نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری دانشگاه آزاد اسلامی. واحد تهران مرکز
2 استاد مدیریت ورزشی دانشگاه آزاد اسلامی واحد تهران مرکز
3 استادیار مدیریت ورزشی دانشگاه آزاد اسلامی واحد تهران مرکز
چکیده
مقدمه: هدف این پژوهش طراحی مدل ویژگیهای دموگرافیک گروههای مرجع و تأثیر آن بر فرآیند تصمیم خرید مصرف‌کنندگان ورزشی بود.
روش‌شناسی: پژوهش حاضر از نظر هدف کاربردی، از نظر ماهیت توصیفی- همبستگی است. جامعه آماری پژوهش کلیه دانشجویان تربیت‌بدنی دانشگاههای استان گیلان بودند که نمونه آماری به صورت تصادفی طبقهای انتخاب شدند. جهت جمعآوری دادهها از پرسشنامه محقق ساخته استفاده شد و روایی پرسشنامه توسط ۱۲ صاحبنظر تائید شد. همچنین پایایی آن با استفاده از آزمون آلفای کرونباخ (95/0) و پایایی ترکیبی محاسبه شد. جهت تجزیه و تحلیل دادهها و بررسی برازش مدل از مدل‌سازی معادلات ساختاری و با نرم‌افزار PLS3 و SPSS24 استفاده شده است.
یافتهها: نتایج نشان داد که متغیر ویژگیهای دموگرافیک گروههای مرجع به‌طور مستقیم دارای رابطه مثبت و معنی داری با تأثیر اطلاعاتی (79/0)، سودگرایانه (68/0) و بیان ارزش (74/0) داشته است؛ اما به طور مستقیم تأثیر معنیداری روی قصد خرید نداشت. همچنین متغیرهای تأثیر اطلاعاتی (10/0)، تأثیر سودگرایانه (64/0) و تأثیر بیان ارزش (22/0) با قصد خرید به‌طور مستقیم رابطه مثبت و معنی داری داشت.
نتیجهگیری: میتوان گفت که ویژگیهای دموگرافیک گروههای مرجع از طریق اثرگذاری بر روی سه نوع تأثیر اطلاعاتی، سودگرایانه و بیان ارزش، میتواند تعیینکننده قصد خرید در مشتریان باشد. بنابراین فروشگاههای ورزشی در استراتژی بازاریابی و مشتری مداری خود لازم است که به عوامل و مسیرهای اثرگذار بر رفتار خرید مشتری توجه نمایند.
کلیدواژه‌ها
عنوان مقاله [English]
Casual relationship between reference groups’ demographic characteristics and purchasing decision process in sport consumers with SEM-PLS method
نویسندگان [English]
- Maryam Yousefi Paskeh 1
- Farshad Tojari 2
- Zinat Nikaeen 3
1 Ph.D. Student of sport management, Central Tehran Branch, Islamic Azad University
2 Islamic Azad university
3 Islamic Azad university
چکیده [English]
Objective: The purpose of present research was to consider causal relationship of reference groups’ demographic characteristics and its effect on purchasing decision process in sport consumers.
Methodology: The present research is practical and descriptive-correlation. Research statistical population is all of physical education students in Guilan University Province which statistical samples were selected classified accidental. For gathering data was used research-made questionnaire and content validity of questionnaire was confirmed by 12 experts. Also, its reliability was calculated by Cronbach’s alpha (0.95) and composite reliability. To analyze data and investigating model fitting was used structural equation modeling and PLS software.
Results: According to analysis of course was revealed that variable of reference groups’ demographic features has positive and significant relationship with informational influence, utilitarian influence and value-expressive (0.79, 0.68 and 0.74) directly; but it didn’t have significant influence on purchasing decision making directly. Also, variables of informational influence, utilitarian influence and value-expressive influence (0.10, 0.64 and 0.22) had positive and significant relationship with purchasing decision directly.
Conclusion: Generally, reference groups’ demographic features by influencing on three types of informational influence, utilitarian influence and value-expressive influence can be determinative of purchasing decision making in consumers considerably. Thus, sport stores in marketing strategies and keeping consumer should consider to factors and influencing ways on consumer purchasing behavior.
کلیدواژه‌ها [English]
- Purchasing decision making
- Reference groups
- Sport consumers
- Ø Abraham, K. (2011). A Study of Consumer Behavior, International Journal of enterprise computing and business systems, 1(2), 2230-2249.
- Ø Bae, S., & Miller, J. (2009). Consumer Decision-Making Styles For Sport Apparel: Gender Comparisons Between College Consumers. Journal of Research, 4(1), 40–45.
