مجله پژوهش در مدیریت ورزشی
پیاپی 10 (زمستان 1398)

Different people in the society have different purchasing behavior. Marketers are constantly looking for identifying factors affecting customers’ decision-making. The purpose of this research was to investigate decision-making styles for purchasing sportswear. The research method was descriptive and fell under survey category and the data was collected in the field. The statistical population of this research included all the students of Shahid Chamran University of Ahvaz. Using Morgan’s table and stratified random sampling, the sample size included 375 participants. The instrument for data collection was consumer decision-making style questionnaire (Sproles and Kendall (1986)). Instrument validity was confirmed by 10 experts of sports management and its reliability was approved by Cronbach’s Alpha (0.812). Exploratory factor analysis, confirmatory factor analysis and independent samples t-test were used to analyze the data. The results showed that students use seven decision-making styles for purchasing sportswear. Also, the tendency to buy fashion-oriented, quality-oriented and habit-oriented styles among athletic students was higher than that of non-athletic students. The research findings would help sportswear manufacturers and marketers to better understand students community and their shopping styles.

One of the most important ways of shopping in non-physical retail is online shopping. The rapid growth and increasing use of computer technologies has made it possible for retailers and customers to communicate more effectively online. One of the methods of online shopping is via Telegram. The purpose of the present study was to investigate the motivations for the pleasure of online shopping of sports products via Telegram. This research is thus a descriptive-analytical one. The statistical population is comprised of athletes of Urmia who have experienced purchasing sports products and services through Telegram. Since the population was indifinite and due to lack of accurate information and statistics of the target population, 120 people were considered as the sample size. Arnolder and Reynolds (2003) questionnaires were used as the research tool in this study, which included 15 questions in the 5-point Likert scale. In this study, descriptive statistical methods were used to calculate central tendency indices such as mean, view and dispersion indices such as standard deviation as well as tables and graphs. To anlayze data inferentially, one sample t-tesed was used and to rank variables, Friedman tesed using SPSS software was used. The results of prioritizing of pleasure beliefs effective in purchasing sports products showed that from the perspective of the participants studied, position and power, social relations, awareness of trends, adventure and value take priority.

Organizations continue to survive only if they have created a degree of loyalty in their customers. If the goods and services meet customer expectations, they will feel satisfied and will consequently be loyal to the organization. They will also help the survival of that organization and company through their renewed presence and encouraging others to participate and repurchase. The purpose of this study was to investigate the predictors and consequences of volleyball spectators’ loyalty. A total of 372 Iranian spectators of Volleyball Nations League were selected as the sample. Questionnaires including attitudinal loyalty of Gladden and Funk (2001), team quality of Zhan et al. (1997), overall customer satisfaction of Lim (2006), customer re-attendance of Lim (2006) and WOM advertisement of Zeithaml et al. (1996) were used as the research instrument. A simple regression analysis was used to test statistical hypotheses. The results showed that there is a positive and significant relationship between all research components. Team quality led to spectators’ satisfaction (β=0.506, P<0.01) and consequently led to their loyalty (β =0.327 and P<0.01) to the national team. Also, satisfaction has a positive effect on loyalty (β=.377, P<0.01). Loyal spectators generate more profit, do more re-purchase (β =0.5, P<0.01) and advertise positively for the organization's product or service (β =0.469 and P<0.01).

The aim of this study was to identify the organizational factors affecting financial strategic decisions of the National Olympic Committee of IRI. The present research is applied and falls under descriptive-survey research. The statistical population of this research in both qualitative and quantitative sections consisted of all directors of the National Olympic Committee (64 participants) and experts familiar with financial strategic decisions in the National Olympic Committee (96 participants); thus, the sample size was equal to 160, among which 147 participants filled out the questionnaire properly and correctly. In order to test the hypotheses, structural equation modeling (using Smart PLS software) was used. The validity and reliability of the research instrument were confirmed. The results showed that the three dimensions of organizational culture, financial resources and group pressures were of organizational dimensions and affected the financial strategic decisions of the National Olympic Committee of Iran. The other three dimensions of organizational structure, information system and rules and regulations were not organizational factors.

The purpose of this research was to identify and prioritize the economic indices affecting ticket sales management in sports mega events around the world. Research methodology is applied and the research was conducted both qualitatively and quantitatively. The statistical society in the qualitative phase were all the countries around the world and the statistical sample of the research included: United States of America, England, China, South Korea, Australia, Finland, Canada, Qatar, Germany, Turkey and Iran. In the quantitative phase, 12 sports marketing elites were selected as the sample. Research instruments were official websites, databases, books and various aritcles, notes and documents observation records. In the quantitative phase, a questionnaire was designed for paired comparison of indices in the first place and it was then distributed among 12 sports marketing elites. Finally, it was analyzed using analytic hierarchy process. The results of analytic hierarchy process showed that form the view point of elites, multipurpose digital ticket with 0.138 points ranked first and the ticket booth with 0.020 points ranked last. The results of the qualitative phase showed what indices were used for managing, distributing of tickets as well as economic revenue generating in the selected countries of the world and each of these factors have different outcomes such as preventing black market, spectator security, ticket sales, control and event security, revenue generating and other benefits which previously mentioned in the research.

This research aimed at determining the relationship between Iran Furniture Market Company as the financial sponsor of Esteghlal Football Club and the customer-based brand equity. The research method was descriptive-correlational and Pearson correlation coefficient was used since the data was normal. The statistical sample of the present study was 375 students of Tehran universities who were selected using convenience sampling. In the present study, the face and content validity of the questionnaire were evaluated by faculty members with marketing expertise and corrections were applied to the questionnaire. The reliability of the questionnaire was obtained using Cronbach's alpha in a pilot study, 0.86 (P <0.01). The Pearson correlation between variables of Judgment (0.86), Imagination (0.85), Conformity (0.93) and Emotions (0.82) were obtained at the significant level of 0.05. Investigations on the attitude of Esteghlal fans and other teams toward the customer-based brand equity of Iran Furniture Market Company revealed that in all cases, Esteghlal fans have a better tendency towards Iran Furniture Market Company. Maintaining and developing brand equity is often a challenging and difficult task. Implementing brand equity management  requires that  a  broad  perspective  towards  different viewpoints to brand equity be adopted. The results showed that the sponsorship of Iran Furniture Market Company for Esteghlal Club led to brand equity. And, compared to other teams, the brand equity created for Iran Furniture Market Company has been greater amongst the fans of Esteglal Football Club.