Document Type : Original Article
Authors
1
PhD Student, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
2
Assistant Professor in Physical Education Department, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
Abstract
Purpose: The aim of this study was to conduct psychometrics and testing of a motivational marketing model based on psychological components in sports.
Methods: The present research was a descriptive-correlational study conducted in the field. The population of the study consisted of buyers and customers of sports goods and services. To determine the sample size in the quantitative stage, SPSS Sample Power software was used. Using this method, the sample size was estimated to be 370 individuals. A researcher-made questionnaire, based on the findings of the qualitative section, was used to collect data. The questions in this section were derived from the patterns that emerged from the qualitative research stage. The scoring of this questionnaire was based on a 5-point Likert scale. To validate the desired model pattern, a confirmatory factor analysis modeling approach was used.
Results: Findings showed that the presence of multiple motivations, attitudes, perceptions, and the existence of pleasurable motivations were indicators of causal factors. Background factors included an efficient administrative structure, ethics, cultural and social factors, creating organizational health, performance monitoring and control. Intervention factors included changes and advancements in related technologies, inhibiting factors, and responsiveness. Promotion and advertising strategies, appropriate management strategies, service strategies, customer communication, logo fit, and brand in sports, motivational marketing pattern strategies in sports were developed. Additionally, foresight, building relationships with fans, creating customer commitment, and proper management of research outcomes were established. Ultimately, the results indicated the confirmation of items and factors in confirmatory factor analysis tests of the first and second order, meaning that the factor loadings of the items and factors were higher than 0.4.
Conclusions: Based on the results of the current study, the model presented in the field of motivational marketing based on psychological components in sports can be used to advance the goals and strategies related to organizations and athletes.
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