Mr Moosa Alizadeh, Dr Mehrdad Moharram Zadeh, Dr Alireza Elahi,
Volume 9, Issue 17 (9-2019)
Abstract
The aim of this study was to determine the effect of perceived value on loyalty and purchase behavior of Spectators. This study was a correlation research and in from field study. The study population consists of all spectators Tractor Club. Data was collected by 3 questionnaires. This questionnaires consist perceived value(sweeny,2008), loyalty(Mahoony,2000) and purchase behavior(2008) that after review of face and content validity by the sport marketing experts, questionnaires was applied in a pilot study and their reliability was confirmed by Cronbach’s alpha test (0.82, 0.88 & 0.74) was approved. In addition, construct validity (factor analysis) of the measurement tool was confirmed using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). Data were analyzed by descriptive statistics (Frequency, Mean and Standard deviation) and inferential statistics (Pearson correlation test, K-S, leven, simple linear regression, structural equation modeling). The results showed that among the perceived value, loyalty and purchase behavior, positive significant relationship exists. Generally about 35% of the variance of Loyalty and about 31% of the variance of the components of the consumption behavior could be determined by Perceived Value. Therefore, the club managers simply due to this factor can cause the greater satisfaction of spectators in the stadium and the resulting profit achieved for the club.
Mr Zeinolabedin Rezaei, Dr Abbas Khodayari, Dr Mehdi Kohandel,
Volume 12, Issue 24 (12-2022)
Abstract
In this study, some predictions and consequences of football fans' engagement have been examined. The present research is applied in terms of purpose and in terms of how to collect descriptive information of correlation type. To collect the required data, Persepolis football team fans (n = 220) were considered as a statistical sample and completed the electronic questionnaires voluntarily. To collect data from six questionnaires; Team Quality Questionnaire Zhang et al. (1997), Communication Quality Questionnaire Nyadzayo et al. (2015), Emotional Satisfaction Questionnaire Reynolds & Beatty (1999), Perceived Value Questionnaire Daniel Sweeney (2008), Engagement Questionnaire Researcher-made, Behavioral Questionnaire Kim (2008) has been used. The results of structural equation modeling showed that team quality affects emotional satisfaction and engagement of fans, but relationship quality only affects engagement. The relationship between emotional satisfaction and fan engagement as well as the relationship between engagement and behavioral intentions was positive and significant. The role of positive mediation of emotional satisfaction on the relationship between team quality and fan engagement was confirmed. Also, Perceived value moderated the causal relationship between relationship quality and emotional satisfaction. According to the results, it is suggested that the clubs, by improving the quality of their team and relationship with the fans, create a permanent engagement for them so that they can increase their intention to re-presence and word of mouth spread.
Neda Karimi, Alireza Elahi, Hossein Akbari Yazdi,
Volume 100, Issue 100 (10-2020)
Abstract
This study aimed to investigate the role of mediator of overall and emotional satisfaction in the relationship between perceived value and behavioral intentions of spectators in the Premier League. This is an applied and correlational study with structural equation modeling approach.The statistical population consist of the spectators present at Azadi Stadium (96-97). A sample of 383 people was selected through Non-random voluntary sampling. For data collection, a standard questionnaire was used. SPSS and Smart PLS softwares were used for data analysis. The findings of the study showed that Perceived value indirectly has a significant relationship with emotional satisfaction on behavioral intentions and according to the VAF index, it can be concluded that emotional satisfaction has a %48 mediator role between perceived value and spectator’s behavioral intention. While the mediator role of overall satisfaction in relation between perceived value and behavioral intentions of spectators is not significant. The findings imply that emotional satisfaction plays an important role in shaping the behavioral intentions of the spectators, and that sport authorities and marketers can by appropriate planning, implement emotion-making agents for the satisfaction of the spectators. in order to reinforce the behavioral intention.
