دوره 11، شماره 21 - ( 4-1400 )
جلد 11 شماره 21 صفحات 16-1 |
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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: (3988 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
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