نقش وبکوال در رضایت‌مندی کاربران و تمایل به خرید مجدد بلیت اینترنتی مسابقات فوتبال لیگ برتر 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

10.30473/jsm.2019.46245.1325

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
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