ارتباط تبلیغات دهان به دهان با تمایل به حضور اعضای باشگاه‌های ورزشی والیبال

نوع مقاله: مقاله پژوهشی

نویسندگان

1 گروه تربیت بدنی، واحد لاهیجان، دانشگاه آزاد اسلامی، لاهیجان، ایران

2 دانشیار مدیریت ورزشی، دانشگاه پیام نور

3 کارشناس ارشد مدیریت ورزشی

چکیده

هدف از تحقیق حاضر بررسی ارتباط تبلیغات دهان‌به‌دهان با تمایل حضور افراد در باشگاه­ های ورزشی والیبال شهرستان رشت بود. روش این تحقیق از نظر هدف، کاربردی و از نوع توصیفی - پیمایشی بود. جامعه آماری تحقیق شامل کلیه افراد فعال در باشگاه ­های والیبال شهر رشت بودند. روش نمونه‌گیری تحقیق به‌صورت دردسترس انتخاب شد. از پرسش‌نامه‌ای محقق‌ساخته جهت جمع ­آوری داده­ ها استفاده شد که شامل 36 سؤال بود. روایی پرسش‌نامه به تأیید 12 تن از اساتید  حوزه مدیریت ورزشی رسید و پایایی پرسش‌نامه با استفاده از ضریب آلفای کرونباخ 940/0 به‌دست آمد. در نهایت برای تجزیه و تحلیل داده­ ها از آزمون­ های آمار توصیفی (میانگین و انحراف معیار) و استنباطی (کلموگروف اسمیرنف) با استفاده از نرم ­افزار SPSS 23 انجام گرفت و جهت مدل‌سازی معادلات ساختاری از نرم­ افزار PLS استفاده شده است. نتایج نشان داد که متغیر ارتباطات بر تمایل حضور افراد به‌طور مستقیم اثر مثبت و معناداری (183/0درصد)، دارد؛ همچنین نتایج نشان داد که متغیر اعتماد بر تمایل حضور افراد به‌طور مستقیم اثر مثبت و معناداری دارد و حدود 20 درصد این متغیر را تبیین می‌کند. همچنین متغیر تخصص بر تمایل حضور افراد به‌طور مستقیم اثر مثبت و معناداری (323/0درصد)، دارد. در نهایت مشخص گردید متغیر تعهد بر تمایل حضور افراد به‌طور مستقیم اثر مثبت و معناداری دارد و حدود 28 درصد از تغییرات آن را تبیین می‌کند. می­توان گفت ارزیابى کیفیت خدمات قبل از مصرف آن به دلیل ناملموس بودن خدمات مشکل خواهد بود. بنابراین استفاده از ارتباط دهان‌به‌دهان می­تواند منجر به تمایل به حضور و همچنین حضور مجدد در باشگاه­های والیبال گردد.

کلیدواژه‌ها


عنوان مقاله [English]

relatiionship bet ween the word of mouth advertising and pepol’s desire to attend the volleyball clubs

نویسندگان [English]

  • siavash khodaparast 1
  • MORTEZA REZAEI SOUFI 2
  • Maryam Kazemy 3
1 Faculty of Physical Education and Sport Science, Islamic Azad University, Lahijan
2 Associate Professor of Sport Management, Payame Noor University
3 M.A. of Sport Management
چکیده [English]

The purpose of this study was to investigate the relationship between mouth-to-mouth advertising and the willingness of people in volleyball clubs in Rasht. The method of research is descriptive-survey. The statistical population of the survey is all people who were sporting in volleyball clubs in Rasht. Sampling method was selected randomly. Uose to a researcher-made questionnaire consisted of 36 questions. The validity of the questionnaire was confirmed by 12 professors of the field of sports management and the reliability of the questionnaire was confirmed using the Cronbach's alpha coefficient of 0.940. Inferential statistics (Kolmogorov Smirnov). Finally, PLS software version 3 was used for modeling structural equations. The results showed that communication variable had a positive and significant positive effect on the person's willingness to attend (183.0%); The results also showed that the trust variable had a positive and significant effect on the willingness of people directly, and about 20 the percentage of this variable is explained. Also, the specialty variable has a positive and significant positive effect on the person's willingness to attend (323.0%). Finally, the commitment variable has a positive and significant effect on the willingness of the people directly, explaining about 28% of its changes. It can be said that it will be difficult to assess the quality of services before it is consumed. Therefore, the use of oral-to-mouth communication could lead to the presence and re-entry into volleyball clubs.

کلیدواژه‌ها [English]

  • Oral-to-Mouth Advertising
  • Desire for Presence
  • Volleyball Clubs
  • Athlete
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