ارائه مدل تأثیر مؤلفه تبلیغات بر تمایلات رفتاری مشتریان مجموعه های ورزشی شهر تهران با توجه به نقش میانجی عدم تأیید انتظار
مطالعات مدیریت ورزشی
دوره 16، شماره 83 ، فروردین و اردیبهشت 1403، صفحه 83-100 822.62 K )
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2022.10902.3435 نویسندگان
ملیحه پرویزی 1 حسین اکبری یزدی* 2 علیرضا الهی 3 1 دانشجوی دکتری، گروه مدیریت ورزشی و رفتار حرکتی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران2 استادیار مدیریت ورزشی، دانشگاه خوارزمی3 دانشیار دانشگاه خوارزمیچکیده این پژوهش با هدف تعیین تاثیر تأثیر مؤلفه های تبلیغات بر تمایلات رفتاری مشتریان مجموعه های ورزشی با توجه به نقش میانجی عدم تأیید انتظار انجام پذیرفت. روش این پژوهش از نظر هدف کاربردی و از نظر روش جمع آوری داده ها از نوع تحقیقات توصیفی-پیمایشی می باشد. جامعه آماری شامل مشتریان و مدیران و مجموعه های ورزشی و همچنین کارشناسان حوزه مدیریت ورزشی بوده است که بر اساس فرمول کوکران تعداد نمونه 384 نفر از روش نمونه گیری تصادفی خوشه ای تعیین شده است. جهت سنجش تبلیغات اینترنتی و تبلیغات دهان به دهان الکترونیکی از پرسشنامه پرسشنامه چانگ و وانگ(2019)، جهت سنجش مؤلفه عدم تأیید انتظار از قاضی و همکاران (2017) و سنجش مؤلفه تمایلات رفتاری از پرسشنامه هیون، کیم و لی (2011). استفاده شد. تحلیل داده‌ها نیز با نرم افزارارهای spss و Smart pls انجام شد. نتایج تحقیق نشان داد که تبلیغات الکترونیکی و تبلیغات دهان به دهان بر تمایلات رفتاری مشتریان به ترتیب تأثیری به میزان (712/0) و (203/) دارد و عدم تایید انتظار به عنوان میانجی بر رابطه بین تبلیغات الکترونیکی و تمایلات رفتاری مشتریان مجموعه های ورزشی شهر تهران تأثیر دارد. بنابر‌این برای جلو گیری از تاثیر متغیر میانجی عدم تاید انتظار و کسب رضایت مطلوب مشتری، پیشنهاد می شود که در ارائه تبلیغات از این رسانه به نکاتی چون افزایش کیفیت خدمات در لحظه ارائه درخواست و نیاز، اعطای جوایز، تسهیلات و تخفیفات قیمت و استفاده از تکنیک ها جدید و غیر تکراری برای تبلیغ خدمات، مورد توجه قرار گیرد. کلیدواژه‌ها
تبلیغات دهان به دهان ؛ تمایلات رفتاری ؛ بازاریابی ؛ باشگاه ورزشی مراجع
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Aghazadeh, Hashem & Bakhshizadeh, Elahe. (1389). Evaluating the effectiveness of e-advertising based on the hierarchy model of cases (Case study: Garment industry). Modern Economics and Commerce, 6 (21 and 22): 123-143. (persian) Chang, J. H., & Wang, S.H. (2019). Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth. journal homepage. Telematics and Informatics 36. 27–38. Chang, J. H., & Wang, S.H. (2019). Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth. journal homepage. Telematics and Informatics 36. 27–38. Chang, K. C., & Hsu, C. L., & Hsu, Y. T., & Chen, M. C. (2019). How green marketing, perceived motives and incentives influence behavioral intentions. Journal of Retailing and Consumer Services, 49, 336-345. Durandish, Abdul Majid; Elahi, Alireza; Poursoltani Zandi, Alireza. (1396). "Predicting customer satisfaction and willingness to re-attend by service quality components in sports clubs: a study of bodybuilding clubs." Quarterly Journal of Research in Sports Management and Motor Behavior, No. 11 (27 consecutive), 2-1. (persian) Ekawati, N., Yasa, N., Kusumadewi, N & Setini, M. (2021). The effect of hedonic value, brand personality appeal, and attitude towards behavioral intention. Management Science Letters , 11(1), 253-260. Hawkins, D., & Boston, R., & Kenny, K. (2006). Consumer Behavior, Translated by Ahmad Rousta, Atieh Bathaei & Zeinab Hagh Verdi, Sargol Publishing. Hooman, H.A. (2016). Structural Equation Modeling Using Laser Software (with Corrections), 7th Edition, Tehran: SAMT Publishing. (Persian) Jafariani, H., and Doaei, H. (1389). The effect of viral messages on the speed of message transmission in the process of media communication. Communication Research (Research and Measurement), 17 (4 (64 consecutive)), 11-29. (persian) Johnston, Robert. (2001), Linking complaint management to profit, International Journal of Service Industry Management, 12, 1, 60-69 Khanlari, A. & Zamanian, S. (2014). The relationship between brand loyalty and advertising Electronic Word of Mouth Marketing on Social Networks. Journal of Business Administration Researches, 6(12): 75-99.
