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سنجش امواج مغزی، انگیختگی، لذت و تصمیم به خرید در صنعت خدمات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی و رسانه در ورزش، دانشگاه کردستان، سنندج، ایران

2 استادیار گروه مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران

3 استادیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

هدف از تحقیق حاضر بررسی نقش امواج مغزی، انگیختگی و لذت بر تصمیم به خرید خدمات ورزشی بود. تحقیق از نظر هدف کاربردی است و به‌صورت نیمه‌تجربی انجام گرفته است. نمونة آماری تحقیق 40 نفر (20 زن و 20 مرد) از دانشجویان رشتة تربیت ‌بدنی در محدودة سنی 25 تا 35 سال بودند که داوطلب شرکت در پژوهش شدند. به‌منظور تهیة ابزار تحقیق، تصاویر متناسب با راهبردهای تحقیق تهیه و روایی محتوایی آنها توسط 10 نفر از متخصصان بازاریابی ورزشی تأیید شد. از دستگاه الکتروآنسفالوگرافی برای ثبت امواج، پرسشنامة دومقوله‌ای برای سنجش تصمیم به خرید و شکل‌های خودارزیابی، برای سنجش انگیختگی و لذت استفاده شد. به‌منظور استخراج داده‌ها از نرم‌افزار Matlab 2013 b و برای تجزیه‌وتحلیل داده‌ها از روش‌های آمار توصیفی و آمار استنباطی شامل تحلیل واریانس با اندازه‌های تکراری و رگرسیون لجستیک، با استفاده از نرم‌افزار spss 22 استفاده شد. نتایج نشان داد که بین توان موج الفا در ناحیة فرونتال مغزی در راهبردهای خیرخواهانه، صحه‌گذاری، تبلیغ و تخفیف تفاوت معنا‌داری (05/0 > P)، وجود دارد. همچنین نتایج نشان داد که پاسخ‌های عصبی روان‌شناختی درصد زیادی از تصمیم به خرید مصرف‌کننده را تبیین می‌کنند. لذا بازاریابان و محققان می‌توانند با توجه به پاسخ‌های عصبی روان‌شناختی مصرف‌کنندگان اثربخشی بیشتر فعالیت‌های ترویجی خود را فراهم آورند.

کلیدواژه‌ها

عنوان مقاله [English]

Measuring Brainwaves, arousal, pleasure and decision to purchase sports service industry

نویسندگان [English]

  • Ali Ghaedi 1
  • Behzad Izadi 2
  • Mohammadreza Ghasemyan 3

1 PhD Student in Sport Marketing and Media, University Of Kurdistan, Sanandaj, Iran

2 Assistant Professor, Sport Management Group, University of Kurdistan, Sanandaj, Iran

3 Assistant professor, Faculty of physical education and sport sciences, Allameh Tabataba'i University, Tehran, Iran

چکیده [English]

The purpose of this study was to investigate the role of the brainwaves, arousal, and pleasure on the decision to purchase the sports service industry. In terms of purpose, the study was an applied one which was done Semi-experimentally. The statistical sample of this study was 40 volunteers (20 women and 20 men) from students of physical education in the age range of 25 to 35 years. In order to provide the research tool, those images which were following research strategies were prepared and their content validity was confirmed by 10 sports marketing experts. An Electroencephalography device, a two-category questionnaire, and some self-assessment Manikins were used respectively to record the waves, to measure the purchasing decision and to measure arousal and pleasure. Matlab 2013 b software was used for extracting data. By using the SPSS 22 software, the descriptive and inferential statistical methods including analysis of variance with repeated measures and logistic regression were used to analyze data. The results showed that there was a significant difference (P <0.05) between the power of alpha wave in the frontal region of the brain in charitable strategies, validation, advertising and discount. Also, it was shown that the Neuropsychological responses explain a significant percentage of a consumer purchasing decisions. Therefore, marketers and researchers can provide more effective promotional activities for consumers based on their neuropsychological responses.

کلیدواژه‌ها [English]

  • Alpha Wave
  • Arousal
  • Pleasure
  • Neuromarketing
  • sport services
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نشریه مدیریت ورزشی
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  • تاریخ دریافت: 03 دی 1398
  • تاریخ بازنگری: 02 اردیبهشت 1399
  • تاریخ پذیرش: 14 اردیبهشت 1399
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