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.
sardar mohammadii; mojtaba ghasemi
Abstract
Objective: The purpose of this study was to investigate the relationship between team achievement and sport involvement in the purchase intention with mediator variables sponsor image, team attachment and sponsor awareness. Methodology: The research method was descriptive survey. The statistical population ...
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Objective: The purpose of this study was to investigate the relationship between team achievement and sport involvement in the purchase intention with mediator variables sponsor image, team attachment and sponsor awareness. Methodology: The research method was descriptive survey. The statistical population were all fans of Esteghlal team that at least one game from the stadium to watch the team and sample size was determined 420. The Research data were collected to use of questionnaire that was taken from previous research. To analyze the data, was used descriptive statistics (frequency, percentage) and inferential statistics (SEM). Results: The findings showed that except paths team achievement to sponsor image, sponsor awareness to purchase intention, and sponsor – team fit to purchase intention, was significant other paths. Among the significant paths, the highest impact, was the path between sport involvement to team attachment and the path team attachment to purchase intention. Conclusion: The teams and corporations managers can be increase purchase intention of sponsor products by fans, together and create a positive image of the sponsor as well as the increased dependence fans to their favorite team.
Asghar Moshabaki Esfahani; Ali Yarahmadi; Atefeh Kashipazan Javan; Ali Naseri
Volume 3, Issue 2 , January 2015, , Pages 129-150
Abstract
Abstract Objective: This study is aimed to investigate the effect of self-definitional needs of the clubs' fans on their purchase intention of products and services of sponsors' company. Methodology: Due to the purpose behind it, the study is practical and is considered a descriptive ...
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Abstract Objective: This study is aimed to investigate the effect of self-definitional needs of the clubs' fans on their purchase intention of products and services of sponsors' company. Methodology: Due to the purpose behind it, the study is practical and is considered a descriptive – survey one. According to the extensive research done in this field abroad, standardized questionnaires have been used after being translated, being localized and validity and reliability confirmation. The sample were the men who were fans of Peykan volleyball club. The questionnaire was distributed using available sampling methods (convenient) among 400 fans. To test the research hypotheses, regression and correlation analysis, using Excel and SPSS software were applied. Results: The results showed that two definitional needs of fans; i.e. continuing (feeling similarity) and feeling of difference (being different) had a significant positive impact on fans belongingness to the club, and the club's belongingness of fans has a significant positive impact on the brand image of the sponsors and their intentions of purchase products and services of company that supported the club. Conclusion: By supplying self-definitional needs of the fans, the club can look more attractive for them and bring belongingness to the club. Furthermore, business companies can use sport sponsorship activities to improve fans' intentions and attitude towards their products and services. Keywords: Self-Definitional Needs, Belongingness to the Club, Sport Sponsorship, Brand Image, Purchase Intention, Paykan Tehran Volleyball Club.
