Poster Presentation

Paper ID : 1618-SSRC

گروه آموزشی مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

The aim of this study was to determine the effect of advertising on the behavioral intentions and customer satisfaction of sports complexes, taking into account attitudes and product involvement. The research method was applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population included customers of sports complexes in Mazandaran city, determined to be 384 individuals using Cochran's formula. Cluster random sampling was employed for data collection from sports complexes. Data were collected using the Chang and Wang (2019) questionnaire for measuring online advertising and electronic word-of-mouth advertising. The measurement of behavioral intentions component was based on the questionnaire by Hyun, Kim, and Lee (2011). Data analysis was conducted using SPSS and Smart PLS software. The research results indicated that online advertising and word-of-mouth advertising have significant effects on customers' behavioral intentions with coefficients of (0.712) and (0.203), respectively. Attitude towards advertising acts as a moderator in the relationship between advertising components and non-confirmation of expectations, ultimately influencing the behavioral intentions of customers in sports complexes in Mazandaran city. Therefore, attitude towards advertising as a moderator affects the relationship between advertising components and non-confirmation of expectations, ultimately influencing the behavioral intentions of customers in sports complexes in Mazandaran city. Hence, it can be concluded that an increase in positive and effective advertising leads to an increase in customers' behavioral intentions and, consequently, their inclination towards preference and use of products and services. On the other hand, if customers' attitudes toward advertising in sports club services are not considered, it may negatively impact customers' behavioral intentions. Therefore, for a positive impact on customers' attitudes towards advertising, it is recommended to focus on aspects such as improving service quality at the moment of need, providing rewards, facilities, and price discounts, and utilizing new and non-repetitive techniques for advertising services.

Word-of-mouth advertising; Behavioral intentions; Attitude towards advertising; Sports clubs