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رابطه ویژگیهای نوآوری بر ارزش ادراک شده مشتریان در باشگاه های کوچک ورزشی شهر تهران | ||
| پژوهشنامه مدیریت ورزشی و رفتار حرکتی | ||
| مقاله 10، دوره 18، شماره 35، شهریور 1401، صفحه 279-265 اصل مقاله (333.79 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jsmb.2020.14830.2940 | ||
| نویسندگان | ||
| حبیب هنری* 1؛ مجتبی چولکی2؛ کیوان ملا نوروزی3؛ علی خزایی4 | ||
| 1هیات علمی | ||
| 2دانشگاه هوایی شهید ستاری | ||
| 3استاد دانشگاه آزاد واحد اسلامشهر | ||
| 4دانشگاه علامه طباطبائی | ||
| تاریخ دریافت: 16 مهر 1397، تاریخ بازنگری: 20 اسفند 1397، تاریخ پذیرش: 05 شهریور 1398 | ||
| چکیده | ||
| مقدمه و هدف: هدف از این تحقیق رابطه ویژگیهای نوآوری بر ارزش ادراک شده مشتریان در باشگاه های کوچک ورزشی شهر تهران بود. روش شناسی: پژوهش حاضر براساس هدف جزو تحقیقات کاربردی و به لحاظ روش از نوع همبستگی است و از نظر نحوه گردآوری اطلاعات پیمایشی بود. جامعه آماری مشتریان باشگاههای تناسب اندام ویژه آقایان بود (2000=N). براساس فرمول کوکران 267 نفر به صورت تصادفی به عنوان نمونه پژوهش انتخاب شدند. ابزار گردآوری داده‌ها تعداد سه پرسشنامه محققساخته شامل 50 گویه که روایی آن با نظر اساتید تایید و پایایی آن توسط آلفای کرونباخ محاسبه و تایید گردید. برای تجزیه و تحلیل داده‌ها از آمار توصیفی و برای آزمون فرضیهها از مدل معادلات ساختاری و به طور خاص از روش تحلیل مسیر استفاده گردید. یافتهها: نتایج نشان داد بین ویژگیهای نوآوری و ارزش ادراک شده ارتباط معناداری و در جهت مثبت وجود دارد ( 62/0 r= ؛ 05/0P=). همچنین در بین ویژگیهای نوآوری مشاهده پذیری ارتباط بیشتری و پیچیدگی محصول تاثیر کمتری نسبت به سایرین با ارزش ادراک شده دارد. نتیجه گیری: با توجه به نتایج به دست آمده در خصوص تاثیر معناداری ویژگیهای نوآوری بر ارزش ادراک شده میتوان نتیجه گرفت که با عرضه خدمات نوآورانه با این شیوه میتواند موجب ایجاد ارزش ادراک شده در مشتریان و تقویت آن گردد. مدیران اماکن ورزشی توجه خاصی به کیفیت مطلوب ویژگیهای نوآوری داشته باشند، به گونهای که مشتریان با مشاهده و دریافت اولین اطلاعات در خصوص یک نوآوری به سرعت جذب آن شده و تصمیم به خرید گیرند، زیرا رمز موفقیت یک نوآوری در فروش موفقیت آمیز آن میباشد. | ||
| کلیدواژه‌ها | ||
| نوآوری؛ مشاهده پذیری؛ ارزش ادراک شده | ||
| عنوان مقاله [English] | ||
| The Relationship between Innovation Characteristics and Perceived Value of Customers at Small Sports Clubs in Tehran | ||
| نویسندگان [English] | ||
| mojtaba chiolaki2؛ keivan norozy3؛ ali khazaei4؛ | ||
| 2Shahid Sattari University of Aeronautical Engineering | ||
| 3Islamic Azad University Islamshahr Branch | ||
| 4Allameh Tabataba'i University | ||
| چکیده [English] | ||
| Introduction and Objective: The purpose of this study was to investigate the relationship between innovation characteristics and the perceived value of customers in small sports clubs in Tehran. Methodology: Based on the purpose, the present study is an applied research, and in terms of the method, it is a correlational type. It is also a survey study based on the data collection method. The statistical population was the customers of men's fitness clubs (N = 2000). Based on the Cochran formula, 267 individuals were randomly selected as the research sample. Data was collected by three researcher-made questionnaires consisting of 50 items, whose validity was confirmed by the professors. The reliability of the questionnaire was also calculated and confirmed by Cronbach's alpha. Descriptive statistics were used to analyze the data, and to test the hypotheses, structural equation modeling and path analysis were used in particular. Results: The results showed that there is a significant positive correlation between the characteristics of innovation and perceived value (r = 0.62, P = 0.05). Also, among the characteristics of visibility innovation, the relationship and the complexity of the product have lesser impact than the perceived value of others. Conclusion: According to the results obtained regarding the significant effect of innovation characteristics on perceived value, it can be concluded that providing innovative services in this way, can create perceived value in customers and strengthen it. Managers of sports centers should pay special attention to the desirable quality of innovation characteristics, so that customers become attracted to it quickly and decide to buy it after seeing and receiving the first information about an innovation, because the key to the success of an innovation is in its successful sale. | ||
| کلیدواژه‌ها [English] | ||
| Innovation, Visibility, Perceived value | ||
| مراجع | ||
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