نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، مرکز تحقیقات مراقبت‌های بالینی و ارتقای سلامت، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 دانشیار مدیریت ورزشی، مرکز تحقیقات مراقبت‌های بالینی و ارتقای سلامت، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3 عضو هیأت علمی گروه تربیت بدنی دانشگاه علم و صنعت ایران، تهران، ایران
چکیده
تأثیرگذاری بر عقاید سایر افراد برای سازمان‌های عرضه‌کنندة کالاها و خدمات، منافع چشمگیری را در پی دارد. بنابراین هدف از این پژوهش، بررسی نقش تبلیغات دهان به دهان الکترونیکی بر عملکرد کسب‌وکارهای ورزش‌های الکترونیکی با اثر متغیر میانجی رفتار خرید بود. پژوهش حاضر از نوع تحقیقات همبستگی بود. جامعة آماری شامل مشتریان کسب‌وکارهای الکترونیکی در شهر کرج بود. براساس نرم‌افزار آماری PASS نسخة 11.0.8 حجم نمونة تحقیق بین 321 تا 369 نفر تعیین شد که از طریق نمونه‌گیری طبقه‌ای - تصادفی 340 نفر به‌عنوان نمونة نهایی انتخاب شد. برای جمع‌آوری داده‌ها از دو پرسشنامة استاندارد رفتار خرید کیم (2008) و پرسشنامة استاندارد عملکرد کسب‌وکار مامون (2011) استفاده شد. روایی صوری – محتوایی پرسشنامه‌ها توسط 10 تن از استادان و متخصصان مدیریت ورزشی تأیید شد. همچنین پایایی پرسشنامه‌ها با استفاده از روش آلفای کرونباخ 92/0 محاسبه شد. به‌منظور تجزیه‌وتحلیل داده‌ها، از مدل معادلات ساختاری استفاده شد. نتایج نشان داد تبلیغات دهان به دهان الکترونیکی بر عملکرد کسب‌وکار (05/0, β=49/0P<)، و رفتار خرید بر عملکرد کسب‌وکار (05/0, β=56/0P<) است. همچنین رفتار خرید نقش تعدیل‌کننده‌ای در رابطة بین تبلیغات دهان به دهان الکترونیکی و عملکرد کسب‌وکارهای ورزش‌های الکترونیکی دارد. با توجه به نتایج، می‌توان به مدیران کسب‌وکارهای ورزش‌های الکترونیکی پیشنهاد داد که در ارائة خدمات به مشتریان بهترین عملکرد را از خود نشان دهند تا از این طریق توسط مشتریان فعلی تبلیغات دهان به دهان الکترونیکی جهت جلب توجه مشتریان جدید داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
Modeling of the role of E-Word of Mouth on Business Performance of eSports with Mediating of Consumer Purchasing Behavior
نویسندگان [English]
- Hossein Abdolmaleki 1
- Abbas Khodayari 2
- Jamal Aldin Shariati 3
1 Assistant Professor, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran
2 Associate Professor, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran
3 Department Physical Education and Sport Sciences, Iran University of Scienc and Technology Tehran, Iran
چکیده [English]
Influencing the ideas of others has considerable interest for supplier and service organizations. Therefore, the aim of this study was to investigate the role of E-word of mouth on Businesses Performance of eSports with mediating of consumer purchasing behavior. The study was descriptive-correlational research. The research population included all customer of E-sport business of Karaj, obtained through random- cluster sampling with appropriate allocation. According to PASS, 340 people were selected as the final sample. To collect data, two standard questionnaires, i.e. Kim’s purchase behavior (2008) and Mamoun Businesses questionnaire (2011) were used. Validity of the form and the content of the questionnaire were confirmed by 10 professors and experts in sports management. The reliability of the questionnaire using Cronbach's alpha was calculated to be 0.92. Structural equation modeling was used in inferential statistics. The results showed that E-word of mouth (β = 0/49, p <0/05) and consumer purchase behaviour (β = 0/56, p <0/05) have significant effect on BP. According to the results of the research, managers of eSports can be recommended to
provide services to clients showing their best performance so that existing customers attract new clients by word-of-mouth advertising in the city.
کلیدواژه‌ها [English]
- Word of Mouth
- customer
- small business
- E-sport
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