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

https://www.doi.org/10.34785/J021.2020.195

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
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