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اطلاعات آماری نشریه

اخبار و اعلانات

تاثیر عوامل توصیه آنلاین عمیق بر سرگردانی مصرف‌کننده با نقش میانجی ادراک جذب شناختی در ورزشکاران مصرف کننده محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، گروه تربیت بدنی، دانشکده ادبیات و علوم انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران

2 دانشجوی کارشناسی ارشد مدیریت ورزشی، گروه تربیت بدنی، دانشکده ادبیات و علوم انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران

چکیده

امروزه تلاش برای کاهش سرگردانی مشتریان در صنعت ورزش به‌عنوان یک ابزار استراتژیک در توسعه روابط با مشتری بیان شده است. هدف از پژوهش حاضر، تأثیر عوامل توصیه آنلاین عمیق بر سرگردانی مصرف‌کننده با نقش میانجی ادراک جذب شناختی در ورزشکاران مصرف‎کننده محصولات ورزشی بود. روش پژوهش توصیفی- همبستگی به شیوه معادلات ساختاری بوده و به شکل میدانی انجام ‌شده است. جامعه آماری پژوهش شامل مشتریان محصولات ورزشی آنلاین بودند. حجم نمونه براساس روش معادلات ساختاری (به ازای هر گویه 10 نفر) 180 ورزشکار از شهر تهران تعیین گردید. روش نمونه‌گیری به‌صورت در دسترس استفاده شد. برای اندازه‎گیری متغیرها از سه پرسشنامه توصیه آنلاین یه تنگ (2012) 3گویه، وانگ و بنباست (2010) با 4 گویه، پرسشنامه ادراک جذب شناختی بارتون و جوینز (2006) با 5 گویه و پرسشنامه سرگردانی مصرف‌کننده وبستر و آیوجا (2006) با 6 گویه استفاده شد. نتایج نشان داد، عوامل توصیه آنلاین عمیق بر سرگردانی مصرف‌کننده با نقش میانجی ادراک جذب شناختی در مصرف‌کنندگان محصولات ورزشی تأثیر معناداری دارد (76/0=β). لذا پیشنهاد می‌شود فروشندگان محصولات ورزشی در شیوه مجازی توجه ویژه‌ای به نمایندگی‌های آنلاین محصول داشته باشند و تا جایی‌که امکان دارد با ارائه اطلاعات مفید به مشتریان، سرگردانی آنان در هنگام خرید محصول را کاهش دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect of deep online recommendation factors on consumer wandering with the mediating role of cognitive absorption perception in athletes consuming sports products

نویسندگان [English]

  • Kazem Cheraghbirjandi 1
  • Azam Hedaei niya 2

1 Assistant Professor of Sports Management, Department of Physical Education, Faculty of Literature and Humanities, Birjand Branch, Islamic Azad University, Birjand, Iran

2 Master's student in Sports Management, Department of Physical Education, Faculty of Literature and Humanities, Birjand Branch, Islamic Azad University, Birjand, Iran

چکیده [English]

Today, the effort to reduce customer churn in the sports industry has been expressed as a strategic tool in the development of customer relationships. The aim of the current research was the effect of deep online recommendation factors on consumer wandering with the mediating role of cognitive absorption perception in athletes consuming sports products. The method of descriptive-correlational research is structural equations and it was conducted in the field. The statistical population of the research included customers of online sports products. The sample size was determined based on the structural equation method (10 people per item) of 180 athletes from Tehran. The available sampling method was used. To measure the variables, three online recommendation questionnaires by Ye Teng (2012) with 3 items, Wang and Benbast (2010) with 4 items, Barton and Joynes (2006) with 5 items, and Webster and Ayoja's (2006) consumer wandering questionnaire were used. It was used with 6 items. The results showed that deep online recommendation factors have a significant effect on consumer wandering with the mediating role of cognitive absorption perception in sports product consumers (β=0.76). Therefore, it is suggested that the sellers of sports products should pay special attention to the online product dealers in a virtual way and reduce their wandering when purchasing the product as much as possible by providing useful information to the customers.

کلیدواژه‌ها [English]

  • Deep Recommendation"
  • Sports Consumer"
  • Cognitive Absorption"
  • "
  • Sports Marketing"
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مطالعات بازاریابی ورزشی
دوره 5، شماره 4 - شماره پیاپی 20
اسفند 1403
صفحه 118-138
فایل ها
هم رسانی
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