比较年轻人对理性和情感体育产品广告的反应：产品类型和性别的调节作用

IF 3 4区教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Sports Marketing & Sponsorship Pub Date : 2021-03-09 DOI:10.1108/IJSMS-04-2020-0045

Mojtaba Ghasemi Siani, S. Mohammadi, Mohammad Soltan Hosseini, G. Dickson

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引用次数: 5

摘要

目的本研究的目的是比较年轻人对理性和情感运动产品广告的反应。还考察了产品类型和性别的调节作用。设计/方法论/方法本研究采用了2（广告吸引力：情感与理性）×2（性别：男性与女性）×2的（体育产品类型：功利与享乐）研究设计。数据收集自160名体育产品用户。结果表明，情感广告对广告态度和体育产品购买意愿的影响较大。结果还表明，理性广告诉求对功利性体育产品的影响更大，情感广告诉求对享乐性体育产品更有效。然而，性别作为调节变量没有显著影响。原创性/价值这是第一项研究体育产品广告对理性和情感诉求的反应。

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Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

PurposeThe purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.Design/methodology/approachThe study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).FindingsThe results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.Originality/valueThis is the first study to examine responses to rational and emotional appeals in sports product advertisements.

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来源期刊

International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

4.70

自引率

13.60%

发文量

期刊介绍： The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).