تفاوت تأثیر تبلیغات توسط زنان و مردان ورزشکاردر اشتیاق به خرید کالای ورزشی: نتایج یک آزمایش تجربی

فتحیان, روح الله; الهی, علیرضا; اکبری یزدی, حسین

doi:10.22059/jsm.2021.303439.2492

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه آزاد، کرمانشاه، ایران

² گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه خوارزمی، تهران، ایران

10.22059/jsm.2021.303439.2492

چکیده

مقدمه: شناسایی تفاوت تأثیر شیوه‌های تبلیغاتی، در ادراک و واکنش‌های رفتاری خرید زنان و مردان، به موضوع مهمی در علم بازاریابی و صنعت تبلیغات تبدیل شده است. به این منظور هدف از این تحقیق، بررسی تفاوت تأثیر تبلیغات توسط زنان و مردان ورزشکار در میزان اشتیاق به خرید کالاهای ورزشی است.
روش پژوهش: این تحقیق نیمه‌تجربی بوده و برای انجام آن از پرسشنامۀ استاندارد تجربه، اعتماد و جذابیت اشخاص نامدار اوهانیان (1990) و پرسشنامة اشتیاق به برند و محصول، زیچکوسکی (1985) استفاده شد. روایی پرسشنامه‌ها توسط متخصصان و پایایی آن با استفاده از روش آلفای کرونباخ ( 90/0=α ) و ( 93/0=α ) تأیید شد. نمونۀ آماری 60 نفر از دانشجویان رشتۀ تربیت بدنی دانشگاه آزاد کرمانشاه بودند. داده‌ها با استفاده از آمار توصیفی جمع‌آوری و با استفاده از نرم‌افزار spss23و روش‌های آماری تی نمونۀ وابسته و آزمون d کوهن تجزیه‌وتحلیل شد.
یافته‌ها: استفاده از ورزشکاران مرد در تبلیغات ورزشی تأثیر مثبت بیشتری بر تمایل افراد به خرید دارد. همچنین زنان تحت تأثیر تبلیغات، نگرش‌ها و تمایلات بیشتر تمایل به خرید کالاهای ورزشی قرار دارند.
نتیجه‌گیری: تأثیر تبلیغات بر زنان و مردان متفاوت است، اما این تأثیر در گروه زنان بیشتر است، زیرا زنان شنوندۀ بهتری هستند و بیشتر در معرض تغییر دیدگاه ناشی از تأثیر تبلیغات قرار می‌گیرند.

کلیدواژه‌ها

موضوعات

مدیریت ورزشی

عنوان مقاله [English]

The Difference Between the Advertising Effect of Male and Female Athletes in the Desire to Buy Sports Goods: The Results of an Experimental Experiment

نویسندگان [English]

Rohollah Fathian ¹
Alireza Elahi ²
Hossein Akbari ²

¹ Department of Sport Management, Faculty of Sport Sciences and Health, Islamic Azad University, kermanshah, Iran

² Department of Sport Management, Faculty of Sport Sciences and Health, University of Kharazmi, Tehran,

چکیده [English]

Introduction: Identifying the impact of advertising practices on perceptions and behavioral responses to the purchase of men and women has become an important issue in marketing science. This can be very effective in the advertising industry of sports goods. To this end, the aim of this study was to investigate the difference between the effect of advertising on male and female athletes on the level of desire to buy sporting goods.
Methods: This research was semi-experimental and used the standard questionnaire of experience, trust and attractiveness of famous people in Ohanian advertisements (1990) and the standard questionnaire of brand-product enthusiasm, Zichkowski model (1985). The validity of the questionnaires was confirmed by experts and its reliability using Cronbach's alpha method (α = 0.90) and (α = 0.93) was confirmed. The statistical sample of this study included 60 students of physical education in Kermanshah Azad University. The data were first collected using descriptive statistics and analyzed using SPSS23 software and statistical methods of dependent sample and Cohen's d-test.
Results: The results showed that the use of male athletes in sports advertising has a more positive effect on people's desire to buy. Also, women are more likely to buy sporting goods under the influence of advertising, attitudes and desires.
Conclusion: The effect of advertising on men and women is different. However, this effect is greater in the group of women because women are better listeners and are more exposed to the change of opinion caused by the effect of advertisements

کلیدواژه‌ها [English]

Advertising
Desire to buy
Gender
Sport
Sports Goods

مراجع

Anjum Sheikh. J, Abbas. A, Mehmood. Z. Design Consideration of Online Shopping Website to Reach Women in Pakistan. 6th International Conference on Applied Human Factors and Ergonomics (AHFE 2015) and the Affiliated Conferences, AHFE 2015. Procedia Manufacturing 3 (2015) 6298. 6304.

Angelovska. N. European Men Vs. Women Online Shoppers: 6 Things Men Buy More Than Women. (2018). Retrived 24 May, 2020 from: https://www.forbes.com/sites/ninaangelovska/2018/11/18/european-men-vs-women-online-shoppers-6-things-men-buy-more-than-women/#641c8428148b.

