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

میریوسفی, سیدجلیل; نژادسجادی, احمد; زارکویی پور, یاسر

doi:10.30473/arsm.2024.68463.3783

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

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ استادیار،دانشکده ادبیات و علوم انسانی،دانشگاه عصر ولی (عج) رفسنجان، ایران

² دانشیار مدیریت ورزشی،دانشکده ادبیات و علوم انسانی،دانشگاه عصر ولی (عج) رفسنجان، ایران

³ کارشناس ارشد مدیریت بازاریابی ورزشی ،دانشکده ادبیات و علوم انسانی،دانشگاه عصر ولی (عج) رفسنجان، ایران

10.30473/arsm.2024.68463.3783

چکیده

هدف از پژوهش حاضر بررسی نقش عوامل فرهنگی- اجتماعی بر بازاریابی تجربی و قصد خرید ورزشکاران حرفه ای استان کرمان بود. این پژوهش، از نوع توصیفی _ همبستگی است که به شکل میدانی انجام شده است . جامعه آماری پژوهش حاضر را کلیه ورزشکاران حرفه ای استان کرمان تشکیل دادند(حدود300) که از بین آنها 169نفر به روش تصادفی خوشه ای به عنوان نمونه انتخاب شدند. برای گردآوری داده ها پس از تأیید روایی و پایایی از پرسشنامه های عوامل فرهنگی اجتماعی، بازاریابی تجربی و قصد خرید استفاده شد. داده ها به کمک روش حداقل مربعات جزئی تحلیل شد. نتایج نشان داد که عوامل فرهنگی اجتماعی بر بازاریابی تجربی و قصد خرید ورزشکاران حرفه ای تأثیر مستقیم و معنادار دارد. با توجه به یافته های پژوهش حاضر پیشنهاد می شود که سازمان ها، شرکت ها، نهادهای حکومتی و حتی مردمی دخیل در تأمین نیازهای مختلف ورزشکاران برنامه هایی متناسب با سلایق فرهنگی و هنجاری برای ارتقای سرمایه اجتماعی -فرهنگی و بهبود روابط اجتماعی آنها درنظر گرفته واجرانمایند.

کلیدواژه‌ها

موضوعات

بازاریابی ورزشی

مراجع

Abdul Qader, I. K. & Binti Omar, A. (2013). The evolution of experiential marketing: Effects of brand experience among the millennial generation. International journal of academic research in business and social sciences, 3(7), 331-342.

Akbari Yazdi, H., Roodbari, H., & Abdolahi, S. (2020). The Impact of Experiential Marketing Dimension on Behavioral Intentions the Student Fans of Iranian Football Premier League. Sport Management and Development, 9, 2(22), 122-138. (In Persian)

Ashuri, S., & Hosseini, S. E. (2016). Ranking the effective dimensions of experiential marketing of selected sports brands in Tehran, a case study of Adidas, Nike, Puma and Reebok brands, the third national conference of sports sciences and physical training of Iran, Tehran. (In Persian)

Azadfada, Sh., Droudian, A. A., & Zamani Dadaneh, Sh. (2021). The effect of marketing based on social networks on the intention of customers to buy products of sports brands with the mediating role of the brand's mental image and brand fascination. Communication Management in Sport Media, 8(4), 31-46. (In Persian)

Babaei Fard, A., Mehrabizade, M., & Shamsi, M. (2018). Meta-analysis of studies on the relationship between cultural capital and happiness, Research in arts and humanities, 3(11), 59-71. (In Persian)

Bahrami, SH., & Amiri, S. (2018). The Effect of Experiential Marketing on Impulsive Buying Tendency and Word of Mouth Marketing with the Mediating Role of Satisfaction and Emotional Response in Sporting Goods Customers, Sport Physiology & Management Investigations, 12, 3,165-174. (In Persian)

Darvishi Harzevili, F., Ramezaninezhad, R., & Goharrostami, H.R. (2021). Influence of green marketing on sport brand image and intention to purchase Athletes in Rasht, Journal of Sport Marketing Studies, 2, 4, 120-146. (In Persian)

Dehdashti, M., & Adabi Firoozjah, J. (2022). The role of social media marketing on purchasing intention and loyalty of sport recreational centers customers based on the Uses & gratification theory. Applied Research in Sport Management, 10, 3(39), 23-34. (In Persian)

Ebrahimi, A., Shekari, A., & Shetab Booshehri, N. (2017). The Impact of Consumer Trust on Shopping Intention Mediated by Mouth-to-Mouth Advertising. Sport Management Studies, 8(40), 131-146. (In Persian)

EbrahimiAshlaqi, E., & Nowrozi, S. (2020). The effect of cultural capital and social factors on the buying style of customers in the Atka consumer cooperative store, Behavioral studies in management, 11,23, 84-98. (In Persian)

Ebrahimpour Azbari, M., Akbari, M., & Rafiei Rasht Abadi, F. (2015). The effect of experiential marketing on brand commitment with the mediating role of trust and loyalty. Journal of business management, 7(4), 783-804. (In Persian)

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55.

