تأثیر ابعاد آمیختة بازاریابی اجتماعی بر پیشگیری از بروز رفتارهای پرخاشگرانه در تماشاچیان ورزش فوتبال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه تربیت بدنی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران

2 دانشجوی دکتری گروه تربیت بدنی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران

چکیده

هدف از پژوهش حاضر تأثیر ابعاد آمیختة بازاریابی اجتماعی بر پیشگیری از بروز رفتارهای پرخاشگرانه در تماشاچیان ورزش فوتبال است. پژوهش حاضر از نوع توصیفی و همبستگی است. روشانجام پژوهش حاضربرمبنایهدف ازنوع کاربردی و به شکل میدانی انجام شده است. جامعة آماری این پژوهش را کلیة تماشاچیان تیم پرسپولیس، تشکیل می ­دهند که تعداد دقیق آنها مشخص نیست و ملاک تعیین تماشاچی، حضور دراستادیوم آزادی تهران در هنگام بازی تیم بود. از این­رو با توجه به جدول مورگان، حداکثر تعداد نمونة آماری (384 نفر) انتخاب شد. برای گردآوری دادهها در این پژوهش، از دو ابزار بهره گرفته شده است. پرسشنامة آمیختة بازاریابی اجتماعی هاستینگز و سارن، (2003) و پرسش‌ نامة تئوری رفتار برنامه ­ریزی شده آجزن (1991). روایی ابزارها اندازه­ گیری به سه صورت روایی ظاهری (ایرادات نگارشی)، روایی ­محتوا و روایی­ سازه (روایی همگرا و روایی واگرا)، مورد تأیید قرار گرفت و پایایی آنها نیز پس از مطالعة مقدماتی از ضریب آلفای­ کرونباخ استفاده گردید و تأیید شد (79/0 α). به منظور تجزیه و تحلیل داده ­ها از شاخص­ های آمار توصیفی (درصد فراوانی) و آمار استنباطی استفاده شد. به منظور بررسی نرمال بودن توزیع داده­ ها از شاخص ­های کجی و کشیدگی و به منظور بررسی روابط بین متغیرها از معادلات ­ساختاری استفاده شد. جهت انجام این آزمون­ ها از نرم ­افزارهای اس ­پی ­اس ­اس و آیموس نسخة 22 استفاده شد. نتایج نشان داد ابعاد آمیختة بازاریابی ­اجتماعی بر پیشگیری از بروز رفتارهای پرخاشگرانه در تماشاچیان ورزش فوتبال تأثیر معناداری دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Impact of Social Marketing Mixed Dimensions on Preventing Aggressive Behaviors in Football Spectators

نویسندگان [English]

  • Sirous Ahmadi 1
  • Ali Khojasteh 2
  • Sohela Enanloo 2
  • Reza Mortazi 2
1 Assistant Professor, Department of Physical Education, Hamedan Unit, Islamic Azad University, Hamedan, Iran
2 PhD student of Department of Physical Education, Hamedan Unit, Islamic Azad University, Hamedan, Iran
چکیده [English]

The purpose of this study was to investigate the effect of social marketing mix dimensions on prevention of aggressive behaviors among soccer sports spectators. The present study is descriptive and correlational. The methodology of this research is based on the purpose of the applied and field-oriented type. The statistical population of this study is all the Persepolis audience, whose exact number is not specified, and the criterion for determining the spectator was the presence at Tehran's Azadi Stadium when playing the team. According to the Morgan table, the maximum number of statistical samples (384 people) was selected. The method of sampling was random. Two tools were used to collect data in this study. Hasting and Saren social marketing questionnaire (2003) and the strategy of the theory of planned behavior of Ajzen (1991). Validity of tools was measured in three ways: Apparent validity (Writing issues), content validity (و and construct validity (convergent and divergent validity), and their reliability after the preliminary study Cronbach's alpha coefficient was used and confirmed (α = 0.79). In order to determine the normal distribution of the data from the inclination and elongation indices and to determine the relationship between variables, structural equations were used. SPSS software version 24 and AMOS version 22 were used to perform these tests. The results showed that social marketing mix dimensions have a significant effect on prevention of aggressive behaviors in soccer sports spectators.

کلیدواژه‌ها [English]

  • Behavior
  • Behavioral Beliefs
  • Controlling Beliefs
  • Intention
  • Normative Beliefs
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