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

Document Type : Original Article

Authors

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

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

Abstract

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.

Keywords

References

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