- Ø Hoonsopon, D., & Puriwat, W. (2016). The effect of reference groups on purchase intention: Evidence in distinct types of shoppers and product involvement. Australasian Marketing Journal, 24(2), 157–164.
- Ø Jin, R. & Punpanich, W. (2011). Influence of gender difference in reference group on Smartphone users purchasing decision-making process, Thesis of doctoral dissertation.
- Ø Kadioghlo, C., Sahin, A. & Dogrul, U. (2017). Adolescent influence on family purchasing decisions, Eurasian Journal of Bussiness and management, 5(2), 29-37.
- Ø Keshgar,S. Ghasemi,H. & Tojari, F. (1390). Sport marketing management, movement and science publishing. (Persian)
- Ø Kotler, P., & Armstrong, G. (2009). Principles of Marketing. Pearson Education. Thirteenth Edition. New Jersey.
- Ø Kumar, H., Franklin, S. & Senith, S. (2014). A study on factors influencing consumer buying in cosmetic products, International Journal of Scientific and Research Publications, 4(9), 225-231.
- Ø Kumar, R. (2014). Impact of Demographic Factors on Consumer Behaviour – A Consumer Behaviour Survey in Himachal Pradesh, Global Journal of Enterprise Information System, (6), 3-13.
- Ø Laroche, M., Sadd, G., Cleveland, M., & Browne, E. (2000). Gender differences in information search strategies for a Christmas gift. The Journal of Consumer Marketing, 17(6), 500-524.
- Ø Latif, M., Akhtar, N., Ain, Q., Siddiqi, U. & Ashraf, A. (2016). Impact of a Brand Equity on Consumer Purchase Decision in L’Oreal Skincare Products, International Review of Management and Bussiness Research, 5(3), 808-816.
- Ø Martin, C. A., Bush, A. J. (2000). Do Role Models Influence Teenagers Purchase Decisions and Behaviour?. Journal of Consumer Marketing, 17(5), 441-454.
- Ø Mohammadpoori, M., Tojari, F. & Esmaeeli, M. (2015). Investigating differenced between functions of brand association among consumers of sport bicycles according to demographic features. Indian Journal of Fundamental and Applied Life Sciences, 5(S2), 2449-2459.
- Ø Mourali, M., Laroche, M., & Pons, F. (2005). Individualistic orientation and consumer susceptibility to interpersonal influence. Journal of Services Marketing, 19 (3), 164-173.
- Ø Nagarkoti, B. (2009). Factors influencing consumer behavior of Smartphon users, Degree Thesis, International Bussiness.
- Ø Rehman,A. & Jamil, S. (2016). Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group Demands on Brand Choice Decisions. International Review of Management and Marketing, 6(2), 376-382.
- Ø Reza.S. & Valeecha. S. (2013). Influence of Social Reference Groups on Automobile Buying Decision – Research on Young Executives, World Review of Business Research. 3(4), 197 – 210.
- Ø Sedigh Sarvestani,R. & Hashemi, S.Z. (1381).reference groups in sociology and social psychology with emphasis on Merton and Festinger’s theories. Social science article, no.20,pp:149-167. (Persian)
- Ø Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2010). Consumer Behaviour, a European perspective. Essex: Pearson Education.
- Ø Suganya. S. & Beena, J. M. (2017). A Study on factors influencing impulsive on buying behavior among woman in Thanjavur district, International Journal Of Applied Research, 3(1), 35-37.
- Ø Swarna, B. (2012). Impact of gender on consumer purchase behavior. Journal of commerce and management, 1 (9), 10-18.
- Ø Tamboli, S. (2008). Buying behavior, Master Thesis, University of Aarhus.
- Ø Tojari, F., Abodarda, Z. & Esmaeili, M. (2014). The Impact of Trust and Commitment to the Sport Consumption behaviors, Advances in Environmental Biology, 8(10), 1494-1498.
- Ø Vilčeková, L. & Sabo, M. (2013) The influence of demographic factors on attitudes toward brands and brand buying behavior of Slovak consumers, International Journal of Education and Research,1 (11), 18-28.
- Ø Vinzi, V. E. Trinchera, L. & Amato, S. (2010). PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement. Handbook of Partial Least Squares, 47-82.
- Ø Yang, J., He, X., & Lee, H. (2007). Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study. International Journal of Mobile Communications, 5(3), 319.
- Ø Yoo, S., Cho, K. M., & Chon, S. S. (2003). The effect of customer satisfaction or repurchases intention at golf practice ranges in South Korea. Korean Journal of Sport.
)