The Role of Ethical Values of TV Advertising of Sports Products on customer behavioral intentions

Document Type : Original Article

Authors

1 Assistant Professor, Department of Sports Management, Payame Noor University, Tehran, Iran.

2 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.

3 PHD Student

4 Payam Noor

10.22034/spmi.2023.191097

Abstract

The purpose of the present study was to The Role of Ethical Values of TV Advertising of Sports Products on customer behavioral intentions. This research is a descriptive-correlational study in terms of purpose. The statistical population of the study includes all customers of sporting goods in Tehran. Due to the unlimited research population (N <100,000) according to Morgan table, 384 customers of sporting goods customers were selected by simple random sampling. Questionnaires of Customer Intentions Behavior Questionnaires and Advertising Ethics questionnaires were used for data collection. Descriptive statistics (tables and frequency distribution charts) and inferential statistics (Pearson correlation, path analysis, structural equation modeling) were used for data analysis. The results showed that there was a significant positive relationship between honesty in advertising, attention to human dignity, attention to health and health, attention to healthy economic competition, and transparency of information provided with customer behavioral intentions. Explain 66% of the variance in customer behavioral intentions. Among the principles of ethical values of honesty in advertising has the most influence on customer behavioral intentions.

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