Volume 13, Issue 25 (9-2023)
JRSM 2023, 13(25): 205-222 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Elahi A, Fathi F. Factor Affecting Attendance of Iranian Spectator in Volleyball World League and its’ Relationship to their Purchase Behavior. JRSM 2023; 13 (25) :205-222
URL: http://jrsm.khu.ac.ir/article-1-3326-en.html
URL: http://jrsm.khu.ac.ir/article-1-3326-en.html
1- Kharazmi University
Abstract: (2716 Views)
The Present Study has Disburse to Determine the Factors Affecting Attendance of Iranian Spectator in Volleyball World League and its Relationship to their Purchase Behaviors. This Study was a Correlation Research and in form of Field Study. To Collect Data Standardized Questionnaires Factors Affecting Attendance’s Alimohammadi (1390) and Purchase Behavior’s Kim (2008) between Samples (n=372) were Collected and Distributed. The Opinions of Professors and Experts in the field of Sport Management Was Used to Ensure Renewed of Validity of Questions and Items that Used to Measurement the Implications of the Study. The Reliability of the Instrument Was Approved by Using Cronbach's alpha Coefficient in order for the Questionnaires Factors Affecting Attendance and Purchase Behavior Was 0/85 and 0/70. The Results Showed that Vicarious Achievement, Information and Attraction and Excitement were the most Important in Factors Affecting Attendance Spectator and in front of the Facilities, Attending and Support, Scheduling and Inform were the least Important. Results also Showed that the Attending and Support (t=4.44 and β=0.243), Operation (t=2.102 and β=0/117) and Excitement (t=2.43 and β=0/136) has a significant causal relationship with the Purchase Behavior. Considering to the Findings of Research on the Factors Affecting Attendance Spectator could be Provide Guidelines for the Management of the Federation in Attractant Spectators.
Keywords: Sport Marketing, Factors Attendance, Purchase Behavior, Spectator, Volleyball World League
Type of Study: Research |
Subject:
sport management
Received: 2023/10/28 | Accepted: 2023/09/11 | Published: 2023/09/11
Received: 2023/10/28 | Accepted: 2023/09/11 | Published: 2023/09/11
References
1. 1- مال هارترا، نارش، (1378)، تحقیقات بازاریابی، مترجم محمود زنجانی، تهران، چاپ اول، انتشارات سازمان مدیریت صنعتی.
2. حسن زاده، مهرداد، (1389)، رفتار مصرف کننده در ورزش و رویدادهای ورزشی، هنر آبی، تهران.
3. ساعت چیان، وحید؛ علیزاده، ابوالفضل؛ الهی، علیرضا. (1392). مقایسه انگیزه های وفاداری، سابقه حمایت و میزان حضور هواداران باشگاه های پرطرفدار لیگ حرفه ای فوتبال ایران. پژوهش در مدیریت ورزشی و رفتار حرکتی، سال سوم، شماره 6، ص: 136-123.
4. ساعت چیان، وحید؛ الهی، علیرضا؛ ناظمی،مهدی؛ علیزاده، ابوالفضل. (1391). اولویت های عوامل جانب داری هواداران و ارتباط آن با میزان حضور و حمایت آن ها در لیگ حرفه ای فوتبال ایران. مجله مطالعات مدیریت ورزشی، شماره 14، ص 154-137.
5. فلاحی، احمد؛ اسدی دستجردی، حسن؛ خبیری، محمد. (1389). "مطالعه اکتشافی عوامل موثر بر حضور تماشاچیان لیگ برتر فوتبال ایران". مجله مطالعات مدیریت ورزشی، شماره 7، ص 52-33.
6. خورشیدی، رضا. (1391). ارتباط عوامل موثر بر حضور با رفتار خرید تماشاگران لیگ حرفه ای فوتبال: مطالعه موردی تماشاگران استقلال و پرسپولیس. پایان نامه انتشار نیافته کارشناسی ارشد. دانشکده تربیت بدنی دانشگاه خوارزمی.
7. المیری، مجتبی؛ نادریان جهرمی، مسعود؛ سلطان حسینی، محمد؛ نصر اصفهانی، علیرضا؛ رحیمی، محمد. (1388). بررسی عوامل موثر بر حضور تماشاگران فوتبال در ورزشگاه ها. مدیریت ورزشی، شماره 3، ص: 73-61.
8. مون، جان. سی. و مینور، میچل. اس. (2000). رفتار مصرف کننده. ترجمه: عباس صالح اردستانی و محمدرضا سعدی. اتحاد-جهان نو. چاپ دوم. تهران. 1388.
9. حسن زاده مهرداد. بازاریابی ورزشی. چاپ اول. انتشارات پرسمان ؛ 1384.
10. علیمحمدی حسین (1390). ساخت، اعتباربخشی و پایاسازی ابزار سنجش عوامل مؤثر بر حضور تماشاگران لیگهای برتر فوتبال، بسکتبال و والیبال ایران، رساله چاپ نشده دکتری مدیریت ورزشی. دانشکده تربیت بدنی دانشگاه خوارزمی.
11. علیمحمدی، تندنویس فریدون، هادوی سیده فریده (1393). ساخت، اعتباربخشی و پایاسازی ابزار سنجش عوامل مؤثر بر حضور تماشاگران لیگهای برتر فوتبال، بسکتبال و والیبال ایران. مطالعات مدیریت ورزشی، 6 (22)؛ ص: 173-88.
