نوع مقاله : مقاله پژوهشی

نویسندگان

1 باشگاه پژوهشگران جوان و نخبگان

2 دانشگاه شهید باهنر کرمان،مدیر بخش

چکیده

پژوهش حاضر با هدف شناسایی مؤلفه‌های تعاملی مؤثر بر بازدید مجدد هواداران از وب-سایت باشگاه‌های منتخب لیگ برتر فوتبال ایران انجام شد. روش پژوهش از نوع پیمایشی بود که جمع‌آوری اطلاعات به صورت اینترنتی انجام شد. جامعه آماری این پژوهش شامل هواداران به عضویت درآمده در وب‌سایت باشگاه‌های استقلال، پرسپولیس، تراکتورسازی، داماش و سپاهان (26000N=) بودند که در فروردین و اردیبهشت 1391 مورد بررسی قرار-گرفتند. از جامعه یاد ‌شده 325 نفر حاضر به همکاری با این پژوهش شده و نمونه تحقیق را تشکیل دادند. برای جمع‌آوری اطلاعات از پرسش‌نامه محقق ساخته‌ای استفاده شد. روایی صوری و محتوایی پرسش‌نامه بر اساس نظر متخصصین مدیریت ورزشی تأیید گردید و پایایی درونی آن از طریق آلفای کرونباخ 9/0 تعیین شد. از آزمون تی تک‌نمونه‌ای جهت تجزیه و تحلیل فرضیه‌های پژوهش استفاده شد. یافته‌های پژوهش نشان داد که مؤلفه‌های تعاملی از جمله فرصت‌های تعامل با مدیران یا مربیان، بازیکنان و سایر هواداران روی وب-سایت، ابزارهای ترویجی خاص، خوراک‌های اطلاعاتی و شخصی‌کردن صفحات خانگی و ایمیل بر بازدید مجدد هواداران از وب‌سایت باشگاه‌های لیگ برتر فوتبال ایران تأثیر معناداری دارد. بنابراین می‌توان بیان کرد که درک نیازهای هواداران وفادار برای موفقیت وب‌سایت باشگاه‌های فوتبال از ضروریات است.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying Affected Interactive Components on Fans Revisiting the Selected Websites of Football Clubs in Iranian Premier Football League

نویسنده [English]

  • leila heidari 1

چکیده [English]

This study aimed to identify interactive components affecting fans revisiting the selected websites of football clubs in Iranian Premier Football League. The research method from point of the nature was survey research and data were gathered through internet method. The statistical population consisted of the fans that were members of clubs website: Esteghlal, Perspolis, Tractorsazi, Damash & Sepahan (N=26000) in March and April months of the year 2012. The number of 325 participated in the research as the statistical sample. The internet questionnaire used to collect information. The face and content validity of the questionnaire from the perspective of sport management experts was confirmed and reliability of the questionnaire was assessed by Cronbach's alpha and α=0.9 was determined. Single-sample t-test was used to analyze the research hypotheses. Findings showed interactive components such as opportunities to interact with manager or coaches, players and other fans on website, information feeds, special promotions tools and customization homepage and email have a significant impact on revisiting the websites of football clubs in Iranian Premier Football League. Understanding the needs of loyal fans is the key element to the success of any sport organization.

کلیدواژه‌ها [English]

  • Interactive Components
  • Fans
  • Website
  • Football Clubs
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