جستجوی مقالات مرتبط با کلیدواژه « قصد آینده » در نشریات گروه « تربیت بدنی »

The purpose of this research was to investigate the influence of advertising appeal on future intention and consumer’s attitude toward advertisement in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university which statistical sample 440 subjects were selected. The results indicated that a main effect of the advertising appeal on future intention in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal. Moreover، the results indicated that a main effect of the advertising appeal on attitude toward advertisement in subjects who have observed an affective appeal is no difference than subjects who have observed a cognitive appeal.

The product trial is a significant marketing tool for the formation of brand image, attitude toward the product, and behavioral intentions. The aim of this research was to investigate the effect of the promotion of free sport services on arousal and future intention of consumers in advertisement. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and non-physical education students of University of Tehran. The statistical sample consisted of 440 subjects who were selected by stratified sampling method. To collect data, Russell and Mehrabian’s arousal scale (1974), Machleit and Wilson’s future intention (1988) and Zaichkowsky’s personal involvement inventory (1994) were used. Their reliability was obtained using Cronbach's alpha as 0.90, 0.93 and 0.89 respectively. MANCOVA statistical method was used to analyze the data. The results indicated that the main effect of the promotion of the service trial on arousal in subjects who observed an advertisement with the promotion of free service trial was higher than those who observed the similar advertisement without the promotion of service trial [F(1,879) = 315.01, P≤0.001]. Moreover, the main effect of the promotion of the service trial on future intention in subjects who observed an advertisement with the promotion of free service trial was higher than those who observed the similar advertisement without the promotion of service trial [F(1,879) = 476.03, P≤0.001].

The purpose of this study was designing the consumers’ responses model of sport service to the affective Advertisements. Method research was descriptive - correlational. The statistical population consisted of all the of students University of Tehran. For sampling, we selected 440 students based on stratified random sampling. For gathering data, three main questionnaires utilized: Aad questionnaire (Wells and et al., 1971), Arousal and Pleasure questionnaire (Mehrabian & Russell, 1988) and FI questionnaire (Machleit & Wilson, 1988). The validity of questionnaires determined by experts and the reliability were (α = 0.96) for Aad questionnaire, (α = 0.90) for Arousal questionnaire, (α = 0.93) for Pleasure questionnaire and (α = 0.93) for FI questionnaire. The SEM utilized for analyzing data. In examining relationships between variables, the output of the software EQS 6.1 was representing the structural model fit. (The index rate were NFI = 0.93, CFI = 0.95 & RMSEA = 0.068). It has been shown the appropriate SEM. In other words, the Observed data were similar to study design. The results indicated Aad (β =0.46) and pleasure (β =0.27) on consumer’s FI had the positive direct effect.The arousal (ϒ =0.51) on consumer’s FI had the strong indirect effect as well. According to our results, for creating the positive purchase behaviors among the sport service consumers, the understanding arousal, pleasure and Aad are essential by marketers and managers.

The aim of this study was designing a structural equation model (SEM) of attitude towards advertisements (Aad), arousal and future intention (FI) of sport service consumers in cognitive advertisements. Method research was descriptive - correlation. The statistical population consisted of all University of Tehran students. For sampling, 440 students were selected based on stratified random sampling. For gathering data, three main questionnaires were used: Aad questionnaire (Wells et al., 1971), Arousal questionnaire (Mehrabian & Russell, 1988) and FI questionnaire (Machleit & Wilson, 1988). Their reliabilities were determined by Alpha Cronbach as (α=0.96) for Aad questionnaire, (α=0.90) for Arousal questionnaire and (α=0.93) for FI questionnaire. The SEM was used to analyze data. To examine relationships among the variables, the output of the software AMOS 20 represented the fitness of the structural model (The index rates were GFI=0.94, AGFI=0.92, NFI=0.97, CFI=0.97 & RMSEA=0.059 which showed the appropriate SEM). In other words, the observed data were similar to study design. The results indicated that Aad (β=0.45) and arousal (ϒ=0.32) could predict FI of consumers. Also, there was a significant relationship between Aad and arousal (ϒ=0.88). According to the results, the arousal understanding and Aad are essential for marketers and managers to create the positive purchase behaviors in the sport service consumers.