Modelo de medição do raciocínio moral do consumidor em marketing esportivo: um desenvolvimento de escala

Autores

DOI:

https://doi.org/10.5585/podium.v10i3.17182

Palavras-chave:

Análise fatorial, Marketing, Raciocínio moral, Esporte

Resumo

Objetivo do estudo: O objetivo principal da presente pesquisa foi a padronização de um modelo para medir a quantidade de raciocínio moral do consumidor em face do escândalo moral de celebridades do esporte.
Metodologia: Os participantes desta pesquisa foram todos estudantes de graduação em educação física e ciências do esporte em universidades do Irã, e uma abordagem de método misto contendo entrevistas com questões abertas como fase qualitativa e, em seguida, análise fatorial confirmatória como fase quantitativa foram usados para determinar a validade de as ferramentas de pesquisa.
Originalidade: as ofensas do atleta endossante são consideradas imorais. Em vista da psicologia moral, os sentimentos morais ocorrem direta e automaticamente e o raciocínio moral é buscado para criar razões morais. O raciocínio moral é uma situação em que os indivíduos tendem a escolher informações diante dos fenômenos e tentar obter seu resultado moral.
Principais resultados: Os achados mostraram que a validade e confiabilidade do modelo de mensuração, adaptado aos achados qualitativos, recebeu valores aceitáveis em comparação com os valores relatados em outros estudos. O modelo de mensuração dos componentes do raciocínio moral na estimação padrão, coeficientes significativos e parâmetros obtidos do modelo mostraram bom ajuste do modelo.
Contribuições metodológicas: O presente estudo limitou-se à violação de doping de atletas endossantes e é necessário que outras violações que levem a propaganda negativa e afetem o raciocínio moral do consumidor, como interessante tema de estudo, sejam consideradas por outros pesquisadores.
Contribuições do managemnet: Devido à visão frequentemente negativa em relação ao atleta dopado antes do raciocínio moral, sugere-se que os contratos de endosso sejam mais rigorosos por parte das empresas e parece mais sensato usar celebridades de esportes onde o número de seus testes de doping positivos é menor e há pouca chance de tal violação. Em última análise, considerando as diferentes percepções da comunidade esportiva e da população em geral sobre o doping ou qualquer violação, o estudo das diferenças pode ser de interesse para futuros pesquisadores.

 

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Biografia do Autor

Jasem Manouchehri, Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Central Tehran Branch, Tehran, Iran

I had a published paper in your journal in 2016. The email address I communicated with was:

 

manouchehri.jasem@gmail.com

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Publicado

18.08.2021

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Manouchehri, J., & Soheili, B. (2021). Modelo de medição do raciocínio moral do consumidor em marketing esportivo: um desenvolvimento de escala. PODIUM Sport, Leisure and Tourism Review, 10(3), 52–83. https://doi.org/10.5585/podium.v10i3.17182

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