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توسعه و اعتباریابی مقیاس تعیین سبک خرید محصولات ورزشی در ایران | ||
مطالعات مدیریت ورزشی | ||
مقاله 11، دوره 11، شماره 55، مرداد و شهریور 1398، صفحه 231-250 اصل مقاله (822.5 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22089/smrj.2018.5789.2159 | ||
نویسندگان | ||
محمد حسن صلح جو1؛ فرشاد تجاری* 2؛ علی زارعی3 | ||
1دانشجوی دکترای مدیریت ورزشی، دانشگاه آزاد واحد تهران مرکزی | ||
2استاد مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران مرکزی | ||
3دانشیار مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد تهران مرکزی | ||
چکیده | ||
یک بازاریاب برای موفقیت در حوزة بازاریابی، نیازمند آگاهی از عوامل مؤثر در تصمیمهای خرید مصرفکنندگان است تا راهبردهای بخش بازار را بهطور مؤثر اجرا کند. امروزه، مصرفکنندگان جوان در ردة سنی دانشجویی بخش عمدة تـقسیمهای بازار را تشکیل میدهند؛ بنابراین، هدف از انجام پژوهش حاضر، توسعه و اعتباریابی مقیاس ارزیابی سبک خرید براساس مدل اسپرولز و کندال (1986) بود. تعداد 377 نفر دانشجوی رشتة تربیتبدنی و علوم ورزشی بهطورتصادفی، مقیاس ارزیابی سبک خرید توسعهیافتهشامل زیرمقیاسهای جدید مذهب و سیاست برای محصولات ورزشی را بهصورت داوطلبانه تکمیل کردند. یافتههای آزمون تحلیل عاملی اکتشافی با توجه به نسبت شاخص خیدو به درجة آزادی و سایر شاخصها، اعتبار سازة مقیاس را نشان داد. بهطورکلی، یافتهها نشان داد که برخی از خریداران بهدلیلحسعلاقه و وفاداریبهمیهنخودوبهدلیلکیفیت ادراکشدةمحصولات داخلی، ترجیحمیدهند محصولات ساختکشورخودراخریداریکنند. همچنین، ارزشهای مذهبی با تأثیر بر ساختار شخصیت مصرفکننده، اعتقادها، ارزشها و گرایشهای رفتاری خود، بر رفتار و انتخاب مصرفکنندگان تأثیر میگذارند؛ بنابراین، میتوان از این مقیاس با توجه به اهمیت زیرمقیاسهای اضافهشدة مذهب و سیاست،در سنجش سبک خرید مصرفکنندگان محصولات ورزشیاستفاده کرد. | ||
کلیدواژهها | ||
سبک خرید؛ محصولات ورزشی؛ مصرفکننده | ||
مراجع | ||
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