نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، دانشگاه نیشابور
2 دانشیار مدیریت ورزشی، دانشگاه فردوسی مشهد
3 دانشیار مدیریت ورزشی، دانشگاه صنعتی شاهرود
4 استاد آمار زیستی، دانشگاه تربیت مدرس
چکیده
هدف از انجام این پژوهش، تعیین نقش مسئولیت اجتماعی در نگرش هواداران نسبت به تیم در فوتبال ایران بود. روش پژوهش، توصیفی و ازنوع همبستگی بود. همة هواداران بالای 18 سال تیم‌های حاضر در لیگ برتر فوتبال ایران در فصل 95 ـ1394 جامعة آماری پژوهش را تشکیل دادند. حجم نمونه براساس روش تحلیل عاملی دو تا 10 برابر تعداد گویه‌های پرسش‌نامه انتخاب شد و درنهایت، تعداد 640 پرسش‌نامه تحلیل آماری شدند. داده‌های موردنیاز برای تحلیل مدل نظری با استفاده از چهار پرسش‌نامة مسئولیت اجتماعی (منتظری و همکاران، 2017)، تصویر تیم (چان، 2008)، وفاداری نگرشی (گلادن و فانک، 2001) و هویت تیمی (هییر و همکاران، 2011)، پس از گرفتن روایی (صوری، محتوا و سازه) و اعتبارسنجی گردآوری شدند. برای محاسبة پایایی ابزار از روش آلفای کرونباخ و برای تجزیه‌وتحلیل داده‌ها، از روش معادلات ساختاری استفاده شد. مدل معادلة ساختاری نشان داد که شاخص‌های کلی برازش مدل ساختاری در وضعیت مطلوبی قرار داشتند؛ بدین‌ترتیب، می‌توان بیان کرد که مسئولیت اجتماعی در فوتبال بر نگرش هواداران نقش مثبت و مؤثری دارد. به‌علاوه، اثر غیرمستقیم مسئولیت اجتماعی بر وفاداری نگرشی هواداران معنادار بود و دراین‌میان، تصویر تیم و هویت تیمی نقش میانجی ایفا کردند؛ براین‌اساس، مسئولیت اجتماعی دارای اثری مثبت هم به‌طور مستقیم و هم به‌طور غیر مستقیم بر ذهن و نگرش هواداران است؛ ازاین‌رو، به مدیریت تیم‌های ورزشی توصیه می‌شود علایق هواداران در مسائل و موضوع‌های اجتماعی را درنظر داشته باشند و طرح‌های مختلف مسئولیت اجتماعی را در برنامه‌های بلند مدت خود قرار دهند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
The Role of Social Responsibilities in Attitude of Iran Football Fans
نویسندگان [English]
- Amir Montazeri 1
- Mahdi Taleb Pour 2
- Reza Andam 3
- Anoshirvan Kazem Nejad 4
1 Assistant Professor of Sport Management, University of Neyshabur
2 Associate Professor of Sport Management, Ferdowsi University of Mashhad
3 Associate Professor of Sport Management, Shahrood University of Technology
4 Professor of Biostatistics, Tarbiat Modares University
چکیده [English]
The purpose of this study was determined the role of social responsibility in attitude of fans toward team in Iran football. The research method was descriptive - correlation. The statistical population of the study included all fans over 18 years old in the Premier League in 2015/16 season. Sample size based on factor analysis, 2 to 10-fold of the items was selected and finally, 640 questionnaires were analyzed. To analyze of conceptual model the data collected through four questionnaires of social responsibility (Montazeri and et al, 2017), team image (Chun, 2008), attitudinal loyalty (Gladden and Funk, 2001), and team identification (Heere and et al, 2011), after obtained the validity (face, content, and structure). To calculate reliability Cronbach’s alpha was used, and to analyze the data, structural equation modeling was used. The structural equation model showed that, overall indices of structural model were in good condition, thus, it was concluded that social responsibility in football had a positive and effective role on attitudes of fans. In addition, indirect effect of social responsibility in fans’ loyalty was significant, and meantime, the team image and team identification played the mediator role. Thus, social responsibility has positive direct and indirect effect on the mind and attitudes of fans. Therefore, it is recommended to manager of sport teams to consider the fans’ interest in social issues and various social responsibility initiatives putted in their long-term plans.
کلیدواژه‌ها [English]
- Identification
- Loyalty
- Brand Image
- Premier League
- Structural Equation Modeling
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