نقش تصویر بدنی در انتخاب رنگ پوشاک ورزشی (مطالعۀ موردی: دانشگاهیان دانشگاه مازندران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس‌ارشد مدیریت ورزشی، دانشگاه مازندران

2 دانشیار مدیریت ورزشی، دانشگاه مازندران

3 کارشناس‌ارشد مدیریت بازرگانی، دانشگاه مازندران

چکیده

هدف از پژوهش حاضر، بررسی نقش تصویر بدنی در انتخاب رنگ پوشاک ورزشی بود. جامعۀ آماری‌ پژوهش را دانشگاهیان دانشگاه مازندران تشکیل دادند که بر‌اساس جدول مورگان و با استفاده از روش نمونه‌گیری تصادفی ساده، 379 نفر از آن‌ها به‌عنوان نمونۀ آماری در نظر گرفته شدند. داده‌ها با استفاده از پرسش‌نامۀ ترکیبی تصویر بدنی و انتخاب رنگ پوشاک ورزشی به‌صورت الکترونیکی جمع‌آوری گردید. نتایج رگرسیون لجستیک چندجمله‌ای نشان می‌دهد که نقش تصویر بدنی در انتخاب رنگ پوشاک ورزشی معنادار است. ازسوی‌دیگر، دانشگاهیان دانشگاه مازندران که خود را در مؤلفه‌های احساس جذابیت و ارزیابی از ظاهر تصویر بدنی برتر می‌پندارند، از رنگ‌های خنثی و سرد به‌عنوان نمادی برای نمایش این جذابیت در پوشش خود استفاده می‌کنند؛ بنابراین، می‌توان گفت که انتخاب رنگ براساس تصویر بدنی، بستگی به این موضوع دارد که افراد خود را در کدام بعد از تصویر بدنی برتر می‌پندارند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Role of Body Image in Selecting the Color of Sports Apparel (a Case Study: Academics of Mazandaran University)

نویسندگان [English]

  • Seyed Rasool Mortazavi Far 1
  • Farzam Farzan 2
  • Seyedeh Saeedeh Alamtalab Poshtiri 3
1 M. Sc. of Sport Management, Mazandaran University
2 Associate Professor of Sport Management, Mazandaran University
3 M.Sc. of Commercial Management, Mazandaran University
چکیده [English]

The aim of this study was to investigate the role of body image in selecting the color of sports apparel. The population of this study consisted of academics of Mazandaran University. According to Morgan table and by using simple random sampling method, 379 of them were considered as the sample. Data was gathered electronically by a combined questionnaire of body image and the color selection of sports apparel and results of poly-nominal logistic regression indicated that the role of body image is significant in selecting the color of sports apparel. Academics of Mazandaran University, who consider themselves superior in terms of feeling attractiveness and appearance evaluation of body image, use neutral and cold colors as a symbol of showing this attractiveness in their coverage. Therefore, it should be mentioned that selecting a color based on body image depends on which dimension of body image people consider themselves superior.

کلیدواژه‌ها [English]

  • Body Image
  • Color
  • Sports Apparel
  • Mazandaran University
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