دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.28060. مقاله پژوهشی ارایه مدلی از فرایند ایجاد هم هویتی هوادار-تیم در بین هواداران لیگ برتر فوتبال ایران ارایه مدلی از فرایند ایجاد هم هویتی هوادار-تیم در بین هواداران لیگ برتر فوتبال ایران جابری اکبر استادیار مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران. سجادی نصرالله استاد مدیریت ورزشی دانشگاه تهران خزائی پول جواد کارشناس ارشد مدیریت بازرگانی دانشگاه اصفهان 21 03 2019 11 1 1 14 19 06 2013 26 01 2014 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72871.html

ایجاد هم‌هویتی هوادار-تیم می‌تواند زمینه ساز توسعه برند تیم‌های ورزشی و تقویت پایگاه هواداری و اقتصادی تیم‌های ورزشی باشد. هدف از تحقیق حاضر ارایه مدلی از فرایند ایجاد هم‌هویتی هوادار-تیم در بین هواداران لیگ برتر فوتبال ایران بوده است. روش تحقیق حاضر توصیفی و از نوع پیمایشی و کاربردی بوده و داده‌ها با استفاده از پرسش‌نامه‌های استاندارد شده تمایز هویت، تشابه هویت و پرستیژ هویتِ باتاچاریا و سن (2003)، پرسش‌نامه جذابیت هویتِ آهرن و همکاران (2005)، و پرسش‌نامه هم‌هویتی هوادار-تیمِ میل و آشفورث (1992) گردآوری شدند. جامعه آماری تحقیق حاضر شامل هواداران فوتبال در لیگ برتر ایران بوده که 344 نفر از آنها به عنوان نمونه آماری تحقیق به طور تصادفی انتخاب شدند. روایی پرسش‌نامه با استفاده از نظرات متخصصان مدیریت ورزشی و مدیریت بازرگانی تایید و پایایی پرسش‌نامه بر اساس الفای کرونباخ برای کل پرسش‌نامه این تحقیق 86/0 ارزیابی گردید. جهت سنجش روائی و برازش مدل از روش مدلیابی معادلات ساختاری استفاده گردید. برای تجزیه و تحلیل داده‌ها از نرم افزار SPSS نسخه 18 و PLS استفاده شد. بر اساس نتایج این پژوهش از 4 مسیر علی موجود، تمامی مسیرها به استثنای مسیر تشابه هویت به جذابیت هویت در سطح معنی داری 05/0p< مورد تأیید قرار گرفتند.

 پرستیژ هویت تشابه هویت تمایز هویت جذابیت هویت هم هویتی هواداران فوتبال Jaberi A, Soltan Hosseini M, Nederian M, khazaei pool      J. Providing a model for developing football teams’ brand loyalty of pro      league in IRAN by applying SEM. Journal of Sport Management, 2014;      6(3): 475-492.      [In Persian] Wann DL, & Branscombe NR. Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology. 1993; 24: 1-17. Mael F, Ashforth BE. Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior. 1992 Mar;13(2):103-23. Sutton WA, McDonald MA, Milne GR, Cimperman J. Creating and fostering fan identification in professional sports. Sport Marketing Quarterly. 1997 Mar;6:15-22. Laverie DA, Arnett DB. Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of leisure Research. 2000 Jun 1;32(2):225-46. Kwon HH, Armstrong KL. Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly. 2002 Sep 1;11(3). Jaberi A, Soltanhoseini M, Naderian jahromi M, khazaei pool j. Comparing the motivations of fan-team identification among the fans of established sport teams and new sport teams (Case study of Sepahan and Gitipasanad fans). 12th International Sport Sciences Congress, Denizli / Turkey. 2012: 1317. Fournier S. Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research. 1998 Mar 1;24(4):343-73. Bhattacharya CB, Sen S. Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing. 2003 Apr;67(2):76-88. Puddifoot JE. Psychological reaction to perceived erasure of community boundaries. The Journal of social psychology. 1997 Jun 1;137(3):343-55. Stets JE, Burke PJ. Identity theory and social identity theory. Social psychology quarterly. 2000 Sep 1:224-37. Fink JS, Trail GT, Anderson DF. An examination of team identification: which motives are most salient to its existence?. International Sports Journal. 2002 Jul 1;6(2):195. Ashforth BE, Mael F. Social identity theory and the organization. Academy of management review. 1989 Jan 1;14(1):20-39. Wann DL, Waddill PJ, Polk J, Weaver S. The team identification–social psychological health model: Sport fans gaining connections to others via sport team identification. Group Dynamics: Theory, Research, and Practice. 2011 Mar;15(1):75. Tajfel H, Turner JC, Austin WG, Worchel S. An integrative theory of intergroup conflict. Organizational identity: A reader. 