بررسی نقش میانجی ارزش عملکردی و هیجانی در ارتباط با تجربة مصرف و قصد خرید مجدد مصرف کنندگان (مورد مطالعه: فروشگاه های ورزشی شهر یاسوج)

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه کردستان

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه شهسد چمران اهواز

3 مدیریت ورزشی، دانشگاه کردستان

10.34785/J018.2022.015

چکیده

هدف، پژوهش حاضر، بررسی نقش میانجی ارزش عملکردی و هیجانی در ارتباط با تجربة مصرف و قصد خرید مجدد مصرف کنندگان فروشگاه های ورزشی شهر یاسوج بودند. بدین منظور تعداد 290 نفر، با استفاده از روش نمونه گیری غیرتصادفی در دسترس انتخاب شدند. از پرسشنامة تجربة مصرف (lin (2006 ؛ ارزش تجربی keng, Tran & thi (2013) و پرسشنامه قصد خرید keng, Tran & thi (2013) و (2016) Yousif استفاده شد با مراجعه به مقالاتی که از این پرسشنامه استفاده کرده بودند، اعتبار صوری ابزار اندازه گیری تأیید شد و اعتبار محتوایی پرسشنامه توسط خبرگان دانشگاهی مورد تأیید قرار گرفت؛‌ همچنین ضریب آلفای کرونباخ برای متغیرهای پژوهش، بالای مقدار موردنظر (70/0) بود و نشان دهنده این بود که پایایی ابزار مورد تأیید است. از ضریب همبستگی پیرسون و مدل معادلات ساختاری با استفاده از نرمافزار SPSS نسخه 20 و AMOS نسخه 18 برای آزمون فرضیه ها استفاده شد.. نتایج نشان داد که روابط تجربه مصرف از طریق میانجی ارزش های تجربی یعنی ارزش هیجانی و ارزش عملکردی، تأثیر مثبت و معناداری بر قصد خرید مجدد دارد. تجربة مصرف می‌تواند بر ادراکات و رفتار مصرف کننده فروشگاه‌های ورزشی اثرگذار باشد. اما برای این ارتباط باید با ایجاد ارزش‌های دست پایین و بالا زمینة دلبستگی شناختی و رفتاری آنان را فراهم ساخت. گام اساسی در ایجاد ارزش تجربی برای مصرف کننده، توجه مخصوص به طراحی تجارب منحصر به‌فرد باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the mediating role of functional and emotional value in relation to consumer experience and consumers' intention to repurchase (Case Study: consumers of sports shops in Yasuj )

نویسندگان [English]

  • Behzad Izadi 1
  • Abdoulla Rouzfarakh 2
  • Abed Mahmoudian 3
1 Assistance Professor of Sport Management, University of Kurdistan
2 Ph.D student of Sport management, University of Shahid Chamran Ahvaz
3 Sport Management, university of Kurdistan
چکیده [English]

Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this way, the aim of this study was to Investigating the mediating role of functional and emotional value imers of sports stores in Yasuj. For this purpose, 290 people were selected using available non-random sampling method. The Consumer Experience Questionnaire (lin (2006; experimental value of keng, Tran & thi (2013) and the Keng, Tran & thi (2013) and Yousif (2016) Purchase Intent Questionnaire were used. By referring to the articles that used this questionnaire or similar questionnaires , the face validity of the measurement tool was confirmed and the content validity of the questionnaire was confirmed by academic experts, as well as Cronbach's alpha coefficient for research variables above the desired value (0.70) that indicated that the reliability of the tool was verified. Pearson correlation coefficient and structural equation model were used to test the hypotheses using SPSS20 and AMOS18 software..The results showed that the relationships of consumer experience through the mediation of empirical values, ie emotional value and functional value, have a positive and significant effect on the intention to repurchase. Consumer experience can affect consumer perceptions and behavior in sports stores. But for this relationship, their cognitive and behavioral attachment must be provided by creating low and high hand values. An essential step in creating experiential value for the consumer is to pay special attention to the design of unique experiences

کلیدواژه‌ها [English]

  • Consumption experience
  • Emotional value
  • Functional value
  • repurchase intention
  • Consumers of sports stores

مراجع

منابع
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