نشریه مدیریت ورزشی

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

اصول اخلاقی انتشار مقاله

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

فرایند پذیرش مقالات

اطلاعات آماری نشریه

اخبار و اعلانات

سیاست های نشریه

ارائه مدل تحلیل اثر خصومت بر پیچیدگی ذهنی و قصد خرید مشتریان برند‌‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

2 استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

3 دانشیار گروه مدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

4 دانشیار گروه مدیریت ورزشی، دانشکده علوم ورزشی دانشگاه آزاد اسلامی واحد اصفهان (خوراسگان)، اصفهان،‌ ایران

چکیده

هدف از این پژوهش تحلیل اثر خصومت بر پیچیدگی ذهنی و قصد خرید مشتریان برند‌‌های ورزشی خارجی(نایک و آدیداس) و داخلی (دایی و مجید) بود. جامعه آماری پژوهش مشتریان برندهای ورزشی خارجی و داخلی در استان مازندران بودند. 384 نفر بر اساس جدول مورگان، به ‌عنوان نمونه انتخاب شدند که پس از توزیع و جمع‌آوری پرسشنامه‌ها در نهایت 380 پرسشنامه صحیح بود. برای تجزیه‌و تحلیل داده‌ها از نرم‌افزارهایSPSS و AMOS استفاده شد. یافته‌ها نشان داد که در بین مشتریان برندهای داخلی بین خصومت قومیت‌نژادی مصرف‌کننده و پیچیدگی ذهنی، قومی نژادی مصرف‌کننده و قصد خرید و همچنین بین پیچیدگی ذهنی خرید و قصد خرید رابطه مثبت معناداری وجود دارد ولی بین خصومت عمومی و قصد خرید، خصومت اقتصادی و پیچیدگی ذهنی خرید و همچنین بین خصومت اقتصادی و قصد خرید رابطه معناداری مشاهده نشد. همچنین رابطه منفی معناداری بین خصومت عمومی و پیچیدگی ذهنی خرید مشاهده شد به علاوه یافته‌ها در بین مشتریان برندهای خارجی نشان داد که بین خصومت قومی‌نژادی و پیچیدگی ذهنی، خصومت قومی‌نژادی و قصد خرید و

کلیدواژه‌ها

عنوان مقاله [English]

An analysis of the effect of hostility on subjective complexity and intention to purchase customers of sport brands

نویسندگان [English]

  • mahdi abhari satellu 1
  • saeid tabesh 2
  • Morteza Dousti 3
  • Rasool Nazari 4

1 Master of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

2 Assistant Professor of Sports Management Department, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

3 Associate Professor, Department of Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran

4 Associate Professor, Faculty of Sport Sciences, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, Iran

چکیده [English]

The purpose of this study was to analyze the effect animosity to purchase involvement and customer purchase intention of foreign sports brands (Nike and Adidas) and domestic (Daei and Merooj). The statistical population of this study was the customers of foreign and domestic sports brands in Mazandaran province. 384 people were selected according to the Morgan table. After distributing and collecting questionnaires, 380 completed questionnaires were completed. For data analyses were used by SPSS and AMOS. The findings about domestic sport brands showed that there is a significant positive relationship between Consumer ethnocentrism and Purchase involvement, Consumer ethnocentrism and Purchase intention and as well as between Purchase involvement and Purchase involvement. But, there wasn't a significant relationship between Public animosity and Purchase intention, economic animosity and Purchase involvement, as well as between economic animosity and Purchase intention. Also, there was a significant negative relationship between Purchase involvement and purchase intention. In addition, findings among foreign brands showed that there was a significant negative relationship between ethnic Animosity and mental complexity, also between ethnic animosity and intent to buy, as well as between general animosity and mental complexity. According to research findings, sports marketers should consider animosity in order to succeed in marketing activities and increase profitability.In addition, findings among foreign brands showed that there was a significant negative relationship between ethnic Animosity and mental complexity,

کلیدواژه‌ها [English]

