نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه شهید بهشتی

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه تهران

چکیده

هدف پژوهش حاضر بررسی تأثیر محرکهای حسی موجود در ورزشگاه بر انگیختگی، رضایت و قصد بازدید مجدد تماشاگران فوتبال از ورزشگاهها بود. این پژوهش با توجه به هدف، کاربردی و ازنظر گردآوری دادهها، توصیفی ازنوع همبستگی بود که به‌صورت میدانی انجام شد. تمام تماشاگران مسابقات لیگ برتر فوتبال ایران جامعة آماری پژوهش را تشکیل دادند که حجم نمونه برابر با 200 نفر از تماشاگران مسابقات لیگ برتر فوتبال تعیین شد. ابزار اصلی گردآوری دادهها، پرسش‌نامة محققساخته‌ای شامل 31 گویه بود. برای تعیین روایی سازه از تحلیل عاملی اکتشافی و تحلیل عاملی تأییدی مرتبة اول استفاده شد. پایایی سؤال‌های پرسش‌نامه ازطریق آزمون آلفای کرونباخ بررسی شد. برای تجزیه‌و‌تحلیل دادهها و شناسایی ارتباط متغیرها با یکدیگر، از تحلیل مسیر در نرم‌افزار ایموس استفاده شد. یافتهها نشان داد که همة محرکهای حسی موجود در ورزشگاه باعث انگیختگی تماشاگران شدند. محرکهای حسی بویایی و شنوایی نیز باعث رضایتمندی تماشاگران شدند. بهطورکلی، محرکهای حسی باعث انگیختگی و رضایت، انگیختگی باعث رضایت و درنهایت، رضایتمندی تماشاگران منجر به قصد بازدید مجدد آنها از ورزشگاهها شدند. پیشنهاد می‌شود درصورت داشتن ورزشگاه اختصاصی، باشگاهها به این رویکرد نوین توجه ویژهای کنند یا درصورت نداشتن ورزشگاه میتوانند با استخدام تیمهای ویژة بازاریابی حسی، به‌صورت ویژه در زمان مسابقات در ورزشگاه برخی از محرکهای حسی را بهینه کنند یا به‌وجود آورند تا به‌این‌ترتیب، موجب افزایش انگیختگی، رضایت و قصد بازدید مجدد تماشاگران فوتبال شوند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Sensory Stimuli in Sport Stadium on Arousal, Satisfaction and Revisit Intention of Football Spectators

نویسندگان [English]

  • Seyed Emad Hoseini 1
  • Mohammad Poorkiani 1
  • Ali Afroozeh 2

1 Assistant Professor of Sport Management, Shahid Behehsti University

2 Ph. D. Student of Sport Management, University of Tehran

چکیده [English]

The aim of this study is to investigate the effect of sensory stimuli in sport stadium on arousal, satisfaction and revisit intention of football spectators. This is an applied and descriptive-correlational study. Population of research includes all football premier leagues of Iran spectators. Sample size determines 200 spectators of football premier leagues. Study tool include a researcher made questionnaire with 31 items. In order to determine validity, exploratory factor analysis and first order confirmatory factor analysis was used. In addition, the amount of reliability investigates with Cronbach’s alpha test. Finally, in order to identify the relationship between variable, path analyses ran in Amos software. Results showed that all sensory stimuli in the stadium causing arousal of spectators. And Sensory stimuli of smell and hearing were also cause satisfaction of spectator. In general, sensory stimuli causes arousal and satisfaction, arousal cause satisfaction, ultimately satisfaction leads to revisit intention. It is suggested that if clubs have their own stadium, pay attention to this new approach and if they haven’t stadium they can employee sensory marketing team to make these senses in match time to enhance arousal, satisfaction and revisit intention of football spectators.

کلیدواژه‌ها [English]

  • Quintuple Senses
  • Behavioral Responses
  • Football Spectators
  • Revisit Intention
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