نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی، دانشگاه رازی کرمانشاه
2 دانشیار مدیریت ورزشی، دانشگاه علامه طباطبایی تهران
3 دانشجوی دکتری، گروه مدیریت، دانشگاه رازی کرمانشاه
4 دانشجوی دکتری، گروه مدیریت، دانشگاه آزاد واحد کرمانشاه
چکیده
در آغاز هزاره سوم، دنیای بازاریابی ورزشی شیوه‌‌های جدیدی را برای توسعۀ اقتصاد خود دنبال می‌کند. تبلیغات، یکی از چالش‌برانگیزترین موضوعات مدیریت است که بررسی عوامل مؤثر بر آن همواره دغدغۀ مدیران را به خود اختصاص داده است. بنابراین، هدف از این پژوهش، بررسی تأثیر هواداری ورزشی بر باورپذیری تبلیغات از طریق ورزش است. جامعۀ آماری شامل کلیۀ دانشجویان دانشگاه رازی و دانشگاه آزاد در سال 97 بود که 250 نفر از آن‌ها به عنوان نمونه به پرسش‌نامۀ هواداری ورزشی، پرسش‌نامۀ باورپذیری تبلیغات از طریق ورزش و پرسش‌نامۀ نگرش کلی به ورزش پاسخ دادند. برای تجزیۀ و تحلیل داده‌ها از نرم‌افزار اس. پی. اس. اس و ایموس جهت ارایۀ مدل استفاده شد. یافته‌ها نشان داد که مدل از برازش مناسبی برخوردار است. همچنین، تحلیل ضرایب مسیر نشان داد که هواداری ورزشی به طور مستقیم توانسته است بر نگرش هواداران نسبت به تبلیغات از طریق ورزش 0/47 اثر داشته باشد، همچنین به طور غیر مستقیم و در مجموع اثرات 0/36 از طریق نگرش به تبلیغات توانسته است اثرگذار باشد. این امر میتواند به بازاریان ورزشی به صرفه جویی در زمان و منابع کمک نماید تا در بخش هواداری ورزشی تبلیغات اثرگذاری را برنامه ریزی نمایند.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Sport Fandom and General Attitude towards Advertising on the Credibility of Sports Advertising
نویسندگان [English]
- Bahram Yoosefy 1
- Habib Honari 2
- Akram Ghobadi Yeganeh 3
- Vali Naseri Palangard 4
1 Associate Professor in Sport Management, Razi University of Kermanshah
2 Associate Professor in Sport Management, Allame Tabataba’i University
3 Ph.D. Student in Management Group, Razi University of Kermanshah
4 Ph.D. Student . Management Group, Islamic Azad University of Kermanshah
چکیده [English]
At the beginning of the third millennium, the world of sports marketing is looking for new ways to develop their economies. Advertising is one of the most challenging issues in management that concern managers to assess the risk factors that have been allocated. So, the purpose of this study was investigated the effect on the attitude to advertising through sports fandom. The population consisted of all students of Razi University and Azad University in 2018 in which 250 people responded to to three questionnaires as samples. To analyze data, SPSS and Amos software were used in order to present model. The results showed that the model is fitted perfectly. Also, path analysis showed that Sport fandom has been able to directly affect the attitude of fans toward advertising through sport, as well as indirectly and in total, effects of 0.36 through the attitude toward advertising has been effective. This could help sports marketers save time and resources to plan effective advertising in the sports fandom
کلیدواژه‌ها [English]
- Credibility
- Advertising
- Modeling
- General Attitude
- Sports Fandom
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