تأثیر بازاریابی اخلاقی بر رفتار مصرفی و انگیزش ورزشی بانوان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه ولی عصر (عج)، رفسنجان، ایران.

2 دانشجوی کارشناسی ارشد مدیریت بازاریابی ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه ولی عصر (عج)، رفسنجان، ایران

3 دانشیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه ولی عصر(عج)، رفسنجان، ایران.

چکیده
هدف پژوهش حاضر، بررسی تأثیر بازاریابی اخلاقی بر رفتار مصرفی ورزشی و انگیزش ورزشی بانوان شهر کرمان است. این پژوهش از نوع پیمایشی و به روش میدانی انجام شده است. جامعه آماری آن را کلیه بانوان بالای ۱۸ سال ساکن شهر کرمان تشکیل دادند (نامحدود) که از میان آن‌ها، ۳۸۴ نفر به روش تصادفی خوشه‌ای به‌عنوان نمونه انتخاب شدند. برای گردآوری داده‌ها، پس از تأیید روایی و پایایی، از پرسشنامه بازاریابی اخلاقی صفری و همکاران (۱۳۹۶)، پرسشنامه انگیزه ورزشی پلی‌تیر و همکاران (۲۰۱۳)، و پرسشنامه رفتار مصرف‌کننده ورزشی نشاط و همکاران (۱۳۹۶) استفاده گردید. داده‌ها با استفاده از مدل معادلات ساختاری و روش حداقل مربعات جزئی (PLS-SEM) تحلیل شدند. نتایج حاکی از آن است که بازاریابی اخلاقی تأثیر مستقیم و معناداری بر رفتار مصرفی ورزشی (59/0= R2و ضریب مسیر 77/0) و انگیزش ورزشی (88/0=R2 و ضریب مسیر 94/0) دارد. با توجه به یافته‌های این پژوهش، توصیه می‌شود مدیران و مسئولان ورزشی توجه ویژه‌ای به توسعه و ترویج بازاریابی اخلاقی داشته باشند. این اقدام می‌تواند با ایجاد پیوند مؤثر میان رویدادهای ورزشی، رفتار مصرفی، و انگیزش بانوان، از طریق فراهم‌سازی تجربه‌ای ماندگار، نقش مؤثری در جذب و گرایش بیشتر بانوان به فعالیت‌های ورزشی ایفا کند.

