نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تهران

2 کارشناس‌ارشد مدیریت ورزشی، مدرس دانشگاه جیرفت

چکیده

هدف از پژوهش حاضر، تأثیر جهت‌گیری انگیزشی خودمختاری و کنترلی بر وفاداری به تیم در بینندگان تلویزیونی رقابت‌های فوتبال بود. بدین‌منظور، 400 نفر از افراد در‌دسترسی که رقابت‌های فوتبال باشگاهی کشورهای اروپایی را در فصل 2016ـ2015 از تلویزیون تماشا می‌کردند، به‌عنوان نمونۀ آماری انتخاب شدند. برای سنجش انگیزۀ تماشای بازی‌ها از پرسش‌نامۀ علاقۀ ورزشی فانک و همکاران (2002) و مقیاس اس. پی. ای. ای. دی فانک و همکاران (2012) استفاده گردید و به‌منظور سنجش وفاداری به تیم از پرسش‌نامۀ نیل و فانک (2006) بهره گرفته شد. علاوه‌براین، برای تحلیل داده‌ها از مدل‌سازی معادلات ساختاری استفاده شد. نتایج نشان می‌دهد که جهت‌گیری انگیزشی خودمختاری و کنترلی، نیازهای متفاوتی را در مصرف‌کنندگان رسانه‌ای ورزش برآورده می‌کنند. همچنین، مشاهده می‌شود که جهت‌گیری انگیزشی خودمختاری، تأثیر معناداری بر وفاداری به تیم دارد؛ اما، تأثیر جهت‌گیری انگیزشی کنترلی بر وفاداری به تیم معنادار نمی‌باشد؛ بنابراین، برای شناسایی طرفداران وفادار بهتر است جهت‌گیری انگیزشی آن‌ها مورد‌توجه قرار گیرد. 

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Autonomy and Control ‎Motivation Orientations ‎on Team Loyalty ‎in TV Viewers of Football Competitions

نویسندگان [English]

  • Mohammad Maziyari 1
  • Mohammad Salari Mohammad Abad 2

1 PhD Student of Sport Management, Tehran University

2 M.Sc. of Sport Management, Lecturer in Jiroft ‎University

چکیده [English]

The aim of this study is to investigate the effect of autonomy and control ‎motivation ‎orientations on team ‎loyalty ‎in TV ‎viewers of football competitions. 400 available persons among TV viewers of European club football ‎competitions in 2015-2016 were selected as samples of this study. Motivation of the viewers was measured by ‎Sport Interest Inventory of Funk et al (2002), and SPEED scale of Funk et al (2012), and team loyalty was ‎measured by questionnaire‎ of Neale and Funk (2006). Structural Equation Modeling was used to analysis the ‎data. ‎‏ ‏Results showed‎ that autonomy and control ‎motivation ‎orientations has satisfy different needs of sport ‎media consumers. Also, ‎ results showed that autonomy ‎motivation ‎orientation‎ significantly affected team loyalty ‎‎. But, control ‎motivation ‎orientation no‎ significant ‎effect on team loyalty. Thus, ‎to identify loyal fans, it would be better ‎ considered their motivation orientation‎.‎

کلیدواژه‌ها [English]

  • Motivation
  • Football Viewers
  • media
  • Sport Consumers
  • Loyalty
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