رابطه بین تکنولوژی و جذب حامیان مالی در ورزش بانوان شهر تهران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه پیام نور

2 دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشگاه پیام نور تهران

چکیده

هدف از انجام این پژوهش بررسی نقش تکنولوژی بر روی تأمین مالی ورزش بانوان شهر تهران است. روش پژوهش، توصیفی- همبستگی است که به شکل میدانی انجام شد. همچنین پژوهش، از لحاظ هدف جزء پژوهش‌های توسعه‌ای-کاربردی است. جامعه آماری تحقیق حاضر شامل کلیه مدیران و مالکان باشگاه­های ورزشی شهر تهران هستند. نمونه‌گیری به تعداد قابل کفایت از اعضای جامعه آماری به نسبت بخش­ها و تخصص­های مختلف از روش هدفمند و در دسترس نمونه انتخاب شد. جهت جمع­ آوری داده ­ها از پرسش‌نامه محقق ساخته استفاده شد و روایی پرسش‌نامه توسط صاحب­نظران (12 نفر)، تأیید شد. همچنین پایایی آن با استفاده از آزمون آلفای کرونباخ (0/94) محاسبه شد. جهت تجزیه و تحلیل داده­ ها از روش‌های آماری توصیفی وجهت مشخص کردن توزیع داده ­ها از آزمون کلموگروف­- اسمیرنف با استفاده از نرم‌افزار SPSS24 انجام شد. یافته ­ها نشان داد که بین شبکه­ های مجازی، شبکه­ های تلویزیونی­­، شبکه­ های ماهواره­ای، رسانه­ های دیجیتال، تبلیغات الکترونیکی و در نهایت بین تکنولوژی و جذب حامیان مالی در ورزش بانوان شهر تهران ارتباط معنادار وجود دارد.  با توجه به یافته‌های پژوهش می‌توان نتیجه گرفت که پوشش رسانه‌ای گوناگون در جذب بخش خصوصی جهت سرمایه‌گذاری در ورزش قهرمانی بانوان دارای اهمیت زیادی است و توجه رسانه ­ها به علائم تبلیغاتی حامیان مالی و تحت پوشش قرار دادن رویدادها و ورزش‌های مختلف در برگزاری رویداد نیز در جذب حامیان مالی مؤثر است.

کلیدواژه‌ها


عنوان مقاله [English]

The Relationship between Technology and Sponsors in Women's Sports in Tehran City

نویسندگان [English]

  • Masoumeh Hosseini 1
  • Somayeh Bakhtar 2
1 Assistant Professor of Sports Management, Payame Noor University
2 M.A. Student of Sports Management, Payame Noor University of Tehran
چکیده [English]

The purpose of this study was to investigate the role of technology on financing women's sports in Tehran city. It was a developmental-applied research using descriptive-correlational method. The statistical population of this study included all managers and owners of sports clubs in Tehran. To collect data, a researcher-made questionnaire was used and the validity of the questionnaire was confirmed by 12 experts of this field. Also, reliability was calculated by using Cronbach's alpha (0.94). To analyze data, descriptive statistical methods were used. To determine the distribution of data, the Sigma-Smirnov test were used by SPSS24 software. Findings showed that there are significant relationship between virtual networks, TV networks, satellite networks, digital media, electronic advertising, and finally  there is significant relationship between technology and attracting sponsors in women's sports in Tehran city. According to the research findings, it can be concluded that various media coverage in attracting private sector to invest in female championship sport is very important and paying attention to sponsors advertisements as well as covering different sport events could influence on sponsors attraction. 

کلیدواژه‌ها [English]

  • Technology
  • Sponsors
  • Women's Sports
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