کلیدواژه‌ها


  1. Abela, A. V. (2014). Appealing to the imagination: Effective and ethical marketing of religion. J Bus Res, 67, 50–58.
  2. Alinaghian Jouzdani, N., & Yazdan, A. (2024). The effect of cause-related marketing on customers' purchase intention and brand loyalty (Case study: Customers of Esalat Isfahan brand). J Endow Charit Stud, 2(1), 139–158. [In Persian]
  3. Andam, R., Mortezaei, L., & Nazimi, M. (2020). Identifying and prioritizing motivations for women's participation in recreational water sports. J Sport Manage Motor Behav, 16(31), 217–223. [In Persian]
  4. Barzegar Yazdi, Z., Majdi, N., & Naderi Nasab, M. (2022). A model for women's consumption pattern in the field of sports goods. Strat Stud Sport Youth, 61, 635–648. [In Persian]
  5. Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. J Bus Ethics, 97, 139–158.
  6. Dorsazan, Sh., Bahrami, Sh., & Yosefi, B. (2023). The role of ethnic, national, and global symbols of sports brand urbanism in sport motivation. Sport Psychol Stud, 12(43), 159–174. [In Persian]
  7. Eidi, H., Azadi, R., & Khosravi, J. (2014). Compare the views of professors, media experts, and participants of mass sports on the functions of mass media in the development and promotion of mass sports. Commun Manag Sport Media, 5(2), 42–50. [In Persian]
  8. Eskandarpoor, B., Heydari Iraqi, B., & Saebnia, S. (2021). The effect of ethical marketing on brand credit: Mediating role of service recovery strategy. J Bus Manag, 13(50), 22–42. [In Persian]
  9. Faraeein, M., Mousavi, S. M. K., & Kashi, A. (2021). Comparing adolescents' levels of motivation and sports participation concerning gender and place of residence. J Disabil Stud, 3(11), 1–6. [In Persian]
  10. Fredricks, J. A., & Eccles, J. S. (2005). Family socialization, gender, and sport motivation and involvement. J Sport Exerc Psychol, 27(1), 3–31.
  11. Funk, D. C., Beaton, A., & Alexandris, K. (2012). Sport consumer motivation: Autonomy and control orientations that regulate fan behaviors. Sport Manag Rev, 15, 355–367.
  12. Ghezelsefloo, H. R., & Chori, A. (2021). Developing a mixed marketing ethical model for online sports stores in the Corona period based on brand-consumer approach. Sport Manage Stud, 13(69), 293–323. [In Persian]
  13. Hosseini, E., Ali, M., & Bahrul Uloom, H. (2013). Investigating the motivations of women's participation and commitment to sports activities (Mashhad city case study) [Master’s thesis, Shahrood University of Technology, Faculty of Physical Education and Sports Sciences]. Ministry of Science, Research, and Technology. [In Persian]
  14. Islami, M. A., Azadi, Y., Gharaqi Zandi, H., & Emadeddin. (2018). The relationship between optimism and self-efficacy with motivation for sport improvement in physical education students. Couns Cult Psychother, 8(32), 111–132. [In Persian]
  15. Ismaili, M., Momeni, A., Nasrabad, A., & Akbari, S. (2021). Investigating the effect of ethical marketing on customer brand loyalty in Sepeh Shahr Bank, Tehran. J New Res Entrep Manage Bus Dev, 2(2), 102–110. [In Persian]
  16. Kargar, S., Amiri, R., Jamalpour, M., & Panah, N. (2013). The effect of women's awareness of the benefits of sports on their referral to sports clubs. Proc 5th Conf Urban Plan Manage, Ferdowsi University of Mashhad. [In Persian]
  17. Kozechian, H., Sardari, M., Hassani, M., & Amiri, M. (2021). Designing and testing an ethical marketing model in the sports manufacturing industry. Sport Manage Stud, 13(65), 179–202. [In Persian]
  18. Lee, J. Y., & Jin, C. H. (2019). The role of ethical marketing issues in consumer brand relationship. Sustainability, 11, 36–55.
  19. Mehdizadeh, R., & Andam, R. (2014). Developing strategies of “sport for all” in Iran universities. Sport Manage Stud, 22(6), 15–38. [In Persian]
  20. Mirfallah-Nassiri, R., Tojari, F., & Zarei, A. (2019). Investigating the factors affecting the ethical decision-making of sports consumers. Int J Ethics Soc, 1(1), 1–9. [In Persian]
  21. Mirkiaei, S. H., Saeednia, H., & Alipoor Darvish, Z. (2024). Presenting an ethical marketing policy model in deciding customer behavior in industrial markets. Ethics Sci Technol, 19(3), 170–177. [In Persian]
  22. Mirmohammadian Toutkaleh, S. F., & Ghorbani Ghahfarokhi, L. (2023). Identifying the motivations and behavior of consuming sports goods in Iranian e-sports players. J Sport Market Stud, 3(4), 1–23. [In Persian]
  23. Moradi Kamareh, M., Hamaidi, M., Jalali, M., & Sajadi, S. N. (2021). Designing a model of women’s sports participation motivation based on three-part pattern. Sport Physiol Manag Investig, 13(3), 89–103. [In Persian]
  24. Moshkelgosha, E. (2023). An overview of the challenges and perspectives of women's sports participation with a social marketing approach. J Strateg Sociol Stud Sport, 3(2), 123–132. [In Persian]
  25. Nasri, S., & Yousefi, S. (2020). The role of hope and perfectionism in predicting the sport motivation in students. Sport Psychol Stud, 8(30), 173–189. [In Persian]
  26. Nimrozi, N., & Sahnah, B. (2020). A comparative study of women's sports participation in Golestan Province. Women Soc, 11(43), 323–338. [In Persian]
  27. Paic, R., Kajos, A., Meszler, B., & Prisztóka, G. (2017). Validation of the Hungarian Sport Motivation Scale (H-SMS). Cogn Brain Behav, 21(4), 275–291.
  28. Pankevich, D., Bodyalo, N., & Alakhova, S. (2022). Construction and technology of sports clothing from membrane materials and high-stretch fabric. AIP Conf Proc, 2430, 020006.
  29. Piri, M., Ahari, S., & Mahmoudi, A. (2015). Comparison of gender differences in the motivation of sports participants. Sci Res J Educ Eval, 29, 109–123. [In Persian]
  30. Pittz, T. G., Steiner, S. D., & Pennington, J. R. (2020). An ethical marketing approach to wicked problems: Macromarketing for the common good. J Bus Ethics, 164(2), 301-310.
  31. Pourashraf, Y., Shiri, G. A., & Abbaspour, H. (2021). The effect of ethical consumption motives on the satisfaction of purchasing clothing consumers with ethical consumption behavior. Explor Bus Manag, 12(24), 77–105. [In Persian]
  32. Rezaei, M. A. (2019). Compilation of ethical value of sports marketing in Iran [Master’s thesis, Alborz University]. [In Persian]
  33. Rezaeian, M., & Asgari, M. H. (2021). The impact of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand equity (Case study: Digikala online store). J Bus Manag Entrep, 1(1), 81–100. [In Persian]
  34. Reznikova, N., & Ivashchenko, O. (2018). Projections of deglobalization in the contemporary international economic relations in the context of the paradigm of globalism. Glob Sci Innov, 15, 98–106.
  35. Ross, S. M., Smit, E., Yun, J., Bogar, K., Hatfield, B., & Logan, S. W. (2020). Updated national estimates of disparities in physical activity and sports participation experienced by children and adolescents with disabilities: NSCH. J Phys Act Health, 17(4), 443–455.
  36. Schwarz, C., Kyle, J., Brannigan, K., Cattani, P., Hunter, E., & Hunter, J. (2010). Advanced theory and practice in sport marketing (pp. 1–17). Routledge.
  37. Shakuri, M. H., & Saida Ardakani, S. (2024). Investigating the impact of ethical marketing on new product development. Islam Mark Res, 2(2), 31–42. [In Persian]
  38. Symonds, M. L., & Russell, W. (2018). Intrinsic and extrinsic motivation of small college sports officials. J Sport Behav, 41(2), 209–218.
  39. Tanveer, M., Ahmad, A. R., Mahmood, H., & Haq, I. U. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: A sustainable marketing approach. Sustainability, 13(12), 1–17.
  40. Tojari, F., Zarai, A., & Hanasiri, F. (2017). Role of ethics (idealism) in sport consumers’ behavior. Ethics Sci Technol, 12(3), 152–157. [In Persian]

Toth-Kiraly, I., Amoura, C., Bothe, B., Orosz, G., & Rigo, A. (2020). Predictors and outcomes of core and peripheral sport motivation profiles: A person-centered study. J Sports Sci, 38(8), 897–909.