising
- Sport Consumer
- Sport Goods
- Sport Marketing
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