بررسی نقش عوامل فرهنگی- اجتماعی بر بازاریابی تجربی و قصد خرید ورزشکاران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت ورزشی، دانشگاه ولی‌عصر رفسنجان (عج)، رفسنجان، ایران.

2 دانشیار، گروه مدیریت ورزشی، دانشگاه ولی‌عصر رفسنجان (عج)، رفسنجان، ایران.

3 کارشناس ارشد، گروه مدیریت بازاریابی ورزشی، دانشگاه ولی‌عصر رفسنجان (عج)، رفسنجان، رفسنجان، ایران.

10.30473/arsm.2024.68463.3783

چکیده

هدف پژوهش حاضر بررسی نقش عوامل فرهنگی ـ اجتماعی بر بازاریابی تجربی و قصد خرید ورزشکاران حرفه‌ای استان کرمان بود. این پژوهش، از نوع توصیفی ـ همبستگی است که به شکل میدانی انجام شده است. جامعه آماری پژوهش حاضر را ورزشکاران حرفه‌ای (حدود 300) استان کرمان تشکیل دادند که از بین آن‌ها 169 نفر به روش تصادفی خوشه‌ای به عنوان نمونه انتخاب شدند. برای گردآوری داده‌ها پس از تأیید روایی و پایایی از پرسشنامه‌های عوامل فرهنگی اجتماعی، بازاریابی تجربی و قصد خرید استفاده شد. داده‌ها به کمک روش حداقل مربعات جزئی تحلیل شد. نتایج نشان داد عوامل فرهنگی اجتماعی بر بازاریابی تجربی و قصد خرید ورزشکاران حرفه‌ای تأثیر مستقیم و معنادار دارد. با توجه به یافته‌های پژوهش حاضر پیشنهاد می‌شود سازمان‌ها، شرکت‌ها، نهادهای حکومتی و حتی مردمی دخیل در تأمین نیازهای مختلف ورزشکاران برنامه‌هایی متناسب با سلایق فرهنگی و هنجاری برای ارتقای سرمایه اجتماعی- فرهنگی و بهبود روابط اجتماعی آن‌ها در نظر گرفته و اجرا کنند.

کلیدواژه‌ها

موضوعات


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