با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه شهید باهنر، کرمان، ایران

2 دانشجوی دکتری مدیریت ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

با توجّه به اهمیت وبسایت­ ها به عنوان یک رسانة مدرن در فرایند فروش بلیت رویدادهای ورزشی، هدف از انجام این پژوهش بررسی نقش وبکوال در رضایت‌مندی کاربران و تمایل به خرید مجدّد بلیت اینترنتی مسابقات فوتبال لیگ برتر ایران بوده است. پژوهش حاضر یک مطالعة توصیفی- همبستگی و از نوع کاربردی بوده است. جامعة آماری  پژوهش شامل هواداران استقلال و پرسپولیس تهران در شهرآورد هشتاد و هشتم بوده که 428 نفر از آنها به عنوان نمونة آماری پژوهش به طور تصادفی در ورزشگاه آزادی مورد بررسی قرار گرفتند. ابزار پژوهش، پرسش‌نامه بوده است که پایایی آن با استفاده از روش آلفای کرونباخ و روایی آن نیز با استفاده از روایی محتوا، روایی صوری و روایی سازه تأیید گردید. از مدل‌سازی معادله ساختاری با روش حداقل مربعات جزئی (پی ال اس) جهت تجزیه و تحلیل داده‌ها استفاده شد. یافته­ های پژوهش نشان داد که "وبکوال" دارای تأثیر مثبت و معناداری بر "رضایت‌مندی کاربران" و "تمایل به خرید مجدد" بلیت مسابقات فوتبال لیگ برتر بوده، و "رضایت‌مندی کاربران" نیز بر "تمایل به خرید مجدد" بلیت الکترونیکی تأثیر مثبت و معناداری داشته است. یافته­ های این پژوهش می­ تواند به عنوان زمینه­ ای مؤثر در راستای توسعة راهبردها و عملکرد باشگاه­ های ورزشی در فرایند فروش بلیت الکترونیک مورد توجّه قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Webqual in Users’ Satisfaction and Intention for Repurchasing the Internet Ticket in Football Pro-league of Iran

نویسندگان [English]

  • Akbar Jaberi 1
  • Farzaneh Mazloomi Soveini 2

1 Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahid Bahonar University of Kerman, Iran

2 Ph.D. Student in Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabatabae’i University, Tehran, Iran

چکیده [English]

According to the importance of websites as a modern media in the process of  selling ticket in sport events, the aim of the current study was to examine the role of webqual in satisfaction and repurchasing intention for internet ticket in football pro-league of Iran. The research was a  descriptive correlational study and a practical one. The research population consisted of Perspolis and Esteghlal football fans in 88th derby and a sample of 428 fans were studied through random sampling in Azadi stadium. The research tool was questionnaire and the reliability of the questionnaire was confirmed according to Choronbach’s alpha, and the validity was verified by conducting face, content and structural validity. Structural equation modeling with partial least squares (PLS) was applied for data analysis. The findings demonstrated that “webqual” had a positive and significant effect on “user satisfaction” and “repurchasing intention”. “User satisfaction” also had positive and significant effect on “repurchasing intention” for electronic ticket. The findings of this research can be considered as an effective platform for the development of strategies and performance of the sport clubs through the process of electronic selling of ticket.

کلیدواژه‌ها [English]