1979:56-65. Gwinner KP, Eaton J. Building brand image through event sponsorship: The role of image transfer. Journal of advertising. 1999 Dec 1;28(4):47-57. Fisher RJ. Group-derived consumption: the role of similarity and attractiveness in identification with a favorite sports team. Advances in Consumer Research. 1998; 25(1): 283-8. Carison BD, Donavan DT. Concerning the effect of athlete endorsements on brand and team-related intentions. Sport Marketing Quarterly. 2008 Sep 1;17(3). Tajfel H, Turner JC. The social identity theory of intergroup behavior'In: Worchel. Psychology of Intergroup Relations, 2nd edn, Nelson-Hall, Chicago. 1985. . Ahearne M, Bhattacharya CB, Gruen T. Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology. 2005 May;90(3):574. Brewer MB. The social self: On being the same and different at the same time. Personality and social psychology bulletin. 1991 Oct;17(5):475-82. Cucka M. Establishing Your" Smart" Equity. Consulting to Management. 2005 Jun 1;16(2):21. Osborne RL, Cowen SS. High-performance companies: the distinguishing profile. Management Decision. 2002 Apr 1;40(3):227-31. Bergami M, Bagozzi RP. Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology. 2000 Dec;39(4):555-77. Arnett DB, German SD, Hunt SD. The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of marketing. 2003 Apr;67(2):89-105. Pratt MG. Central questions in organizational identification. Identity in organizations. 1998 Jul 21:171-207. Bhattacharya CB, Rao H, Glynn MA. Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of marketing. 1995 Oct;59(4):46-57. Dutton J, Dukerich J, Harquail CV. Organizational images and membership commitment. Administrative science quarterly. 1994;39(2):239-63. Currás-Pérez R, Bigné-Alcañiz E, Alvarado-Herrera A. The role of self-definitional principles in consumer identification with a socially responsible company. Journal of business ethics. 2009 Nov 1;89(4):547. Tajfel H, Turner JC, Austin WG, Worchel S. An integrative theory of intergroup conflict. Organizational identity: A reader. 1979:56-65. Schwalbe ML, Mason-Schrock D. Identity work as group process. Advances in group processes. 1996;13(113):47. _||_ Jaberi A, Soltan Hosseini M, Nederian M, khazaei pool      J. Providing a model for developing football teams’ brand loyalty of pro      league in IRAN by applying SEM. Journal of Sport Management, 2014;      6(3): 475-492.      [In Persian] Wann DL, & Branscombe NR. Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology. 1993; 24: 1-17. Mael F, Ashforth BE. Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior. 1992 Mar;13(2):103-23. Sutton WA, McDonald MA, Milne GR, Cimperman J. Creating and fostering fan identification in professional sports. Sport Marketing Quarterly. 1997 Mar;6:15-22. Laverie DA, Arnett DB. Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of leisure Research. 2000 Jun 1;32(2):225-46. Kwon HH, Armstrong KL. Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly. 2002 Sep 1;11(3). Jaberi A, Soltanhoseini M, Naderian jahromi M, khazaei pool j. Comparing the motivations of fan-team identification among the fans of established sport teams and new sport teams (Case study of Sepahan and Gitipasanad fans). 12th International Sport Sciences Congress, Denizli / Turkey. 2012: 1317. Fournier S. Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research. 1998 Mar 1;24(4):343-73. Bhattacharya CB, Sen S. Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing. 2003 Apr;67(2):76-88. Puddifoot JE. Psychological reaction to perceived erasure of community boundaries. The Journal of social psychology. 1997 Jun 1;137(3):343-55. Stets JE, Burke PJ. Identity theory and social identity theory. Social psychology quarterly. 2000 Sep 1:224-37. Fink JS, Trail GT, Anderson DF. An examination of team identification: which motives are most salient to its existence?. International Sports Journal. 2002 Jul 1;6(2):195. Ashforth BE, Mael F. Social identity theory and the organization. Academy of management review. 