جستجوی مقالات مرتبط با کلیدواژه « مشتریان محصولات ورزشی » در نشریات گروه « تربیت بدنی »

The purpose of this study was to investigate the effect of brand reputation on encouraging customers to choose brands of sports products in Ardabil in 2020. The research method was applied and of a descriptive-correlation type. The statistical population was all customers of sports products in Ardabil city. Due to the unknown volume of the number, 384 samples were selected through Morgan method by random sampling method. Measurement tools included brand reputation questionnaires and brand selection. Data were analyzed by linear regression test. The results of the analysis showed that there is a positive and significant relationship between brand reputation and encouraging customers to choose brands of sports products and brand reputation has a significant effect on brand selection (B = 0.70). Dimensions of company reputation and word of mouth had a positive and significant relationship with brand selection and had a positive and significant effect on brand selection with impact coefficient (B = 0.63) and (B = 0.67). Between brand reputation and all components of brand selection such as brand name (r = 0.51), brand appearance (r = 0.64), internal brand features (r = 0.55), brand name prominence (= 0.64) r), brand attractiveness (r = 0.49), brand reputation (r = 0.53), brand truthfulness (r = 0.43), compliance with brand function (r = 0.36), and brand visibility (R = 0.37) There is a positive and significant relationship. According to the analysis, it can be concluded that if brands have more reputation among consumers, the ability to sell or buy that brand will increase due to customer choice.

The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.

The present study was quasi-experimental research based on structural equation modeling. The sample size was determined to be 36 using G*Power, which was selected from students of Tehran University who were familiar with this brand. The sampling method was convenience and by accident. Measurement tools included the Keller and Block Vividness Questionnaire (1997), Kim and Ko’s flow experience Questionnaire (2019), the Homer’s Brand Attitude Questionnaire (1990), and the Kang, Lee, and Namkung Purchase Intention Questionnaire (2018). Virtual reality experience was created by the Quilo Virtual Reality Headset. On the other hand, after searching for 3D promotional videos, the 3D promotional video clip of the Mammut mountaineering apparel was selected. The method of implementation was completing the questionnaires by the samples after watching the VR advertisements. Finally, the research data was analyzed by structural equations in PLS 3 software.

The results showed that virtual reality leads to telepresence and flow experience if the image Vividness is appropriate and rich. The flow experience leads to a change of attitude that ultimately effects on the purchase intention.

Overall, the results show that virtual reality technology is an appropriate tool for marketers to deliver a close flow experience to their customers. Nowadays, virtual reality technology has entered to the homes. So, it would be a valuable opportunity for marketers to provide the flow experience to customers at their homes. In addition, it’s suggested for sport stores to be equipped with VR technology. they can also increase effectiveness of this technology by enhancing sensory stimuli, richness and vividness of virtual reality’s containt.

The aim of this study was to investigate the impact of store atmosphere on Customer's purchase intention of Sport Products. The research method of this study was descriptive correlation and it was applied in terms of the aims. The research population included of all customers of sport products. The Sample size determined 200 customers and research questionnaire was distributed between them purposefully. A researcher-made questionnaire was used which it’s validity and reliability was confirmed. In order to statistical analysis, descriptive statistic and structural equation modeling was used in Amos. The results showed that all aspects of store atmosphere including; cleanliness, music, color, light, layout and temperature had significant effect on Customers purchase intention of Sport Products. It is recommended to Sport Products retailers; store atmosphere integrated with nature of Sport Products to influence the customers and enhance the purchase intention.