مدل‌سازی معادلات ساختاری پیامدهای مشارکت هواداران برای حامیان مالی باشگاه‌های منتخب لیگ برتر فوتبال ایران
مطالعات مدیریت ورزشی
مقاله 3 ، دوره 14، شماره 75 ، آذر و دی 1401، صفحه 77-108 1.33 M )
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2022.12155.3592 نویسندگان
حمیدرضا گوهررستمی* 1 مصطفی ملائی نژاد 2 حمیدرضا کریمی 2 1 گیلان2 دانشگاه گیلانچکیده هدف پژوهش بررسی پیامدهای مشارکت هواداران برای حامیان مالی باشگاه‌های منتخب (استقلال، پرسپولیس و تراکتورسازی) فوتبال لیگ برتر ایران بود. جامعه آماری تحقیق تماشاگران فوتبال سه باشگاه حرفه‌ای و پرطرفدار از تیم‌های لیگ برتر فوتبال ایران بود. روش نمونه گیری پژوهش تصادفی ساده و جهت تعیین حجم نمونه از جدول مورگان استفاده شد (422 نفر). برای گردآوری داده‌ها از پرسشنامه‌‌های کایل و همکاران و کوستس الکساندریس و همکاران بومی‌سازی و استفاده شد که پس از تأیید روایی صوری آن توسط 7 نفر از اساتید دانشگاهی، پایایی پرسشنامه مشارکت، قصد خرید، نگرش نسبت به حامی و تصویر حامی با آزمون آلفای کرونباخ به ترتیب 91/0، 85/0، 71/0 و 76/0 محاسبه شد. برای تجزیه‌وتحلیل اطلاعات از نرم‌افزار SPSS 20 و برای مدل‌سازی معادلات ساختاری از نرم‌افزار Smart PLS 3 استفاده گردید. نتایج نشان داد که مشارکت هواداران باشگاه‌های فوتبال با تصویر حامی مالی رابطه معنی‌داری دارد (17/11t-value = ، 63/0 = R) و همچنین مشارکت هواداران باشگاه‌های فوتبال با نگرش نسبت به حامی رابطه معنی‌داری دارد (67/4t-value = ، 319/0= R) ولی مشارکت هواداران باشگاه‌های فوتبال با قصد خرید از حامیان‌مالی رابطه معناداری ندارد (03/1t-value = ، 051/0= R) و همچنین تصویر حامی مالی با نگرش نسبت به حامی مالی رابطه معنی‌داری دارد (46/7t-value = ، 436/0= R) و تصویر حامی مالی با قصد خرید از حامی مالی رابطه معنی‌داری دارد (68/10 t-value = ، 644/0= R). در نتیجه مهم‌ترین بعد مشارکت، جذابیت می‌باشد و مشارکت هواداران از طریق متغیرهای نگرش نسبت به حامی و تصویر حامی به قصد خرید منجر می‌شود. کلیدواژه‌ها
کلید واژه: تصویر حامی ؛ حامیان باشگاه‌ها ؛ قصد خرید ؛ مشارکت هواداران ؛ نگرش به حمایت‌کنندگان مراجع
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