1989 Jan 1;14(1):20-39. Wann DL, Waddill PJ, Polk J, Weaver S. The team identification–social psychological health model: Sport fans gaining connections to others via sport team identification. Group Dynamics: Theory, Research, and Practice. 2011 Mar;15(1):75. Tajfel H, Turner JC, Austin WG, Worchel S. An integrative theory of intergroup conflict. Organizational identity: A reader. 1979:56-65. Gwinner KP, Eaton J. Building brand image through event sponsorship: The role of image transfer. Journal of advertising. 1999 Dec 1;28(4):47-57. Fisher RJ. Group-derived consumption: the role of similarity and attractiveness in identification with a favorite sports team. Advances in Consumer Research. 1998; 25(1): 283-8. Carison BD, Donavan DT. Concerning the effect of athlete endorsements on brand and team-related intentions. Sport Marketing Quarterly. 2008 Sep 1;17(3). Tajfel H, Turner JC. The social identity theory of intergroup behavior'In: Worchel. Psychology of Intergroup Relations, 2nd edn, Nelson-Hall, Chicago. 1985. . Ahearne M, Bhattacharya CB, Gruen T. Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology. 2005 May;90(3):574. Brewer MB. The social self: On being the same and different at the same time. Personality and social psychology bulletin. 1991 Oct;17(5):475-82. Cucka M. Establishing Your" Smart" Equity. Consulting to Management. 2005 Jun 1;16(2):21. Osborne RL, Cowen SS. High-performance companies: the distinguishing profile. Management Decision. 2002 Apr 1;40(3):227-31. Bergami M, Bagozzi RP. Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology. 2000 Dec;39(4):555-77. Arnett DB, German SD, Hunt SD. The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of marketing. 2003 Apr;67(2):89-105. Pratt MG. Central questions in organizational identification. Identity in organizations. 1998 Jul 21:171-207. Bhattacharya CB, Rao H, Glynn MA. Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of marketing. 1995 Oct;59(4):46-57. Dutton J, Dukerich J, Harquail CV. Organizational images and membership commitment. Administrative science quarterly. 1994;39(2):239-63. Currás-Pérez R, Bigné-Alcañiz E, Alvarado-Herrera A. The role of self-definitional principles in consumer identification with a socially responsible company. Journal of business ethics. 2009 Nov 1;89(4):547. Tajfel H, Turner JC, Austin WG, Worchel S. An integrative theory of intergroup conflict. Organizational identity: A reader. 1979:56-65. Schwalbe ML, Mason-Schrock D. Identity work as group process. Advances in group processes. 1996;13(113):47.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.42316.1036 مقاله پژوهشی طراحی الگوی بازاریابی ارتباطی در لیگ برتر فوتبال ایران طراحی الگوی بازاریابی ارتباطی در لیگ برتر فوتبال ایران ایزدی بهزاد عضو هیئت علمی دانشگاه کردستان احسانی محمد دانشگاه تربیت مدرس کوزه چیان هاشم دانشگاه تربیت مدرس تجاری فرشاد دانشگاه آزاد اسلامی واحد تهران مرکز 21 03 2019 11 1 15 29 29 01 2014 30 04 2014 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72872.html

هدف از انجام پژوهش، طراحی الگوی بازاریابی ارتباطی در لیگ برتر فوتبال ایران بود. روش تحقیق از نوع توصیفی- همبستگی بود که به شکل میدانی صورت گرفته است. اطلاعات لازم از طریق مصاحبه با افراد متخصص در زمینه ارتباط با هواداران، مشاهده، بررسی ادبیات نظری و پرسشنامه گردآوری شد. جامعة آماری این تحقیق شامل هواداران فوتبال بالاتر از شانزده سال بودند. از بین 674 پرسشنامه گردآوری شده تعداد 527 نفر بنا به تعریف عملیاتی هوادار که میانگین حضورشان بالاتر از 8 بازی در یک فصل برای تیم مورد علاقه آنها بود به عنوان نمونه آماری انتخاب شدند. از مدل سازی معادلات ساختاری جهت طراحی مدل استفاده گردید. نتایج نشان داد که مدیریت ارتباط با هواداران بر روی ارتقای کیفیت ارتباط اثر معناداری دارد. همچنین برآیند شاخصهای برازش داده‌ها و ضرایب رگرسیونی نشان داد که تأثیر مؤلفه مدیریت ارتباط با هواداران بر روی ارزش عمر هوادار منوط به حضور متغیر کیفیت ارتباط با هواداران می‌باشد. نتایج پژوهش نشان داد که پیامدهای بکارگیری بازاریابی ارتباطی در لیگ برتر فوتبال ایران شامل بهبود رفتارهای مصرفی از جانب هواداران مانند کمیت مصرف، تبلیغ شفاهی، پی‌گیری رسانه و حضور مجدد در بازیهای آینده تیم‌های فوتبال می‌باشد.

