نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه کردستان، کردستان، ایران.
2 استادیار، گروه مدیریت ورزشی، دانشگاه یزد، یزد، ایران.
چکیده
رابطه بین درگیری ورزشی هواداران، تعهد روان شناختی، وفاداری نگرشی و رفتاری موضوعی مهم در ادبیات بازاریابی ورزشی است. به همین جهت هدف از پژوهش حاضر، تأثیر ابعاد درگیری ورزشی بر تعهد روانشناختی، وفاداری نگرشی و رفتاری در بین تماشاگران فوتبال (نمونه مورد مطالعه: تیم فوتبال پرسپولیس) است. روش تحقیق پژوهش حاضر توصیفی – همبستگی بود. جامعه و نمونه آماری پژوهش، هواداران کانال تلگرامی تیم فوتبال پرسپولیس بودند، که تعداد 300 نفر از اعضای کانال به صورت تصادفی ساده به عنوان نمونه انتخاب شدند. از پرسشنامه‌های ابعاد درگیری ورزشی از کایل و همکاران(2003)، تعهد روان شناختی از فانک و همکاران(2009)، وفاداری نگرشی از هیر و دیکسون(2008) و وفاداری رفتاری از بائر و همکاران (2008) استفاده شد که روایی صوری و محتوایی آن به وسیله متخصصان و همسانی درونی آنها از طریق آلفای کرونباخ تأیید و برای آزمون فرضیات از مدل معادلات ساختاری استفاده گردید. یافته‌ها نشان داد، جذابیت(0/78)، مرکزیت(0/66) و خود ابرازی(0/50) تأثیر مثبت و معناداری بر تعهد روان شناختی داشتند. همچنین تعهد روان شناختی با ضریب 0/81 بر وفاداری نگرشی و وفاداری نگرشی (0/84) بر وفاداری رفتاری تأثیر مثبت و معناداری داشتند. این تحقیق تلاشی برای توسعه دانش آکادمیک در زمینه هواداران ورزش حرفه‌ای فوتبال، و نیز بر اهمیت نظری ساختارهایی مانند درگیری ورزشی، تعهد روانشناختی، وفاداری نگرشی و رفتاری از دیدگاه تماشاچیان فوتبال تأکید داشته و به مدیران ورزشی و بازاریابی در شناخت و پیش‌بینی رفتار آتی هواداران ورزشی به ویژه هواداران و تماشاگران فوتبال کمک خواهد کرد.
کلیدواژه‌ها
عنوان مقاله [English]
Designing the Model of Sports Involvement, Psychological Commitment and loyalty of the Fans of the Persepolis Football Team
نویسندگان [English]
- Mojtaba Ghasemi Siani 1
- Leili Khavary Khorasani 2
1 Ph.D Candidate, Department Sport Management, University of Kurdistan, Kurdistan, Iran.
2 Assistant Professor, Department of Sport Management, University of Yazd, Yazd, Iran.
چکیده [English]
The relationship between fan sports involvement, psychological commitment, attitudinal and behavioral loyalty is an important topic in sports marketing literature. Therefore, the purpose of this study was investigate the effect of sports involvement dimensions on psychological commitment, attitudinal and behavioral loyalty among football fans (Case study: Persepolis team). The research method was descriptive-correlational. The community and the statistical sample of the research comprise members of the Persepolis team's telegram channel. 300 members of the channel were randomly selected. The questionnaire of sports involvement dimensions was used from Kyle et al. (2003), psychological commitment from Funk et al. (2009), attitudinal loyalty from Hier and Dixon (2008) and behavioral loyalty by Bair et al. (2008), Its content was confirmed by experts and their internal consistency through Cronbach's alpha, and structural equation modeling was used to test the assumptions. Findings showed that charm (0.78), centrality (0.66) and self-expression (0.51) had a positive and significant effect on psychological commitment. Also, psychological commitment had a positive and significant effect on attitudinal loyalty with a coefficient of 0.81 and attitude loyalty with a coefficient (0.84) on behavioral loyalty. This research is an attempt to develop academic knowledge in the field of football professional football fans and also emphasizes the importance of theoretical aspects such as sport engagement, psychological commitment, attitudinal and behavioral loyalty from the viewpoint of football audiences, and the attitude of sports and marketing managers in recognizing and prioritizing The nose will help future fans of sports fans, especially football spectator and fans.
کلیدواژه‌ها [English]
- Psychological Commitment
- Centrality
- Attraction
- Self-Expression
- Fan Loyalty
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