استانداردسازی ابزار اندازه گیری باورپذیری تبلیغات ازطریق ورزش

چکیده
این مطالعه به منظور استانداردسازی ابزار سنجش باورپذیری تبلیغات ازطریق ورزش انجام شد. پس از اخذ مجوز از

صاحب پرسشنامه )پیون، 6002 (، پژوهش با استفاده از روش سهمرحلهای ترجمه و در مطالعهای مقدماتی اجرا شد.

انتخاب )n= جامعه آماری پژوهش تماشاگران حاضر در استادیوم آزادی بودند. نمونه آماری به صورت تصادفی ) 246

شد. ابزار اندازهگیری شامل 62 سؤال درقالب هفت مؤلفه باور )اقتصادیبودن، اطلاعات محصول، خوشایندبودن،

نامفهومبودن، مادیگرایی، تصویر و نقش اجتماعی، آزاردهندهبودن( با استفاده از روش امتیازگذاری پنج ارزشی لیکرت

تحت ارزیابی قرار گرفت. جهت تعیین روایی صوری و محتوایی ازنظر صاحبنظران بازاریابی ورزشی استفاده شد. جهت

تعیین روایی سازه ابزار از روش تحلیل عاملی تأییدی با استفاده از نرمافزار لیزرل استفاده شد. تحلیل روایی سازه ابزار

نشان داد گویههای پرسشنامه از بار عاملی مناسبی برخوردارند. نتایج نشان داد شاخصهای مدل از برازش خوبی

حاکی از تأیید شاخصها AGFI=0/44،GFI=0/44،RMSEA=0/024 ،x6/df=6/ برخوردار است؛ بهطوریکه 44

است. نتایج نشان داد ضرایب پایایی آلفای کرونباخ و پایایی ترکیبی هفت مؤلفه باور در حد مقبولی است. با توجه به

تأیید ابزار مذکور در این مطالعه، محققان آتی میتوانند از ابزار حاضر جهت تعیین میزان باورپذیری تبلیغات ازطریق

ورزش استفاده کنند

کلیدواژه‌ها


عنوان مقاله English

A measurement tool standardization of beliefs in advertising through sport

چکیده English

The purpose of present study was to standardize the measurement tool of beliefs

in advertising through sport. Following the permit was taken from the owner of

the questionnaire (Pyun, 2006), questionnaire by the three-stage translation

method and introductory study performed. Population of the study was all the

spectators that attended in the Azadi Stadium, 342 samples were selected

randomly. 27 items were included in the questionnaire with seven components

(being economic, product information, falsity, materialism, social image and role,

annoying, pleasure). Questions were analyzed by the 5-likert scale. To determine

the formal and content validity of the tool, viewpoints of experts in sport marketing

were used. To determine the structure validity of the tool, CFA was applied by

using LISREL package. Analysis of the structure validity of the tool showed that

items of the questionnaire had an appropriate factor load. The results showed

that the indices of the model had an appropriate goodness of fit2.45‌df=/2x,

RMSEA=0.065, GFI=0.94, AGFI= 0.95 approved the indexes. Cronbach’s Alpha

coefficients of the reliability of the seven components were between 0.70 to

0.730.Given the confirmation of relevant tool in this study; other researchers can

use this tool to measure the customers’ belief advertisement through sport.

