نوع مقاله : مقاله پژوهشی
1 استادیار گروه مدیریت ورزشی، واحد کرمانشاه، دانشگاه آزاد اسلامی،کرمانشاه، ایران
2 کارشناس ارشد مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران
عنوان مقاله [English]
The aim of this study was to examine the effect of experiential marketing on impulsive buying tendency word of mouth with the mediating role of satisfaction and emotional response of sporting goods customers. The statistical population consisted of customers of sporting goods stores in Kermanshah city. Due to the lack of official statistics, the population was considered as unlimited and 384 questionnaires were collected using Cochran formula for sample size calculation. The research method was descriptive-correlation and applied in terms of objectives. Experiential marketing questionnaire (Schmitt, 1999), impulsive buying and word of mouth marketing questionnaire (Flynn et al. 2000) and the researcher-made questionnaire of satisfaction and emotional response were used. The data were analyzed by SPSS and AMOS. The content and construct validity of the questionnaire was confirmed and the general stability of the questionnaires was calculated as 0.89. The results showed the positive effect of the experiential marketing components on impulsive buying and word of mouth marketing with regard to the mediating role of satisfaction and emotional response in customers. Sporting goods marketers can use experiential marketing to obtain customer satisfaction, encourage them to buy and turn the customers their advertisers.