نوع مقاله : مقاله پژوهشی
نویسندگان
1 گیلان
2 دانشگاه گیلان
چکیده
هدف پژوهش بررسی پیامدهای مشارکت هواداران برای حامیان مالی باشگاه‌های منتخب (استقلال، پرسپولیس و تراکتورسازی) فوتبال لیگ برتر ایران بود. جامعه آماری تحقیق تماشاگران فوتبال سه باشگاه حرفه‌ای و پرطرفدار از تیم‌های لیگ برتر فوتبال ایران بود. روش نمونه گیری پژوهش تصادفی ساده و جهت تعیین حجم نمونه از جدول مورگان استفاده شد (422 نفر). برای گردآوری داده‌ها از پرسشنامه‌‌های کایل و همکاران و کوستس الکساندریس و همکاران بومی‌سازی و استفاده شد که پس از تأیید روایی صوری آن توسط 7 نفر از اساتید دانشگاهی، پایایی پرسشنامه مشارکت، قصد خرید، نگرش نسبت به حامی و تصویر حامی با آزمون آلفای کرونباخ به ترتیب 91/0، 85/0، 71/0 و 76/0 محاسبه شد. برای تجزیه‌وتحلیل اطلاعات از نرم‌افزار SPSS 20 و برای مدل‌سازی معادلات ساختاری از نرم‌افزار Smart PLS 3 استفاده گردید. نتایج نشان داد که مشارکت هواداران باشگاه‌های فوتبال با تصویر حامی مالی رابطه معنی‌داری دارد (17/11t-value = ، 63/0 = R) و همچنین مشارکت هواداران باشگاه‌های فوتبال با نگرش نسبت به حامی رابطه معنی‌داری دارد (67/4t-value = ، 319/0= R) ولی مشارکت هواداران باشگاه‌های فوتبال با قصد خرید از حامیان‌مالی رابطه معناداری ندارد (03/1t-value = ، 051/0= R) و همچنین تصویر حامی مالی با نگرش نسبت به حامی مالی رابطه معنی‌داری دارد (46/7t-value = ، 436/0= R) و تصویر حامی مالی با قصد خرید از حامی مالی رابطه معنی‌داری دارد (68/10 t-value = ، 644/0= R). در نتیجه مهم‌ترین بعد مشارکت، جذابیت می‌باشد و مشارکت هواداران از طریق متغیرهای نگرش نسبت به حامی و تصویر حامی به قصد خرید منجر می‌شود.
کلیدواژه‌ها
عنوان مقاله [English]
Structural Equation Modeling Consequences of Fan Participation for Sponsors of Selected Iranian Premier League Clubs
نویسندگان [English]
- Hamid Reza Goharrostami 1
- Mostafa Mollaei Nejad 2
- Hamidreza Karimi 2
1
2 university of Guilan
چکیده [English]
The purpose of this study was to The Study of Fans' Involvement Consequences to Selected Clubs' Sponsors of Iran Soccer Premier League. The research method was applied in a descriptive-correlational field. The statistical population included all fans of three popular teams from the Iranian Premier League (n=422). The sampling method was simple random research. in order to collect information, a questionnaire used by Kyle et al. (2003) and Alexanders et al. (2012) was used, after confirming its factual validity by 7 faculty members, the reliability of involvement, Purchase intention, Attitudes towards Sponsors and Sponsors Image with Cronbach’s alpha test were calculated 0/91, 0/85, 0/71 and 0/76 respectively.SPSS 20 and Smart PLS 3 software were used for data analysis. The results showed that fans involvement of football clubs involvement with a sponsor image have a significant relationship (t-value= 11/17) also fans involvement of football clubs involvement with a Attitudes towards Sponsors have a significant relationship(t-value= 4/67), but The involvement of fans of football clubs in a small amount leads to the purchase of sponsors and does not have a meaningful relationship(t-value =1/03) also The sponsor image has a meaningful relationship with the attitude toward the sponsor(t-value =7/46) and the sponsor image has a meaningful relationship with the purchase intention(t-value =10/68). As a result, the most important dimension of participation is attractiveness, and the participation of fans leads to the purchase intention through the variables of attitude towards the sponsor and the image of the sponsor.
کلیدواژه‌ها [English]
- Keyword: Sponsor Image
- Clubs' Sponsors
- Purchase Intention
- Fans' Involvement
- Attitude to Sponsors
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