کلیدواژه‌ها English

Measurement tool
validity and reliability
beliefs in the advertising through sport
confirmatory factor analysis
standardizing
خداداد حسینی، حمید؛ روستا، احمد؛ خلیلیشجاعی، وهاب،71،9 ،تبلیغات از تئوری تا عمل، انتشارات حروفیه، چاپ اول، تهران، ،90-2،9.
خداداد حسینی، حمید؛ روستا، احمد؛ خلیلیشجاعی، وهاب،71،9 ،تبلیغات از تئوری تا عمل، انتشارات حروفیه، چاپ اول، تهران، ،90-2،9.
حسنزاده، مهرداد،70،9 ،بازاریابی ورزشی، انتشارات پرسمان، چاپ اول، تهران، 28-22.
حسنزاده، مهرداد،70،9 ،بازاریابی ورزشی، انتشارات پرسمان، چاپ اول، تهران، 28-22.
فتحی، هوشنگ، 88،9 ،ورزش و تبلیغات، انتشارات امیر کبیر، چاپ اول، تهران، ،0-02.
فتحی، هوشنگ، 88،9 ،ورزش و تبلیغات، انتشارات امیر کبیر، چاپ اول، تهران، ،0-02.
کامکاری، کامبیز؛ کیومرثی، فیروز؛ شکرزاده، شهره، 72،9 ،اندازه گیری و سنجش، انتشارات دانشگاه آزاد اسلامی، اسلامشهر، چاپ اول، 02-07.
کامکاری، کامبیز؛ کیومرثی، فیروز؛ شکرزاده، شهره، 72،9 ،اندازه گیری و سنجش، انتشارات دانشگاه آزاد اسلامی، اسلامشهر، چاپ اول، 02-07.
Bauer, R. A., & Greyser, S. A, 1968, advertising in America: The consumer view, Boston:
Bauer, R. A., & Greyser, S. A, 1968, advertising in America: The consumer view, Boston:
Moschis, G. P., Moore, R. L, 1999, Purchasing Patterns of Consumers, Journal of Retailing.
Moschis, G. P., Moore, R. L, 1999, Purchasing Patterns of Consumers, Journal of Retailing.
Kim, Y.M., S.H., &Joen, H.M, 2000, Sport marketing. Seoul Korea: Hak Hynun SA Publication,Inc.
Kim, Y.M., S.H., &Joen, H.M, 2000, Sport marketing. Seoul Korea: Hak Hynun SA Publication,Inc.
Michael, A. Levin., & Robert, E. Mc, Donald, 2009, the Value of Competition: Competitive
Michael, A. Levin., & Robert, E. Mc, Donald, 2009, the Value of Competition: Competitive
Balance as a Predictor of Attendance in Spectator Sport, International Journal of Sport.
Balance as a Predictor of Attendance in Spectator Sport, International Journal of Sport.
Pyun, D. Y, 2006, The Proposed Model of Attitude toward Advertising through Sport, the Florida
Pyun, D. Y, 2006, The Proposed Model of Attitude toward Advertising through Sport, the Florida
State University, unpublished data.
State University, unpublished data.
Blaschko, T. M., & Burlingame, J, 2002, Assessment tools for recreational therapy and
Blaschko, T. M., & Burlingame, J, 2002, Assessment tools for recreational therapy and
related fields (3rd ed.), Ravensdale, WA: Idyll Arbor Inc.
related fields (3rd ed.), Ravensdale, WA: Idyll Arbor Inc.
Pyun. D. Y., James. J. D, 2009, Enhancing advertising communications: Developing a model of
Pyun. D. Y., James. J. D, 2009, Enhancing advertising communications: Developing a model of
beliefs about advertising through sport, International Journal of Sport Communication, 2, 1-20.
beliefs about advertising through sport, International Journal of Sport Communication, 2, 1-20.
Pyun, D. Y., &. James, J. D, 2011, Attitude toward advertising through sport: A theoretical [DOI:10.1016/j.smr.2009.12.002]
Pyun, D. Y., &. James, J. D, 2011, Attitude toward advertising through sport: A theoretical [DOI:10.1016/j.smr.2009.12.002]
framework, Sport Management Review, 14(1), 33-41.
framework, Sport Management Review, 14(1), 33-41.
Tabachnick, B. G & Fidell, L. S, 1996, Using Multivariate Statistics, Harper Collins College
Tabachnick, B. G & Fidell, L. S, 1996, Using Multivariate Statistics, Harper Collins College
Publishers: New York.
Publishers: New York.
Michele, E. Capella, 2002, Measuring sport fans involvement: the fan behavior questionnaire,
Michele, E. Capella, 2002, Measuring sport fans involvement: the fan behavior questionnaire,
sothern Business Review, Spring, 30-36.
sothern Business Review, Spring, 30-36.
Sang, Woo, Bae, 2003, Attitudes, Interests and sport spectator profiling: variables affecting game
Sang, Woo, Bae, 2003, Attitudes, Interests and sport spectator profiling: variables affecting game
attendance in NHL Franchise, unpublished dissertation, the University of British Columbia.
attendance in NHL Franchise, unpublished dissertation, the University of British Columbia.
Barbara, H. William, F, 2005, Statistical methods for health care research. Lippincott Williams and
Barbara, H. William, F, 2005, Statistical methods for health care research. Lippincott Williams and
Wilkins, A Welter Clawer Company, 325- 330.
Wilkins, A Welter Clawer Company, 325- 330.
Kline, P, 1994, an Easy Guide to Factor Analysis. London Rutledge.
