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Showing 2 results for Consumer Behavior
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Volume 3, Issue 10 (10-2015)
Abstract
Today, marketing activities are more and more evident in many professional clubs in order to retain consumers and enhance communication with them, and they have turned to one of the main priorities of these clubs. The aim of this study was to predict consumers' buying behavior through the role of relationship marketing in women’s fitness clubs in Mashhad. The study was descriptive-analytical and the population consisted of consumers of women’s fitness clubs in Mashhad (N=91). 54 clubs and 350 subjects were randomly selected through cluster and stratified sampling method with appropriate allocation according to the Cochran formula. To collect the data, Kim's Relationship Marketing (RM) standard questionnaire (2008) and Kim’s Consumer Buying Behavior (CB) questionnaire (2008) were used. To analyze the data, SPSS18 and Lisrel8.50 software were used. Results showed that relationship marketing had a significant relationship with consumers' buying behavior in women’s fitness clubs; therefore, it is recommended that clubs use sport marketing experts and design a consumer-relationship management system to increase consumers' re-engagement.
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Volume 5, Issue 16 (4-2017)
Abstract
The aim of this study was to construct and determine the validity and reliability of sport consumer behavior instrument in sport for all. 560 participants in sport for all were selected through stratified random sampling method as the sample. 21 items were extracted by studying and collecting texts and articles related to sport consumer behavior. Content ratio and construct validity were respectively used to check the validity of the questionnaire. Cronbach's alpha was used to test the reliability. The results of exploratory factor analysis revealed three dimensions named as "frequency of participation", "purchase intentions" and "media consumption". Based on confirmatory factor analysis and by eliminating one of the items with factor loading lower than the desired level, the results showed that all the items had the optimum factor loading. The results showed those indexes necessary for model fit were desirable (CMIN/DF=5.21, GFI=0.893, TLI=0.868, CFI=1.0, PNFI=0.73, RMSEA=0.078). Cronbach's alpha for the whole instrument and subscales of frequency of participation, purchase intentions and media consumption were respectively 0.89, 0.851, 0.847, 0.774. The current study provided a suitable instrument with desirable reliability and validity to assess sport consumer behavior so that the scientific and research community of sport marketing could benefit from it to evaluate the sports industry.
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