نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد مدیریت ورزشی، دان شگاه محقق اردبیلی، اردبیل، ایران
2 استادیار مدیریت ورزشی، واحد مریوان، دانشگاه آزاد اسلامی، مریوان، ایران
3 کارشناسی ارشد بازاریابی در ورزش، واحد تهران جنوب، دان شگاه آزاد اسلامی ، تهران، ایران
4 کارشناسی ارشد مدیریت بازاریابی در ورزش، دان شگاه آزاد اسلامی واحد اردبیل، اردبیل،ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present study was conducted in order to investigate the impact of the perceived quality of sports products on the purchase intention of consumers in Ardabil city. In terms of the descriptive-correlation study method, the data collection plan was carried out in the field. The community were all consumers of sports products in Ardabil city. 384 people were randomly selected as a research sample using the Morgan table calculation method. The measurement tools included questionnaires on the perceived quality of products and the purchase intention of customers. The results of data analysis using SPSS software showed that the perceived quality of sports products had a positive and significant effect on the purchase intention of customers (0.49). =Beta). Also, understanding customer needs (Beta=0.47), customer satisfaction (Beta=0.47) and responding to customers (Beta=0.44) had a positive and significant effect on customers' intention to purchase sports products. The results showed that the perceived quality of sports products and its components is one of the main factors influencing the purchase intention of customers. Therefore, companies should pay special attention to the quality element of their products in the priorities of their
کلیدواژهها [English]