دوره 11، شماره 21 - ( 4-1400 )
جلد 11 شماره 21 صفحات 16-1 |
برگشت به فهرست نسخه ها
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Khorshidi R, Elahi A, Hadavi F. The Prediction of Intention to Attend Again and Consumption Marked Merchandises of Spectators of Famous Clubs of Tehran. JRSM 2021; 11 (21) :1-16
URL: http://jrsm.khu.ac.ir/article-1-3143-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3143-fa.html
خورشیدی رضا، الهی علیرضا، هادوی فریده. پیش بینی تمایل حضور مجدد و خرید کالای آرم دار تماشاگران تیم های پرطرفدار پایتخت. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1400; 11 (21) :1-16
رضا خورشیدی1 
، علیرضا الهی 1، فریده هادوی2
، علیرضا الهی 1، فریده هادوی2
1- دانشگاه خوارزمی
2- دانشگاه آزاد اسلامی واحد اسلامشهر
2- دانشگاه آزاد اسلامی واحد اسلامشهر
چکیده: (3973 مشاهده)
پژوهش حاضر به منظور پیشبینی رفتار خرید تماشاگران شامل تمایل جهت حضور مجدد و خرید کالای آرمدار انجام شد. تماشاگران حاضر در استادیوم آزادی تهران به عنوان جامعه آماری انتخاب شدند. تعداد 696 تماشاگر به صورت تصادفی انتخاب و به صورت داوطلبانه پرسشنامه های عوامل مؤثر بر حضور علی محمدی (1390) و رفتار خرید تماشاگران کیم (2008) را تکمیل نمودند. نتایج تحلیل رگرسیون چندگانه نشان داد، مؤلفه های هیجان، حضور و حمایت، تعامل و گریز و اطلاعات و جذابیت قابلیت پیش بینی تمایل جهت حضور مجدد تماشاگران استقلال و پرسپولیس را دارند و همچنین مؤلفه حضور و حمایت قابلیت پیشبینی خرید کالای آرم دار را دارد (05/0≥p). به طوری که مؤلفه حضور و حمایت (beta= 0.182) بیشترین و تعامل و گریز (beta= 0.92 ) کمترین تأثیر را بر تمایل جهت حضور مجدد تماشاگران داشتند. براساس نتایج پژوهش حاضر میتوان به مدیران و مسئولین این باشگاه ها پیشنهاد داد کانون های هواداری را فعالتر نمایند، هیجان مسابقات را بالا برده و اطلاعات و دانش هواداران را افزایش دهند.
نوع مطالعه: پژوهشي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1393/4/12 | پذیرش: 1394/6/28 | انتشار الکترونیک پیش از انتشار نهایی: 1400/4/9 | انتشار: 1400/4/10
دریافت: 1393/4/12 | پذیرش: 1394/6/28 | انتشار الکترونیک پیش از انتشار نهایی: 1400/4/9 | انتشار: 1400/4/10
فهرست منابع
1. 1. Hassanzadeh M. Consumer behavior in sports and sporting events. Tehran Honarabi; 2010
2. Moon Jc, Minor MS. Consumer Behavior. second ed. Tehran: Etihad; 2000
3. Broughton B, Lee J, Netheny R. The question: How big is the U.S. sports industry. Sports Business Journal. 1999:23-39.
4. Baade RA, Tiehen LA. An analysis of Major League Baseball attendance. Journal of Sport and Social Issues. 1990;14:14-32. [DOI:10.1177/019372359001400102]
5. Hansen H, Gautheir R. Factors affecting attendance at professional sporting events. Journal of sport management. 1989;3:15 - 32. [DOI:10.1123/jsm.3.1.15]
6. Moharramzadeh M. Sports marketing management. second ed. Orumieh: University Jihad; 2009.
7. dorandish m. The relationship between service quality, satisfaction and the desire of customers of bodybuilding clubs: Kharazmi University; 2011.
8. Kim Yk. Relationship Framework in Sport Management: How Relationship Quality Affects Sport Consumption Behaviors: University of Florida; 2008.
9. Jang D. Effects of word-of-mouth communication on purchasing decisions in restaurants: A path analytic study. Las Vegas: University of Navada; 2007.
10. Lee JH. Sport Marketing Strategies Through The Analysis of Sport Consumer Behavior and Factors Influencing Attendance: University of Minnesota; 2000.
11. Lera-López F, Rapún-Gárate M. Determinants of sports participation and attendance: differences and similarities. International Journal of Sports Marketing and Sponsorship. 2011;12(2):66-89. [DOI:10.1108/IJSMS-12-02-2011-B007]
12. Andrew DPS, Kim S, O'Neal N, Greenwell TC, James JD. The Relationship Between Spectator Motivations and Media and Merchandise Consumption at a Professional Mixed Martial Arts Event. Sport Marketing Quarterly. 2009;18:199-209.
13. Kim S, Greenwell TC, Andrew DPS, Lee J, Mahony DF. An Analysis of Spectator Motives in an Individual Combat Sport: A Study of Mixed Martial Arts Fans. Sport Marketing Quarterly. 2008;17:109-19.
14. Armstrong KL. Race and sport consumption motivations: A preliminary investigation of a Black consumers' sport motivation scale. Journal of Sport Behavior. 2002;25(4):309 - 30.
