مدل‌سازی شخصیت و محبوبیت برند بر رفتار مصرف‌کنندگان محصولات ورزشی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دکتری تخصصی مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران.

2 استادیار گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران.

3 استادیار مدیریت ورزشی، دانشگاه فنی و حرفه‌ای، تهران، ایران.

10.48301/kssa.2022.310454.1783

چکیده

هدف از پژوهش حاضر مدل‌سازی شخصیت و محبوبیت برند بر رفتار مصرف‌کنندگان محصولات ورزشی بود. روش پژوهش همبستگی با رویکرد مدل معادلات ساختاری بود. جامعۀ آماری مشتریان فروشگاه­‌های ورزشی شهر تهران بودند که با روش تصادفی_خوشه‌­ای تعداد 384 به‌عنوان نمونه انتخاب شدند. به‌منظور جمع‌آوری داده‌ها از پرسش‌نامه‌های شخصیت برند جونز و همکاران (2009)، محبوبیت برند کیم و کو (2012) و قصد خرید ابزری و همکاران (2014) استفاده شد. روایی پرسش‌نامه‌ها توسط متخصصان تأیید و پایایی آنها با استفاده از آلفای کرونباخ بالای 7/0 به دست آمد. در تجزیه ‌و تحلیل داده‌ها از آمار توصیفی و  آمار استنباطی مانند همبستگی پیرسون و مدل‌سازی معادلات ساختاری استفاده شد. بر اساس نتایج مدل پژوهش مشخص شد که شخصیت برند بر رفتار مصرف‌کننده، شخصیت برند بر محبوبیت برند و محبوبیت برند بر رفتار مصرف‌کننده اثر مثبت معناداری داشتند. همچنین محبوبیت برند در ارتباط بین شخصیت برند و رفتار مصرف‌کننده نقش میانجی دارد. نتایج این پژوهش بر لزوم توجه مدیران به شاخص‌هایی از قبیل جذابیت، منحصر به فرد بودن، پویایی، جسارت، سادگی، شفافیت، ارزشمندی، مسئولیت پذیری، اعتبار و قابل اعتماد بودن برند ورزشی در جهت دست‌یابی به بازاریابی نوین در صنعت ورزش تأکید دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Modeling the Personality and Popularity Brand on the Behavior of Sport Products Consumers

نویسندگان [English]

  • Sahar Pirjamadi 1
  • Ahmad Mahmoudi 2
  • Mahdi Shariati Feizabadi 3
  • Mohammad Hossein Ghorbani 1
1 PhD of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’I, Tehran, Iran.
2 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.
3 Assistant Professor Technical and Vocational University, Tehran, Iran.
چکیده [English]

The purpose of this study was to model the personality and popularity brand on the behavior of sport products consumers. The research method was correlational with the structural equation model approach. The study population included customers of sport stores in Tehran, 384 of whom were selected as a sample using the random-cluster method. To collect data, the Brand Personality Questionnaire of Jones et al. (2009), the Brand Popularity Questionnaire of Kim and Ku (2012), and the Instrumental Purchase Intention et al. (2014) were used. The validity of the questionnaires was confirmed by experts and their reliability was obtained using Cronbach's alpha above 0.7. Descriptive and inferential statistics such as Pearson’s Correlation and SEM were used to analyze the data. The results of the research model showed that brand personality had a significant positive effect on consumer behavior and on brand popularity; and brand popularityhad a significant impact on consumer behavior. Brand popularity also had a mediating role in the relationship between brand personality and consumer behavior. The results of this study emphasized the need for managers to pay attention to attractiveness, uniqueness, dynamics, boldness, simplicity, transparency, value, responsibility, credibility and reliability of the sport brand to achieve new marketing in the sport industry.

کلیدواژه‌ها [English]

  • Attractiveness
  • Consumer
  • Dynamics
  • Personality
  • Sport brand
  • Sport marketing
  • Uniqueness

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فصلنامه علمی کارافن
دوره 20، شماره 2
علوم انسانی
شهریور 1402
صفحه 527-544

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سابقه مقاله

  • تاریخ دریافت: 10 آبان 1400
  • تاریخ بازنگری: 21 دی 1400
  • تاریخ پذیرش: 23 اسفند 1400

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