Document Type : Research Paper
Authors
1 Ph.D. Student, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
2 Associate Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
3 Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
Abstract
The product trial is a significant marketing tool for the formation of brand image, attitude toward the product, and behavioral intentions. The aim of this research was to investigate the effect of the promotion of free sport services on arousal and future intention of consumers in advertisement. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and non-physical education students of University of Tehran. The statistical sample consisted of 440 subjects who were selected by stratified sampling method. To collect data, Russell and Mehrabian’s arousal scale (1974), Machleit and Wilson’s future intention (1988) and Zaichkowsky’s personal involvement inventory (1994) were used. Their reliability was obtained using Cronbach's alpha as 0.90, 0.93 and 0.89 respectively. MANCOVA statistical method was used to analyze the data. The results indicated that the main effect of the promotion of the service trial on arousal in subjects who observed an advertisement with the promotion of free service trial was higher than those who observed the similar advertisement without the promotion of service trial [F(1,879) = 315.01, P≤0.001]. Moreover, the main effect of the promotion of the service trial on future intention in subjects who observed an advertisement with the promotion of free service trial was higher than those who observed the similar advertisement without the promotion of service trial [F(1,879) = 476.03, P≤0.001].
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