نقش هم‌هویتی تیم در تجربۀ لذت‌بخش و قصد بازدید مجدد هواداران فوتبال از وب‌سایت باشگاه استقلال

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت‌علمی گروه تربیت‌بدنی دانشگاه علوم انتظامی امین، ایران.

2 کارشناس ارشد مدیریت ورزشی، دانشگاه تهران، ایران.

چکیده

پژوهش حاضر با هدف بررسی نقش میانجی تجربه لذت‌بخش در رابطه بین همانندی با تیم و بازدید مجدد هواداران فوتبال از وب­سایت باشگاه استقلال انجام شد. هواداران تیم فوتبال استقلال جامعه آماری پژوهش را تشکیل دادند که درمجموع 230 نمونه قابل‌قبول گردآوری شد. برای اندازه‌گیری متغیرها از پرسش‌نامه هم‌هویتی (وون و برانسکومب، 1993)، تجربه لذت‌بخش (اوکاس و کارلسون، 2010؛ هسو و همکاران، 2017) و پرسش‌نامه قصد بازدید مجدد (کرونین و همکاران، 2000) استفاده شد. روایی صوری پرسش‌نامه توسط پنج تن از اساتید و دانشجویان دکتری رشته مدیریت ورزشی بررسی کردند. سپس پرسش‌نامه‌ها در جامعه مطالعه‌شده به‌صورت آنلاین توزیع شدند. برای سنجش فرضیه‌ها از نرم‌افزار اسمارت پی‌ال‌اس استفاده شد. پایایی، روایی همگرایی و روایی واگرا حاکی از مطلوب‌بودن مدل بیرونی پژوهش بود. همچنین شاخص تناسب مدل برابر با 09/0 نیکویی برازش را تأیید کرد. یافته­های پژوهش نشان داد که همانندسازی با تیم بر تجربه لذت­بخش (49/0) و قصد بازدید مجدد (26/0) اثرگذار بود و تجربه لذت‌بخش بر قصد بازدید مجدد (57/0) اثرگذار بود. به‌طورکلی، افزایش سطح هم­ هویتی هواداران با تیم­های محبوبشان به ارتباطات نزدیک عاطفی هواداران با وب­سایت تیم­ها منجر می­شود و هنگامی که این ارتباطات با تجربه لذت‌بخش در سایت مدنظر همراه باشد، باعث تمایل بیشتر بازدیدکنندگان از سایت‌های باشگاه‌های فوتبال خواهد شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Role of Team Identity in the Enjoyable Experience and the Intention of Football Fans to Visit Esteghlal Club's Website Again Abstract

نویسندگان [English]

  • Morteza Mohammadi 1
  • mehrdad dehghani 2
1 Faculty Member of Physical Education Police University, Iran.
2 M.Sc. of Sport Management, University of Tehran, Iran.
چکیده [English]

The aim of this study was to investigate the mediator role of enjoyable experience in the relationship between co-identifying with the team and the re-visit of football fans to the website of Esteghlal Club. The statistical population of the study was the fans of Esteghlal football team, which collected a total of 230 acceptable samples. The instruments used were the identity card questionnaire, the enjoyable experience questionnaire and the re-visit intention questionnaire. The face validity of the questionnaire was assessed by 5 professors and PhD students in sports management and then distributed online in the study population. Smart PLS software was used to measure hypotheses; Reliability, convergence validity and divergent validity indicated that the external model of the research was desirable. Also, the goodness of fit of the model was confirmed as 0.09. Findings showed that assimilation with the team has an effect on enjoyable experience (0.49) and intention to revisit (0.26). Also, enjoyable experience had an effect on intention to revisit (0.57). In general, increasing the level of fans' identification with their favorite teams leads to close emotional connections between fans and the teams' websites; when these connections are accompanied by a pleasant experience on the site, it will lead to more visitors' desire to visit football clubs' sites.

کلیدواژه‌ها [English]

  • Co-Identity
  • Enjoyable Experience
  • Revisit
  • Website

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مدیریت ارتباطات در رسانه های ورزشی
دوره 10، شماره 3 - شماره پیاپی 39
اردیبهشت 1402
صفحه 99-113

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سابقه مقاله

  • تاریخ دریافت: 11 آذر 1399
  • تاریخ بازنگری: 20 بهمن 1399
  • تاریخ پذیرش: 10 فروردین 1400

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