نقش نگرش مصرف کنندگان در باورپذیریِ تبلیغات تجاری ورزشکاران صحه گذار

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 دانشگاه صنعتی شاهرود

https://www.doi.org/10.34785/J021.2020.712

چکیده

هدف از پژوهش حاضر مطالعۀ نگرش مصرف‌کنندگان نسبت به صحه‌گذاری ورزشکاران مشهور و نقش آن در باورپذیری این نوع از تبلیغات بود. جامعه آماری پژوهش را کلیه دانشجویان تربیت‌بدنی دانشگاه صنعتی شاهرود تشکیل دادند که تعداد 112 تن از آنها به شیوه در دسترس به عنوان نمونه انتخاب شدند. برای گردآوری داده‌ها از پرسش‌نامه‌های نگرش به تبلیغات لیو (2002) و پرسش‌نامه اصلاح شده بلترامینال (1982) برای باورپذیری تبلیغات استفاده شد. روایی صوری و محتوایی پرسش‌نامه‌ها توسط 10 نفر از صاحب‌نظران مورد تأیید قرار گرفت؛ ضمن اینکه روایی همگرا و واگرای پرسش‌نامه‌ها نیز تأیید شد. همچنین، پایایی پرسش‌نامه‌ها از طریق ضریب آلفای کرونباخ (90/0 و 91/0) و ضریب پایایی ترکیبی (93/0 و 94/0) تأیید شد. داده‎های جمع‌آوری‌شده به کمک روش‌های آماری همبستگی پیرسون و معادلات ساختاری با استفاده از روش حداقل مربعات جزئی تحلیل شد. نتایج نشان داد که بین کلیه پنج مؤلفۀ نگرش به تبلیغات صحه‌گذار و باورپذیری افراد ارتباط مثبت و معناداری وجود دارد. همچنین نگرش افراد نسبت به حضور ورزشکاران صحه‌گذار در تبلیغات بر باورپذیری این تبلیغات تأثیر مستقیم و معناداری دارد. با توجه به اهمیت باورپذیری تبلیغات در رفتارهای مصرفی، شرکت‌های تجاری می‌توانند از استراتژی صحه‌گذاری ورزشکاران مشهور استفاده و از این طریق با انتقال بهتر مفاهیم موجود در پیام‌های تبلیغاتی، در جذب مشتریان موفق-تر عمل کنند.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Consumers’ Attitude in the Believability of Commercial Advertisements of Endorser Athletes

نویسندگان [English]

  • Hadi Bagheri 1
  • Nasrin Biglari 2
1 sport management department, physical education faculty, Shahrood university of technology, Shahrood, Iran
2 Shahrood university of technology
چکیده [English]

The purpose of this study was to examine the role of cconsumers’ attitudes to athletes’ Endorsement on advertisement believability. The population of this study consisted all physical education students of Shahrood University of technology that 112 of them were selected as the sample by the convenience method. In order to collect data, two questionnaires including consumer attitudes to advertising from Liu (2002) and modified believability of advertising from Beltraminal (1982) were used. The face and content validity of the questionnaires were confirmed by 10 experts; Convergent and discriminant validity of the questionnaires was also confirmed. Furthermore, the reliability of the questionnaires was confirmed by Cronbach's alpha coefficient (0.90 and 0.91) and composite reliability coefficient (0.93 and 0.94). The collected data were analyzed using Pearson correlation and structural equations modeling using Partial Least Square. The results showed that there are significant and positive relationships between all of five components of attitudes to advertising and advertising believability. Also, consumers’ attitudes to advertising had a direct and significant impact on advertising believability. Regarding to the importance of advertising believability for consume behavior, trade corporates can be more successful in customers’ attraction when they use the strategy of famous athletes’ endorsement, since they can transmit better their desirable concepts.

کلیدواژه‌ها [English]

  • Celebrities
  • Marketing Communications
  • Commercial Advertising
  • Endorsement

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