mohammad reza boroumand; Mohammad Pourkiani; ali afrouzeh
Abstract
Objective: The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.Methodology: The present study was quasi-experimental research based on structural ...
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Objective: The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.Methodology: The present study was quasi-experimental research based on structural equation modeling. The sample size was determined to be 36 using G*Power, which was selected from students of Tehran University who were familiar with this brand. The sampling method was convenience and by accident. Measurement tools included the Keller and Block Vividness Questionnaire (1997), Kim and Ko’s flow experience Questionnaire (2019), the Homer’s Brand Attitude Questionnaire (1990), and the Kang, Lee, and Namkung Purchase Intention Questionnaire (2018). Virtual reality experience was created by the Quilo Virtual Reality Headset. On the other hand, after searching for 3D promotional videos, the 3D promotional video clip of the Mammut mountaineering apparel was selected. The method of implementation was completing the questionnaires by the samples after watching the VR advertisements. Finally, the research data was analyzed by structural equations in PLS 3 software.Results: The results showed that virtual reality leads to telepresence and flow experience if the image Vividness is appropriate and rich. The flow experience leads to a change of attitude that ultimately effects on the purchase intention.Conclusion: Overall, the results show that virtual reality technology is an appropriate tool for marketers to deliver a close flow experience to their customers. Nowadays, virtual reality technology has entered to the homes. So, it would be a valuable opportunity for marketers to provide the flow experience to customers at their homes. In addition, it’s suggested for sport stores to be equipped with VR technology. they can also increase effectiveness of this technology by enhancing sensory stimuli, richness and vividness of virtual reality’s containt.
Abbas Gheshmi Meimand; Mohammad Pourkiani; Mohammad Mahdi Rahmati
Abstract
Objective: The purpose of this article is to define the culture of sport and presenting an indigenous model of the components of its, according to the anthropological definition of culture, using the theories of experts. Methodology: This article is in the framework of the qualitative research strategy ...
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Objective: The purpose of this article is to define the culture of sport and presenting an indigenous model of the components of its, according to the anthropological definition of culture, using the theories of experts. Methodology: This article is in the framework of the qualitative research strategy and interviews with 10 physical and cultural education managers and 5 cultural experts of the federations in a targeted sampling First, on the basis of common funds, the themes, related themes, the main themes and the themes of each of the categories of the topic of research are identified, finally, draws and analyzes the network of themes related to the nature of sport culture"What is sport culture?". Results: The results of the network designing are indicative of the culture of sport; there is a difference between the two themes of cultural sport and cultural sport, and these two themes are broader around the themes of organizing universal moral values, the intrinsic values of exercise, physical and physical values of exercise, national and historical values , Religious values, values of modern life and cultural anomalies of sport, define the culture of sport in Iran. Conclusion: According to research findings, culture of culture means "a set of values, norms, beliefs, customs and cultural and historical traditions affecting sporting behavior, as well as specific values derived from sports (martial arts, martial arts, and ...) influences the culture of people in the sports and community environment. "
seyed emad hoseini; Mohammad Pourkiani; ali afrouzeh
Abstract
Objective: The aim of this study is to investigate the effect of sensory marketing dimensions on increasing the fans of Football Clubs of Iran’s premier League. Methodology: this is an applied and descriptive-correlational study. Population of research includes all football premier league fans. ...
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Objective: The aim of this study is to investigate the effect of sensory marketing dimensions on increasing the fans of Football Clubs of Iran’s premier League. Methodology: this is an applied and descriptive-correlational study. Population of research includes all football premier league fans. Sample size determine 210 fans and research questionnaire was distributed randomly between them. Study tool include a researcher made questionnaire which it’s validity and reliability was confirmed. In order to statistical analysis descriptive statistic and structural equation modeling was used in LISREL. Results: given to factorial weight, the most important dimension is audition dimension and after that are dimensions of taste, olfaction, vision, and haptic respectively. Conclusion: in general result show that, sensory marketing has significant effect on increasing fans of Iran’s football premier league. According to sensory entity of sports seem to sensory marketing is a useful method in this field. When serving to costumers addition to physical relation most consider, emotional bond have been existed. Clubs must use sensory strategy trough sensors, emotional, and sensory phrase in relation to emotion and mind of people.
