تاثیر احساسات بر رضایت، هواداری و مقاصد رفتاری هواداران باشگاه‌های لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکده تندرستی و علوم ورزشی، دانشگاه شهید بهشتی، تهران، ایران

2 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده

پژوهش حاضر با توجه به هدف کاربردی جزو پژوهش­های توصیفی از نوع همبستگی بود. جامعه آماری پژوهش را تمام هوادارن باشگاه­های لیگ برتر فوتبال ایران تشکیل می­دادند. حجم نمونه 200 نفر از هواداران باشگاه­های لیگ برتر فوتبال ایران  به صورت در دسترس انتخاب شدند. ابزار پژوهش پرسشنامه نیمه­محقق ساخته بود که پایایی آن 92/0 تعیین شد. برای تعیین روایی سازه از تحلیل عاملی تاییدی مرتبه اول استفاده شد. همچنین برای شناسایی ارتباط متغیرها با یکدیگر از تحلیل مسیر در نرم­افزار Amos استفاده شد. نتایج نشان داد احساسات مثبت باعث رضایت و هواداری می­شود. همچنین رضایت منجر به هواداری (۲۶۰/0) و درنهایت هواداری موجب بروز مقاصد رفتاری هواداران (۳۰۵/۰) می­شود. پیشنهاد می­شود باتوجه به ماهیت فوتبال و عدم­اطمینان از موفقیت یک تیم در لیگ، پوسترهای تبلیغاتی قبل از شروع فصل، می­بایست همراه با شعارهای امیدوارکننده و موفقیت­آمیز و سرشاز از احساسات طراحی شود تا از این طریق احساسات هواداران  برانگیخته گردد تا شانس فروش بلیط کل فصل افزایش یابد.

کلیدواژه‌ها


عنوان مقاله [English]

Impact of Emotions on Satisfaction Fanship and Behavioral Intention of Football Clubs of Iran's Premier League Fans

نویسندگان [English]

  • Mohammad Pourkiani 1
  • mohammad reza Boroumand 1
  • Seyyed Emad Hosseini 1
  • Ali Afroozeh 2
1 Assistant Professor of Sports Management, Faculty of Health and Sports Sciences, Shahid Beheshti University, Tehran, Iran
2 PhD Student in Sports Management, Faculty of Physical Education and Sports Science, University of Tehran, Tehran, Iran
چکیده [English]

The present study was a descriptive correlational study according to the applied purpose. The statistical population of the study consisted of all fans of Iranian Premier League clubs. A sample size of 200 fans of Iranian Premier League clubs was selected by availability. The research instrument was a semi-researcher-made questionnaire whose reliability was determined to be 0.92. First-order confirmatory factor analysis was used to determine the validity of the structure. Path analysis in Amos software was also used to identify the relationship between variables. The results showed that positive emotions lead to satisfaction and support. Satisfaction also leads to support (0.260) and finally support causes the behavioral intentions of fans (0.305). It is suggested that due to the nature of football and the uncertainty of a team's success in the league, pre-season advertising posters should be designed with promising and successful slogans and full of emotion in order to evoke the emotions of the fans. To increase the chances of selling tickets for the whole season.

کلیدواژه‌ها [English]

