Javad Adabi Firouzjah; Hossein Alimohammadi; Atefeh Adeli; Hadi Bagheri
Abstract
Objective The main purpose of this study was to examine the relationship between the credibility of consumers of non-sport products based on the role of sports celebrity endorsers with trust, re-purchasing and loyalty.Methodology :This study was conducted as a survey of applied research. The research ...
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Objective The main purpose of this study was to examine the relationship between the credibility of consumers of non-sport products based on the role of sports celebrity endorsers with trust, re-purchasing and loyalty.Methodology :This study was conducted as a survey of applied research. The research sample consisted of 400 consumers of non-sport products in shopping centers and stores in Isfahan which were selected as available. The measuring instrument consisted of Kurdlo et al. (2015) questionnaire for trustworthiness of advertising, questionnaire on product trust and re-purchase and customer loyalty questionnaire.The face and content validity of the questionnaires were confirmed by a survey of several sports management experts and its reliability using Cronbach's alpha. (Cronbach's alpha is ./91, ./70, ./75 , ./88). The data were analyzed using descriptive statistics (central tendency and dispersion indices) and inferential (structural equation test) and analyzed by SPSS and Lisrel software.Results:The findings showed that the product information had the most impact on the non-sports product advertising and the advertising of non-sport products by sports endorsers from the point of view of customers affects the trust in products.Conclusion:Based on the findings, non-sport product producers can be used to advertise their products in order to attract more consumer confidence from sports endorsers.
hosein eidi; negar gholipour; maryam fallah
Abstract
Objective: The purpose of this study was to test a research model by adapting technology acceptance model, trust, perceived enjoyment, and satisfaction to understand why and how sport consumers purchase sport products online. Methodology: To achieve the purpose of the study, an online survey was conducted ...
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Objective: The purpose of this study was to test a research model by adapting technology acceptance model, trust, perceived enjoyment, and satisfaction to understand why and how sport consumers purchase sport products online. Methodology: To achieve the purpose of the study, an online survey was conducted with a total of undergraduate and graduate students from universities in the Iran. according to Morgan for unlimited community 390 questionnaires were collected. In this study was used a demographic questionnaire, questionnaire ease, usefulness and reliability Geffen (2003), Understanding the pleasure of Fagan (2008), attitude, intention to buy Yoo (2014) and satisfaction of buying Anderson (2003).validity was obtained. the reliability of the questionnaire was 0.94. Results: The results of Smart PLS showed the usefulness, ease, confidence and fun affected on online shopping. The findings provide evidence that trust was most influential as a motivator for using the Internet for purchasing sport products. However perceived ease of use, did not influence attitude of sport products. Conclusion: therefore online stores manager not only sell product but also they should strive to maintain integrity, providing quality products and the best service, constant and loyal customer find and at least have a good sales promotions.
Mohsen ShirMohammadzadeh; Seyed Mohammad Kashef Kashef; MirHassan SeyedAmeri; Abolfazl Qassemzadeh
Volume 5, Issue 2 , January 2017, , Pages 248-261
Abstract
Objective: The aim of this study was to investigate the antecedents and outcomes of the psychological empowerment of staff in the youth and sport offices based on structural equation modeling (SEM).Methodology: The statistical population included all staff of youth and sport offices in the north-west ...
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Objective: The aim of this study was to investigate the antecedents and outcomes of the psychological empowerment of staff in the youth and sport offices based on structural equation modeling (SEM).Methodology: The statistical population included all staff of youth and sport offices in the north-west provinces of Iran (N=588) and 250 people were selected as the study sample based on Cochran's formula. Research data was gathered using Spritzer’s psychological empowerment questionnaire (1997), SeyedJavadein’s organizational trust questionnaire (2009), Brayfield and Rothe's job satisfaction questionnaire (1951), Moody’s organizational commitment questionnaire (1979), Bardenz and Metzcas’s leadership style questionnaire (2000), and NanchiOn’s organizational culture questionnaire (1998). The reliability of the questionnaires was approved using Cronbach alpha coefficient. Pearson correlation and structuralequation modeling were used to analysis data.Results: Research findings indicated that the organizational trust, culture and leadership were considered as antecedents and job satisfaction and organizational commitment were identified as outcomes of the psychological empowerment. The strongest correlation was observed between leadership and culture, and the weakest correlation was observed between culture and empowerment (p<0.050). The psychological empowerment was correlated positively with job satisfaction and organizational commitment (p<0.050).Conclusion: It is concluded that leadership, culture and trust can improve the staff’s empowerment perception. Furthermore, the empowerment can promote the staff’s organizational commitment and their job satisfaction as well. Therefore, people with high degree of perception toward organizational leadership, culture and trust show more high level of empowerment in their workplace.