Faramarz Pour, F., Saeedi, P., Gorji, M. B., & Akhavanfar, A. (2020). Cultural Tourism Branding with Emphasis on Empirical Marketing (Case Study: Neyshabour City). Islamic Art Studies, 16(38), 300-327. (In Persian)

Ghaedi, A., Izadi, B., & Ghasemian, M. (2021). The Effect of charity and Advertising on Purchase Sports Products: Semi-experimental approach. Sport Management Studies, 13(67), 63-88. (In Persian)

Ghahraman Nejad, J. (2022). Investigating the Impact of Social Media Interactions on Purchasing Intent and Customer Behavioral Interaction with Emphasis on Source and Content Factors. Journal of Accounting and Management Vision, 5(62), 1-8. (In Persian)

Ghasemi, M., Khorramian Tousi, S. (2019). Investigating the Effect of Psychological Factors on Purchasing Intent and Customer Obligation (Case Study: customers of Hackopian Mashhad Clothing Company), Journal of New Research Approaches in Management and Accounting. 3(13).71-81. (In Persian)

Hashemi Freemani, S. H., & Pourhasan, F. (2021). The effect of social capital and social interaction on knowledge sharing behavior and customer purchase intention (case study: Taleb Ice Cream Company), The second international conference on management, humanities and behavioral sciences in Iran and the Islamic world. (In Persian)

Hassan, M. K., & Doust, H. V. (2018). Evaluated the Relationship between Sensory Marketing with Customer satisfaction in Hotel Services. Journal of Management and Accounting Studies, 6(02), 7-11.

Hosseinzadeh Shahri, M., & Haddadi, S. (2017). The Effects of Experiential Marketing on Customer Experiential Value through Brand Personality. Quarterly Journal of Brand Management, 3, 4(8), 41-64. (In Persian)

Huang, Z., & He, L. (2015). Experiential marketing by attributes of experience design for hotel APPs: An empirical study from China . Master dissertation in International Marketing, Halmstad University.

Izadi, B., & Roozfarakh, A. (2019). The Relationship of Experiential Marketing with Customer Satisfaction and Loyalty in Sport Complexes. New trends in sport management 6, 23,49-61. (In Persian)

Jabbary Touran, T., Amirahamdi, R., Khosh Far, GH., & Ghafari, E. (2022). Relationship Between cultural capital and the lifestyle of elderly women, Journal of Sociological Researches,16(42) 7-25. (In Persian)

Jalali, M., Nadalipour, Z., & Fathi, M. R. (2020). The Impact of Experimental Marketing on the Behavioral Intentions of Visitors to Tourism Attractions (Case Study: Persian Gulf’s Martyrs Lake Resort). Journal of Tourism and Development, 9,1(22), 66-89. (In Persian)

Kazemi, A., Rousta, A., & Na’ami, A. (2021). Analyzing the Impact of Export Orientations on Export Performance Through Innovation and Internationalization: The Mediation-Moderation Model. Iranian Journal of Management Studies, 14(4), 761-776. (In Persian)

Khabiri, M., Sajjadi, N., Hamidi, M., & Bashiri, M. (2017). The effect of Iranian athletes’ endorsement on attitude and purchase intention of customers and developing a model. Sport Physiology & Management Investigations, 9(1), 91-111. (In Persian)

Khodabakhsh, R., & Mousavi, F.Z. (2018). Investigating the factors affecting the purchase intention of customers of the chain store of Afogh Korosh, Pars Manager Marketing Quarterly, 12,64-74. (In Persian)

Khosravi Anjadani, H., Irani, H. R., & Jandaghi, GH. (2020). The effect of point of purchase advertising on the consumer purchase intentions by mediating of brand equity. Journal of Business Management Perspective, 19, 41(74), 101-119. (In Persian)

Kusumawardani, K., & Purniasari, P. (2021). The effect of online consumer interaction and shopping motivation on purchase intention. Firm Journal of Management Studies, 6(2), 183-202.