
تعداد نشریات | 31 |
تعداد شمارهها | 334 |
تعداد مقالات | 3,274 |
تعداد مشاهده مقاله | 4,073,578 |
تعداد دریافت فایل اصل مقاله | 4,879,381 |
ساخت و اعتبارسنجی ابزار ارزیابی آمیختۀ بازاریابی اجتماعی ورزش مدارس بر مبنای مدل موریس و کلارکسون | ||
مطالعات بازاریابی ورزشی | ||
دوره 4، شماره 3، آبان 1402، صفحه 53-74 اصل مقاله (1.26 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2023.139600.1243 | ||
نویسندگان | ||
محمدرضا امیرآبادی زاده؛ سیده عذرا میرکاظمی* ؛ جعفر خوشبختی | ||
گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه بیرجند، بیرجند، ایران | ||
چکیده | ||
پژوهش حاضر با هدف اعتبارسنجی پرسشنامۀ آمیختۀ بازاریابی اجتماعی در ورزش مدارس انجام شده است. در مطالعۀ حاضر از طرح پژوهش آمیختۀ اکتشافی استفاده شد. در مرحلۀ اول با استفاده از روش فرا ترکیب، تحقیقات انجام شده پیرامون موضوع مورد مطالعه و بر مبنای مدل موریس و کلارکسون جمع آوری و مفاهیم مربوطه شناسایی شد (18 مفهوم) و مفاهیم در قالب سؤال طراحی شد. سپس سؤالات تدوین شده در اختیار صاحبنظران حوزۀ ورزش مدارس با استفاده از روش نمونهگیری هدفمند (10 نفر) گذاشته و مورد تأیید خبرگان قرار گرفت. در مرحلۀ دوم از تحلیل عاملی استفاده شد. جامعۀ آماری پژوهش در این مرحله، شامل 12329 دانشآموز دختر و پسر هنرستانهای استان خراسانجنوبی بود که بر اساس جدول مورگان و از طریق روش نمونهگیری خوشهای-طبقهای 380 نفر انتخاب شدند. روایی محتوایی با استفاده از نظر خبرگان، روایی سازه با استفاده از تحلیل عاملی اکتشافی و تأییدی و پایایی پرسشنامۀ فوق بهوسیلۀ آلفای کرونباخ )96/0=α) بررسی و مورد تأیید قرار گرفت. نتایج پرسشنامهای شامل هفت بعد را فراهم آورد که شاخصهای برازندگی نشاندهندۀ مناسب بودن ابزار تدوین شده بود. نتایج نشان داد که ابزار سنجش بازاریابی اجتماعی مدارس از اعتبار مناسب برخوردار بوده و متخصصان و برنامهریزان ورزش مدارس میتوانند از این ابزار برای بررسی بازاریابی اجتماعی در مدارس استفاده نموده و بر اساس مؤلفههای آن برنامههایی برای ارتقای سطح ورزش مدارس طراحی و اجرا نمایند. | ||
کلیدواژهها | ||
بازاریابی اجتماعی؛ تحلیل عاملی؛ ورزش مدارس | ||
مراجع | ||
Abedini, S., & Talebi, S. (2017). The Socio-economical Factors Related to the Degree of Tendency of Citizens toward Public Sports in Khalkal. Journal of Applied Sociology, 28(1), 131-144. Doi: 10.22108/jas.2017.21255. [Persian]. Aghakhanbabaei, M., & Poorsoltani Zarandi, H. (2017). The role of self-efficacy as a mediator between perceived environment and social support with physical activity participation among students. Research on Educational Sport, 5(12), 171-188. Doi: 10.22089/res.2017.943. [Persian]. Allen, M. J., & Yen, W. M. (1979). Introduction to measurement theory. Monterey, California: Brooks /Close Publishing Company. Amirtash, A, M. (2010). Reliability and objectivity of the survey to measure in physical education and sport. Research in Sport Science, 6, 72-86. [Persian]. Azimi Hasani, M. M., Zolfagharzadeh, M. M., & Hamed Vares, S. (2021). Identifying the Dimensions and Components Affecting Social Marketing in the Development of Charitable Activities. Journal of Business Management, 13(3), 611-632. Doi: 10.22059/jibm.2021.320612.4084. [Persian]. Barari, M. (2023). What Is Content Validity? | Definition & Examples. Gstatgroup. Retrieved August 25, 2023, from https://gstatgroup.com/statistical-analysis-software-training/whats-content-validity / Broshak, H., Khalifa, S.N., Noorbakhsh, M., & Noorbakhsh, P. (2022). Explaining the effect of social marketing on creating motivation for sports participation of the elderly in East Azarbaijan province. Sports Marketing Studies, 3 (3). 187-220. [Persian]. Burns N, Groves SK (2003). Understanding Nursing Research: conduct, critique, and utilization. 