2دانشجوی کارشناسی‌ارشد مدیریت ورزشی، دانشگاه شهید چمران اهواز
تاریخ دریافت: 24 آذر 1396،
تاریخ بازنگری: 10 اردیبهشت 1397،
تاریخ پذیرش: 15 اردیبهشت 1397
چکیده
در سالیان اخیر، تکواندوی بانوان در کشور رشد چشمگیری داشته است و همین امر موجب افزایش تعداد باشگاه‌های ورزشی و افزایش رقابت با سایر رشته های ورزشی شده است. موفقیت در چنین فضایی به شناسایی و توجه به انتظارات مشتریان نیاز دارد. هدف اصلی این پژوهش، شناسایی عوامل مؤثر در تقاضای بازار باشگاه‌های تکواندوی بانوان بود. جامعة آماری این پژوهش همة مشتریان بالای 14 سال باشگاه‌های تکواندوی بانوان در شهر اهواز بودند. با استفاده از روش نمونه‌گیری خوشه‌ای تصادفی، 119 نفر از ورزشکاران به‌عنوان نمونة آماری انتخاب شدند. ابزار پژوهش پرسش‌نامة تعدیل‌شدة ابعاد تقاضای بازار کیم و همکاران (2009) بود. پس از تأیید روایی توسط خبرگان (تعداد = نُه)، پایایی پرسش‌نامه ازطریق ضریب آلفای کرونباخ بررسی و تأیید شد. برای تجزیه‌وتحلیل داده‌ها از آمار توصیفی (میانگین، انحراف معیار، فراوانی، درصد و غیره) و آمار استنباطی (تحلیل عاملی اکتشافی و تأییدی) استفاده شد. یافته‌ها نشان داد که هفت عامل امتیازهای فردی، تجهیزات باشگاه، عملکرد باشگاه، دانش مربی، رفتار مربی، آشنایی با فرهنگ کرهای و فضای باشگاه بر تقاضای بازار باشگاه‌های تکواندوی بانوان تأثیرگذار هستند. باشگاه‌های تکواندوی بانوان برای آنکه بتوانند در فضای رقابتی موجود به بقا و همچنین، افزایش سهم خود از بازار کمک کنند، لازم است عامل‌ها و مؤلفه‌های شناسایی‌شده در این پژوهش را در برنامة کار خود قرار دهند.
Identification Factors Affecting the Market Demand of Women's Taekwondo Clubs
نویسندگان [English]
Amin Khatibi1؛ Mahshid Gholi Poor2
1Assistance Professor of Sport Management, Shahid Chamran University of Ahvaz
2M.Sc. Student of Sport Management, Shahid Chamran University of Ahvaz
چکیده [English]
In recent years, women’s taekwondo has grown dramatically in the country, and this increases the number of sports clubs and competition with other sport fields. Success in such space requires identification and consideration of customers’ expectations. The main purpose of this study was to identify factors affecting the market demand for women’s taekwondo clubs. The statistical population of this research includes all customers over 14 years of women’s taekwondo clubs in Ahvaz. Using randomized cluster sampling method, 119 athletes were selected as the statistical sample. The research tool was a modified questionnaire for market demand dimensions Kim et al (2009). After verifying the validity of experts (n=9), reliability of the questionnaire was verified by Cronbach’s alpha coefficient. Descriptive statistics (mean, standard deviation, frequency, percentage, etc.) and inferential statistics (exploratory and confirmatory factor analysis) were used to analyze the data. The findings showed that seven factors of individual privilege, club equipment, club performance, trainer’s knowledge, coach’s behavior, familiarity with Korean culture and club atmosphere affect the demand of women’s taekwondo clubs. Women’s taekwondo clubs need to put the identified agents and components in this research in their work plan, so that they can help to survive and increase their market share, in an existing competitive environment.
کلیدواژه‌ها [English]
Market Demand, Women, Taekwondo Clubs, Ahvaz
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