نشریه مدیریت ورزشی

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

نوع مقاله : مقاله پژوهشی

نویسندگان

علیرضا دبیر 1
شهرام نظری 2
مهیار رسولی 3
محمدحسین قربانی 4

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

https://doi.org/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.
 

کلیدواژه‌ها

خریداران محصولات ورزشی
محبوبیت برند
نگرش به محصولات تقلبی

عنوان مقاله English

Developing a Relationship Model between the Attitude to Buying Counterfeit Products and Brand Popularity in Sport Products Customers

نویسندگان English

Alireza Dabir 1
shahram nazari 2
Mahyar Rasouli 3
mohammadhosein ghorbani 4
1 Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, IRAN
2 Assistant Professor, Department of Physical Education, University of Eyvanekey, Semnan, IRAN
3 Ph.D. Student in Sport Management, University of Eyvanekey, Semnan, IRAN
4 Ph.D Student in Sport Management, University of Allameh Tabataba'i University, Tehran, IRAN
چکیده English

The aim of the present study was to develop a model of the relationship between attitudes toward counterfeit products and brand popularity in product products customers. This study was applied in terms of objectives and correlation in terms of data collection. The statistical population consisted of all the customers of sport products in Tehran city. Given the unknown number of research sample, 10,000 ≤ N was considered. Using Morgan table, 384 sport product customers were selected as the sample through simple random sampling method. Standard questionnaires were used to collect data and measure the variables. To analyze the data, descriptive statistics (frequency distribution tables and graphs) and inferential statistics (Pearson correlation and path analysis model) were used to test the research hypotheses. Finally, the results showed that knowing the value, the social effect and the norm of mind had significant positive effects and the price-quality ratio perception, brand loyalty, risk aversion and perceived risk had significant negative effects on the attitude toward counterfeit products. Attitude toward counterfeit products also had a significant positive effect on brand popularity. Also, based on the findings of the study, the effects of personal satisfaction, brand prestige, ethics and brand awareness on attitude toward counterfeit products were not significant. Based on the results of the study, it can be stated that informing the customers about the functional aspects of the main products against the counterfeit products as well as informing advertisements will be effective in introducing the counterfeit products to the individuals and changing their attitude.
 

کلیدواژه‌ها English

Attitudes to counterfeit products
brand popularity
sport products customers
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نشریه مدیریت ورزشی
دوره 12، شماره 3
پاییز 1399
صفحه 871-889

  • تاریخ دریافت 07 دی 1398
  • تاریخ بازنگری 13 اسفند 1398
  • تاریخ پذیرش 23 اردیبهشت 1399

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