12. Sang w, B. (2003). Attitudes, Interests and Sport Spectator Profiling: Variables Affecting Game Attendance in NHL Franchise, unpublished dissertation, the University of British Columbia.
13. Hansen, H., Gautheir, R. (1992). Factors affecting attendance at professional sporting events, Journal of sport management journal of sport management, 3(1), PP: 15-32. [DOI:10.1123/jsm.3.1.15]
14. Armstrong, K, L., Peretto S, T, M. (2004). Market analyses of race and sport consumption, Sport Marketing Quarterly, 13 (1), PP: 7-16.
15. Lee, S. H. (2001). Factors affecting game attendance decision of volleyball fans in Korea, The Journal of Physical Education, 40(2), PP: 469-479.
16. Izzo, G., Martin, M., Corneliu, L., Barry E., Ceobanu, C., Dumitru, I,. Nichifor, F. (2011). Sport fans' motivation: an investigation of Romanian soccer spectators, Journal of International Business and Cultural Studies, 5, PP: 1-13.
17. Won, J, UK., Kitamura, k. (2006). Motivation Factors Affecting Sport Consumption Behavior of K-league and J-league Spectator, International Journal of Sport and Health Science, 4, PP: 233-251. [DOI:10.5432/ijshs.4.233]
18. Deschriver, T.D., Jensen P.E. (2002). Determinants of spectator attendance at NCAA Division II football contests, Journal of Sport Management, 16, PP: 311-330. [DOI:10.1123/jsm.16.4.311]
19. Woo, B., Trail, G, T., Kwon, H, H., Anderson, D. (2009). Testing Models of Motives and Points of Attachment among Spectators in College Football, Sport Marketing Quarterly, 18, PP: 38-53.
20. Greenwell, T. C., Lee, J., Naeger, D. (2009). Using the critical incident technique to understand critical aspects of the minor league spectator's experience, Sport Marketing Quarterly, 16(4), 190-198.
21. Bronvold, S. E., Pan, D. W., Gabert, T. E. (2007). Effects of winning percentage and market size on attendance in minor league baseball, Sport Marketing Quarterly, 6(4), PP: 35-42.
22. Abel, C., Sandra, E. (2007). An exploratory study of spectators' motivation in football, Sport Management and Marketing, 2, PP: 5-6. [DOI:10.1504/IJSMM.2007.013968]
23. Kim, S., Greenwell, C., Andrew, D. P. S., Lee, J., Mahony, D. F. (2008). An analysis of spectator motives in an individual combat sport: A study of mixed martial arts fans, Sport Marketing Quarterly, 17, PP: 109-119.
24. Swanson, S., Gwinner, K., Larson, B., Janda, S. (2009). Motivations of college student game attendance and word-of-mouth behavior: The impact of gender differences, Sport Marketing Quarterly, 12, PP: 151-162.
25. Lee, Joung. (2006). Sport Marketing strategies:Analysis of sport consumer behavior and factor influence attendance, University of Minnesota.
26. Mc Donald, H., Neager, D. (2008). Sport spectator consumer behavior, Sport marketing Quarterly, 21, PP: 25 - 33.
27. Lim, H. T., Kim, C. J. (2009). Effects of decision making factors of professional sports spectators on their repurchase intention, The Journal of Physical Education, 43 (6), PP: 779-787.
28. Ross, S. D. (2007). Segmenting sport fans using brand associations: A cluster analysis, Sport Marketing Quarterly, 16, PP: 15-24.
29. Lee, D., Trail, G, T. (2012). Confirmatory Analysis of the Athletic Team Merchandise Model, Measurement in Physical Education and Exercise Science, 16, PP: 101-118. [DOI:10.1080/1091367X.2012.657555]
30. McDonald, M. A., Milne, G. R., Hong, J. (2002). Motivational factors for evaluating sport spectator and participant markets, Sport Marketing Quarterly, 11, PP: 100-113.
31. Trail, G. T., Anderson, D. F., Fink, J. (2009). A theoretical model of sport spectator consumption behavior, International Journal of Sport Management, 1, PP: 154-180.
32. Kim, Y, K. (2008). Relationship framework in sport management: How relationship quality affects sport consumption behaviors, Doctoral Dissertation, University of Florida, 164 pages.
33. Robinson, M.J., Trail, G.T, (2005). Relationships among spectator gender, motives, points of attachment, and sport performance, Journal of Sport management, 19, PP: 58-80. [DOI:10.1123/jsm.19.1.58]
34. Byon, K, k., Cottingham, l., Carroll, M, S. (2010). The Influence of Spectator Motivation Factors on Sport Consumption Behaviors of Wheelchair Rugby Spectators, International Journal of Sport Marketing & Sponsorship, PP: 76-94. [DOI:10.1108/IJSMS-12-01-2010-B007]
35. Kim, S. Andrew, P. S., Greenwell, C. (2009). An analysis of spectator motives and media consumption behavior in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans, International Journal of Sports Marketing & Sponsorship, 10 (2), PP: 157-170. [DOI:10.1108/IJSMS-10-02-2009-B006]
36. Krejcie, R, V., Morgan, D, W. (1970). Determining sample size for research activities, Educational and psychological measurement, PP: 607-610 [DOI:10.1177/001316447003000308]
37. Field, A. (2013). Discovering statistics using IBM SPSS statistics. Sage Publications.
38. Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
39. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.) Upper Saddle River, NJ: Prentice Hall.
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