  • Service Quality
  • Football Fans
  • Websites
  • Sport Events
  • Internet Purchasin
References
1.Ahn, T. Ryu., S. & Han., I. (2004). The impact of the online and offline features on the user acceptance of Internet shopping malls. Electronic commerce research and applications. 3(4), 405-420.
2.Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
3.Badri Azarin, Y., Pashaie, S., Hafezi, V.& Fateh, H. (2018). Analysis the Mediating Role Quality of Ticket Sale Electronic Services the Performance of Electronic Customer Relationship Management (E-CRM) of League Football Matches of Iran. Communication Management in Sport Media, 5(3), 15-26. (Persian)
4.Bai, B., Law, R.., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International journal of hospitality management, 27(3), 391-402.
5.Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.
6.Bansal, H. S., McDougall, G. H., Dikolli, S. S., & Sedatole, K.L. (2004). Relating e-satisfaction to behavioral outcomes: an empirical study. Journal of Services Marketing, 18(4), 290-302.
7.Barnes, S. J., & Vidgen, R. T. (2002). An integrative approach to the assessment of e-commerce quality. J. Electron. Commerce Res, 3(3), 114-127.
8.Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision support systems, 32(2), 201-214.
9.Bou-Llusar, J. C., Camisón-Zornoza, C., & Escrig-Tena, A. B. (2001). Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions. Total quality management, 12(6), 719-734.
10.Chen, C. F., & Kao, Y. L. (2010). Relationships between process quality, outcome quality, satisfaction, and behavioural intentions for online travel agencies–evidence from Taiwan. The Service Industries Journal, 30(12), 2081-2092.
 11.Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (655-690). Springer, Berlin, Heidelberg.
12.Chow, I. H. S., Lau, V. P., Lo, T. W. C., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision- or experiential-oriented perspectives. International Journal of Hospitality Management, 26(3), 698–710.
13. Cristobal, E., Flavian, C., & Guinaliu, M. (2007). Perceived e-service quality (PeSQ) Measurement validation and effects on consumer satisfaction and web site loyalty. Managing service quality: An international journal, 17(3), 317-340.
14.Francis, J. E., & White, L. (2002). PIRQUAL: A scale for measuring customer expectations and perceptions of quality in Internet retailing. K. Evans & L. Scheer (Eds.), 263-270.
15. Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e-shopping. Journal of services marketing, 24(2), 142-156.
16. Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
17. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10(4), 549-570.
18.Kim, D. J. (2012). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and E-Business Management, 10(2), 219-240.
19. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
20.Marimon, F., Vidgen, R., Barnes, S., & Cristóbal, E. (2010). Purchasing behaviour in an online supermarket: the applicability of ES-QUAL. International Journal of Market Research, 52(1), 111-129.
21. McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International journal of electronic commerce, 6(2), 35-59.
22. Molla, A., & Licker, P. S. (2001). E-commerce systems success: An attempt to extend and respecify the Delone and MacLean model of IS success. J. Electron. Commerce Res., 2(4), 131-141.
23.Mohammad Darini, V., Sadeghi, H.& Namdar, E. (2018). Study customer satisfaction relationship with electronic customer relationship management Due to the role of the mediator of electronic service quality (Case study, electronic customers of Internet sites, sports goods sales). Communication Management in Sport Media, 5(4), 63-78. (Persian)
24.Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
25. Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38–45.
26. Pool, J. K., Dehghan, A., Jamkhaneh, H. B., Jaberi, A., & Sharifkhani, M. (2016). The Effect of E-Service Quality on Football Fan Satisfaction and Fan Loyalty toward the Websites of Their Favorable Football Teams. International Journal of E-Business Research, 1(12), 43-57.
27.Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
28.Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456.
29. Tarigan, J. (2009). User satisfaction using Webqual instrument: A research on stock exchange of Thailand (SET). Jurnal Akuntansi dan Keuangan, 10(1), 24-47.
 30.Weathers, D., & Makienko, I. (2006). Assessing the relationships between e‐tail success and product and Web site factors. Journal of Interactive Marketing, 20(2), 41-54.
31.Yen, J. R. H., & Gwinner, K. P. (2003). Internet retail customer loyalty: the mediating role of relational benefits. International Journal of Service Industry Management, 14(5), 483-500.
32.Zavareh, F. B., Ariff, M. S. M., Jusoh, A., Zakuan, N., Bahari, A. Z., & Ashourian, M. (2012). E-service quality dimensions and their effects on e-customer satisfaction in internet banking services. Procedia-social and behavioral sciences, 40, 441-445. (Persian)
33.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), 31-46.