بررسی عوامل موثر بر رفتار خرید مصرف‌کنندگان محصولات ورزشی در رسانه‌های اجتماعی

عباسیان, مهدی; مرعشیان, سید حسین; حیدری نژاد, صدیقه; خطیبی, امین

doi:10.22059/jsm.2021.312179.2602

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه مدیریت ورزشی دانشگاه شهید چمران اهواز، اهواز، ایران

² گروه مدیریت ورزشی دانشگاه شهید چمران اهواز، اهواز، ایران.

https://doi.org/10.22059/jsm.2021.312179.2602

چکیده

مقدمه: هدف از این تحقیق بررسی عوامل مؤثر بر رفتار خرید مصرف‌کنندگان محصولات ورزشی در رسانه‌های اجتماعی است.
روش پژوهش: روش تحقیق به شکل آمیخته انجام گرفته است. تجزیه‌وتحلیل اطلاعات در بخش کیفی با استفاده از روش مصاحبة نیمه‌ساختاریافته با 48 نفر از استادان رشتة تربیت بدنی که به روش هدفمند انتخاب شدند، انجام گرفت. در بخش کمی با طراحی پرسشنامه و پس از تأیید روایی و پایایی از دانشجویان رشتة تربیت بدنی دانشگاه‌های شهر اهواز (349) که محصولات ورزشی را از رسانه‌های اجتماعی خریداری می‌کردند و در زمینة رسانه‌های اجتماعی فعال بودند، برای تکمیل استفاده شد. در بخش کیفی برای تجزیه‌وتحلیل از روش دلفی استفاده شد و در بخش کمی با استفاده از نرم‌افزارهای SPSS16 وAMOS و از طریق مدل معادلات ساختاری به تجزیه‌وتحلیل داده‌ها پرداخته شد.
یافته‌ها: نتایج نشان داد شبکه‌های اجتماعی بر متغیرهای فنی و متغیرهای فرهنگی اجتماعی تأثیر می‌گذارند. جنبه‌های مختلف رفتاری بر متغیرهای فنی و اجتماعی تأثیرگذار است. همچنین شبکه‌های اجتماعی بر جنبه‌های مختلف رفتاری تأثیر معناداری دارد.
نتیجه‌گیری: به‌طور کلی به توجه به تحقیق انجام‌گرفته، به‌کارگیری رسانه‌های اجتماعی تأثیر معناداری بر جنبه‌های مختلف رفتار مصرف‌کننده دارد و نقش حیاتی در بازاریابی و وفاداری به برند ایفا می‌کند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigation to Affecting Factors on Purchasing Behavior of Consumers of Sports Products through Social Media

نویسندگان [English]

Mehdi Abasian ¹
Seyed Hosein Marashian ¹
Sedighe Heydarinejad ²
Amin Khatibi ²

¹ Department of Sports Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran

² Department of Sports Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

چکیده [English]

Introduction: The purpose of this study was to investigate the affecting factors on purchasing behavior of consumers of sports products through social media.
Methods: The research method included two parts of quantitative and qualitative approachs. In the quantitative part, the required data were collected through semi-structured interviews from 48 sport teachers and experts. In the qualtative part, by designing a researcher made questionnaire and after confirming its validity and reliability, the physical education students (349 people) who share sports products in social media were asked to complete. The data were analyzed using Delphi method, SPSS version 16 and AMOS softwares.
Results: The results showed that social networks affect technical and socio-cultural variables. Also, different aspects of behavioral aspects affect technical and cultural variables also social networks.
Conclusion: According to the findings, social media have significant effects on various aspects of consumer behavior and play key roles in marketing and brand loyalty, and it is suggested that managers of organizations use this way as an important part of their marketing.

کلیدواژه‌ها [English]

Social media
Consumer
Purchasing behavior
Social Medi Sport Product
Sport

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