文章基本信息

标题：Role of the Characteristics of Information Source in Word of Mouth Advertising of Sports Apparel
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作者：Jokar, Mehdi ; Alidoost Ghahfarokhi, Ebrahim ; Jalali Farahani, Majid 等
期刊名称：مطالعات مدیریت ورزشی
印刷版ISSN：2538-3213
电子版ISSN：2538-3221
出版年度：2017
卷号：9
期号：42
页码：113-136
DOI：10.22089/smrj.2017.965.1256
出版社：Sport Sciences Research Institute
摘要：The present study intended to examine the role of the characteristics of information source in word of mouth advertising of sports products (apparel) with evaluation of the moderating role of functional risk and psychological risk in development of this relationship. Regarding the purpose, this investigation was an applied research; and in terms of data collection, it was a descriptive correlation conducted through field study. Population of the study included sports apparel stores in Tehran. Subjects were selected through convenience sampling method. Consulting Morgan table, 384 people were selected. With regard to five percent dropout rate, 400 questionnaires were administered. As the research instrument, a questionnaire was developed. Validity of the instrument was confirmed through consulting 12 sport management professors. Using Cronbach's alpha, the reliability of the questionnaire was calculated to be 0.88. To analyze the data, structural equation modeling was utilized via AMOS software. The findings showed that there is a significant positive relationship between expertness of information sources and word of mouth. Additionally, there is a significant relationship between homophily of information sources with buyer and word of mouth. There is also a significant positive relationship between functional and psychological risk reduction and word of mouth. In addition, it was found that functional risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth. But, reduction of this risk does not play a mediating role in the relationship between homophily of information sources and word of mouth. It was also found that psychological risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth; but, reduction of this risk extremely mediates in the relationship between homophily of information sources with the buyer and word of mouth. Ultimately, customers are in quest of information from expert people who are similar to themselves so as to reduce the possible risks. If the information acquired has greater risk reduction, more profitable streams of word of mouth advertising for sports goods are created.
关键词：Information Sources;Word of Mouth;Functional Risk;Psychological Risk;Sports Products