طراحی مدل ارتباطی بین نگرش به خرید محصولات تقلبی با محبوبیت برند در خریداران محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشکدة مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران

2 استادیار گروه تربیت بدنی دانشگاه غیردولتی- غیر انتفاعی ایوان کی، سمنان، ایران

3 دانشجوی دکتری مدیریت ورزشی دانشگاه غیردولتی-غیرانتفاعی ایوان‌کی، سمنان، ایران

4 دانشجوی دکتری مدیریت ورزشی دانشگاه علامه طباطبائی، تهران، ایران

10.22059/jsm.2020.294344.2375

چکیده

هدف پژوهش حاضر طراحی مدل ارتباطی بین نگرش به محصولات تقلبی با محبوبیت برند در خریداران محصولات ورزشی بود. این تحقیق از نظر هدف، از نوع تحقیقات کاربردی، به لحاظ گردآوری داده‌ها همبستگی است. جامعة آماری پژوهش تمامی مشتریان محصولات ورزشی در شهر تهران بود. با توجه نامشخص بودن تعداد نمونة تحقیق 10000≤N درنظر گرفته شد. با استفاده از جدول مورگان تعداد 384 نفر از مشتریان محصولات به روش نمونه‌گیری تصادفی ساده به‌عنوان نمونة تحقیق انتخاب شدند. به‌منظور جمع‌آوری داده‌ها و اندازه‌گیری متغیرهای تحقیق از پرسشنامه‌های استاندارد استفاده شد. برای تجزیه‌وتحلیل داده‌ها از روش‌های آمار توصیفی (جداول و نمودارهای توزیع فراوانی) و آمار استنباطی (همبستگی پیرسون و مدل تحلیل مسیر) به‌منظور بررسی فرضیات تحقیق استفاده شد. در نهایت نتایج تحقیق نشان داد آگاهی از ارزش، اثر اجتماعی و هنجار ذهنی اثر مثبت معناداری و برداشت نسبت قیمت- کیفیت، وفاداری برند، ریسک‌گریزی و ریسک ادراک‌شده اثر منفی معناداری بر نگرش به محصولات تقلبی دارند. نگرش به محصولات تقلبی نیز اثر مثبت معناداری بر محبوبیت برند داشت. همچنین براساس یافته‌های تحقیق تأثیر رضایت خاطر شخصی، وجهة برند، مسائل اخلاقی و آگاهی از برند بر نگرش به محصولات تقلبی معنادار نبود. با توجه به نتایج تحقیق می‌توان گفت آگاه‌سازی مشتریان در مورد جنبة عملکردی محصولات اصلی در مقابل محصولات تقلبی و نیز تبلیغات آگاهی‌دهنده در شناساندن محصول تقلبی به افراد و همچنین تغییر نگرش آنها اثرگذار خواهد بود.
 

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