نوع مقاله : مطالعه پژوهشی اصیل
نویسندگان
1 دانشجوی دکتری تخصصی مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده تربیت بدنی وعلوم ورزشی، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران
2 گروه مدیرت ورزشی دانشکده تربیت بدنی و علوم ورزشی دانشگاه آزاد اسلامی واحد تهران جنوب
3 گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران
4 گروه مدیریت ورزشی، دانشکده تربیت بدنی وعلوم ورزشی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران
چکیده
هدف پژوهش حاضر آزمون مدل اشتیاق هواداران ورزشی لیگ برتر بسکتبال بانوان ایران بود. پژوهش حاضر، توصیفی از نوع همبستگی و مبتنی بر مدلسازی معادلات ساختاری بود و از لحاظ هدف نیز کاربردی محسوب می‌شود. جامعة آماری پژوهش را هواداران لیگ برتر بسکتبال بانوان ایران تشکیل دادند که به دلیل نامشخص بودن تعداد هواداران، بر اساس جدول مورگان حجم نمونة آماری 384 نفر و به صورت افراد در دسترس انتخاب شد. در این مطالعه از پرسش‌نامه‌های اشتیاق هواداران، قصد مراجعه و قصد خرید یوشیدا و همکاران (2014)، هویت‌یابی با تیم و بروز احساسات ترایل و همکاران(2005)، عواطف مثبت مازودیر و همکاران (2011)، استفاده شد. نتایج مدلسازی معادلات ساختاری نشان داد که عواطف مثبت بر مدیریت مشارکت، رفتارهای مطلوب اجتماعی و تحمل عملکرد در هواداران ورزشی، هویت‌یابی با تیم بر‌مدیریت مشارکت، رفتارهای مطلوب اجتماعی و تحمل عملکرد هواداران ورزشی و نشان‌دادن احساسات بر مدیریت مشارکت، رفتارهای مطلوب اجتماعی و تحمل عملکرد و مدیریت مشارکت و رفتارهای مطلوب اجتماعی و تحمل عملکرد بر قصد خرید تأثیر معنادار داشتند و مدیریت مشارکت بر قصد مراجعه منفی و تأثیر رفتارهای مطلوب اجتماعی بر قصد مراجعه مثبت معنادار بود. با توجه به نتایج می‌توان پی‌بُرد عواملی نظیر درگیر‌کردن عواطف، مدیریت مشارکت و همسو‌شدن هویت طرفداران و تیم محبوبشان نقش چشمگیری در اشتیاق هواداران و همچنین تداوم این روند دارد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Evaluation of the Sports Fans' Enthusiasm Model (Case Study: Iranian Women's Basketball Premier League Fans)
نویسندگان [English]
- tayebeh MoradiPour 1
- Reza Nikbakhsh 2
- abalfazl farahani 3
- ali mohamad safania 4
1 PhD Student in sport management, Department of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, South Tehran Branch, Tehran, Iran
2 department of Sport Management, Faculty of Physical Education and Sport Science, South Tehran Branch, Islamic Azad University
3 Department of Sports Management, Payame Noor University, Tehran, Iran
4 Department of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Science and Research Branch, Tehran, Iran
چکیده [English]
The purpose of this study was to evaluate the sports fans' enthusiasm model in Iranian Women's Basketball. The present study is a descriptive correlational study based on structural equation modeling, and in terms of purpose is considered as an applied study. The data of this study were collected using a questionnaire. The statistical population of the study was the fans of the Iranian Women's Basketball Premier League. Due to the uncertainty of the number of fans, according to Morgan's table, the statistical sample size was 384 people selected as the statistical sample. In this study, the fans' enthusiasm, intention to refer, and purchase intention, identification with the team and the expression of emotions, and positive emotions questionnaires were used. The results of structural equation modeling showed that positive emotions on participation management, socially desirable behaviors and performance tolerance in sports fans, identifying with the team on participation management, socially desirable behaviors and performance tolerance of sports fans and showing emotions on participation management, socially desirable behaviors and performance tolerance and participation management, and socially desirable behaviors and performance tolerance had a significant effect on purchase intention. Participation management was significant with negative intention to referring, and the effect of socially desirable behaviors with positive intention to referring were significant. Hence, it can be seen that factors such as engaging emotions, managing participation, and aligning the identities of the fans and their favorite team play a significant role in the enthusiasm of the fans and also the continuation of this process
کلیدواژه‌ها [English]
- Fans
- Loyalty
- Basketball
- Premier League
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