نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی پژوهشگاه تربیت بدنی، تهران، ایران
2 استادیار مدیریت ورزشی دانشگاه خوارزمی، تهران، ایران
3 استادیار مدیریت ورزشی پژوهشگاه تربیت بدنی، تهران، ایران
چکیده
چکیده
اهمیّت ارزش ادراک شده در آثار متعدّد علمی و پژوهشی بازاریابی در طول سال‌های اخیر مورد توجّه قرار گرفته است. بر همین اساس مطالعات نشان می‌دهند مفهوم ارزش ادراک شده می‌تواند در روشن ساختن تصمیمات رفتاری مصرف‌کنندگان از جمله تماشاگران فوتبال مثمرثمر باشد. بنابراین در این مطالعه به شناسایی مؤلفه های اصلی ارزش ادراک شده تماشاگران فوتبال ایران پرداخته شد. روش این تحقیق کیفی بود که تا حد رسیدن به اشباع نظری از طریق مصاحبه با اساتید مدیریت بازاریابی ورزشی، مدیریت عمومی، مدیران اجرایی فوتبال کشور و تعدادی از تماشاگران انجام شد (31=n). همچنین از تکنیک سه سویه سازی به منظور بالا بردن اعتبار یافته ها استفاده شده است. نتایج شامل 213 کد باز است که در قالب 11 عامل مؤثر مؤلفه های اصلی ارزش ادراک شده تماشاگران فوتبال ایران دسته بندی شد. مؤلفه های اصلی ارزش ادراک شده شامل منافع و هزینه ها است. مؤلفه منافع شامل : منافع ناشی از محصول، منافع ناشی از خدمات، منافع شخصی، منافع ناشی از برند، منافع روانی و منافع اجتماعی و مؤلفه هزینه ها: شامل هزینه های مالی، هزینه های زمانی، هزینه های فیزیکی، هزینه های روانی و هزینه های اجتماعی می باشد. با توجه به اهمیت تماشاگران برای فوتبال کشور، سازمان های متولی فوتبال می توانند بر روی این مؤلفه ها برنامه ریزی کنند تا به پیامدهای مثبت ارزش ادراک شده تماشاگران نظیر افزایش وفاداری و رونق فوتبال کشور دست یابند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Qualitative Analysis of Spectators 's Perceived Value: A Case Study of Iran Football Premier League Spectators
نویسندگان [English]
- Fereshteh Sameie 1
- Alireza Elahi 2
- mostafa afshari 3
1 PhD Student in Sports Management, Physical Education Research Institute, Tehran, Iran
2 Assistant Professor of Sports Management, Kharazmi University, Tehran, Iran
3 Assistant Professor of Sports Management, Institute of Physical Education, Tehran, Iran
چکیده [English]
Qualitative Analysis of Spectators 's Perceived Value: A Case Study of Iran Football Premier League Spectators
Abstract:
the importance of perceived value in the various scientific and scholarly works of marketing has been considered in recent years. therefore, studies show that perceived value of perceived value can be effective in clarifying consumers' behavioral decisions, including football spectators. the aim of this study was to identify the main components of the perceived value of the iranian football spectators. The methodology of this research was qualitative to reach the level of theoretical saturation through interviews with the professors of sport marketing management, public administration, football executives and a number of spectators ( n=31 ). also three - way coupling technique is used to validate the validity of the findings. the results consist of 213 open codes, which were categorized in 11 effective factors of perceived value of perceived value of the iranian football spectators. the main components of perceived value include benefits and costs. The benefits include: product benefits, services benefits, personal benefits, image benefits, psychological benefits and social benefits and costs: including monetary costs, time costs, energy costs, psychological costs and social costs. according to the importance of spectators for the country 's football, football responsible organizations can plan on these components to achieve positive outcomes of perceived value of spectators, such as increasing the loyalty and prosperity of the country.
کلیدواژه‌ها [English]
- Perceived Value
- Spectators
- Cost-Benefit
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