Kim, M. J., Lee, C. K., Petrick, J. F., & Hahn, S. S. (2018). Factors affecting international event visitors’ behavioral intentions: the moderating role of attachment avoidance. Journal of Travel & Tourism Marketing, 35(8), 1027-1042. Meller, J. J., & Hansan, T. (2006). an Empirical Examination of Brand Loyalty, Journal of Product & Brand Management, 15(7): 442-449. Miller, J. A. (1977). Studying satisfaction: modifying models, eliciting expectations, posing problems and making meaningful measurement. In H. Keith Hunt (ed.), Conceptualisations and Measurement of Consumer Satisfaction and Dissatisfaction, Bloomington: School of Business, Indiana University, 72-91. Peter, J.P. & Olson, J.C. (2005). Consumer behavior & Marketing Strategy. New York:McGraw Hill Companies, Inc.
Qazi, A., Tamjidyamcholo, A., Raj, R. G., Hardaker, G., & Standing, C. (2017). Assessing consumers' satisfaction and expectations through online opinions: Expectation and disconfirmation approach. Computers in Human Behavior, 75, 450-460.
Rezaei, S. Madhooshi & M. Shirkhodaei, M. & Ramezani, A. (2013). Examining Viral Ad’s Attributes and the Cause of its Spread on the Internet, Journal of New Marketing Research, 3(1): 37-48. Rousta, Ahmad, Venus, Davar and Ebrahimi Abdolhamid (2010). with Marketing Research, Applied Attitude, Tehran, Samat Publications. (persian) Sajedifar, Ali Asghar, Esfidani, Mohammad Rahim, Vahdatzad, Mohammad Hossein and Mahmoudi Azar Meysam (2012). "Assessing the Impact of Electronic Services Quality on Building the Trust of Online Clients of Tehran Brokerage Companies." 11 (1391): 47-68. (persian) Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences, 11, 2, 597- 622. Saeeda Ardakani, S. & Saadati Soltanloo, S. (2013). The Viral Message Release Process, the 2nd National Conference on Modern Management Science, 5/September/2013, Gorgan, Iran. Shadjoo Narges, Sarukhani Bagher, & Navabakhsh Mehrdad (Research in Tehran 2015). (persian) Safari Jafarloo, H., Bashiri, M., & Khodaiyan, S. (2021). The Role of Service Quality and Word-of-Mouth Advertisement in Return Intention of Tourists with the Mediating Role of the Destination Image (Case Study of Poladkaf International Ski Resort). Sport Management Studies, 13(67), 35-62. (in Persian). DOI: 10.22089/SMRJ.2020.8099.2779
Taherparvar, Nazanin (1392). "The relationship between customer knowledge management, innovation capability and business performance." Master Thesis in Management, University of Gilan. (persian) Tawakul, Najmeh; Sardari, Ahmad; Ghazizadeh, Mostafa. (1393). Investigating the effect of e-banking acceptance factors on word-of-mouth advertising with emphasis on the mediating role of customer satisfaction and loyalty (Case study, branches of Eghtesad Novin Bank in Shiraz). Bi-Quarterly Journal of Business Strategies, Shahed University, 2, 3, 60-49. (persian) Tsao, W.C., Hsieh, M.T., Shih, L.W. and Lin, T.M. (2015), “Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity”, International Journal of Hospitality Management, Vol. 46, p 99- 111. Yoo, C.W., Sanders, G.L., & Moon, J., (2013). “Exploring the effect of e-WOM participation on e-Loyalty in e-commerce”. Decision Support Systems, 55(2013): 669–678.
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