پیش‌بینی نگرش افراد نسبت به تبلیغات از طریق ورزش براساس باورهای آنان: مطالعۀ موردی بانوان زنجان

نوع مقاله: مقاله پژوهشی

نویسندگان

1 باشگاه پژوهشگران جوان و نخبگان، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران

2 استادیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه آزاد زنجان، زنجان، ایران

3 کارشناس‌ارشد مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

چکیده

 
هدف از پژوهش حاضر، پیش­بینی نگرش افراد از طریق باورهای آنان نسبت به تبلیغات از طریق ورزش بود. تحقیق حاضر توصیفی و از نوع همبستگی بود که به شکل میدانی انجام گرفت. جامعۀ آماری، بانوانی بودند که تبلیغات از طریق ورزش را به‌وسیلۀ گیرنده دریافت می­کردند که براساس حجم نمونۀ کوکران 285 نفر از تماشاگران به‌صورت تصادفی انتخاب شدند و پرسشنامۀ تبلیغات از طریق ورزش پیون (2006) را تکمیل کردند. نتایج تحلیل رگرسیون نشان داد، همۀ مؤلفه­های باور شامل اطلاعات محصول، تصویر و نقش اجتماعی، خوشایند بودن، آزاردهنده بودن، اقتصادی بودن، مادی­گرایی و کذب بودن قابلیت پیش­بینی نگرش افراد نسبت به تبلیغات از طریق ورزش را دارند (05/0≥P). به‌طوری‌که مؤلفۀ اقتصادی بودن بیشترین و مادی­گرایی کمترین نقش را بر نگرش افراد نسبت به تبلیغات از طریق ورزش داشتند. با عنایت به یافته­ها ضروری است که به کیفیت و قیمت محصولات توجه شود، از سوی دیگر باید از تبلیغاتی استفاده شود که با فرهنگ جامعه همخوانی داشته باشد تا اثربخش­تر باشد و نگرش افراد نسبت به تبلیغات از طریق ورزش مورد توجه مشتریان قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Prediction of Attitudes toward Advertising through Sport Based on Their Beliefs: The case Study of Women in Zanjan

نویسندگان [English]

  • hossein kordlu 1
  • Atusa teimoori 2
  • ali naseryan 3
1 Young Researchers and Elite Club, Zanjan Branch, Islamic Azad University, Zanjan, Iran
2 Assistant Professor, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Zanjan Branch, Zanjan, Iran
3 MSc of Sport Management, Faculty of Physical Education and Sport Sciences, University of Kharazmi, Tehran, Iran
چکیده [English]

 
The aim of this study was to predict the individuals’ attitudes through their beliefs toward advertising using sport. The research method was descriptive correlation which was carried out as a field study. The statistical population consisted of those women who received advertising using sport via media. According to Cochran formula, 285 spectators were randomly selected and filled in the Questionnaire of Advertising through Sport by Pyun (2006). The results of the regression analysis revealed that all components of belief including product information, social role and image, pleasant, annoying, economical, materialism and falsity had the ability to predict the individuals’ attitudes toward advertising through sport (P≤0.05). The ‘economical’ component had the most effect and ‘materialism’ had the least effect on the individuals’ attitudes toward advertising through sport. According to these results, it is essential to pay attention to the quality and price of the products. On the other hand, those advertisements which are in line with the culture of society should be used so that they can be more effective and attract customers’ attention to the individuals’ attitudes toward advertising through sport.

کلیدواژه‌ها [English]

  • Marketing
  • Belief
  • Advertising through Sport
  • Woman’s Spectators
  • Attitude

