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ارائه مدل ساختاری صفات شخصیتی و قصد خرید مصرف‌کنندۀ ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه آموزش تربیت بدنی، دانشگاه فرهنگیان، تهران، ایران

چکیده

مقدمه: هدف از پژوهش حاضر ارائۀ مدل برای بررسی نقش صفات شخصیتی در قصد خرید مصرف‌کنندۀ ورزشی بود.
روش پژوهش: این پژوهش کاربردی، حال‌نگر و از نوع تحقیقات توصیفی است. براساس فرمول کوکران و به روش نمونه‌گیری خوشه‌ای چندمرحله‌ای، 350 نفر از دانشجویان تربیت بدنی استان‌های مرکز کشور (اصفهان، یزد، سمنان و چهارمحال و بختیاری) انتخاب شدند و به چهار پرسشنامۀ گشودگی به تجربه، استعداد خیال‌پردازی، سبک بصری پردازش و قصد خرید (استاندارد با روایی و پایایی قابل قبول) پاسخ دادند. داده‌ها در دو سطح آمار توصیفی و استنباطی با روش مدلسازی معادلات ساختاری تحلیل و مدل پیشنهادی تحقیق ارزیابی شد.
یافته‌ها: نتایج نشان داد رابطۀ بین صفت گشودگی به تجربه با قصد خرید و رابطة سبک بصری پردازش با قصد خرید معنادار است، اما صفت استعداد خیال‌پردازی رابطۀ معناداری با قصد خرید نداشت.
نتیجه‌گیری: این پژوهش نشان داد متغیرهای شخصیت، عاملی مهم در تحقیقات مصرف‌کننده بوده و نقش بالقوۀ آن نیاز به توجه بیشتر محققان و بازاریابان ورزشی است. ازاین‌رو مدیران و دست‌اندرکاران بازارهای ورزشی می‌توانند با بررسی و شناخت ماهیت شخصیتی مخاطبان خود، در پیش‌بینی رفتار مصرف‌کنندگان، نحوۀ هدایت و تسلط بر بازار گام بردارند.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Personality Traits on Purchase Intention of Sport Consumers (Providing a Structural Model)

نویسندگان [English]

  • Zeinab Naghiloo
  • Fereshte Kotobi
  • Majid Namvar

Department of Physical Education, University of Farhangian, Tehran, Iran.

چکیده [English]

Provide a Structural Model of Personality Traits and Purchase Intention of Sport Consumer

Abstract
Introduction: The purpose of this study was to investigate the role of personality in the purchase intention of sport consumers.
Methods: This is an applied, descriptive research and contemporary in terms of time. Based on Cochran's formula, 350 people were selected by multi-stage cluster sampling method among the physical education students in the central provinces of Iran (Isfahan, Yazd, Semnan and Chaharmahal and Bakhtiari) who answered four questionnaires: Openness to Experience, Fantasy-Proneness, Visual Processing Style and Purchase Intention (with approved validity and acceptable reliability). The data were analyzed at two levels of descriptive and inferential with the method of structural equation modeling and the proposed research model.
Results: The results showed that the relationship between openness to experience and visual processing style with the purchase intention was significant, but there was no significant relationship with the fantasy-proneness
Conclusion: This study showed that personality variables are important factors for consumer research and their potential roles need more attention of researchers and sport marketers. Therefore, managers and those involved in sports markets can take steps to predict the behavior of consumers, how to lead and dominate the market by examining and understanding the personality nature of their customers.
Keywords:
Fantasy-Proneness, Openness to Experience, Purchase Intention, Sport Consumer, Visual Processing Style,

کلیدواژه‌ها [English]

  • Fantasy-proneness
  • openness to experience
  • purchase intention
  • Sport consumer
  • Visual processing style
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نشریه مدیریت ورزشی
دوره 14، شماره 3
آبان 1401
صفحه 216-201
فایل ها
سابقه مقاله
  • تاریخ دریافت: 30 اسفند 1399
  • تاریخ بازنگری: 15 تیر 1400
  • تاریخ پذیرش: 18 تیر 1400
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