Akhondi, Javid Moayed, M. The effect of sexual attraction on the sale of goods, Sarmayeh newspaper (2009). Retrived 24 may, 2020 from: http://azrurmia.mihanblog.com/post/676(in Persian).

Amirouche. M., Arnault. F, Boyaval. F, Coste-Manière. I, Salomé. C, van Holt . J. Luxury Toys for Men: When women will let us decide and buy on our own?. Information Technology and Quantitative Management. 2017; 122: 548-555.

Ahmad, W. An empirial investigation of the association between creative advertising and advertising effectiveness in Pakistan. Doctoral dissertation university of Islamabad. 2011; 3 (2): 31-52. doi:10.5539/ijms.v3n2p32

Brunel, F.F and M.R. Nelson. Explaining Gender Responses to Help Self Charity Ad Appeals; The Mediating Role of World- Views. Journal of Advertising. 2000: 29(3):15-27.

Barbas I. Woman Wrestling: A Psycho-Sociological Approach, International Sports Forum ¨Russia. Country of Sports¨ RUS. 2014.

Collignon, H. The sports market (2020). Retrieved 28 October, 2020 from: https://www.kearney.com/communications-media-technology/article?/a/the-sports-market.

Cutler, P and Armstrong, G. Principles of Marketing. 2004; Ali Parsaiyan, Tehran, Adabestan, third edition, first volume: 298. (in Persian).

Darley, w. kand, S. Gender Differences in information Processing strategies An Empyreal Test of The Selectivity Model in Advertising Response' 'journal of Advertising. 1995, 24(1).42-56.

Debevec, K., Kernan, J.B. More Evidence on the Effects of a Presenter's Physical Attractiveness: Some Cognitive, Affective and Behavioral Consequences, In: Advances in Consumer Research, (Ed.) Thomas C. Kinnear, Provo, Utah: Association for Consumer Research. 1984; 11: 127.132.

ESPN, World fame 100 (2019). Retrived 24 may, 2020 from: http://www.espn.com/espn/feature/story/_/id/26113613/espn-world-fame-100-2019.

ESPN staff, World Fame 100. ranking of the most famous women athletes (2019). Retrived 24 may, 2020 from: https://www.espn.com/espnw/sports/story/_/id/26106267/world-fame-100-2019-ranking-most-famous-women-athletes.

Fazli, M & Sadegh, M. Advertising as Communication, Quarterly Journal of Research and Evaluation. 2000: 2: 3. (in Persian).

Global market insights, inc.- logo. Athletic Footwear Market size, Industry Analysis Report, Regional Outlook (U.S., Germany, UK, Italy, Russia, China, India, Japan, South Korea, Brazil, Mexico, Saudi Arabia, UAE, South Africa), Price Trend, Competitive Market share & Forecast 2016. 2023, Report ID: GMI474(2016). Retrived 24 may, 2020: https://www.gminsights.com/industry-analysis/athletic-footwear-market.

Hew, J., Badaruddin, M., Moorthy, M. Crafting a smartphone repurchase decision making process: Do brand attachment and gender matter ?. Telematics and Informatics. 2017; 34 (4): 34-56. http://dx.doi.org/10.1016/j.tele.2016.12.009.

Ho, S., Lowry, P., Warkentin, M., Yang, Y., Hollister, J. Gender deception in asynchronous online communication: A path analysis. Information Processing & Management. 2017: 53 (1): 21-41. doi:10.1016/j.ipm.2016.06.004

Hilliard, D. Media images and female professional athletes: An interpretive analysis of magazine articles. Sociology of Sport Journal. 1984; 1: 251-262.

Jensen, l, c, MCGhie A P and J.R Jeensen. Do Men and Woman's World-Wiews Differ" Psychological Reports. 1991; 6(34): 2-14.

Jones, M. J., & Schumann, D. W. The strategic use of celebrity athlete endorsers in Sports Illustrated: an historic perspective. Sport Marketing Quarterly. 2000; 9(2): 65-76.

Kellaris, j, j and R.C. Rice. The influence of Tempo, Loudness Gender of Listener on Response's Music. Psychology and Marketing: 1993;10(1).

Khorshidi G H. A Study of the Impact of Business Advertising on Consumer Behavior in Iran's Health Industries [MSc]. Thesis, School of Management, University of Tehran. 2000 (in Persian).

Marketing to the Modern Female Sports Fan. (2017). Retrieved 28 October, 2020 from: https://www.evokad.com/marketing-female-sports-fans/ .

Maddux, J. E., & Rogers, R. W. Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology. 1980; 39(2): 235.

Mukherjee, D. Impact of celebrity endorsement on brand image, Social Science Electronic Publishing. 2009; (6): 2-35. Available: http://ssrn.com/abstract=1444814.

Stern, BB. Advertising to the "other Culture. Woman's Use of language and language's les of woman" in Global and Multimedia Advertising, Basil G. England ed. Llilsedale Nj. Journal of Advertising. 1998; 23 (2): 5-15.

Ohanian, Roobina. Construction and Validation of a Scale Measure Celebrity Endorsers Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising. 1990;19: 39-52.