تاثير ﺑﺎزارﯾﺎﺑﯽ ﺗﺠﺮﺑﯽ ﺑﺮ ﺗﻤﺎﯾﻞ ﺧﺮﯾﺪ آﻧﯽ و ﺑﺎزارﯾﺎﺑﯽ دﻫﺎنﺑﻪدﻫﺎن ﺑﺎ ﻧﻘﺶ واﺳﻄﻪاي رﺿﺎﯾﺖ و ﭘﺎﺳﺦ ﻋﺎﻃﻔﯽ ﻣﺸﺘﺮﯾﺎن ﮐﺎﻻﻫﺎي ورزﺷﯽ

The Effect of Experiential Marketing on Impulsive Buying Tendency and Word of Mouth Marketing with the Mediating Role of Satisfaction and Emotional Response in Sporting Goods Customers

ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺑﺎزارﯾﺎﺑﯽ ﺗﺠﺮﺑﯽ ﺑﺮ ﺗﻤﺎﯾﻞ ﺧﺮﯾﺪ آﻧﯽ و ﺑﺎزارﯾﺎﺑﯽ دﻫﺎن ﺑﻪ دﻫﺎن ﺑﺎ ﻧﻘﺶ واﺳﻄﻪاي رﺿﺎﯾﺖ و ﭘﺎﺳﺦ ﻋﺎﻃﻔﯽ ﻣﺸﺘﺮﯾﺎن ﮐﺎﻻﻫﺎي ورزﺷﯽ ﺑﻮد. ﺟﺎﻣﻌﮥ آﻣﺎري ﭘﮋوﻫﺶ ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي ﻟﻮازم ورزﺷﯽ ﺷﻬﺮ ﮐﺮﻣﺎﻧﺸﺎه ﺑﻮدﻧﺪ. ﺑﻪﻋﻠﺖ ﻧﺒﻮد آﻣﺎر رﺳﻤﯽ، ﺟﺎﻣﻌﻪ ﺑﻪﺻﻮرت ﻧﺎﻣﺤﺪود درﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪه و ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﺗﻌﯿﯿﻦ ﺣﺠﻢ ﺟﺎﻣﻌﮥ ﻧﺎﻣﺸﺨﺺ ﮐﻮﮐﺮان 384 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺟﻤﻊآوري ﺷﺪ. روش ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ- ﻫﻤﺒﺴﺘﮕﯽ و از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي ﺑﻮد. از ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺗﺠﺮﺑﯽ )اﺷﻤﯿﺖ، 1999(، ﺧﺮﯾﺪ آﻧﯽ و ﺑﺎزارﯾﺎﺑﯽ دﻫﺎنﺑﻪدﻫﺎن )ﻓﻼﯾﻦ و ﻫﻤﮑﺎران،2000( و ﭘﺮﺳﺸﻨﺎﻣﮥ ﻣﺤﻘﻖﺳﺎﺧﺘﮥ رﺿﺎﯾﺖ و ﭘﺎﺳﺦ ﻋﺎﻃﻔﯽ اﺳﺘﻔﺎده ﺷﺪ. دادهﻫﺎ ﺑﺎ ﻧﺮماﻓﺰار AMOS و SPSS ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﺷﺪ. رواﯾﯽ ﻣﺤﺘﻮا و ﺳﺎزة ﭘﺮﺳﺸﻨﺎﻣﻪ ﺗﺄﯾﯿﺪ ﺷﺪ و ﭘﺎﯾﺎﯾﯽ ﮐﻠﯽ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ 0/89 ﺑﻪدﺳﺖ آﻣﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎندﻫﻨﺪة ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ ﻣﺆﻟﻔﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺗﺠﺮﺑﯽ ﺑﺮ ﺧﺮﯾﺪ آﻧﯽ و ﺑﺎزارﯾﺎﺑﯽ دﻫﺎنﺑﻪدﻫﺎن ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ واﺳﻄﻪاي رﺿﺎﯾﺖ و ﭘﺎﺳﺦ ﻋﺎﻃﻔﯽ ﻣﺸﺘﺮي اﺳﺖ. ﺑﺮ اﯾﻦ اﺳﺎس ﺑﺎزارﯾﺎﺑﺎن ﺷﺮﮐﺖﻫﺎي ﮐﺎﻻي ورزﺷﯽ ﻣﯽﺗﻮاﻧﻨﺪ از ﺑﺎزارﯾﺎﺑﯽ ﺗﺠﺮﺑﯽ رﺿﺎﯾﺖ ﻣﺸﺘﺮي را ﺑﻪدﺳﺖ آورﻧﺪ، او را ﺑﻪ ﺧﺮﯾﺪ ﺗﺸﻮﯾﻖ ﮐﺮده و ﻣﺸﺘﺮي را ﻣﺒﻠﻎ ﺷﺮﮐﺖ ﺧﻮد ﮐﻨﻨﺪ.

The aim of this study was to examine the effect of experiential marketing on impulsive buying tendency word of mouth with the mediating role of satisfaction and emotional response of sporting goods customers. The statistical population consisted of customers of sporting goods stores in Kermanshah city. Due to the lack of official statistics, the population was considered as unlimited and 384 questionnaires were collected using Cochran formula for sample size calculation. The research method was descriptive-correlation and applied in terms of objectives. Experiential marketing questionnaire (Schmitt, 1999), impulsive buying and word of mouth marketing questionnaire (Flynn et al. 2000) and the researcher-made questionnaire of satisfaction and emotional response were used. The data were analyzed by SPSS and AMOS. The content and construct validity of the questionnaire was confirmed and the general stability of the questionnaires was calculated as 0.89. The results showed the positive effect of the experiential marketing components on impulsive buying and word of mouth marketing with regard to the mediating role of satisfaction and emotional response in customers. Sporting goods marketers can use experiential marketing to obtain customer satisfaction, encourage them to buy and turn the customers their advertisers.