بخش بندی سطوح مشارکت تماشاگران تیم های فوتبال بر اساس مدل پیوستار روانشناختی (PCM)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی، تهران، ایران

2 دکترای مدیریت ورزشی، آموزش و پرورش منطقه 18 تهران، وزارت آموزش و پرورش، تهران، ایران

3 استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد واحد تهران مرکزی، تهران، ایران

https://www.doi.org/10.34785/J021.2020.635

چکیده

تحقیق حاضر از نظر روش، توصیفی است که به شکل میدانی اجرا شده است. 760 مرد ۱۸ تا ۶۵ سال تماشاگر مسابقات فوتبال تیم­های پرسپولیس و استقلال در لیگ برتر به صورت تصادفی و داوطلبانه مقیاس اندازه­گیری میزان مشارکت (Beaton, Funk, Alexandris, (2009 را تکمیل نمودند. یافته‌‌ها بر اساس ابعاد مشارکت (لذت، مرکزیت و نشان) و در قالب مدل پیوستار روانی، نشان داد که در تیم‌های فوتبال استقلال و پرسپولیس، کمترین و بیشترین سطوح مشارکت به ترتیب مربوط به سطوح وفاداری (۲/۱۷%) و جذابیت (۲/۳۲%) می‌باشد. همچنین یافته‌های تحلیل عاملی تاییدی نشان داد، مدل چند بعدی مشارکت، ابزاری سودمند برای بخش‌بندی تماشاگران در مراحل نظری مختلف است. بنابراین مدیران رویدادها می­توانند با طراحی استراتژی­های بازاریابی مناسب، نیازها و خواسته­های هر بخش را ارضاء کنند و حرکت در امتداد زنجیره به سمت وفاداری را تسهیل نمایند. نتیجه کلی تحقیق نشان می­دهد، مدل پیوستار روانی می‌تواند به عنوان معیاری برای بخش­بندی تماشاگران ورزشی جهت راهنمایی محققان و بازاریابان ورزشی برای طراحی استراتژی­های بازاریابی هدفمند مورد استفاده قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Segmentation of football team spectator participation levels based on the Continuous Psychological Model (PCM)

نویسندگان [English]

  • mohsen esmaeili 1
  • ali malekian 2
  • farshad tojjari 3
1 Assistant Professor of Sports Management, Research Institute of Physical Education and Sports Sciences, Tehran, Iran
2 PhD in Sports Management, Education District 18 Tehran, Ministry of Education, Tehran, Iran
3 Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Azad University, Central Tehran Branch, Tehran, Iran
چکیده [English]

The present study is a descriptive method that has been conducted in the field. 760 men aged 18 to 65 years watching the football matches of Persepolis and Esteghlal teams in the Premier League randomly and voluntarily completed the participation measurement scale (Beaton, Funk, Alexandris, 2009). Findings based on the dimensions of participation (pleasure, Centrality and badge) and in the form of a continuous psychological model, showed that in Esteghlal and Persepolis football teams, the lowest and highest levels of participation are related to the levels of loyalty (17.2%) and attractiveness (32.2%), respectively. Confirmatory factor analysis showed that the multidimensional participation model is a useful tool for segmenting the audience into different theoretical stages, so event managers can design the appropriate marketing strategies to meet the needs and wants of each segment and move along. Facilitate the chain towards loyalty The overall result of the research shows that the psychological continuum model can be used as a criterion for segmenting sports spectators to guide sports researchers and marketers to design targeted marketing strategies.

کلیدواژه‌ها [English]

  • segmentation
  • spectator
  • football
  • premier League
  • psychological continuum model

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مطالعات بازاریابی ورزشی
دوره 1، شماره 4
اسفند 1399
صفحه 96-73

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