مراجع

  1. Pyun DY, James JD. (2009). Enhancing advertising communications: Developing a model of beliefs about advertising through sport, International Journal of Sport Communication. 2009; 2(1): 1-20.
  2. Rahmati MM. [A Sociological Reflection on Commercialization of Sports (In Persian)]. Journal of Harakat. 2007; 32(32): 161-186.
  3. Liao SH, Chen JL, Hsu TY. Ontology-based data mining approach implemented for sport marketing .Expert Systems with Applications. 2009; 36(8): 11045-1056.
  4. Hasan Zadeh M. sport marketing, 1nd ed. Tehran: Pareseman Publishing; 2005.
  5. Nourani M, Samadi M, Farsizadeh H. [Examining the Effects of Relationship Marketing Tactics on Buying Behavior in Service Sectors By Structural Equation Model (in Persian)]. Journal of Trade Studies. 2010; 532(14): 203-233.
  6. Burns KS. Attitude toward the Online Advertising Format: a Reexamination of the Attitude toward the Model in an Online Advertising Context. [P. hd], the Florida State University; 2003.
  7. Eagly AH, Chaiken S. Attitude structure and function. In D. T. Gilbert, S. T. Fiske & G. Lindzey (Eds.), the handbook of social psychology. New York: McGraw-Hill. 1998; 1(4); 269-322.
  8. Kordlu H. Belief`s and Attitude of Irannian Football Premier Leaque`s Spectators toward Advertising through Sport. [ M. A]. Kharazmi university; 2012. (In Persian).
  9. Atkinson DL, Atkinson RC, Smitt EA, Bam DJ, Nolen HS. The field of psychology of the Hillsard, 4nd ed, Publications growth, 2006.
10.Fazio RH. Attitudes as object-evaluation associations of varying strength, Social Cognition, 2007; 25(5): 603-637.
11.Wahid N A, Ahmed M. The Effect of Attitude toward Advertisement on Yemeni Female Consumers' Attitude toward Brand and Purchase Intention, Global Business & Management Research, 2011; 3(1): 21-29.
12.Friman J. Consumer Attitudes toward Mobile Advertising [A.M]. Aalto University; 2010.
13.Pyun DY, James JD. Attitude toward advertising through sport: A theoretical framework, Sport Management Review. 2001; 14(1): 33-41.
14.Pyun DY, James JD. A proposed relationship between beliefs about and attitude toward advertising through sport, International Journal of Sport Management. 2010; 11(4): 609-627.
15.Chittithaworn, Ch, Islam A, Thooksoon O. Belief Dimensions and Viewer’s Attitude towards TV Advertising in Thailand , International Journal of Marketing Studies. 2011; 3(1):165-179.
16.Bauer R A, Greyser S A. Advertising in America: The consumer view, Boston: Harvard University Press, 1968.
17.Pyun DY. The Proposed Model of Attitude toward Advertising through Sport [P. HD], the Florida State University, 2006.
18.Munusamy J. See H, Chee W. Attitude towards advertising among students at private higher learning institutions in selangor, Untar E-Journal. 2007; 3(1): 31-51.
19.Ling KC, Piew TH, Lau TC. The determinants of consumer's attitude towards advertising, Canadian Social Science. 2010; 6(4): 114-126.
20.Pyun DY, kwon HH, Chon TJ, Han JW. How does advertising through sport work? Evidence from college students in Singapore, European Sport Management Quarterly. 2012; 12(1): 43-63.
21.Wang Y, Sun S. Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries, International Business Review. 2010; 19(4): 333-344.
22.Behnam M, Tousi T. [An Analysis of Relationship between Arousal, Pleasure, Attitude toward Advertisements, Consumers’ Future Intention in Sport Service (University of Tehrans’ students case study)(in Persian)]. Applied Research of Sport Management. 2014; 2(7): 47-60.
23.Kim M, Kim JH, .Lennon SJ. E-Service attributes available on men and women apparel web sites، journal of Emerald. 2011;،21 (1): 25-45.
24.Bennett G, Ferreira M, Tsuji Y, Siders R, Cianfrone B. Analyzing the effects of advertising type and antecedent on attitude towards advertising in sport, International Journal of Sport Marketing& Sponsorship. 2006; 8(1): 62- 81.
25.Wang Y, Sun ,.  Lei W, Toncar M. Examining Beliefs and Attitudes toward Online Advertising among Chinese Consumers,” in: Direct Marketing: An International Journal. 2009; 3(1): 52-66.
26.Kwan PY, Eze UC. The influence of quality, marketing and knowledge capabilities on business competitiveness, International Journal on Innovation and Learning. 2012; 11(3): 288-307.
27.Brettel M, spiker-Attig A. Online advertising effectiveness across cultural comparison. Journal of research in interactive marketing. 2010; 4(3): 176-196.
28.Pyun DY, James JD, Kwon. A reexamination of the factor structure of beliefs about advertising through sport: A Singapore case, In Proceedings of the 6th Annual Conference of the Sport marketing Association, Australia. 2008.
29.Alwitt LF, Prabhaker PR. Functional and beliefs dimensions of attitudes to television advertising: Implications for copy testing, Journal of Advertising Research. 1992; 32(5): 30-42.
30.Eze UC, Lee CH. Consumers’ Attitude towards Advertising. International Journal of Business and Management. 2012; 7(13): 94-108.
پژوهش های فیزیولوژی و مدیریت در ورزش

دوره 10، شماره 2
تابستان 1397
صفحه 45-57

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار