محمودیان, عابد, ایزدی, بهزاد, دلشب, وحید, غریبی, سارا. (1398). نقش دانش و نگرانی اخلاقی مصرف‌کنندگان در نیات رفتاری آنان نسبت به پوشاک ورزشی تقلبی. پژوهش در ورزش تربیتی, 7(16), 129-148. doi: 10.22089/res.2018.5924.1468
عابد محمودیان; بهزاد ایزدی; وحید دلشب; سارا غریبی. "نقش دانش و نگرانی اخلاقی مصرف‌کنندگان در نیات رفتاری آنان نسبت به پوشاک ورزشی تقلبی". پژوهش در ورزش تربیتی, 7, 16, 1398, 129-148. doi: 10.22089/res.2018.5924.1468
محمودیان, عابد, ایزدی, بهزاد, دلشب, وحید, غریبی, سارا. (1398). 'نقش دانش و نگرانی اخلاقی مصرف‌کنندگان در نیات رفتاری آنان نسبت به پوشاک ورزشی تقلبی', پژوهش در ورزش تربیتی, 7(16), pp. 129-148. doi: 10.22089/res.2018.5924.1468
محمودیان, عابد, ایزدی, بهزاد, دلشب, وحید, غریبی, سارا. نقش دانش و نگرانی اخلاقی مصرف‌کنندگان در نیات رفتاری آنان نسبت به پوشاک ورزشی تقلبی. پژوهش در ورزش تربیتی, 1398; 7(16): 129-148. doi: 10.22089/res.2018.5924.1468
نقش دانش و نگرانی اخلاقی مصرف‌کنندگان در نیات رفتاری آنان نسبت به پوشاک ورزشی تقلبی
1کارشناسی ارشد مدیریت ورزشی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان
2استادیار گروه تربیت بدنی و علوم ورزشی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان
3دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان
چکیده
یکی از روندهای جهانی که به صورت هشدار دهنده‌ای در حال افزایش است، تولید، توزیع و مصرف کالاهای تقلبی است. بر این اساس هدف از پژوهش حاضر نیز تأثیر دانش و نگرانی اخلاقی مصرف‌کنندگان در نیات رفتاری آنان نسبت به پوشاک ورزشی تقلبی بود. پژوهش حاضر با روش تحقیق توصیفی - همبستگی انجام شد. جامعه آماری پژوهش حاضر دانشجویان دانشگاه کردستان بودند که با توجه به حجم جامعه آماری (10000)، حجم نمونه براساس جدول مورگان و کرجسی تعداد 373 نفر به‌صورت تصادفی ساده انتخاب شدند. به‌منظور اندازه گیری متغییرهای پژوهش از پرسشنامه‌های نگرانی اخلاقی، دانش، نگرش و نیات رفتاری از مارکتی و شیلی (2009) استفاده شد. روایی صوری و محتوایی پرسشنامه‌ها به وسیله متخصصان و پایایی آنها از طریق آزمون آلفای کرونباخ تأیید گردید. برای تحلیل داده‌ها از مدل معادلات ساختاری استفاده گردید. یافته‌ها نشان داد، بین مصرف‌کنندگان، متغیر نگرانی اخلاقی بر نگرش (41/0)، دانش بر نگرش (74/0) و نگرش بر نیات رفتاری (62/0-) اثر دارد. همچنین مدل ارائه شده دارای برازش مناسبی بود. می‌توان با طراحی بروشور، برنامه، فیلم و مستند به‌منظور افزایش نگرانی اخلاقی و آگاهی و دانش مصرف‌کنندگان، از طریق بیان پیامدها و آسیب-های اقدام به خرید و مصرف پوشاک ورزشی تقلبی، سطح نگرش منفی مصرف‌کنندگان نسبت به اینگونه محصولات را بالا برده تا کمتر به خرید و مصرف پوشاک ورزشی تفلبی اقدام کنند.
The effect of consumer’s knowledge and ethical concern on their behavioral intention to purchase sport counterfeit Apparel
نویسندگان [English]
ABED MAHMOUDIN1؛ Behzad Izadi2؛ Vahid delshab3؛ sara gharibi3
1MA of Marketing Management in Sport, Faculty of Humanities and Social Sciences, university of Kurdistan
2Assistant Professor, Department of Physical Education and Sport Sciences, Faculty of Humanities and Social Sciences, university of Kurdistan
3MA of Marketing Management in Sport, Faculty of Humanities and Social Sciences, university of Kurdistan
چکیده [English]
One of the most warning global processes which boosting is manufacturing, distributing and consuming of counterfeit products. Thus aiming of present study was to investigate the effect of consumer’s knowledge and ethical concern on their behavioral intention to purchase sport counterfeit Apparel. It was descriptive- correlative type. Statistical population of study was all of the students in Kurdistan University which based on their number (10000), for statistical sample 373 individual was randomly selected using Krejcie and Morgan table. In order to measure study variables, questionnaires of ethical concern, knowledge, attitude, and behavioral intention adapted from Marcketti and Shelley (2009) was used. Validity and accuracy of questionnaires was confirmed by experts and specialists and their reliability was confirmed by Cronbach’s alpha test. To analyses research data Structural Equational Modell (SEM) was utilized. Results showed that among consumers, there is an effect of ethical concern on attitude (0.41), knowledge on attitude (0.74), and attitude on behavioral intention (0.62). Also the presented model indicated an adequate fitness. By designing brochures, programs, film and document aiming to enhance consumer’s ethical concern and knowledge and awareness, through declaring effects and injuries of purchasing and consuming sport counterfeit clothes, one can enhance consumer’s negative attitude toward these products to decrease their purchase and consumption.
کلیدواژه‌ها [English]
Ethical concern, Knowledge, Attitude, sport counterfeit Apparel, behavioral intention
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