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تأثیر پیشبرد فروش بر تمایل به خرید مجدد مشتریان الکترونیکی فروشگاه‌های ورزشی: با نقش میانجی افسوس پس از خرید و خرید تکانشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود

2 گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

10.22059/jsm.2023.359293.3144

چکیده

مقدمه: همزمان با تداوم خریدهای سنتی، خریدهای الکترونیکی به‌سرعت در حال رشد هستند. بنابراین نیاز به درک بهتر رفتار مشتریان الکترونیکی است. پژوهش حاضر با هدف بررسی تأثیر اقدامات پیشبرد فروش در فروشگاه‌های ورزشی بر تمایل به خرید مجدد مشتریان الکترونیکی با میانجی‌گری افسوس پس از خرید و خرید تکانشی انجام گرفت.
روش پژوهش: این پژوهش از نوع توصیفی-همبستگی است. جامعۀ آماری پژوهش مشتریان فروشگاه‌های ورزشی الکترونیکی بودند که 270 نفر به روش در دسترس به‌عنوان نمونه انتخاب شدند. ابزار تحقیق پرسشنامه‌های استاندارد پیشبرد فروش گبادموسی (2009)، تمایل به خرید مجدد راجت‌گرا (2011)، خرید تکانشی فائو و وو (2008) و افسوس پس از خرید بوی و همکاران (2011) بود. داده‌ها به کمک مدلسازی معادلات ساختاری تحلیل شد.
یافته‌ها: طبق نتایج، پیشبرد فروش تأثیر مثبت و معناداری روی تمایل به خرید و خرید تکانشی و تأثیر منفی و معناداری بر افسوس پس از خرید مشتریان الکترونیکی داشت؛ خرید تکانشی نیز اثر مثبت و معناداری بر تمایل به خرید داشت؛ اما تأثیر افسوس پس از خرید بر تمایل به خرید منفی و معنادار بود. همچنین پیشبرد فروش به‌واسطۀ افسوس پس از خرید تأثیر معناداری بر تمایل به خرید نداشت؛ اما خرید تکانشی نقش واسطه‌ای معناداری داشت.
نتیجه‌گیری: بر اساس نتایج، فروشگاه‌های ورزشی الکترونیکی جهت تأثیرگذاری بر رفتار خرید مشتریان بدون ایجاد احساس پشیمانی، می‌توانند از پیشبرد فروش در کنار راهبردهایی همچون مشاورۀ اینترنتی، تالارهای گفت‌وگو، محتوای قابل بارگیری دربارۀ ویژگی‌ها و کاربرد محصولات یا کلیپ‌های هیجان‌انگیز استفاده کنند.
 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Sales Promotion on E-Customers’ Repurchase Intention in Sports Stores: with the Mediator Role of Impulsive Buying and Post-Purchase Regret

نویسندگان [English]

  • Shakiba Seddighi 1
  • Hadi Bagheri 2

1 Shahrood university of technology

2 Physical education and Sports science Department, physical education faculty, Shahrood university of technology, Shahrood, Iran

چکیده [English]

Introduction: While traditional shopping continues, electronic shopping is growing rapidly. Therefore, there is a need to better understand the behavior of e-customers. This study aimed to investigate the effect of sales promotion on the repurchase intention in electronic sports customers with the mediation of impulsive buying and post-purchase regret.
Methods: This study was correlative research. The study population was electronic sports stores’ customers that 270 customers were selected by available sampling. The research instruments were the standard questionnaires of sales promotion Gbadamosi (2009), the repurchase intention Rajatragra (2011), the impulsive purchase of Fau and Wu (2008), and the post-purchase regret of Bui et al. (2011). The data were analyzed by structural equitions modeling.
Results: Sales promotion has a positive and significant effect on the e-customers repurchase intention and impulsive shopping, and a negative and significant effect on post-purchase regret; impulsive shopping also has a positive and significant effect on e-customers repurchase intention, but the effect of post-purchase regret on repurchase intention is negative and significant. Also, sales promotion hasn’t a significant effect on the repurchase intention through post-purchase regret as mediator, but impulsive buying have a significant mediating role.
Conclusion: According to this, the electronic sports stores can use sales promotion along with strategies such as internet consultation, discussion forums, downloadable content about the features and use of products or exciting clips to influence the purchase behavior of e-customers without feeling regret.

کلیدواژه‌ها [English]

  • Purchase Decision
  • Purchase Regret
  • Sports rRetailer
  • Online Purchase Behavior
  • Electronic Sale
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نشریه مدیریت ورزشی
دوره 15، شماره 4
دی 1402
صفحه 316-298
فایل ها
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  • تاریخ دریافت: 04 خرداد 1402
  • تاریخ بازنگری: 09 مرداد 1402
  • تاریخ پذیرش: 28 مرداد 1402
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