Kline, P, 1994, an Easy Guide to Factor Analysis. London Rutledge.
Guilford, J. P, 1959, "Psychometric Method". New York: M.C. Grow - Hill.
Guilford, J. P, 1959, "Psychometric Method". New York: M.C. Grow - Hill.
Pyun, D. Y., James, J. D., & Kwon, 2008, a reexamination of the factor structure of beliefs about
Pyun, D. Y., James, J. D., & Kwon, 2008, a reexamination of the factor structure of beliefs about
advertising through sport: A Singapore case, In Proceedings of the 6th Annual Conference of the Sport marketing Association, Australia.
advertising through sport: A Singapore case, In Proceedings of the 6th Annual Conference of the Sport marketing Association, Australia.
Chittithaworn, Chuthamas.,Islam, Md. Aminul&Thooksoon, Orachot, 2011, Belief Dimensions and
Chittithaworn, Chuthamas.,Islam, Md. Aminul&Thooksoon, Orachot, 2011, Belief Dimensions and
Viewer's Attitude towards TV Advertising in Thailand ,International Journal of Marketing Studies,
Viewer's Attitude towards TV Advertising in Thailand ,International Journal of Marketing Studies,
Vol. 3, No. 1.
Vol. 3, No. 1.
Wood, G. L. B., Haber, J, 1997, Nursing Research: Method, Critical Appraisal and Utilization. 4 th
Wood, G. L. B., Haber, J, 1997, Nursing Research: Method, Critical Appraisal and Utilization. 4 th
Ed, Mosby Company.
Ed, Mosby Company.
Burns, N., Grove. S. K, 1999, Understanding Nursing Reaserch.2 nd Ed. Philadelphia. W. B.
Burns, N., Grove. S. K, 1999, Understanding Nursing Reaserch.2 nd Ed. Philadelphia. W. B.
Saunders Company.
Saunders Company.
Zammuto, R. F., Jack, Y., Krakower, 1991, Quantitative and Qualitative Studies in Organizational
Zammuto, R. F., Jack, Y., Krakower, 1991, Quantitative and Qualitative Studies in Organizational
culture. In Woodman and Pass more, W. A. (Eds). Research in Organizational Change and
culture. In Woodman and Pass more, W. A. (Eds). Research in Organizational Change and
Development. 5. 83-114.
Development. 5. 83-114.
Munusamy,Jayaraman., Hoo. C. Wong, 2007, Attitude towards advertising among students at
Munusamy,Jayaraman., Hoo. C. Wong, 2007, Attitude towards advertising among students at
private higher learning institutions in selangor, Untar E-Journal, 3(1), 31-51.
private higher learning institutions in selangor, Untar E-Journal, 3(1), 31-51.
Bennett, G., Ferreira, M & Tsuji, Y, 2006, Analyzing the effects of advertising type and antecedent
Bennett, G., Ferreira, M & Tsuji, Y, 2006, Analyzing the effects of advertising type and antecedent
on attitude towards advertising in sport, International Journal of Sport Marketing& Sponsorship,
on attitude towards advertising in sport, International Journal of Sport Marketing& Sponsorship,
81.
81.
Petrovici, Dan., Marinov, Marin, 2005, Determinants and antecedents of general attitudes towards
Petrovici, Dan., Marinov, Marin, 2005, Determinants and antecedents of general attitudes towards
advertising: A study of two EU accession countries, European Journal of Marketing, 41 (3-4). pp.
advertising: A study of two EU accession countries, European Journal of Marketing, 41 (3-4). pp.
Greenwell, T. C., Fink, J. C., & Pastor, D. L, 2008, Assessing the Influence of Physical Sport
Greenwell, T. C., Fink, J. C., & Pastor, D. L, 2008, Assessing the Influence of Physical Sport
Facility on Customer Satisfaction within the Context of the Service Experience, Sport
Facility on Customer Satisfaction within the Context of the Service Experience, Sport
Management Review.
Management Review.
Karla, Renton, 2009, Impact of athletic endorsement and consumers purchase intentions, the
Karla, Renton, 2009, Impact of athletic endorsement and consumers purchase intentions, the
Florida State University, unpublished data.
Florida State University, unpublished data.
Ling, K. C., Piew, T. H., & Chai, L. T, 2010, The determinants of consumers attitude towards
Ling, K. C., Piew, T. H., & Chai, L. T, 2010, The determinants of consumers attitude towards
advertising, Canadian Social Science, 6(4), 114-126.
advertising, Canadian Social Science, 6(4), 114-126.
Van der Waldt. D. L. R., Rebello. T. M & Brown. W. J, 2009, Attitudes of young consumers
Van der Waldt. D. L. R., Rebello. T. M & Brown. W. J, 2009, Attitudes of young consumers
towards SMS advertising, African Journal of Business Management, Vol.3 (9), pp. 444- 452.
towards SMS advertising, African Journal of Business Management, Vol.3 (9), pp. 444- 452.