نوع مقاله : پژوهشی اصیل
نویسندگان
1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.
2 دانش آموخته کارشناسی ارشد، مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران.
3 دانش آموخته کارشناسی ارشد، مدیریت کسب و کار، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران.
چکیده
هدف: مطالعه حاضر، با ارائه یک مدل پیشنهادی، به دنبال بررسی تأثیر برنامه‌های بازاریابی رسانه‌های اجتماعی بر نگرش برند و قصد خرید مصرف‌کنندگان از کالاهای ورزشی در صنعت خرده‌فروشی آنلاین انجام شد. در این مطالعه موردی لوازم ورزشی فروشگاه اینترنتی آنیک مورد مطالعه قرار گرفت.
روش: پرسشنامه محقق ساخته‌ای طراحی و پس از تائید روایی محتوا و ساختار و پایایی آن، در بین نمونه پژوهش توزیع شد. جامعه آماری در این تحقیق شامل افرادی بودند که حداقل در یکی از شبکه‌های اجتماعی برند آنیک عضویت داشتند. جمع‌آوری داده‌ها با انتخاب 559 نفر از جامعه به روش نمونه‌گیری غیراحتمالی در دسترس انجام شد. برای آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری و برای محاسبات از نرم‌افزارهای SPSS و LISREL استفاده شد.
یافته‌ها: نتایج نشان داد هر 6 فرضیه تحقیق در سطح اطمینان 95 درصد قابل قبول هستند. به عبارت دیگر، نتایج مطالعه نشان داد برنامه‌های بازاریابی رسانه‌های اجتماعی با تأثیرگذاری بر نگرش مصرف‌کنندگان نسبت به برند و تمایلات خرید آن‌ها، تأثیر بسزایی بر صنعت خرده‌فروشی محصولات ورزشی دارد.
اصالت و ابتکار مقاله: مطالعات کمی در مورد نقش رسانه‌های اجتماعی در صنعت خرده فروشی ورزش انجام شده است. بنابراین، نتایج تحقیق نگرش مصرف‌کنندگان را نسبت به برند و برنامه‌های خرید آن‌ها در این پلتفرم‌ها نشان داد.
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