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
2. Bornstein, M. H. (1987). Perceptual categories in vision and audition. In S. Harnad (Ed.), Categorical perception: The groundwork of cognition (287-300). Cambridge: Cambridge University Press.
3. Bigné, J. E., Andreu, L., & Gnoth, J. (2005) The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26, 833-44.
4. Chalip, L. (1992). The construction and use of polysemic structures: Olympic lessons for sport marketing. Journal of Sport Management, 6, 87–98.
5. Chung, K. S., Ryu, D. S., Green, B. C., & Kang, H. M. (2015). The effects of sensory stimuli on motorsports spectators. International Journal of Sports Marketing and Sponsorship, 16(5), 36-55.
6. Dehghan Ghahfarokhi, A., Khezri, A., Alidoost, E., & Hemayattalab, R. (2010). The investigation of motives in fans of national football team of Iran. Journal of Sport Management, 6, 153-68. (Persian).
7. Elahi, A., & Pouraghaee, Z. (2004). The study of Iran football stadiums in comparison with European standards. Harakat Journal, 19, 63-79. (Persian).
8. Elmiry, M., Naderian Jahrimi, M., Soltanhosseini, M., & Nasre Esfehani, A. (2009). Factors influencing soccer spectators' attendance in professional soccer games in Iran. Journal of Sport Management, 3, 73-61. (Persian).
9. Fallahi, A., Asadi, H., & Khabiri, M. (2009). The comparison of factors affecting casual, regular and enthusiastic spectators’ attendance at football pro-league matches. Journal of Sport Management, 2, 247-516. (Persian).
10. Ghorbani, M. (2015). Evaluate the process of spectators’ attendance and economic impacts of the professional football league of Iran. (Unpublished master's thesis). Shahid Beheshti University, Iran. (Persian).
11. Gobe, M. (2010). Emotional branding (Second Edition). The new paradigm for connecting brands to people. New York: Skyhorse Publishing, Inc.
12. Ha, H. Y., Janda, S., & Muthaly, S. K. (2010). A new understanding of satisfaction model in e-re-purchase situation. European Journal of Marketing, 44(7/8), 997-1016.
13. Hansen, H., & Gautheir, R. (1992). Factors affecting attendance at professional sporting events. Journal of Sport Management Journal of Sport Management, 3(1), 15-32.
14. Hasanovic, M. (2013). How do sensory cues and trust affect the customer experience? (Master's thesis). Iinnaes University, Sweden.
15. Hesami, L., Jalalifarahani, M., & Soleimani, K. (2014). The investigation of the state of safety in stadiums of Iran professional football league. Journal of Sport Management, 2, 343-59. (Persian).
16. Hosseini, S., Pourkiani, M., & Afroozeh, A. (2016). The effects of sensory marketing dimensions on increasing the football clubs’ fans of Iran’s premier league. 9th International Conference on Physical Education, Tehran. Iran. (Persian).
17. Hultén, B., Broweus, N., & Van Dijk, M. (2009). Sensory marketing. London: Palgrave Macmillan.
18. Jee-Hyun, H., & Jin-Wook, H. (2010). Influence of affective reaction, cognition, spectator satisfaction, psychological commitment on intention to attend future games to a collegiate sports team. Journal of Sport and Leisure Studies, 39, 223-37.
19. Kwak, D. H., Kim, Y. K., & Hirt, E. R. (2011). Exploring the role of emotions on sport consumers’ behavioral and cognitive responses to marketing stimuli. European Sport Management Quarterly, 11, 225-50.
20. Lee, S., Lee, H. J., Seo, W. J., & Green, B. C. (2012). A new approach to stadium experience: The dynamics of sensoryscape, social interaction, and sense of home. Journal of Sport Management, 26, 490-505.
21. Liégeois, M., & Rivera, C. (2011). Sensory marketing on the natural cosmetics market: The impact on generation X and generation Y. (Bachelor dissertation). School of Business an Engineering, Halmstad University, Sweden.
22. Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20, 451-66.
23. Naghdi, Y., Kaghazian, S., & Afsharpey, A. (2013). Analysis of the economic factors affecting income of football clubs (Selected World Clubs). Journal-Specialized Economic Development and Planning, 1, 21-43. (Persian).
24. Nemati, N., Tejari, F., Zaree, A., Ganjavi. F. (2012). Test theoretical models of the factors affecting the football fans in Iran. Sport Management Studies, 13, 107-22. (Persian).
25. Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd Edition). New York, NY: M. E. Sharpe.
26. Peck, J., & Childers, T. L. (2003). Individual differences in haptic information processing: The “need for touch” scale. Journal of Consumer Research, 30(3), 430-42.
27. Riviere, J. (2008). The concept of sensory marketing. (Master's thesis). Halmsat University, Sweden.
28. Saatchian, V. (2011). Marketing barriers to absorption and development of professional league of football club. (Unpublished master's thesis). Kharazmi University, Iran. (Persian).
29. Stevens, J. P. Applied multivariate statistics for the social sciences, 4th (Eds), Mahwah, NJ: Lawrence Erlbaum Associates. 2002
30. Taylor, I. (1991). English football in the 1990s: Taking Hillsborough seriously? In J. William & S. Wagg (Eds.), British football and social change (3-24). Leicester, UK: Leicester University Press.
31. Tomono, A., Kanda, K., & Otake, S. (2011). Effect of smell presentation on individuals with regard to eye catching and memory. Electronics and Communication in Japan, 94, 9-19.
32. Uhrich, S., & Benkenstein, M. (2010). Sport stadium atmosphere: Formative and reflective indicators for operationalizing the construct. Journal of Sport Management, 24(2), 211-37.
33. Uhrich, S., & Koenigstorfer, J. (2009). Effects of atmosphere at major sports events: A perspective from environmental psychology. International Journal of Sports Marketing and Sponsorship, 10(4), 56-75.
34. Wakefield, K. L., & Blodgett, J. G. (1999). Customer response to intangible and tangible service factors. Psychology and Marketing, 16, 51-68.
35. Warren, C. J. (2011). Understanding the impact of core product quality on customer satisfaction, team identification, and service quality, University of Minnesota.
36. Yoshida, M., & James, J. D. (2010) Customer satisfaction with game and service experiences: Antecedents and consequences. Journal of Sport Management, 24, 338-61.
)