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An investigation of perceived body aesthetics and its contribution to the empowerment of marketing strategies for sporting goods

机译:对感知到的人体美学及其对授权体育产品营销策略的贡献的调查

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摘要

The multiple linear regression method was used to model the relationship among influence of body aesthetics, perceived benefit of body aesthetics and influence of media to perceived body aesthetics. Four alternative models were developed in order to lead to a better understanding of the significance of others' opinions to the perceived body aesthetics. We address the core research themes of our study using a survey. The research hypotheses aim to test students' attitudes regarding to body aesthetics, in order to understand this modern raising issue (as an effective psychographic segmentation criterion) in the planning of modern marketing strategies of sporting goods. For this reason, we investigate the effect of some of the general behavioural descriptors regarding to social class. The convenience sample included 401 students (interested in sporting activities) from three different Greek universities (eight departments). Our intention is to reach students with different experiences, attitudes, educational and family background. Data were collected by means of face-to-face interviews during the ten-week period. According to the research results, we accept the fourth hypothesis (H_4), which means that model 4 better predicts perceived body aesthetics. The findings of this study have some interesting implications not only for marketing managers of sporting goods but also for policy-makers.
机译:多元线性回归方法被用来模拟人体美学的影响,人体美学的感知利益以及媒体对人体美学的影响之间的关系。开发了四个替代模型,以便更好地理解他人观点对感知到的人体美学的重要性。我们使用调查解决了研究的核心研究主题。该研究假设旨在测试学生对人体美学的态度,以便在体育用品现代营销策略的规划中理解这一现代养育问题(作为有效的心理细分标准)。因此,我们调查了一些有关社会阶层的一般行为描述符的影响。便利性样本包括来自三所不同希腊大学(八个系)的401名学生(对体育活动感兴趣)。我们的目的是吸引具有不同经验,态度,教育和家庭背景的学生。在十周内通过面对面访谈收集了数据。根据研究结果,我们接受第四个假设(H_4),这意味着模型4可以更好地预测感知到的人体美学。这项研究的发现不仅对体育用品的营销经理而且对政策制定者都具有一些有趣的含义。

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