  • Consumer Animosity
  • Domestic Sports
  • brands
  • Purchase intention
  • Purchase involvement
مراجع
1.             Abdolmaleki H, Mirzazadeh Z, AlidoustGhahfarokhi E. The Role of Marketing Mix on Purchase Behavior of Sport Management Professor. Research in sports education. 2016;11 (3):37-54.
2.             nargas b, taeabah b, Ghasemi SH. The Role of IRIB on the Marketing of Iranian Sports Goods with Emphasis on Sports Mix Marketing  (P4). Journal of Communication Management extension in sports media.2 (5):27-35.
3.             Behnam M, Hamidi M, Goodarzi M. The effect of promoting free sports services on the arousal and future intent of the consumer in advertising. 2014;6 (2).
4.             Abbasi F, Moradi Dizgarani M, Hosseinpor M. Analysis of the impact of consumer animosity on purchase decisions. ournal of Business Administration. 2016;8 (2):395-412.
5.             Hadi Sadegh M, Shah Hoseini MA. Determining effective characteristics on ADSL internet users’ behavior in Iran. ournal of Business Management. 2016;7 (2):427-44.
6.             Nalachikashi A, Rasoulian M, Bujari H. Study of consumer behavior toward foreign brands versus domestic brands. Journal of Development Evolution Management. 2012;9 (1):47-56.
7.             Hsu C-L, Chen M-C, Kikuchi K, Machida I. Elucidating the determinants of purchase intention toward social shopping sites: A comparative study of Taiwan and Japan. Telematics and Informatics. 2017;34 (4):326-38.
8.             TabatabaiNasab Sd, Noori A, &Ekhlas M. The role of brand equity on purchase intention of focusing on the self-centered level of the model of consumer psychology of brand. 2013;5 (10):1-26.
9.             Sahafzadeh A, MansouriMoayyed F, KhodadadHosseini Sh, Kordnaeij A. The impact of packaging dimensions on customer satisfaction and Involvement with emphasis on the mediating role of attitudes towards packaging. Science and food industry. 2015;13 (59):109-23.
10.          Mahdieh O, Chubtarash N. Consumer Involvement and Purchase Decision  (Cell Phone as a Case Sstudy). Marketing management. 2013;22:131-51.
11.          Te'eni‐Harari T, Hornik J. Factors influencing product involvement among young consumers. Journal of Consumer Marketing. 2010.
12.          Lakshmi P. Purchasing involvement: A potential mediator of buyer behavior. Economic sciences series. 2011;8 (2):23-37.
13.          Abraham V. A Cross-Cultural Investigation of the Effect of Consumer Animosity on Purchase Involvement. International journal of business and social science. 2013;4 (4).
14.          Richardson CW. Consumer demographics as antecedents in the animosity model of foreign product purchase. International Journal of Business and Social Science. 2012;3 (4).
15.          Anet Z, Sajjadi SN, Khabiri M. Consumer Nationalism Relation with Conspicuous Consumption, Cultural Openness and Perceived Economic Threat in Assessment of Domestic and Foreign Goods. Applied Research of Sport Management. 2013;2 (5):11-25.
16.          Topçu UC, Kaplan M. Willingness to buy foreign products in relation to ethnocentric tendencies and worldminded attitudes of consumers. Procedia-Social and Behavioral Sciences. 2015;207:157-64.
17.          Klein JG, Ettenson R, Morris MD. The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of marketing. 1998;62 (1):89-100.
18.          Sutikno B, Cheng JM-S. Towards consumer ethnocentrism and animosity in Indonesia. 2011.
19.          Khemchotigoon Y, editor The relationship between consumer animosity, marketing mix, perceived product quality, consumer satisfaction and intention to purchase of consumer behavior. International Conference on Trends in Multidisciplinary Business and Economics Research; 2014.
20.          Narang R. Understanding purchase intention towards Chinese products: Role of ethnocentrism, animosity, status and self-esteem. Journal of Retailing and Consumer Services. 2016;32:253-61.
21.          Ranjbarian B, Barari M. The Contribution of Relationship Marketing Underpinning to Customer Loyalty: A Comparison of a Private with a Government Owned Bank. 2009;1 (3):87-106.
22.          Zaichkowsky JL. Measuring the involvement construct. Journal of consumer research. 1985;12 (3):341-52.
23.          Yoo B, Lee S-H. Buy genuine luxury fashion products or counterfeits? ACR North American Advances. 2009.
24.          Abraham V. Does consumer animosity impact purchase involvement? An empirical investigation. International Journal of Business and Social Science. 2013;4 (1).
25.          Bahaee M, Pisani MJ. Iranian consumer animosity and US products: a witch's brew or elixir? International Business Review. 2009;18 (2):199-210.
26.          Akdogan S, Ozgener S, Kaplan M, Coskun A. THE EFFECTS OF CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY ON THE RE-PURCHASE INTENT: THE MODERATING ROLE OF CONSUMER LOYALTY. EMAJ: Emerging Markets Journal. 2012;2 (1).
27.           De Nisco A, Mainolfi G, Marino V, Napolitano MR. Effect of economic animosity on consumer ethnocentrism and product-country images. A binational study on the perception of Germany during the Euro crisis. European Management Journal. 2016;34 (1):59-68.
نشریه مدیریت ورزشی
دوره 12، شماره 1
فروردین 1399
صفحه 259-283
فایل ها
سابقه مقاله
  • تاریخ دریافت: 03 بهمن 1396
  • تاریخ بازنگری: 05 تیر 1399
  • تاریخ پذیرش: 14 آبان 1398
هم رسانی
ارجاع به این مقاله
آمار