Volume 5, Issue 9 (4-2015)
Abstract
Nationalism in consumption is a form of economic of nationalism that forms
consumer beliefs about appropriate or actually morality of goods purchasing and
it has been the subject of many investigations. In this study, According to Krejcie
& Morgan chart, 278 cases were selected a mong among 965 undergraduate
physical education students of Tehran and karaj selected Universities as a
research samples. The measuring tools included CETSCALE of shimp &
sharma(1987) and Questionnaire of Hoseinzade(1386) , its Reliability was
achieved 0/841. For data analysis, descriptive statistics and Inferential statistics
including spearman coorelation and Mann-Whitney test in SPSS with p<0.05
Significance level were used.The finding of investigation demonstrates
Consumer Nationalism of physical education students have been in low grade.
Moreover there wasn’t and relation between Nationalism and Patriotism, whereas
there was a negative relation between World Mindedness and Consumer
Nationalism among students .Also results of Mann-Whitney test imply that there
is a difference among boys and girls between of Consumer Nationalism, World
Mindedness and Assessment of Domestic Sporting Goods. Girls are more
nationalist than boys and also they have a good Assessment of Domestic
Sporting Goods, but boys have more than World Mindedness.
In the end, consumers with low consumer nationalism have a low assessment of
domestic goods and inverse.
Dr Mohsen Esmaeili, Mr Gholamreza Amani,
Volume 8, Issue 16 (12-2018)
Abstract
The purpose of this study was to provide a model for surveying the effect of attitude towards sport advertising on perceived value and purchase intention. The research is applied in terms of purpose and descriptive and survey in terms of data collection method. Data collection tools were included of questionnaire, interview and library study. The statistical population of this research was customers of Sport stores in Chabahar Free Zone. Purposive availability sampling method was used (n=333) and data were analyzed using descriptive and inferential statistics. Findings showed that fit indices of the model are proportional (RMSEA = 0/064, CFI=0/93, RFI= 0/92, NFL=0/89). The variable “personal use” at the significant level (0.05) had highest load factor (0.70) among effective factors on attitude towards sports advertising. The results showed that positive attitudes toward advertising could not guarantee the purchase of sports products by itself, but value creation in consumers as mediator factor can lead to buy. It is suggested that advertisers of products and services pay more attention to the attitude of audiences and advertising agencies such as mass media try to have more control over the nature of sports advertising.
Habibeh Ghate, Mahboub Sheikhalizadeh,
Volume 9, Issue 18 (12-2019)
Abstract
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park et al purchase intention (2008) questionnaires. Structural equation modeling (SEM) in software Lisrel 8.51 was used to analyze the data. The results showed that the electronic word of mouth advertising had a significant direct effect on the purchase intention (γ=0.22; p<0.05) and the consumer involvement (γ=0.70; p<0.01). The Findings prove the positive moderation role of involvement on the relationship between electronic word of mouth (e-WOM) advertising and purchase intention. According to results of model analysis the modified model had good fit (CFI=0.94; RMSEA=0.077; χ2/df=2.60). In conclusion, we can say that electronic word of mouth (e-WOM) advertising can have a great impact on the individual knowledge about products and consumer involvement in them, and it can thus affect consumers' purchase intention by provision of a large volume of information in a short time.
