نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه تربیت بدنی، واحد پیرانشهر، دانشگاه آزاد اسلامی، پیرانشهر، ایران
2 دانشیار، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
چکیده
هدف از این پژوهش مدلسازی رابطۀ عوامل محیطی و بازاریابی اخلاقی و تأثیر آن بر عملکرد در بین شرکت‌های تولیدی پوشاک ورزشی بود. روش تحقیق توصیفی و از نوع مقایسه‌ای است که به شکل میدانی انجام گرفته است. این تحقیق دارای دو جامعۀ آماری است. جامعۀ آماری اول شامل تولیدکنندگان پوشاک ورزشی در ایران به تعداد 200 نفر بود، که تمامی آنها به‌عنوان نمونه انتخاب شدند. جامعۀ آماری دوم شامل مصرف‌کنندگان پوشاک ورزشی است که به‌علت نامشخص بودن حجم جامعۀ آماری، طبق فرمول 200 نفر به روش نمونه‌گیری تصادفی در دسترس انتخاب شدند. برای جمع‌آوری اطلاعات از پرسشنامه استفاده شد. بدین‌منظور که برای سنجش عوامل محیطی از پرسشنامۀ محقق‌ساخته شامل 34 سؤال و 4 بعد استفاده شد. برای سنجش بازاریابی اخلاقی از پرسشنامۀ محقق‌ساختۀ بازاریابی اخلاقی شامل 18 سؤال و 4 بعد استفاده شد. برای سنجش عملکرد شرکت‌ها از پرسشنامۀ محقق‌ساختۀ 28 سؤالی شامل 4 بعد استفاده شد. روایی پرسشنامه‌ها توسط استادان مدیریت و بازاریابی ورزشی تأیید شد. پایایی پرسشنامه‌ها با آلفای کرونباخ بررسی شد. برای تحلیل داده‌ها از آمار توصیفی و استنباطی و از نرم‌افزار Smart-PLS برای بررسی روابط علّی بین متغیرها استفاده شد. نتایج نشان داد که بین عوامل سازمانی و عوامل فردی با بازاریابی اخلاقی رابطۀ مثبت و معنا‌داری وجود دارد. همچنین بین بازاریابی اخلاقی و عملکرد در بین شرکت‌های تولیدی پوشاک ورزشی رابطۀ مثبت و معنا‌داری مشاهده شد.
کلیدواژه‌ها
عنوان مقاله [English]
Model the relationship between environmental factors and ethical marketing and the effects of the latter on the performance of sportswear producers
نویسندگان [English]
- Bisotoon Azizi 1
- Ebrahim Alidoust Ghahfarokhi 2
1 Assistant Professor, Department of Physical Education, Piranshahr Branch, Islamic Azad University, Piranshahr, Iran
2 Associate Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]
The aim of the present study was to model the relationship between environmental factors and ethical marketing and the effects of the latter on the performance of sportswear producers. This study is a descriptive-comparative research conducted through fieldwork and includes two populations. The first population is comprised of the entire domestic producers of sportswear as 200 firms, which all have been selected as research samples. The second population is comprised of the entire consumers of sportswear, however due to the vastness of the population, the Cochran's formula was applied and resultantly 200 individuals were selected as research samples through the availability random sampling method. Questionnaires have been used for the purpose of data collection. To this end, a researcher-made questionnaire comprising 34 questions and 4 dimensions was used for evaluation of environmental factors. In addition another researcher-made questionnaire comprising 18 questions and 4 dimensions was used for evaluation of ethical marketing. Nevertheless, a third researcher-made questionnaire comprising 28 questions and 4 dimensions was used for evaluation of corporate performance. The validities of the former questionnaires have been approved by authentic professors in sport management and marketing. The reliabilities of the former questionnaires were also evaluated using the Cronbach's alpha method. Descriptive and inferential statistics have been incorporated for analysis of data while the Smart-PLS software was used for inspection of causal relationships between the variables. Results show that there exists a positive and statistically significant relationship between organizational and personal factors and, ethical marketing. Results have also shown another positive and statistically significant relationship between ethical marketing and performance in sportswear producing corporations.
کلیدواژه‌ها [English]
- Consumer
- Ethical Marketing
- Environmental Factors
- Performance
- Sportswear
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