نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد واحد تهران مرکزی
2 استاد مدیریت ورزشی مدیریت ورزشی، دانشگاه آزاد واحد تهران مرکزی
3 استادیار مدیریت ورزشی مدیریت ورزشی، دانشگاه آزاد واحد تهران مرکزی
چکیده
بخش‌بندی شرکت‌کنندگان ورزشی و آگاهی از اهداف مشارکت آن‌ها، همواره یکی از اهداف بازاریابان ورزشی بوده است. هدف از پژوهش حاضر، آزمون مدل مفهومی بخش‌بندی تماشاگران ورزشی با رویکرد مدل پیوستار روان‌شناختی و مقیاس ارزیابی و سیاهة فراغت جدی بود. تعداد ۶۷۰ مرد ۱۸ تا ۶۵ سال تماشاگر مسابقات فوتبال لیگ برتر، به‌صورت هدفمند، تصادفی و داوطلبانه، مقیاس اندازه‌گیری میزان مشارکت تماشاگران فوتبال بیتون و همکاران (۲۰۰۹) و مقیاس اندازه‌گیری متغیر پیامدهای مشارکت اسلیم گولد و همکاران (۲۰۰۸) را تکمیل کردند. یافته‌های معادلات ساختاری نشان داد که مدل مفهومی مبنی‌بر بخش‌بندی تماشاگران ورزشی، با استفاده از ترکیب دو مدل پیوستار روان‌شناختی (پی.سی.ام) و مقیاس ارزیابی و سیاهة فراغت جدی (اسلیم) دارای برازش بود. به‌طورکلی، می‌توان نتیجه گرفت که ترکیب دو مدل پیوستار روان‌شناختی و ارزیابی و سیاهة فراغت جدی می‌تواند برای بخش‌بندی تماشاگران ورزشی و آگاهی از اهداف مشارکت آن‌ها، جهت استفاده و راهنمایی بازاریابان و صاحبان باشگاه‌ها برای طراحی راهبردهای بازاریابی هدفمند و باهدف حفظ و ارتقای تماشاگران به‌سوی وفاداری به‌کار برده شود.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Examining the Conceptual Model of Sport Spectator Segmentation with PCM and SLIM Approach
نویسندگان [English]
- aliA Malekian 1
- Farshad Tojari 2
- Zahra Haji Anzahaei 3
1 Ph.D. Student of Sport Management, Azad University Central Tehran Branch
2 Professor of Sport Management, Azad University Central Tehran Branch
3 Assistant Professor of Sport Management, Azad University Central Tehran Branch
چکیده [English]
Segmenting of the sport participants and awareness of their participation goals has always been one of the targets of sport marketers. The aim of the present study is to examining the conceptual model of sport spectator segmentation with PCM and SLIM approach. 670 male football spectator in the age range of 18 to 65 years who watched premier league randomly and voluntary were completed measuring scale of participation football fans (Beaton et al, 2009) and measuring scale variation of participation outcomes (Gould et al, 2008).The results of constructive equations indicate that the conceptual model based on integration of psychological continuum model and serious leisure inventory and measure has a great fitness. In conclusion, the integration of psychological continuum model and serious leisure inventory and measure can use to Segmenting of the sport participants and awareness of their participation goals to guide researchers and marketers to design targeted marketing strategy.
کلیدواژه‌ها [English]
- consumer behavior
- Psychological Continuum Model
- Serious Leisure
- Football Spectator
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