تأثیر قابلیت بازاریابی بر بازاریابی آگاهانه فروشندگان لوازم ورزشی با نقش میانجی تعامل اجتماعی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 استادیار گروه تربیت بدنی و علوم ورزشی، دانشگاه ارومیه، ارومیه. ایران.

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

10.48301/kssa.2022.337357.2065

چکیده

هدف اصلی پژوهش حاضر بررسی تأثیر قابلیت بازاریابی بر بازاریابی آگاهانه فروشندگان لوازم ورزشی با نقش میانجی تعامل اجتماعی می­باشد. پژوهش حاضر به لحاظ هدف کاربردی و از نظر روش، توصیفی و پیمایشی بوده است. جامعه آماری پژوهش را کلیه فروشنده‌های فروشگاه‌های لوازم و تجهیزات ورزشی در سطح استان آذربایجان شرقی تشکیل دادند. حجم جامعه آماری پژوهش نامعلوم بود. حداقل تعداد نمونه بین 5 تا 20 مورد برای هر متغیر مشاهده­پذیر بوده است که برابر با 285 نفر درنظر گرفته شد. از روش نمونـه­گیـری غیر احتمالی هدفدار از نوع قصدی یا قضاوتی استفاده شد. ابزار پژوهش سه پرسش‌نامه استاندارد بازاریابی آگاهانه زو (2013)، قابلیت­های بازاریابی آثاهن-گیما[1] (2015) و تعامل اجتماعی شوتز[2] (1985) و به­ترتیب با آلفاکرونباخ 89/0، 79/0 و 90/0 بودند. برای تجزیه‌وتحلیل داده‌ها از مدل‌سازی معادلات ساختاری (تحلیل عاملی‌تأییدی و تحلیل مسیر) با کمک نرم‌افزارهای SPSSV25 و Smart-PLS.3.2.8 استفاده شد. نتایج نشان داد که قابلیت بازاریابی تأثیری متوسط، مثبت و معنادار بر تعامل اجتماعی و بازاریابی ذهن‌آگاهانه فروشندگان لوازم ورزشی داشت. همچنین تعامل اجتماعی تأثیری متوسط، مثبت و معنادار بر بازاریابی ذهن‌آگاهانه فروشندگان لوازم ورزشی داشت. در نهایت قابلیت بازاریابی با نقش میانجی تعامل اجتماعی تأثیری متوسط، مثبت و معنادار بر بازاریابی ذهن‌آگاهانه فروشندگان لوازم ورزشی داشت.
 
[1] Athena Gima
[2] Schutz

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Marketing Capability on Mindful Marketing of Sports Equipment Sellers with the Mediating Role of Social Interaction

نویسندگان [English]

  • Roghayeh sarlab 1
  • Houriyhe Dehghanpouri 2
1 Assistant Professor, Department of Physical Education and Sport Science, Urmia University, Urmia, Iran
2 Assistant Professor, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran.
چکیده [English]

The main purpose of this research was to investigate the effect of marketing capability on Mindful marketing of sports equipment sellers with the mediating role of social interaction.  The present study was applied in terms of purpose and descriptive and survey in terms of method. The statistical population of the study consisted of all sellers of sports equipment stores in East Azerbaijan Province. The population size of the statistical population of the study was unknown. The minimum number of samples was between 5 and 20 items for each observable variable, which was considered equal to 285 people. In this study, a non-random sampling method was used. The data collection tool were three standard questionnaires of Mindful Marketing by Zhu (2013), Athena-Gima Marketing Capabilities (2015) and Schutz Social Interaction (1958) with Cronbach's alpha of 0.89, 0.85 and 0.90, respectively. Structural equation modeling, including confirmatory factor and path analyses, was used to test the hypotheses. SPSS V25 and Smart-PLS.3.2.8 software was used to analyze the data. The findings showed that marketing capability had a positive and significant effect on social interaction and mindful marketing; and social interaction also had a positive and significant effect on mindful marketing of sports equipment sellers. According to the research results, rewarding, being intimate with customers and using their opinions in decision-making can improve social interactions.

کلیدواژه‌ها [English]

  • Customer service
  • Sport marketing
  • Sports industry
  • Sports stores

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فصلنامه علمی کارافن
دوره 20، شماره 2
علوم انسانی
شهریور 1402
صفحه 579-601

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  • تاریخ دریافت: 23 فروردین 1401
  • تاریخ بازنگری: 08 شهریور 1401
  • تاریخ پذیرش: 03 آبان 1401

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