3thed. Philadelphia. Giganac Caille Am, Oermann MH (2001). Student and faculty perceptions of effective clinical in structors in AND programs. 40 (8): 347-530. Dastan, T., & Asfram, S. (2022). The importance of exercise and proper sports nutrition in the physical and mental development of students, the first national virtual conference of new findings in physical education and student health, Bushehr, https://civilica.com/doc /1688413. [Persian]. Edwards, M. B. (2015). The role of sport in community capacity building: An examination of sport for development research and practice. Sport Management Review, 18(1), 6-19. https://doi.org/10.1016/j.smr.2013.08.008. Frías F. J. L. (2014). The sport for all ideal: A tool for enhancing human capabilities and dignity. Physical Culture and Sport Studies and Research, 18(1), 20-28. P 21. DOI: 10.2478/pcssr-2014-0019. Fujihira, H. Kubacki, K. Ronto, R. Pang, B. & Rundle-Thiele, S. (2015). Social marketing physical activity interventions among adults 60 years and older: a systematic review. Social Marketing Quarterly, 21(4), 214-229. https://doi.org/10.1177/1524500415606671. Gandomi, M., Alidoust Ghahfarokhi, E., & Dehghan Ghahfarokhi, A. (2022). Modeling the Social Marketing Dimensions in Students' Tendency to Exercise and Weight Control. Research on Educational Sport, Doi: 10.22089/res.2022.11995.2213. [Persian]. Ghenaat, M., Talebpour, M., Heydari, R., & Gol goli, M. (2023). Identifying the factors affecting the development of physical education and student sports (Case Study: Khorasan Razavi Province). Research on Educational Sport, 10(29), 155-184. Doi: 10.22089/res.2022.12029.2219. Giganac, C.A., Oermann, M.H. (2001). Student and faculty perceptions of effective clinical in structors in AND programs, 40 (8): 347-530, DOI: 10.3928/0148-4834-20011101-05. Gordon, Ross (2012). Re-Thinking and Re-Tooling the Social Marketing Mix. Australasian Marketing Journal, 20(2), 122-126. Inoun, Y., & Kent, A. (2012). Investigating the role of corporate credibility in corporate social marketing: A case study of environmental initiatives by professional sport organization. Sport Management Review, 15(3), 330-334. https://doi.org/10.1016/j.smr.2011.12.002. Izanlou, Z., Hemtinejad & Benar. (2019). The Relationship Between Social Marketing And Women's Sports Participation In Sports Clubs In Mashhad, The Fifth National Conference of the Scientific Association of Sports Management, Iran, Tehran, https://civilica.com/doc/1024547. [Persian]. Jackson C.S, Smith K H. (2014). A social marketing Template for Solving the Musicians’ Dilemma through Nonprofit Healthcare Networks. Journal of Nonprofit & Public Sector Marketing. P: 80-99. https://doi.org/10.1080/10495142.2013.857241. Kamkari, K., Kiyomarsi, F., & Shekarzadeh, Z. (2006). Measurement and evaluation. Tehran: Azad University Press. [Persian]. Karimi, H., Saberi, A., & Bagheri, G. (2020). The Strategies of Development of Physical Activity in the Elderly of Qom city: A Social Marketing Approach. Research in educational sports. 18(18), 179-204. http://dx.doi.org/10.22089/res.2019.6313.1523. [Persian]. Karimolahi, Z., Etagiya, N., & Mokhtaridinani, M. (2015). The Effect of Environmental Characteristics of Sports Spaces on Customer Attraction, According to the Concept of Responsive Environments (Case Study: Tehran's Englebal Sports Complex). New approaches in sports management, 3(11), 33-46. SID. https://sid.ir/paper/266778/fa. [Persian]. khodadad, H., & mosayebi, A. (2015). An Investigation of the Effect of Sport Clubs Reputation on Fans' Behavior Changing with a Social Marketing Approach. Sport Management Journal, 6(4), 627-642. doi: 10.22059/jsm.2015.53115. [Persian]. Kline, P. (1994). An easy guide to factor analysis. London: Routledge. https://doi.org/10.4324/9781315788135. Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3-12. https://doi.org/10.2307/1249783. Lawshe, C. H. (1975). A quantitative approach to content validity1. Personnel psychology, 28(4), 563-575. Lenzenweger, M.F. (2004). Authentic Happiness: Using the New Positive Psychologh to Realize Your Potential for Lasting Fulfillment. American Journal of Psychiatry, 161(5), 936-937. Doi: 10.1176/appi.ajp.161.5.936. Mokhlesi, S., Akbari Yazdi, H., Elahi, A., & Khabeiri, M. (2018). Developing a social marketing model to promote the participation of informed and low-income middle-aged people in regular physical activity, a qualitative study. Health Education and Health Promotion of Iran, 7(1), 93-108. SID. https://sid.ir/paper/242510/fa. [Persian]. Morris, Z.S. and Clarkson, P.J. (2009). Does Social Marketing Provide a Framework for Changing Healthcare Practice? Health Policy, 91: 135-141 Olamazadeh, M. H., & Faramarzi, M. (2020). The Role of Physical Activity and Exercise in Prevention of Non-Communicable Chronic Diseases in Iran. Journal of Isfahan Medical School, 38(582), 477-488. Doi: 10.22122/jims.v38i582.12983. [Persian]. Ramezani, Y, Karbasian, N & Mubasheri, M. (2017). Investigating the physical activity status of middle-aged women and related factors. Journal of Shahrekord University of Medical Sciences, 20(1), 15-21. [Persian]. Saberi, A. &Bagheri, G. & Khabiri, M. & Yazdani, H. & Alidoust, E. (2017). Understanding the Process of Formation of Social Marketing for the Development of Sport for All. Research In Educational Sports, 6(15), 293-316. [Persian]. Saffary, Z., Memari, Z., & Saadati, M. (2019). A Study of the Programs for Promoting Sports & Physical Activity in Elementary Schools by Social Marketing Approach. Applied Research in Sport Management, 7(3), 97-111. Doi: 10.30473/arsm.2019.39575.2679. [Persian]. Sampogna, G., Bakolis, I., Evans-Lacko, S., Robinsonc, E., Thornicroftb, G., & Henderson, C. (2017). The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009–2014 Time to Change programme. European Psychiatry. 10(2), 78-91. DOI: 10.1016/j.eurpsy.2016.08.008. Seyed Soltani, M. (2021). Examining virtual space as a factor in avoiding sports for students and providing suitable solutions for parents and teachers, https://civilica.com/doc/1712137. Stead, M., Gordon, R., Angus, K., & McDermott, L. (2007). A Systematic Review of Social Marketing Effectiveness. Health Education, 107(2), 126-191. https://doi.org/10.1108/ 09654280710731548. Taherikia, M., Elahi, A. R., & Akbari Yazdi, H. (2018). Determining the Reliability and Validity of Sport Spectators’ Relationship Marketing Questionnaire. Sport Management Studies, 10(48), 177-194. Doi: 10.22089/smrj.2017.3454.1676. [Persian]. Vafaei Moghadam, A., Dousti, M., Fakhri, F., & Jafari, M. (2018). Obstacles to sport development in Mazandaran province schools. Journal of Sport Management and Motor Behavior, 14(28), 167-182. Doi: 10.22080/jsmb.2018.8523.2159. [Persian]. Waltz CF, Bausell RB. (1981). Nursing Research: Design, Statistics, and Computer Analysis. Philadelphia: W.B. Saunders Co. P. 45. Zohrevandian, K., sajjadi, S. N., Khosravizadeh, E., & ebrahimi, F. (2018). A Study of the Amount of Attention to Sport and Olympic Education in Textbooks of Primary Schools. Sport Management Journal, 10(1), 65-84. Doi: 10.22059/jsm.2018.25316. [Persian]. | ||
آمار تعداد مشاهده مقاله: 218 تعداد دریافت فایل اصل مقاله: 271 |