تحلیل محتوای پژوهش‌های مدیریت فروش و رفتار مصرف‌کننده ورزشی در ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، مرکز تحصیلات تکمیلی دانشگاه پیام نور تهران

2 دانشجوی مقطع دکترای مدیریت ورزشی مرکز تحصیلات تکمیلی دانشگاه پیام نور تهران، ایران، دبیر تربیت‌بدنی آموزش و پرورش شهرستان تنکابن و مدرس مدعو دانشگاه ‌پیام ‌نور مرکز رامسر

10.34785/J018.2019.510

چکیده

هدف این پژوهش، تحلیل محتوای ﭘﮋوﻫﺶ‌ﻫﺎی مدیریت فروش و رفتار مصرف کننده ورزشی در نشریات مدیریت ورزشی ایران می‌‌باشد. نوع پژوهش، آمیخته ی مبتنی بر تحلیل محتوا است. نمونه‌ی آماری کل‌شمار و شامل، ﻣﻘﺎﻻت نشریات علمی- پژوهشی ایران از سال 1382 تا پایان خردادماه 1397، برابر 331 مقاله می باشد. ابزار پژوهش برگه‌‌های کدگذاری بوده اند که روایی (راستی) آن‌ها توسط اساتید متخصص در بازاریابی ورزشی تأیید شده است. پایایی (درستی) مربوطه با ضریب توافق بین کدگذاران به وسیله فرمول پی‌اسکات (94%) بدست آمده است. بررسی های انجام شده نشان داد که ﺑﻴﺸﺘﺮ ﭘﮋوﻫﺶ‌ﻫﺎی انجام شده در فصلنامه رویکردهای نوین در مدیریت ورزشی با 36 مقاله ﻣﻨﺘﺸﺮ‌گردیده است. محور اﺻﻠﻲ ﭘﮋوﻫﺶ‌ﻫﺎ، در حوزه‌ی ارزیابی اثر برند شدن (%2/14)، ﺑﻮد و در حوزه‌ی پژوهشی: وابستگی روانی مصرف‌کننده ورزشی (%15/21) ﺑﻮده است. (%7/86) ﭘﮋوﻫﺶ‌‌ﻫﺎ از روش ﻛﻤّﻲ و (%85/46) از نرم‌افزار آماری (SPSS) اﺳﺘﻔﺎده ﺷﺪه است. (%4/96) پژوهش‌های مذکور دارای هدف کاربردی و گروه مشتریان کالا و خدمات ورزشی با (%39) ﺳﻄﺢ ﺗﺤﻠﻴﻞ ﻏﺎﻟﺐ بود که (%2/39) ﻣﻄﺎﻟﻌﺎت روی آن‌ها، ﺻﻮرت ﮔﺮفته است. (%6/97) موارد از داده‌ﻫﺎی ﻣﻘﻄﻌﻲ ﺑﺎ پرسشنامه (%65/80) انجام و از داده‌ﻫﺎی ﻃﻮﻟﻲ اﺳﺘﻔﺎده نشده است. جالب توجه اینکه (%43/31) ﭘﮋوﻫﺶ‌ﻫﺎ در سطح ملی و ﺗﻮﺳﻂ 3 ﻧﻮﻳﺴﻨﺪه (%2/43) اﻧﺠﺎم گردیده است. همچنین (%85/52) ﭘﮋوﻫﺶ‌ﻫﺎ ﺣﺪاﻗﻞ دارای یک ﻧﻮﻳﺴﻨﺪه‌ی زن ﺑﻮده اﻧﺪ واز ﺳﺎل 1392 روﻧﺪ ﭘﮋوﻫﺸﻲ این حوزه، رﺷﺪ ﭼﺸﻢ‌ﮔﻴﺮی داشته است. بنابراین، انتظار می‌رود این پژوهش‌ها با ﺷﻨﺎﺳﺎﻳﻲ ﻣﺴﺎئل ﻣﻮﺟﻮد و ﮔﺬﺷﺘﻪ، روﻳﻜﺮدی آﻳﻨﺪهﻧﮕﺮ جهت ﻛﺸﻒ ﻓﺮﺻﺖﻫﺎ و ﺟﻬﺖدﻫﻲ به پژوهش‌های آتی در اختیار دست اندرکاران این حوزه، قرار دهند.

کلیدواژه‌ها

عنوان مقاله [English]

Content Analysis of sales management and sports consumer behavior researches in Islamic Republic of Iran

نویسندگان [English]

  • Hamid Ghasemi 1
  • Maysam Asgarshamsi 2
1 Faculty member of Payame Noor University
2 PhD student of the sport management Postgraduate Center of Payame Noor University
چکیده [English]

The purpose of this study is to analyze the content of sales management research and sport consumer behavior in Iranian sport management publications. The research is mixed and based on content analysis. The statistical sample is the total number and includes articles of scientific journals of Iran from 2003 to the end of June 2018 and includes 331 articles. The research data collection tools were coding sheets, whose validity was confirmed by professors specializing in sports marketing. Reliability was also obtained by coefficients of agreement between coders by the formula of Scott. Most of the research was published in the journal Modern Approaches to Sport Management with 36 articles. The main focus of the research was on the effect of branding, at a rate of 14.2%, and on the research area of psychological dependence on sport consumerism, at 21.5%. 86.7% of the researches were using quantitative method and 46.85% by SPSS software. 96.4% of the studies had an applied purpose and the group of clients of sporting goods and services with a 39% dominant level of analysis, of which 39.2% studied. 97.6%of the cross-sectional data were collected using a questionnaire. 31.43% of the national studies were conducted by three author. 52.85% of the studies had at least one female author. Since then 2013 the research process in this field has grown dramatically. Therefore, this research is expected to provide activists with an understanding of the present and past issues of a forward-looking approach to explore opportunities and orient future research.

کلیدواژه‌ها [English]

  • Consumer Behavior
  • Content Analysis
  • Iran
  • Sales management
  • Sport management researches

مراجع

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 267-286

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