بررسی تفاوت اثرگذاری انواع رسانه‌های ارتباطی بر اساس ویژگی‌های دموگرافیک هواداران تیم‌های لیگ برتر فوتبال ایران

ﻫﺪف اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮرﺳﯽ ﺗﻔﺎوت اﺛﺮﮔﺬاری اﻧﻮاع رﺳﺎﻧﻪﻫﺎی ارﺗﺒﺎﻃﯽ ﺑﺮ روی ﻫﻮاداران ﺗﯿﻢﻫﺎی ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل اﯾﺮان ﺑﺮ اﺳﺎس وﯾﮋﮔﯽﻫﺎی دﻣﻮﮔﺮاﻓﯿﮏ ﺑﻮد. ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺑﻪ ﻟﺤﺎظ ﻣﺎﻫﯿﺖ و ﻫﺪف، ﮐﺎرﺑﺮدی و از ﺣﯿﺚ روش ﺗﻮﺻﯿﻔﯽ ﻣﻘﺎﯾﺴﻪای و ﺑﻪ ﻟﺤﺎظ ﻧﻮع ﺟﺴﺘﺠﻮی دادهﻫﺎ، ﮐﻤﯽ اﺳﺖ ﮐﻪ ﺑﻪ ﺷﯿﻮه ﻣﯿﺪاﻧﯽ اﻧﺠﺎم ﺷﺪ. ﺗﻌﺪاد 500 ﻧﻔﺮ ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪ ﺑﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ وﯾﮋﮔﯽﻫﺎی دﻣﻮﮔﺮاﻓﯿﮏ و ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ 15 ﻋﺒﺎرﺗﯽ اﺛﺮﮔﺬاری رﺳﺎﻧﻪﻫﺎی ارﺗﺒﺎﻃﯽ ﺑﺮ ﻫﻮاداران ﺑﻪﻃﻮر ﮐﺎﻣﻼً داوﻃﻠﺒﺎﻧﻪ و ﺗﺼﺎدﻓﯽ ﭘﺎﺳﺦ دادﻧﺪ. ﺑﻪﻣﻨﻈﻮر ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ از روشﻫﺎی آﻣﺎر ﺗﻮﺻﯿﻔﯽ و آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ و ﺑﺴﺘﻪ ﻧﺮماﻓﺰاری spss ﻧﺴﺨﻪ 26 اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎی ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﺑﯿﻦ اﺛﺮﮔﺬاری اﻧﻮاع رﺳﺎﻧﻪﻫﺎی ارﺗﺒﺎﻃﯽ ﺑﺮ اﺳﺎس وﯾﮋﮔﯽﻫﺎی دﻣﻮﮔﺮاﻓﯿﮏ ﻫﻮاداران ورزﺷﯽ ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل ﺗﻔﺎوت ﻣﻌﻨﯽداری وﺟﻮد دارد. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻣﯽﺗﻮان ﮔﻔﺖ ﮐﻪ ﺑﺎﺷﮕﺎه ﻓﻮﺗﺒﺎل ﺷﻬﺮ ﺧﻮدرو ﺑﺎاﻃﻼع از ﻣﯿﺰان اﺛﺮﮔﺬاری ﻫﺮ ﯾﮏ از رﺳﺎﻧﻪﻫﺎی ارﺗﺒﺎﻃﯽ ﺑﺮ وﯾﮋﮔﯽﻫﺎی دﻣﻮﮔﺮاﻓﯿﮏ ﻫﻮاداران، ﻣﯽﺗﻮاﻧﻨﺪ ﺑﻪﺻﻮرت اﺛﺮﺑﺨﺶ ﺑﺎ ﻫﻮاداران ﺧﻮد ارﺗﺒﺎط ﺑﺮﻗﺮار ﮐﻨﺪ.

Investigating the difference in the effectiveness of different types of communication media based on the demographic characteristics of the fans of the Iranian Premier League teams

Today, ethical behavior and concepts are considered as one of the most important drivers of sales and establishing longterm relationships between companies and customers, especially companies that produce and sell sports products. Accordingly, in the present study, the role of ethical behavior of sports store employees in the immediate buying behavior of consumers was mediated by trust and positive emotional response among consumers of sports goods of Majid brand. The present study was applied in terms of purpose and in terms of descriptivecorrelation method with emphasis on structural equations. The statistical population of the study consisted of consumers of Majid sports goods. Sampling method was based on random sampling, according to which the questionnaire was distributed electronically among consumers of Majid sports goods, and finally 150 questionnaires were completed and returned Data were collected based on the standard questionnaire of eight questions of ethical behavior of sellers, eight questions of trust, four questions of positive emotional response and four questions of instant purchase. For external evaluation of the model, the combined reliability, Cronbach's alpha and convergent validity were examined and also according to Fronel and Locker criteria, the divergent validity of the model was examined which was satisfied in all criteria. Hypothesis analysis was performed using PLS software. The results showed that all research hypotheses were confirmed and the variable of ethical behavior of sellers, both directly and through the mediation of trust and a positive emotional response, has a positive and significant effect on the immediate buying behavior of consumers. According to the obtained results, it can be acknowledged that developing ethical criteria for sellers of sports goods and encouraging them to follow those criteria to create more trust and positive emotional reaction among consumers to succeed in persuading customers to make more immediate purchases, is important and It is considered necessary.