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ارائة مدل کیفیت وب‌سایت‌های ورزشی با وفاداری الکترونیک در دانشجویان تربیت‌بدنی: نقش میانجی رضایت الکترونیک و تجربة خوشایند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشگاه کردستان

2 دانشجوی کارشناسی‌ارشد بازاریابی ورزشی، دانشگاه کردستان

چکیده

در تجارت الکترونیک، کیفیت ارائة خدمات الکترونیک برای جلب رضایت کاربران اهمیت بسیاری دارد؛ زیرا، می‌تواند باعث وفاداری کاربران شود. هدف از انجام این پژوهش، شناسایی عوامل اثرگذار بر وفاداری الکترونیک کاربران بود. پژوهش حاضر، توصیفی و ازنوع همبستگی و روش اجرا به‌صورت میدانی بود. جامعة آماری پژوهش همة دانشجویان تربیت‌بدنی مقاطع کارشناسی و تحصیلات تکمیلی بودند. برای اندازه‌گیری متغیرهای پژوهش از پرسش‌نامه‌های استاندارد کیفیت وب‌سایت‌های ورزشی، رضایت الکترونیک، وفاداری الکترونیک و تجربة خوشایند استفاده شد. برای بررسی روایی صوری از نظرهای متخصصان و برای بررسی روایی محتوایی از مدل لاشه و پایایی آلفاکرونباخ استفاده شد. برای تحلیل داده‌ها از روش‌های آمار توصیفی و استنباطی مناسب (مدل معادلات ساختاری) استفاده شد. یافته‌ها نشان داد که کیفیت خدمات بر وفاداری الکترونیکاثر داشت و کیفیت خدمات ازطریق میانجی‌های رضایت و تجربة خوشایند بر وفاداری الکترونیک اثر داشت. به‌طورکلی، یافته‌ها نشان می‌دهد که هراندازه کیفیت وب‌سایت‌های ورزشی بالاتر باشد، میزان وفاداری الکترونیک نیز بیشتر خواهد شد. نقش تجربة خوشایند و رضایتمندی الکترونیک نیز به‌عنوان میانجی دربین آن‌ها همین وضعیت را دارد و اثری مثبت دراین‌خصوص ایفا می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Providing Sport Website Quality Modeling with E-Loyalty in Physical Education Students: Mediating Role of E-Satisfaction and Flow Experience

نویسندگان [English]

  • Sardar Mohammadi 1
  • Ali Abiar 2

1 Associate Professor of Sport Management, University of Kurdistan

2 M.A. in Sport Marketing, University of Kurdistan

چکیده [English]

In e-commerce, the quality of providing e-services is important for satisfaction of users, because it can lead to user’s loyalty. The purpose of this study was to identify the affective factors on the user's e-loyalty. The statistical population of the study included all undergraduate and graduate students of physical education (N = 260). To measure the variables of the research, standard questionnaires of quality of sports websites, e-satisfaction, e-loyalty and flow experience were used. To formal validity survey, experts opinion and to content validity, carcass model (CVR=0/78) and Cronbach's Alpha reliability were used. In order to analyze the data, suitable descriptive and inferential statistic methods (structural equation model) were used. The findings showed that the service quality effects on e-loyalty through e-satisfaction mediators and a flow experience (32%). Generally, the findings showed that the higher quality of sports websites, the greater level of e-loyalty. The role of the flow experience and e-satisfaction as a mediator between them are the same and have a positive effect on this.

کلیدواژه‌ها [English]

  • Sports Websites Quality
  • E-Satisfaction
  • E-Loyalty
  • Flow Experience
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مطالعات مدیریت ورزشی
دوره 11، شماره 55
مرداد و شهریور 1398
مرداد و شهریور 1398
صفحه 209-230
فایل ها
سابقه مقاله
  • تاریخ دریافت: 08 مرداد 1397
  • تاریخ بازنگری: 12 دی 1397
  • تاریخ پذیرش: 17 دی 1397
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