  • Emotions
  • football clubs
  • Satisfaction
  • fanship
Bagozzi, R.P., Gopinath, M., & Nyer, P.U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
Biscaia, R., Correia, A., Rosado, A., Maroco, J., & Ross, S. (2012). The effects of emotions on football spectators' satisfaction and behavioural intentions. European Sport Management Quarterly, 12(3), 227-242.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52-68.
Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 69-83.
Chung, K. S., & Hwang, G. (2015). Antecedents and consequences of Formula One spectator’s fanship: The case of inaugural Grand Prix. Journal of Physical Education and Sport Management, 6(6), 38-46.
Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–A pilot investigation. Journal of Economic Psychology, 24(1), 99-116.
Fairley, S. (2003). In search of relived social experience: Group-based nostalgia sport tourism. Journal of Sport Management, 17, 284-304
Forgas, J. P. (2008). Affect and cognition. Perspectives on Psychological Science, 3(2), 94-101.
Foroughi, B., Nikbin, D., Hyun, S. S., & Iranmanesh, M. (2016). Impact of core product quality on sport fans’ emotions and behavioral intentions. International Journal of Sports Marketing and Sponsorship, 17(2), 110-129.
Funk, D. C., & James, J. (2001). The psychological continuum model: A conceptual framework for understanding an individual’s psychological connection to sport. Sport Management Review, 4(2), 119-150.
Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16, 54-81.
Hill, D. (2010). Emotionomics: Leveraging emotions for business success. London, UK: Kogan Page. 1-255
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132-140.
Hosseini.S, Pourkiani.M, Afroozeh. A (2016). The effect of sensory marketing dimension on increasing the football club fan of irans pemier league, 8th international conference on physical education and sport science. P:1
Hyun, S. and Kim, I. (2014), “Identifying optimal rapport building behaviors in inducing patrons’ emotional attachment in luxury restaurants”, Journal of Hospitality and Tourism Research, Vol. 38 No. 2, pp. 162-198
Kim, Y.K., Trail, G.T. and Magnusen, M.J. (2013), “Transition from motivation to behavior: examining the moderating role of identification on the relationship between motives and attendance”, International Journal of Sport Marketing and Sponsorship, Vol. 14 No. 2, pp. 190-211.
Kuenzel, S. and Yassim, M. (2007), “The effect of joy on the behaviour of cricket spectators: the mediating role of satisfaction”, Managing Leisure, Vol. 12 No. 1, pp. 43-57.
Lee, S. (2013). Identifying emotions associated with sport team brands and testing its impact on sport consumer behavior in the advertising setting. 1-261
Lerner, J. S., & Keltner, D. (2000). Beyond valence: Toward a model of emotion-specific influences on judgement and choice. Cognition & Emotion, 14(4), 473-493.
Madrigal, R. (2003). Investigating an evolving leisure experience: Antecedents and consequences of spectator affect during a live sporting event. Journal of Leisure Research, 35(1), 23-48.
Matsuoka, H., Chelladurai, P., & Harada, M. (2003). Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport Marketing Quarterly, 12(4), 244-253.
Neeley, S.M., & Schumann, D.W. (2000). Perceived social approval as a comparison standard in product evaluation and determination of satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 37-51.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336
Otnes, C., Lowrey, T.M., & Shrum, L.J. (1997). Toward an understanding of consumer ambivalence. Journal of Consumer Research, 24(1), 80-93.
Pentecost, R. (2009). Assessing the Role of Passion as a Mediator of Consumer Intentions to attend a Motor Sports Event. Anais da ANZMAC.1-9
Richelieu, A., & Pons, F. (2009). If brand equity matters, where is the brand strategy? A look at Canadian hockey teams in the NHL. International Journal of Sport Management and Marketing, 5(1/2), 162-182.
Scherer, K.R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4), 695-729.
Shoham, A., & Kahle, L. R. (1996). Spectators, viewers, readers: Communication and consumption communities in sport marketing. Sport Marketing Quarterly, 5(1), 11- 19
So ¨derlund, M., & Rosengren, S. (2004). Dismantling ‘positive affect’ and its effects on customer satisfaction: An empirical examination of costumer joy in a service encounter. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 17, 27-41.
Stevens, J. P. (2002). “Applied multivariate statistics for the social sciences”, 4th (Eds), Mahwah, NJ: Lawrence Erlbaum Associates.
Sumino, M., & Harada, M. (2004). Affective experience of J. League fans: The relationship between affective experience, team loyalty and intention to attend. Managing Leisure, 9(4), 181-192.
Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Boston, MA: Harvard Business School Press. 1-16
Zeelenberg, M., & Pieters, R. (2004). Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research, 57(4), 445-455.
Zillmann, D., Bryant, J., & Sapolsky, B. S. (1989). Enjoyment from sports spectatorship. In J. H. Goldstein (Ed.), Sports, games, and play: Social and psychological viewpoints Vol. 2, pp. 241-278.