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
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