‌تأثیر‌‌ بازاریابی شبکه های اجتماعی بر ارزش ویژه و قصد خرید مجدد مشتریان فروشگاه‌های ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

3 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران

https://www.doi.org/10.34785/J021.2020.101

چکیده

این پژوهش براساس هدف، کاربردی و از نظر ماهیت، همبستگی می‌باشد و به روش پیمایشی انجام شده است. جامعه‌ی آماری پژوهش، مشتریان فروشگاه‌های ورزشی استان سمنان بودند. حجم نمونه‌آماری 251 نفر و از نوع در دسترس بوده است. ابزار گردآوری داده‌ها پرسشنامه‌های بازاریابی رسانه‌های اجتماعی Mehrabi & et al, (2014)، ارزش ویژه‌ی مشتری Hamidizade & et al, (2015) و قصد خرید مجدد Dorwasola, (2004) و Rajetgera, (2011) بوده است. روایی صوری و محتوایی پرسشنامه‌های توسط صاحبنظران مورد تأیید قرار گرفت. پایایی پرسشنامه‌ها نیز با استفاده از آزمون آلفای کرونباخ  به ترتیب برابر با 89/0، 84/0 و 84/0 برآورد شد. نتایج نشان داد، فعالیت‌های بازاریابی شبکه‌های اجتماعی بر ارزش ویژه مشتری و قصد خرید مجدد تأثیر‌‌ مثبت و معناداری دارد؛ ارزش ویژه مشتری بر قصد خرید تأثیر‌‌ مثبت و معناداری دارد و فعالیت‌های بازاریابی شبکه‌های اجتماعی بطور غیرمستقیم از طریق ارزش ویژه مشتری بر قصد خرید مجدد تأثیر‌‌ مثبت و معناداری دارد. بنابراین، می‌توان اظهار کرد که شبکه‌های اجتماعی فرصتی برای ‌شناساندن فروشگاه و محصولات فروشگاه‌ها ایجاد می‌کنند. 

کلیدواژه‌ها

عنوان مقاله [English]

The effect of social media marketing on the value and repurchase intention of sports shop customers

نویسندگان [English]

  • Fereshte Firouzian 1
  • Hassan Bahrololoum 2
  • Houriyhe Dehghanpouri 3
1 Master of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran
2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran
3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahroud, Iran
چکیده [English]

This research is applied based on purpose and correlation in nature and has been done by survey method. The statistical population of the study was the customers of sports stores in Semnan province. The statistical sample size was 251 people and was available. Data collection tools were social media marketing questionnaires Mehrabi & et al, (2014), customer equity Hamidizade & et al, (2015) and repurchase intention Dorwasola, (2004) and Rajetgera, (2011). The face and content validity of the questionnaire was confirmed by experts. The reliability of the questionnaires was estimated to be 0.89, 0.84 and 0.84 using Cronbach's alpha test, respectively. The results showed that social media marketing activities have a positive and significant effect on customer equity and repurchase intention; Customer equity has a positive and significant effect on purchase intention and social media marketing activities indirectly have a positive and significant effect on repurchase intention through customer equity. Therefore, it can be said that social networks provide an opportunity to promote the store and the products of the stores.

کلیدواژه‌ها [English]

  • Customer value
  • marketing
  • social media
  • repurchase intent

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