Dr Maryam Taherikia, Dr Alireza Elahi, Dr Hossein Akbari Yazdi,
Volume 12, Issue 23 (9-2022)
Abstract
In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Meanwhile, the variables that can have an impact on customers' purchase behavior have been considered. This study aimed to determine the causal relationship between relationship marketing and purchase behavior of spectators using structural equation modeling. For this purpose, two questionnaires including Kim’s relationship marketing and purchase behavior questionnaires (2008) were used. After confirming their validity and reliability, these questionnaires were distributed among the sample. Sample was consisted of 430 spectators who participated in Foolade_Shahr Stadium to watch the Sepahan’ games using Morgan table. The research method was statistical -correlational and it was based on the structural equation model. The results of path analysis showed that relationship marketing has an impact on purchase behavior of spectators (β= 0.043, p≤0.05). Considering the findings of this study, approaches can be provided to determine the strategy of relationship marketing and evaluate the impact of this strategy on purchase behavior of spectators- as the main customers of football clubs.
Dr Alireza Elahi, Mr Farhad Fathi,
Volume 13, Issue 25 (9-2023)
Abstract
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.
