Poster Presentation

Paper ID : 1331-SSRC

¹دانشجو

²دبیرورزش

This research was conducted with the aim of investigating the role of experiential marketing on the quality of sports products in the sports performance of a case study: student athletes of the second level of high school in Qorve city. This research has been carried out using a causal-comparative descriptive method. The statistical population in this research is 118 people, and 90 people were determined as the sample size using Cochran's formula. According to the distribution of questionnaires among statistical societies and the response rate, 90 questionnaires were collected. The data collection tool in this research is a questionnaire that includes demographic information, experimental marketing questionnaire (Rezaei et al., 2014), sports product quality questionnaire (Liu, 2008) and Charbioneau sports performance questionnaire (2001). . To check the hypotheses and find answers to the questions of the current research, various tests such as the Kolmogorov-Smirinov test (to check the normality of the variables), to check the reliability and validity of the test from Cronbach's alpha and to analyze the research data from the t-test , univariate and multivariate variance analysis and regression analysis were used using Spss software. According to the results obtained from the tests related to the main and secondary hypotheses and the effect of experimental marketing dimensions on each of the components of the research variables, it can be concluded that experimental marketing dimensions have an effect on the quality of products and sports performance, and the results showed that There is a significant relationship between experiential marketing on the quality of sports products and sports performance. And the main result of the research proves the significant relationship between the variables. P<0.005.

Experiential marketing; sports products; Sports performance; Athlete