تعیین عوامل موثر بر ارتقاء برند پوشاک ورزشی منتخب کشور

روش ﺗﺤﻘﯿﻖ ﮐﺎرﺑﺮدی- ﺗﻮﺻﯿﻔﯽ ﺑﻮده اﺳﺖ ﮐﻪ ﺑﻪﺻﻮرت ﻣﯿﺪاﻧﯽ اﻧﺠﺎم ﮔﺮﻓﺖ. ﺑﺮای اﯾﻦ ﻣﻨﻈﻮر 383 ﻧﻔﺮ از ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﭘﻮﺷﺎک ورزﺷﯽ ﻣﻨﺘﺨﺐ ﮐﺸﻮر ازﺟﻤﻠﻪ ﻣﺠﯿﺪ، داﯾﯽ، ﺟﻮراﺑﺎن، ﺟﺎم ﺟﻢ، ﻋﻘﯿﻠﯽ، ﺟﻬﺎنﻧﻤﺎ، اﯾﺮانورزش و ورزشﮔﺴﺘﺮ را ﺑﺎ اﺳﺘﻔﺎده از ﺟﺪول ﻣﻮرﮔﺎن ﺑﻪﺻﻮرت ﺗﺼﺎدﻓﯽ ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪ آﻣﺎری اﻧﺘﺨﺎب ﺷﺪﻧﺪ و ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎزﻧﮕﺮیﺷﺪه را ﮐﻪ از ﻃﺮف 12 ﻧﻔﺮ از اﺳﺎﺗﯿﺪ و ﺧﺒﺮﮔﺎن در ﺣﻮزه ﺑﺎزارﯾﺎﺑﯽ ورزﺷﯽ، ﻣﻮرد ﺗﺎﯾﯿﺪ رواﯾﯽ ﺻﻮری و ﻣﺤﺘﻮاﯾﯽ ﻗﺮار ﮔﺮﻓﺖ و ﺑﺮای ﺗﻌﯿﯿﻦ اﻋﺘﺒﺎر و ﭘﺎﯾﺎﯾﯽ آن از آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ اﺳﺘﻔﺎده ﺷﺪ .از ﻣﻘﯿﺎس ﻟﯿﮑﺮت ﺟﻬﺖ ﺳﻨﺠﺶ ﻧﻈﺮات ﭘﺎﺳﺦدﻫﻨﺪﮔﺎن ﺗﺤﻘﯿﻖ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ و ﻫﻤﭽﻨﯿﻦ ﺑﺮای ﻃﺒﯿﻌﯽ ﺑﻮدن دادهﻫﺎ از ﭼﻮﻟﮕﯽ و ﮐﺸﯿﺪﮔﯽ و ﺑﺮای ﺳﺆاﻻت ﺗﺤﻘﯿﻖ از روشﻫﺎی آﻣﺎری t ﺗﮏﻧﻤﻮﻧﻪای و ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ ﺑﺎ ﻧﺮم اﻓﺰارamos ﻧﺴﺨﻪ24و spssﻧﺴﺨﻪ 25 در ﺳﻄﺢ ﻣﻌﻨﯽداری0/05>p اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﺑﻪدﺳﺖآﻣﺪه ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ ﺗﺮﺗﯿﺐ ﮐﻠﯽ 8 ﺷﺎﺧﺺ ﺗﺤﺖ ﺑﺮرﺳﯽ در ﺧﺼﻮص وﺿﻌﯿﺖ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ارﺗﻘﺎء ﺑﺮﻧﺪ ﭘﻮﺷﺎک ورزﺷﯽ ﻣﻨﺘﺨﺐ ﮐﺸﻮر ﺑﺪﯾﻦ ﻗﺮار ﺑﻮد: ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت، ﺷﻬﺮت ﺑﺮﻧﺪ، ﺗﺒﻠﯿﻐﺎت دﻫﺎﻧﯽ، ﺷﯿﻮه ﺑﺎزارﯾﺎﺑﯽ، ﺗﺠﺮﺑﯿﺎت ﭘﯿﺸﯿﻦ، ﮐﯿﻔﯿﺖ و ﻣﺪل ﭘﻮﺷﺎک ورزﺷﯽ، ﻣﺤﯿﻂ ﻓﺮوﺷﮕﺎه و ﻗﯿﻤﺖ ﻣﺤﺼﻮﻻت.

Determining the factors affecting the promotion of the selected sports apparel brand of the country

The applied research method has been descriptive that has been conducted field. The statistical population consisted of all sports clothing consumers and 383 selected sports consumers of the country, including Majid, Dae, Juraban, Jam Jam, Aghili, World of Sports and Sports Gostar using the Morgan table randomly Were selected as statistical samples. From the Likert scale, the research respondents have been used to measure the review of the research respondents, and also for the normalization of data from split and elongation and to test the research hypotheses of Tsample ttest methods and path analysis with the AMOS version 24 and SPSS version 25 at a significant level of 05 P <0.0 was used. The results show that the product quality factor (with a coefficient of 0.925) is in the first place in the field of effective factors on the promotion of sports clothing, and the last priority was related to the price of products (with a coefficient of 0.561). The overall arrangement of 8 indicators on the status of effective factors on the promotion of selected sports garment was: the quality of service, brand reputation, oral promotions, marketing practices, previous experiences, quality and sports clothing model, store environment and price of products.