نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی،گروه، مدیریت بازرگانی، دانشگاه مازندران، ایران
2 دانشیار مدیریت ورزشی، دانشکدگان فارابی دانشگاه تهران، دانشکده مدیریت و حسابداری،قم، ایران
3 دانشیار مدیریت بازرگانی، دانشکدگان فارابی دانشگاه تهران، دانشکده مدیریت و حسابداری،قم، ایران
چکیده
هدف: هدف از این پژوهش بررسی تاثیر قابلیت های رسانه های اجتماعی بر قصد خرید مشتریان خدمات ورزشی با توجه به نقش میانجی اعتماد بود.
روش‌شناسی: روش پژوهش توصیفی از نوع همبستگی بود که با استفاده از روش معادلات ساختاری انجام شد. جامعه آماری پژوهش کلیه استفاده کنندگان خدمات ورزشی باشگاه پالادیوم در اصفهان بود که به صورت موردی انتخاب شد. روش نمونه گیری تصادفی ساده بود که حجم نمونه مورد بررسی در این پژوهش برابر 313 بود. ابزار پژوهش پرسش نامه محقق ساخته با اقتباس از پرسش نامه استاندارد بود که روایی و پایایی آن مورد تایید قرار گرفت. تجزیه و تحلیل داده در دو سطح آمار توصیفی (میانگین، انحراف معیار ودرصد) و آمار استنباطی (مدل اندازه گیری و تحلیل مسیر) با استفاده از نرم افزار اس. پی. اس. اس و لیزرل انجام شد.
یافته‌ها: نتایج نشان داد که قابلیت های رسانه های اجتماعی می تواند بر قصد خرید مشتریان (t=4.27) تاثیر مثبت گذاشته و تمایل آنها به خرید را افزایش دهد. همچنین نتایج نشان داد که اعتماد می تواند نقش تعیین کننده ای (t=2.17) را در استفاده از رسانه های اجتماعی بر قصد خرید داشته باشد.
نتیجه‌گیری: با توجه به نتایج پژوهش پیشنهاد می شود که مدیران باشگاه های ورزشی نگاه مثبتی را به استفاده از رسانه های اجتماعی مختلف برای ارائه خدمات و ایجاد آگاهی و انگیزه لازم برای قصد خرید مشتریان داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
The role of Social Media Capabilities on the Purchase of Sports Services Customers: The Mediating Role of Trust
نویسندگان [English]
- amir ali rahnema 1
- Ali Saberi 2
- Hamidreza Irani 3
1 PhD student in Marketing Management, Business Management Departmentو University of Mazandaran, Iran
2 Associate Professor of Sports Management, Farabi College, University of Tehran, Faculty of Management and Accounting, Qom, Iran.
3 Associate Professor of business Management, Farabi College, University of Tehran, Faculty of Management and Accounting, Qom, Iran.
چکیده [English]
Objective: The purpose of this study was to investigate the effect of social media capabilities on the intention of customers to buy sports services with respect to the mediating role of trust.
Methodology: The research method was descriptive-correlational which was done using structural equation method. The statistical population of the study was all users of sports services of Palladium Club in Isfahan, which was randomly selected. The sampling method was simple that the sample size in this study was 313. The research tool was a researcher-made questionnaire based on a standard questionnaire whose validity and reliability were confirmed. Data analysis was performed at two levels of descriptive statistics (mean, standard deviation and percentage) and inferential statistics (path measurement and analysis model) using then software spss and LISREL.
Results: The results showed that social media capabilities can positively affect customers' intention to buy and increase their willingness to buy. The results also showed that trust can play a decisive role in using social media to buy.
Conclusion: According to the research results, it is suggested that sports club managers have a positive view on the use of various social media to provide services and create the necessary awareness and motivation to buy customers.
کلیدواژه‌ها [English]
- Social media functionality
- reliability
- intend to buy
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