تاثیر دلبستگی به رویداد بر نیات رفتاری تماشاگران لیگ برترفوتبال با نقش میانجی رضایت و حس به مکان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی، واحد سنندج، دانشگاه آزاد اسلامی ،سنندج، ایران

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد سنندج، سنندج، ایران.

https://www.doi.org/10.34785/J021.2021.509

چکیده

هدف از پژوهش حاضر بررسی تاثیر تاثیر دلبستگی به رویداد بر نیات رفتاری تماشاگران لیگ برترفوتبال با نقش میانجی رضایت و حس به مکان می‌باشد. تحقیق حاضر از نظر هدف یک تحقیق کاربردی و به لحاظ راهبردی کمی و به حیث مسیر اجرا همبستگی، به لحاظ گردآوری داده‌ها میدانی و از نظر زمان آینده نگر می‌باشد. جامعه آماری پژوهش شامل کلیه هواداران باشگاه های لیگ برتر فوتبال می باشد. که حداقل 8 بازی از باشگاه مورد نظر خود را بصورت زنده تماشا کرده‌اند تشکیل می-دهند، بنابراین حجم نمونه پژوهش با استفاده از فرمول کوکران 384 نفر محاسبه شد که بصورت هدفمند در دسترس انتخاب شدند. از پرسشنامه‌های دلبستگی به رویداد فانک و جیمز (2006) رضایت از مکان رامکیسون، اسمیت و ویلیر (2013)، نیات رفتاری ژیثمل و همکاران (1996) و در نهایت برای ارزیابی حس به مکان از پرسشنامه موحد و همکاران (1395) استفاده شد. فرضیه‌های تحقیق در سطح خطاء 5% و با استفاده از نرم افزار اسمارت پی ال اس تجزیه و تحلیل گردید. نتایج بدست آمده نشان داد دلبستگی به مکان بر رضایتمندی، حس به مکان و نیات رفتاری اثر دارد. حس به مکان بر نیات رفتاری و رضایتمندی بر نیات رفتاری اثر دارد. علاوه بر این مشخص گردید که دلبستگی به مکان بر نیات رفتاری از برند از طریق رضایتمندی اثر مثبت و معناداری دارد. در نهایت نتایج نشان داد که علاوه بر این مشخص گردید که دلبستگی به مکان بر نیات رفتاری از برند از طریق حس به مکان اثر مثبت و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of attachment to the event on the behavioral intentions of Premier League spectators with the mediating role of satisfaction and sense of place

نویسندگان [English]

  • Mozafar Yektayar 1
  • sharmin khargheposh 2
1 Assistant Professor of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 PhD Student in Sports Management, Islamic Azad University, Sanandaj Branch, Sanandaj, Iran.
چکیده [English]

The aim of this study was to investigate the effect of attachment to the event on the behavioral intentions of Premier League spectators with the mediating role of satisfaction and sense of place. The present study is an applied research in terms of purpose and quantitatively in terms of strategy and correlational in terms of implementation path, field data in terms of data collection and prospective in terms of time. The statistical population of the study includes all fans of Premier League football clubs. They make up at least 8 games from the club they watched live, so the sample size of the study was calculated using the Cochran's formula of 384 people who were purposefully selected. Funk and James (2006) Event Attachment Questionnaire Satisfaction with the location of Ramkison, Smith and Wheeler (2013), Behavioral intentions of Githmal et al. (1996) and finally Movahed et al. (2015) questionnaire to assess the sense of place. شد. The research hypotheses were analyzed at an error level of 5% using Smart PLS software. The results showed that attachment to place has an effect on satisfaction, sense of place and behavioral intentions. Sense of place affects behavioral intentions and satisfaction affects behavioral intentions. In addition, it was found that attachment to place has a positive and significant effect on the behavioral intentions of the brand through satisfaction. Finally, the results showed that in addition, it was found that attachment to place has a positive and significant effect on the behavioral intentions of the brand through a sense of place.

کلیدواژه‌ها [English]

  • Event attachment
  • behavioral intentions
  • satisfaction
  • sense of place

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