elham khoshbakht ahmadi; Seyed Morteza Azimzadeh; Mohammad Keshtidar
Abstract
Purpose: The aim of this study was to investigate the effect of emotional motivation on intention, motivation and change in attitudes toward entrepreneurship of sports science students. Method: The study method of this research was quasi-experimental with three groups of subjects (two experimental and ...
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Purpose: The aim of this study was to investigate the effect of emotional motivation on intention, motivation and change in attitudes toward entrepreneurship of sports science students. Method: The study method of this research was quasi-experimental with three groups of subjects (two experimental and control groups) and pre-test and post-test design. The research population consists of graduate and bachelor's degree students in sports sciences of Mashhad universities, in which 150 people were randomly selected as a sample and were exposed to persuasive messages for one month. Results: Findings show that positive emotional motivation, intention, motivation and change of attitude towards entrepreneurship of sports science students have a positive and significant effect. Also, negative emotional motivation had no effect on students' entrepreneurial motivation and attitude, but in relation to the variable of entrepreneurial intention, it shows a significant effect. Conclusion: Therefore, it can be concluded that by showing videos and playing clips along with images and messages related to entrepreneurship, students can be encouraged to take steps towards entrepreneurship.
Amir Hossein Sepehrian; Seyed Morteza Azimzadeh; Mohammad Keshtidar
Abstract
Purpose: Nowadays, the use of sports and famous athletes in advertising has become one of the most common advertising practices. Therefore, the purpose of this research was to investigate the ability of predicting the indices of attractiveness, expertise, and trustworthiness of the renowned sport endorser ...
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Purpose: Nowadays, the use of sports and famous athletes in advertising has become one of the most common advertising practices. Therefore, the purpose of this research was to investigate the ability of predicting the indices of attractiveness, expertise, and trustworthiness of the renowned sport endorser on the consumers' willingness to buy sporting and non-sporting goods. Method: This study was a quasi-experimental study on a sample of 150 students of sport science at Ferdowsi University of Iran. The statistical sample was divided into two homogeneous groups; for one month, one group watched the advertisements of an artificial sport product and the other group watched the advertisements of an artificial non-sport product endorsed by the famous sport personality on the telegram. Finally, the results were analyzed by completing standard questionnaires of purchase willingness (Zichkowski, 1985) and advertising celebrities (Ohanian, 1990) and simultaneous regression statistical methods. Results: The results showed that all three indices of attractiveness, expertise, and trustworthiness of the renowned sports endorser have high predictive power for the tendency to purchase sporting and non-sporting goods. Also in the sporting goods group, the expertise, and in the non-sporting goods group, the attractiveness had the highest predictive power of tendency to buy. On the other hand, there is a significant difference between the perception of the popular sport endorsing indices in advertising sporting and non-sporting goods. Conclusions: Through a promotional period for two endorsed sporting and non-sporting products, this study provides useful findings for product and service institutions to select and employ renowned athletes to endorse their products and influence consumers' purchase intention. In the text, the detailed descriptions of the expected results and discussions have been reported.
