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تأثیر نشانه‌های محیطی وب‌سایت بر قصد بازدید مجدد هواداران، با تأکید بر نقش میانجی حالات درونی و احساسی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد مدیریت ورزشی، دانشگاه کردستان

2 استادیار مدیریت ورزشی، گروه تربیت بدنی، دانشکده علوم انسانی، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران

3 دانشجوی دکتری مدیریت بازاریابی ورزشی، دانشگاه کردستان

4 دکتری مدیریت ورزشی، دانشگاه علوم انتظامی امین

چکیده

این پژوهش با هدف بررسی تأثیر نشانه­های محیطی وب­سایت بر قصد بازدید مجدد هواداران با تأکید بر نقش میانجی حالات درونی و احساسی انجام شد. پژوهش حاضر از لحاظ هدف، کاربردی و از حیث جمع­آوری داده­ها در زمرة پژوهش­های توصیفی-پیمایشی قرار داشت. همة هواداران تیم پرسپولیس جامعة آماری پژوهش را تشکیل دادند. درمجموع، 370 نفر در پژوهش مشارکت داشتند. ابزار جمع­آوری، پرسش‌نامة از کریمی ­علویجه و علی­طلب (1396) و پرسش‌نامة از سائو و همکاران (2013) بود. برای بررسی و مطابقت سؤال‌ها با موضوع پژوهش، شش تن از اساتید مدیریت ورزشی پرسش‌نامه­ها را بررسی کردند. همچنین، روایی همگرایی و واگرا حاکی از برقراربودن پایایی ابزار بود.نتایج نشان داد که طراحی وب‌سایت، محتوا و ساختار وب‌سایت بر حالات شناختی و احساسی هواداران تأثیر مثبت داشتند. همچنین، یافته­های آزمون سوبل نشان داد که حالات شناختی و احساسی هواداران به‌صورت معنا­داری رابطة بین ابعاد وب­سایت و قصد بازدید مجدد در هواداران را فراهم کرده‌اند. به­طورکلی، باشگاه­های فوتبال می­توانند با وب‌سایتی مناسب که از نشانه‌های محیطی استاندارد برخوردار باشد شرایطی را فراهم کنند تا در هواداران خود حالات احساسی و شناختی ایجاد کنند و آن­ها را به بازدید مجدد از وب­سایت وادار نمایند و از این طریق به اهداف مدنظر خود نیز دست یابند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of the Website's Environmental Signs on the Fans' Intention for Revision: Emphasizing the Role of the Mediator of Inner and Emotional States

نویسندگان [English]

  • Saeed Sadeghi Borojerdi 1
  • Kebria Eghbali 2
  • Hosein Mansouri 3
  • Morteza Mohammadi 4

1 Professor of Sport Management, University of Kurdistan

2 Assistant Professor of Sport Management, Department of physical education, College of Human Sciences, West Tehran Branch, Islamic Azad university, Tehran, Iran

3 Ph.D. of Sport Marketing Management, University of Kurdistan

4 Ph.D. of Sport Management, Police Amin University

چکیده [English]

The purpose of this study was to investigate Effect of the Website's Environmental Signs on the Fans' Intention for Revision: Emphasizing the role of the mediator of inner and emotional states the present research is purposeful and applied in terms of data collection as a descriptive survey research. The statistical community was formed by all fans of the Persepolis team. A total of 370 people participated in the study. The instrument for measuring the questionnaire was Karimi-al-Vicheh and Ali Talab (2017) and Sao et al. (2013). To examine and answer the questions, the questionnaire was studied by eight sports management professors. Convergence and convexity prove the reliability of the instrument. The results indicated that website design, content and website structure have a positive impact on the cognitive and emotional states of the fans. Also, Sobel test findings showed that the cognitive and emotional states of the fans provide a meaningful link between the dimensions of the website in order to re-visit the fans. As a general rule, soccer clubs can create an environment with standard web sites that allow them to create emotional and cognitive conditions for their fans and make them re-visit the web. They have made the website and thus achieve their desired goals.

کلیدواژه‌ها [English]

  • Website
  • Re-Engagement Intention
  • Fans
  • Behavioral Responses
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مطالعات مدیریت ورزشی
دوره 12، شماره 60
خرداد و تیر 1399
خرداد و تیر 1399
صفحه 251-270
فایل ها
سابقه مقاله
  • تاریخ دریافت: 21 مهر 1397
  • تاریخ بازنگری: 10 بهمن 1397
  • تاریخ پذیرش: 23 بهمن 1397
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