15. Byon KK, Cottingham M, Carroll MS. Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators. International Journal of Sports Marketing and Sponsorship. 2010;12(1):71-89. [DOI:10.1108/IJSMS-12-01-2010-B007]
16. Kim S, Andrew DPS, Greenwell TC. An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans. International Journal of Sports Marketing and Sponsorship. 2009;10(2):53-66. [DOI:10.1108/IJSMS-10-02-2009-B006]
17. Won J-u, Kitamura K. Motivational Factors Affecting Sports Consumption Behavior of K-league and J-league Spectators. International Journal of Sport and Health Science. 2006;4:233-51. [DOI:10.5432/ijshs.4.233]
18. Izzo GM, Munteanu C, Langford BE, Ceobanu C, Dumitru I, Nichifor F. Sport fans' motivations: an investigation of Romanian soccer spectators. Journal of International Business and Cultural Studies. 2011;5:1 - 13.
19. Hall J, O'Mahony B, Vieceli J. An empirical model of attendance factors at major sporting events. International Journal of Hospitality Management. 2010;29(2):328-34. [DOI:10.1016/j.ijhm.2009.10.011]
20. Caro LM, García J. Consumer Satisfaction with a Periodic Reoccurring Sport Event and the Moderating Effect of Motivations. Sport marketing quarterly. 2009;16:70-81.
21. Pease DG, Zhang J. Socio-motivational factors affecting spectator attendance at professional basketball games. International Journal of Sport Management. 2001;2:31-59.
22. Nemati n, Tojari F, Zarei A, Ashraf Ganjavi F. Testing the theoretical model of factors affecting the presence of Iranian football spectators. Sport Management Studies. 2012;13:107-22.
23. Ajdari M, Turkufar A, Moghaddasi M, Rostami AG. The effect of spectators' priorities on their attraction to Iranian Premier League matches. Abstract of Sports Management Articles Sixth National Conference of Physical Education and Sports Science Students of Iran. 2011:141.
24. Torkfar A, Tojari F, Zarei A, Ghafouri F. The effect of motivational factors on attracting fans to the matches of the Iranian Football Premier League (2007-2008). . Journal of Research in Sports Science. 2010;26:105 - 18.
25. Saatchian V, Elahi A, Nazemi M, Alizadeh A. Priorities of fans' bias factors and its relationship with their presence and support in the Iranian Football Professional League. Sports Management Studies. 2012;14:137 - 54.
26. Elmiri M, Naderian Jahromi M, Sultan Hosseini M, Nasrasfahani A, Rahimi M. Factors Influencing Soccer Spectators' Attendance in Professional Soccer Games in Iran. 2009;1(3):61-73.
27. Masoumi S. Investigating the motivations and factors affecting the presence of spectators in the football game. Tehran: Tarbiat Modares University; 2008.
28. Fallahi A. Study and prioritization of factors affecting the attendance of spectators of Iranian Premier League football matches with a marketing approach. Tehran: University of Tehran; 2008.
29. AlimMohammadi H. Development, validation and validation of tools for measuring the factors affecting the presence of spectators in the top leagues of football, basketball and volleyball. Tehran: Kharazmi University; 2011.
30. Khorshidi R. The Relationship between Factors Affecting Attendance and Consumption Behavior of Professional Football League's Spectators:
31. A Case Study of Esteghlal's and Perspolis's Spectators. Tehran: Kharazmi University; 2012.
32. Mahony DF, Nakazawa M, Funk DC, James JD, Gladden JM. Motivational Factors Influencing the Behaviour of J. League Spectators. Sport Management Review. 2002;5(1):1-24. [DOI:10.1016/S1441-3523(02)70059-4]
33. Swanson SR, Gwinner K, Larson BV, Janda S. Motivations of college student game attendance and word-of-mouth behavior: the impact of gender differences. Sport Marketing Quarterly. 2003;12(3):151-62.
34. Funk D, Mahony D, Nakazawa M, Hirakawa S. Spectator motives: Differentiating among objects of attraction in professional football. European Journal of Sport Management. 2000;7:51-67.
35. Funk D, Pastore DL. Equating attitudes to allegiance: The usefulness of selected attitudinal information in segmenting loyalty to professional sports teams2000. 51-67 p.
36. Yusof A, See L. Spectator Perceptions of Physical Facility and Team Quality: A Study of a Malaysian Super League Soccer Match. Research Journal of Internatıonal Studıes. 2008;8:132 - 40.
37. Shank MD. Sport Marketing, a Strategic Perspective: Prentice Hall; 1999.
38. Hu Anne W-l, Tang L-R. Factors Motivating Sports Broadcast Viewership with Fan Identification as A Mediator. Social Behavior And Personality. 2010;38(5):681-9. [DOI:10.2224/sbp.2010.38.5.681]
39. Kim YK, Trail G, Jaeko y. The influence of Relationship quality on sport consumption behaviors: An empirical examination of the Relationship quality. 2010North American society for sport management conference. 2010:239 - 40.
| بازنشر اطلاعات | |
 | این مقاله تحت شرایط Creative Commons Attribution-NonCommercial 4.0 International License قابل بازنشر است. |
