Document Type : Research Paper
Authors
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, ,Payame Noor University
Abstract
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.
Keywords
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