دوره 10، شماره 20 - ( 9-1399 )                   جلد 10 شماره 20 صفحات 17-30 | برگشت به فهرست نسخه ها


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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
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

URL: http://jrsm.khu.ac.ir/article-1-3072-fa.html


1- دانشگاه محقق اردبیلی
2- دانشگاه خوارزمی
3- دانشگاه آزاد اسلامی واحد کرج
چکیده:   (785 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 (05/0p ). 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.
متن کامل [PDF 1361 kb]   (220 دریافت)    
نوع مطالعه: كاربردي | موضوع مقاله: مدیریت ورزشی
دریافت: 1392/10/11 | پذیرش: 1393/4/12 | انتشار: 1399/9/10

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