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.

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