اثر بازاریابی حسی بر نیات رفتاری مشتریان از طریق لذت جویی، دلبستگی به مکان و اعتماد ( مطالعه موردی: مدارس فوتبال شهر کرمانشاه)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت ورزشی،انشکده تربیت بدنی.دانشگاه گیلان

2 مدیریت ورزشی، دانشکده تربیت بدنیف دانشگاه گیلان

3 مدیریت ورزشی، دانشگده تربیت بدنی،دانشگاه گیلان

4 مدیریت ورزشی. دانشکده تربیت بدنی. دانشگاه گیلان

چکیده

هدف این پژوهش بررسی اثر بازاریابی حسی بر نیات رفتاری مشتریان از طریق لذت جویی، دلبستگی به مکان و اعتماد در مدارس فوتبال کرمانشاه بود. روش پژوهش از نوع توصیفی ــ همبستگی بوده که به صورت میدانی انجام شده است. جامعۀ آماری پژوهش شامل تمام مشتریان مدارس فوتبال کرمانشاه بود که به روش نمونه‌گیری هدفمند تعداد 10 مدرسه انتخاب و در مجموع 176 پرسشنامه‌ مورد تجزیه و تحلیل قرار گرفت. به منظور تجزیه و تحلیل داده‌ها و بررسی برازش مدل از نرم‌افزار اسمارت پی ال اس دو استفاده شد. یافته‌ها نشان می‌دهند که بازاریابی حسی به ترتیب اثر معنی داری بر لذت جویی، دلبستگی به مکان دارد اما اثر آن بر اعتماد معنادار نمی‌باشد. هم چنین لذت جویی به ترتیب اثر معنی داری بر نیات رفتاری و دلبستگی به مکان دارد اما اثر آن بر اعتماد معنی نداشت. دلبستگی به مکان بر اعتماد معنی داری داشت اما اثر آن بر نیات رفتاری معنی نداشت. هم چنین اعتماد بر نیات رفتاری اثر معنی داری داشت؛ بنابراین مدیران مدارس فوتبال می‌توانند با استفاده از روش‌های بازاریابی حسی تلاش کنند تا مشتریان‌شان از حضور در این‌گونه مدارس احساس لذت نموده و به آن مکان دلبسته شوند. واضح است مشتری دلبسته، به مکان مورد نظر اعتماد می‌کند که این خود زمینه‌ساز مراجعات بعدی او و همچنین توصیه به دیگران خواهد بود.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of sensory marketing on customer behavioral intentions through hedonic, place attachment and trust (Case study: Kermanshah Soccer Schools)

نویسندگان [English]

  • noshin benar 1
  • hossien brakhas 2
  • farzane karimkhan 3
  • mhammad MORADI 4
1 Sports Management, Faculty of Physical Education, University of Guilan
2 Sports Management, Faculty of Physical Education, University of Guilan
3 Sports Management, Faculty of Physical Education, University of Guilan
4 Sports Management, Faculty of Physical Education, University of Guilan
چکیده [English]

The purpose of this study was to investigate the effect of sensory marketing on the behavioral intentions of customers through hedonic, place attachment and trust in Kermanshah Soccer schools. The research method is a descriptive-correlational study that was conducted field experiment. The statistical population of the study consisted of all customers of Kermanshah Soccer Schools, which was selected through a targeted sampling of 10 schools and total of 176.The Smart Pls software was used to analyze the data and examine the fitting of the model. Results showed that sensory marketing had significant effect on hedonic. Sensory marketing also had significant effect on place attachment, but it had no significant effect on trust. Hedonic had significant effect on behavioral intentions. Hedonic also had significant effect on place attachment, but it had no significant effect on trust. Place attachment had significant effect on trust. But it had no significant effect on behavioral intentions. Trust also had significant effect on behavioral intentions. Therefore, football school administrators can work with sensory marketing methods to empower their customers to stay in these schools and get in touch with that place. Obviously, the confident customer is that he will trust the place, which will be the basis for his future referrals as well as advising others.

کلیدواژه‌ها [English]

  • Sensory marketing
  • behavioral intentions
  • hedonic
  • place attachment
  • trust

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مطالعات رفتار مصرف‌کننده
دوره 5، شماره 1
شهریور 1397
صفحه 21-35

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