تأثير ابعاد جو فروشگاهي بر قصد خريد مشتريان محصولات ورزشي

The Impact of Store Atmosphere on Customers Purchase Intention of Sport Products

ﭼﮑﯿﺪه ﻫﺪف از اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ اﺑﻌﺎد ﺟﻮ ﻓﺮوﺷﮕﺎﻫﯽ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ ﺑﻮد. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﮐﺎرﺑﺮدي و از ﻧﻈﺮ ﮔﺮدآوري دادهﻫﺎ، ﺗﻮﺻﯿﻔﯽ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. ﺟﺎﻣﻌﮥ آﻣﺎري ﭘﮋوﻫﺶ ﺗﻤﺎم ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي ورزﺷﯽ ﺷﻬﺮ ﺗﻬﺮان ﺑﻮدﻧﺪ. ﺣﺠﻢ ﻧﻤﻮﻧﻪ 200 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن اﯾﻦ ﻓﺮوﺷﮕﺎهﻫﺎ اﻧﺘﺨﺎب ﺷﺪﻧﺪ و ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺑﻪﻃﻮر ﻫﺪﻓﻤﻨﺪ در ﺑﯿﻦ ﻣﺸﺘﺮﯾﺎن ﺗﻮزﯾﻊ ﺷﺪ. اﺑﺰار اﺻﻠﯽ ﮔﺮدآوري اﻃﻼﻋﺎت ﭘﺮﺳﺸﻨﺎﻣﮥ ﻣﺤﻘﻖﺳﺎﺧﺘﻪاي ﺑﻮد ﮐﻪ رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ آن ﺗﺄﯾﯿﺪ ﺷﺪ. ﺑﻪﻣﻨﻈﻮر ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ آﻣﺎري از آﻣﺎر ﺗﻮﺻﯿﻔﯽ و روش ﻣﺪلﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري در ﻧﺮماﻓﺰار اﯾﻤﻮس اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﺗﻤﺎم اﺑﻌﺎد ﺟﻮ ﻓﺮوﺷﮕﺎﻫﯽ ﺷﺎﻣﻞ ﭘﺎﮐﯿﺰﮔﯽ، ﻣﻮﺳﯿﻘﯽ، رﻧﮓ، ﻧﻮر، ﭼﯿﺪﻣﺎن و دﻣﺎ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ دارد. ازاﯾﻦرو ﺑﻪ ﻓﺮوﺷﻨﺪﮔﺎن ﻣﺤﺼﻮﻻت ورزﺷﯽ ﭘﯿﺸﻨﻬﺎد ﻣﯽﺷﻮد ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺎﻫﯿﺖ ﻣﺤﺼﻮﻻت ورزﺷﯽ ﺟﻮ ﻓﺮوﺷﮕﺎﻫﯽ ﯾﮑﭙﺎرﭼﻪاي ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﻣﺤﺼﻮل ﺑﺮاي ﺗﺄﺛﯿﺮﮔﺬاري ﺑﯿﺸﺘﺮ ﺑﺮ ﻣﺸﺘﺮﯾﺎن اﯾﺤﺎد ﮐﻨﻨﺪ.

The aim of this study was to investigate the impact of store atmosphere on Customer's purchase intention of Sport Products. The research method of this study was descriptive correlation and it was applied in terms of the aims. The research population included of all customers of sport products. The Sample size determined 200 customers and research questionnaire was distributed between them purposefully. A researcher-made questionnaire was used which it’s validity and reliability was confirmed. In order to statistical analysis, descriptive statistic and structural equation modeling was used in Amos. The results showed that all aspects of store atmosphere including; cleanliness, music, color, light, layout and temperature had significant effect on Customers purchase intention of Sport Products. It is recommended to Sport Products retailers; store atmosphere integrated with nature of Sport Products to influence the customers and enhance the purchase intention.