آزمون مدل بازاریابی هیجانی در مصرف کنندگان ورزش همگانی

ﭼﮑﯿﺪه ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ آزﻣﻮن ﻣﺪل ﺑﺎزارﯾﺎﺑﯽ ﻫﯿﺠﺎﻧﯽ در رﻓﺘﺎر ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ورزش ﻫﻤﮕﺎﻧﯽ اﺳﺘﻔﺎده ﮐﻨﻨﺪه از اﻣﺎﮐﻦ ورزﺷﯽ ﺷﻬﺮداری ﺷﻬﺮ ﺗﻬﺮان ﺑﺎ روﯾﮑﺮد ﺗﻨﺪرﺳﺘﯽ ﺑﻮد. ﺑﺮای اﯾﻦ ﻣﻨﻈﻮر ﺗﻌﺪاد 384 ورزﺷﮑﺎر ﻣﺮد و زن ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪ ﮔﯿﺮی ﺧﻮﺷﻪ ای و ﺑﺮآورد ﺣﺠﻢ ﻧﻤﻮﻧﻪ ، ﺟﺎﻣﻌﻪ ﻧﺎﻣﺤﺪود ﮐﻮﮐﺮان در ﭘﮋوﻫﺶ ﺑﻪ ﺻﻮرت داوﻃﻠﺒﺎﻧﻪ ﺷﺮﮐﺖ ﻧﻤﻮدﻧﺪ. ﺷﺮﮐﺖﮐﻨﻨﺪﮔﺎن ﺑﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎی ﻫﻮش ﻫﯿﺠﺎﻧﯽ(ﺑﺮاﮐﺖ و ﻫﻤﮑﺎران، 2006) ، و ﺑﺎزارﯾﺎﺑﯽ ﻫﯿﺠﺎﻧﯽ ﭘﺎرک ﻫﯿﻮوﻧﮓ (2013) و ﻣﻘﯿﺎس ﺳﻨﺠﺶ رﺿﺎﯾﺘﻤﻨﺪی ﻣﺼﺮف ﮐﻨﻨﺪه (ﻣﺎﺗﯿﻼ و ﻫﻤﮑﺎران 2011) ﺑﻪ ﺻﻮرت داوﻃﻠﺒﺎﻧﻪ ﺗﮑﻤﯿﻞ ﻧﻤﻮدﻧﺪ. ﻧﺘﺎﯾﺞ ﮔﻮﯾﺎی ارﺗﺒﺎط ﻋﻠﯽ ﺑﯿﻦ ﻫﻮش ﻫﯿﺠﺎﻧﯽ ﺑﺎ ﻣﺘﻐﯿﺮ ﻫﺎی ﺑﺎزارﯾﺎﺑﯽ ﻫﯿﺠﺎﻧﯽ ﺑﻮد. ﻫﻤﭽﻨﯿﻦ از ﺑﯿﻦ اﺑﻌﺎد ﺑﺎزارﯾﺎﺑﯽ ﻫﯿﺠﺎﻧﯽ ﺗﻨﻬﺎ ادراک اﺣﺴﺎﺳﺎت ﻣﺤﯿﻂ ﮐﺎر و اﺳﺘﺮاﺗﮋی ﮐﻨﺎرآﻣﺪن ﭘﯿﺶ ﺑﯿﻦ ﻣﻌﻨﯽ دار ﺑﺮ ﺗﺒﯿﯿﻦ رﺿﺎﯾﺖ ﻣﻨﺪی در اﺳﺘﻔﺎده از ﺧﺪﻣﺎت ورزﺷﯽ ﺑﻮد. از ﺳﻮی دﯾﮕﺮ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ورزﺷﯽ در ﻣﺤﯿﻂ ﻓﻌﺎﻟﯿﺖ ورزﺷﯽ ﺑﺎاﻧﮕﯿﺰهﻫﺎی ﻫﯿﺠﺎﻧﯽ درﮔﯿﺮ ﻣﯽﺷﻮﻧﺪ، اﯾﻦ ﻫﯿﺠﺎﻧﺎت ﺑﻪﺻﻮرت ﻣﺜﺒﺖ و ﻣﻨﻔﯽ دﯾﺪه ﻣﯽﺷﻮد و در ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ورزﺷﯽ ﻫﻤﺮاه ﺑﺎ ﻣﺤﺮکﻫﺎﯾﯽ ﮐﻪ ﻣﺮﺗﺒﻂ ﺑﺎ ﻓﺮاﯾﻨﺪ ﻣﺼﺮف و اﻫﺪاف ﻣﯽﺑﺎﺷﺪ، ﺻﻮرت ﻣﯽﭘﺬﯾﺮد. ازاﯾﻦرو ﺑﺮآورد روﯾﺪادﻫﺎ ﺑﻪﺻﻮرت رواﻧﯽ ﺗﻮﺳﻂ ﻓﺮد اﯾﺠﺎدﺷﺪه و ﺳﺒﺐ ﺗﻔﺴﯿﺮ و ارزﯾﺎﺑﯽ ﻣﯽﺷﻮد. اﯾﻦ ﺗﻔﺴﯿﺮ در ﻣﺮاﺣﻞ ﻣﺨﺘﻠﻒ ﺗﺼﻤﯿﻢﮔﯿﺮی و اﻧﺘﺨﺎب ﺗﻮﺳﻂ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻣﺆﺛﺮ اﺳﺖ. ﺑﺮ اﯾﻦ اﺳﺎس ﺑﺎزارﯾﺎﺑﯽ ﻫﯿﺠﺎﻧﯽ ﺑﺮ اﺳﺎس ﻓﺮاﯾﻨﺪی ﮐﻪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﺎ ﺧﺪﻣﺎت ﻏﯿﺮﻗﺎﺑﻞاﻧﺘﻈﺎر ﻣﻮاﺟﻪ ﻣﯽﺷﻮﻧﺪ اﺳﺘﻮار اﺳﺖ.

Testing The Model of Emotional Marketing in Consumers sport for all

The aims of this study is to explore Testing The Model of Emotional Marketing in Consumers of sport for all. Sampling consisted of 384 consumers (220 female 164 male) by using of the cluster sampling elected by 22 municipal regions of Tehran city. Participants completed a questionnaire package containing Emotional intelligence questionnaire (braket ,2006) Emotional marketing (park Hyeyoung,2012) and satisfaction consumer(matila,2011) contains. Result showed there were a relationship between Emotional intelligence and Emotional marketing variables.Also from among the dimensions of emotional marketing the only perception emotional labor and coping strategy A meaningful precondition was the explanation of satisfaction with the use of sports services. Considering the research findings The characteristics of emotional responses of individuals with regard to emotional activities in many researches have been considered, sports enthusiasts engage in emotional stimuli in an exercise environment, These emotions are seen positively and negatively, and in sports enthusiasts with incentives related to the process of consumption and goals. Therefore, the estimation of events is created mentally by the individual and is interpreted and evaluated. Accordingly, emotional marketing is based on the process consumers face with unpredictable services. In the overall analysis of the model, the result of the research suggests that general sport activities in the Municipal Sports Organization could increase the level of participation of the general public sport users And increasing their ability to cope with pressures, and enhancing selfesteem, value and competence, as well as improving emotional response when providing defined services.