خلاصة:
Background. A soccer ball is the principal piece of sports equipment for soccer and original brands compete with
each other for a big pie of the market. Objectives. The aim of this study’s interpretive structural model (ISM) was to
ascertain the factors that affect the intent to purchase original brand soccer balls. Methods. First, by a study of the
literature and by the use of the Delphi technique, effective factors impacting the intent to buy original brand soccer
balls were identified. The ISM was then drawn up to show factors affecting the intent to buy an original brand soccer
ball. The study’s population consisted of the country’s sports management professors as samples and eight experts
were chosen in a targeted manner. The MATLAB2014 software was used for the implementation of the ISM.
Results. The findings were shown in diagrams with five levels. The factor ‘ball appearance’ was at the fifth level,
the factors ‘brand name’ and ‘country of manufacturer of brand’ was at the fourth level, ‘congruence of price and
quality’ was at the third level, four factors of ‘brand identity’, ‘brand image’, ‘perceived value’, and ‘brand store
sales’ were at the second level, and ‘intention to buy’ was at the first level. Conclusion. An original brand soccer
ball should be beautiful and have an attractive design. It must have a proper shape and it must create a unique
identity so that the positive image of the product is accepted by customers. It must create value for customers when
they weigh two aspects: What they have paid for it and what they have received.
ملخص الجهاز:
The aim of this study’s interpretive structural model (ISM) was to ascertain the factors that affect the intent to purchase original brand soccer balls.
First, by a study of the literature and by the use of the Delphi technique, effective factors impacting the intent to buy original brand soccer balls were identified.
Ball Appearance, Brand Name, Country of Manufacturer, Congruence of Price and Quality, Brand Identity, Brand Image, Perceived Value, Brand Store Sales, Intention to Buy KEY WORDS: .
Structural self-interaction matrix (SSIM) of effective factors on intent to buy original brand soccer balls (View the image of this page) Then, with the use of the following relationships and putting the numbers 0 and 1 in the structural self-interaction matrix, we obtain the initial reachability matrix, which is shown in Table 2.
The final reachability matrix: Effective factors on intent to buy original brand soccer balls (View the image of this page) After obtaining the final reachability matrix, to determine the levelling of the variables, the reachability set, the antecedent set, and the intersection set are specified for each.
Based on the findings from library studies and the Delphi technique, we identified nine factors: Brand name, brand identity, brand image, perceived value, congruence of price and quality, ball appearance, country of manufacturer of brand, brand store sales, and intent to buy as factors affecting the intention to buy the original brand soccer ball.
Four factors—brand distributor store, perceived value, and image and identity of the brand—have been shown at the second level, and influence the intention to purchase original branded soccer balls.