sports marketing
arash zamanidehkordi; mahdi kohandel; parivash noorbakhsh
Abstract
This research was conducted with the aim of investigating the causal relationship of organizational reputation on e-loyalty with the mediating role of satisfaction and customer experience management of Sports equipment online stores. The information considered from 492 people and through data collection ...
Read More
This research was conducted with the aim of investigating the causal relationship of organizational reputation on e-loyalty with the mediating role of satisfaction and customer experience management of Sports equipment online stores. The information considered from 492 people and through data collection tools including organizational reputation questionnaire from Loma-Aho questionnaire (2008) and electronic satisfaction questionnaire based on Lee and Turin model (2001) and customer experience management questionnaire from electronic shopping as a researcher made and the electronic loyalty questionnaire was extracted by Durmus et al. (2013). The results of the research using the structural equation modeling method showed that all research hypotheses are confirmed and there are significant relationships between organizational reputation and electronic loyalty with the mediating role of electronic satisfaction and customer experience management of electronic shopping. Organizational reputation, e-satisfaction and customer experience management of e-shopping are all effective in making customers loyal And the positive relationship between them can be a guide to attract and attract customer loyalty.
Hamidreza Tahamtan; Mehdi Kohandel; Mahvash Noorbakhsh
Abstract
Despite the very positive physical and mental consequences of green sport, no much attention has been paid to culturalization of this activity and the citizens’ participation in public physical activities is very little despite the existence of amusement-sport parks . The purpose of this study ...
Read More
Despite the very positive physical and mental consequences of green sport, no much attention has been paid to culturalization of this activity and the citizens’ participation in public physical activities is very little despite the existence of amusement-sport parks . The purpose of this study is investigating the causal relationship between the consequences of green sport and citizens' sport participation with the mediating role of vitality from quantitative and qualitative perspectives. For this purpose, in several qualitative stages and by aggregating the sport management professors’ opinions , a new questionnaire on the consequences of green sport was compiled and completed by a statistical sample of 400 people from 9 cities of Golestan province. Descriptive statistics were used to classify raw scores, design a frequency distribution table and calculate dispersion indices such as mean, standard deviation and frequency and to answer the research questions, exploratory factor analysis and structural equations were used using LISREL software and confirmatory factor analysis. The results showed that the positive consequences of green sport, including social participation, environmental protection and physical and mental health have a direct positive and significant effect on increasing the citizens’ vitality and their sport participation. Also, four vitality factors (beauty, security, health and comfort) increase citizens' sport participation. By reviewing these results, a conceptual model of green sport was presented and the examination of the RMSEA goodness of fit indicators indicates the excellence of proposed model. Based on the results it is recommended that urban management be in such a way that the citizens are aware of the positive consequences of green sport in ordrd to increase the factors of urban vitality.
Masomeh Babaei Mobarakeh; mehdi kohandel; Abas khodayari; Mahvash Noorbakhsh; Ali Zarei
Abstract
Correct understanding of consumer behavior is one of the key factors in successful marketing strategies for businesses and business organizations. The purpose of this study was to analyze the motivation of sports program viewers through traditional and new media. After identifying the stimulant variables ...
Read More
Correct understanding of consumer behavior is one of the key factors in successful marketing strategies for businesses and business organizations. The purpose of this study was to analyze the motivation of sports program viewers through traditional and new media. After identifying the stimulant variables of the sports program viewers, nine variables were considered motivational. To analyze the data, for identifying and extracting factors and factor loads, the exploratory factor analysis with orthogonal rotation using SPSS software was used at a significant level of 0.05 and two-way. Regression test was used to predict various motivational factors. The statistical population of this research were all the students of Payame Noor University of Tehran, with a total of 22000 people. The statistical sample was determined based on the exploratory factor analysis of 525 people and stratified random sampling method. Factor analysis revealed 8 factors to motivate sports programs. These include 1. excitement and pleasure 2. recreation and entertainment 3. getting sports information 4. self-education information 5. rest and relaxation 6. motivation for social interaction and 7. relief motivation 8. Motivate for companionship. Also, the results of regression showed that three factors of excitement and pleasure, escape and release, and obtaining sport information are more important motivations for watching sports programs.
