دوره 10، شماره 20 - ( 9-1399 )
جلد 10 شماره 20 صفحات 30-17 |
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Kurdlo H, Elahi A, Khodayari A. The Relationship of Individuals’ Attitude toward Advertising Through Sports with Their Beliefs: A Study of Football Spectators. JRSM 2020; 10 (20) :17-30
URL: http://jrsm.khu.ac.ir/article-1-3072-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3072-fa.html
کردلو حسین، الهی علیرضا، خدایاری عباس. ارتباط نگرش افراد نسبت به تبلیغات از طریق ورزش با باورهای آنان: مطالعه تماشاگران فوتبال. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1399; 10 (20) :17-30
حسین کردلو1 
، علیرضا الهی2 ، عباس خدایاری 3
، علیرضا الهی2 ، عباس خدایاری 3
1- دانشگاه محقق اردبیلی
2- دانشگاه خوارزمی
3- دانشگاه آزاد اسلامی واحد کرج
2- دانشگاه خوارزمی
3- دانشگاه آزاد اسلامی واحد کرج
چکیده: (4744 مشاهده)
هدف از پژوهش حاضر، پیش بینی نگرش افراد از طریق باورهای آنان نسبت به تبلیغات از طریق ورزش بود. تحقیق حاضر کاربردی و از نوع همبستگی بود که به شکل میدانی انجام گرفت. جامعه آماری، تماشاگران حاضر در استادیوم آزادی تهران تشکیل داده بودند که طبق حجم نمونه کوکران 342 نفر از تماشاگران به صورت تصادفی انتخاب و پرسشنامه تبلیغات از طریق ورزش پیون (2006) را تکمیل کردند. نتایج تحلیل رگرسیون نشان داد، همه مؤلفه های باور شامل اطلاعات محصول، تصویر و نقش اجتماعی، خوشایند بودن، آزاردهنده بودن، اقتصادی بودن، مادی گرایی و کذب بودن قابلیت پیش بینی نگرش افراد نسبت به تبلیغات از طریق ورزش را دارند (05/0≥p ). بطوری که مؤلفه اقتصادی بودن بیشترین و مادی گرایی کمترین تأثیر را بر نگرش افراد نسبت به تبلیغات از طریق ورزش داشتند. با عنایت به یافته ها، ضروری است که به نوع و کیفیت محصولات توجه شود، از سوی دیگر باید از تبلیغاتی استفاده شود که با در عین حال که جذاب می باشد فرهنگ جامعه همخوانی داشته باشد تا اثربخش تر و نگرش افراد تبلیغات از طریق ورزش مورد توجه مشتریان قرار گیرد.
نوع مطالعه: كاربردي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1392/10/11 | پذیرش: 1393/4/12 | انتشار: 1399/9/10
دریافت: 1392/10/11 | پذیرش: 1393/4/12 | انتشار: 1399/9/10
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