نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران
2 استاد مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران
3 مدیریت ورزشی، دانشگاه رازی کرمانشاه
چکیده
شهرت مثبت تیم‌های ورزشی مهمترین دارایی نامشهودی است که تا حدودی موفقیت آنان را تعیین می‌کند. به همین جهت هدف پژوهش حاضر شناسایی تأثیر ابعاد شهرت تیم ورزشی بر هویت تیمی و قصد حضور تماشاگران فوتبال بود. روش پژوهش حاضر توصیفی – همبستگی بود. جامعه آماری پژوهش را اعضای کانال تلگرامی تیم پرسپولیس (1337926) تشکیل می‌دادند که تعداد 525 نفر از آنان به عنوان نمونه انتخاب شدند. برای اندازه‌گیری متغیرهای پژوهش از پرسشنامه استفاده شد که روایی صوری و محتوایی آن به وسیله متخصصان و همسانی درونی آنها از طریق آلفای کرونباخ تأیید و برای آزمون فرضیات از مدل معادلات ساختاری استفاده گردید. یافته‌ها نشان داد، عملکرد تیم (82/0)، مسئولیت اجتماعی تیم (76/0)، جهت‌گیری تماشاگر (70/0)، سنت تیم (44/0)، کیفیت مدیریت (37/0) و ثبات مالی (26/0) به ترتیب بیشترین تأثیر را بر هویت تیمی تماشاگران و هویت تیمی با ضریب رگرسیون برابر با 80/0 بر قصد حضور تأثیر داشتند. بنابراین تیم‌های ورزشی می‌توانند با توجه و تمرکز بر ابعاد شهرت تیم‌های ورزشی با تدوین و طراحی برنامه‌ها و استراتژی‌های لازم نه‌تنها موجبات رسیدن به شهرت بلکه ایجاد هویت تیمی و در نهایت افزایش قصد حضور تماشاگران را فراهم آورند.
کلیدواژه‌ها
عنوان مقاله [English]
The Influence of Dimensions of Sports Team Reputation on Team Identification and Football Spectators’ Attendance Intentions (Case study: Persepolis football team)
نویسندگان [English]
- Abed Mahmoعdian 1
- Saeed Sadeghi Boruojerdi 2
- Faridah Mahmoudian 3
1 PHD student sport managment, University of kurdistan, Sanandaj, Iran
2 Prefoser of Sport management, University of Kurdistan, Sanandaj, Iran
3 sport management, University of Razi
چکیده [English]
The positive reputation of the sport teams is the most important intangible asset that somewhat determines their success. Therefore, the purpose of this study was the The Influence of the dimensions of Sport Team Reputation on Team Identification and The spectators’ Attendance Intention. Present research’s method is descriptive - correlation. The population and sample of the research includes members of the Persepolis team's telegram channel (1337926). 525 people of them were randomly selected. For the measurement of the variables of the research, some questionnaires were used, that their formal and content validity was confirmed by the experts, and their internal consistency was confirmed through Cronbach's alpha, and the structural equation model was used for hypothesis test. The results showed that team performance (0.82), team social responsibility (0.76), Spectator-orientation (0.70), team tradition (0.44), management quality (0.37), and financial stability (0.26) had the most impact on team identity of the audience, and team identity with a 0.80 regression coefficient, had effected the attendance intention. Therefore, sport teams can focus on the dimensions of the reputation of the sport teams by formulating and designing necessary and new strategies and programs, not only to achieve reputation, but also to create team identity, and finally to increase the spectators’ intention of attendance.
کلیدواژه‌ها [English]
- Attendance Intention
- Spectators
- Sports Team Reputation
- Team Identification
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