 بازاریابی ارتباطی کیفیت ارتباط دوره عمر هوادار باشگاه ورزشی Nguyen TH, Sherif JS, Newby M. Strategies for successful CRM implementation. Information Management & Computer Security. 2007;15(2):102-15. Ganesan S. Determinants of long-term orientation in buyer-seller relationships. Journal of marketing. 1994;58(2):1-19. Blattberg RC, Deighton J. Manage marketing by the customer equity test. Harvard business review. 1996;74(4):136-&. Tzokas N, Saren M. Competitive advantage, knowledge and relationship marketing: where, what and how? Journal of Business & Industrial Marketing. 2004;19(2):124-35. Grönroos C. Service management and marketing: A customer relationship management approach. Wiley; 2 edition. 2000. Howard DR. The changing fans cape for big-league sports: Implications for sport managers. Journal of sport Management. 1999;13(1):78-91. Peppard J. Customer relationship management (CRM) in financial services. European Management Journal. 2000;18(3):312-27. Rygielski C, Wang J-C, Yen DC. Data mining techniques for customer relationship management. Technology in society. 2002;24(4):483-502. Zineldin M. Quality and customer relationship management (CRM) as competitive strategy in the Swedish banking industry. The TQM magazine. 2005;17(4):329-44. Zineldin M. The royalty of loyalty: CRM, quality and retention. Journal of consumer marketing. 2006;23(7):430-7. Gladden JM, Funk DC. Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing and Sponsorship. 2001;3(1):54-81. Palmatier RW, Jarvis CB, Bechkoff JR, Kardes FR. The role of customer gratitude in relationship marketing. Journal of marketing. 2009;73(5):1-18. Crosby LA, Evans KR, Cowles D. Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing. 1990;54(3):68-81. Kim YK, Trail G. A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of sport Management. 2011;25(1):57-69. Campbell AJ. Creating customer knowledge competence: managing customer relationship management programs strategically. Industrial marketing management. 2003;32(5):375-83. Kim YK. Relationship framework in sport management: How relationship quality affects sport consumption behaviors: University of Florida; 2008. Adamson G, Jones W, Tapp A. From CRM to FRM: Applying CRM in the football industry. Journal of Database Marketing & Customer Strategy Management. 2006;13(2):156-72. Sigala M. Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management. 2005;24(3):391-413. Morgan RM, Hunt S. Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. Journal of Business Research. 1999;46(3):281-90. Liu Y, Chen R, Chen H, Wan C. Customer relationship management in the travel web site. Journal of Sport and Recreation Research. 2007;2(2):1-25. Bauer HH, Stokburger-Sauer NE, Exler S. Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of sport Management. 2008;22(2):205-26. Jackson D. Determining a customer’s lifetime value. Direct Marketing. 1989;51(11):60-2. Aurier P, N’Goala G. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of marketing science. 2010;38(3):303-25. Reichheld FF, Teal T. The loyalty effect, Harvard business school press. Boston, MA. 1996. Wulf KD, Odekerken-Schroder G. Assessing the impact of a retailer's relationship efforts on consumer’s attitudes and behavior. Journal of Retailing and Consumer Services. 2003;10(2):95-108. Buhler A, Nufer G. Relationship marketing in sports: Routledge; 2012. Palmatier RW, Dant RP, Grewal D, Evans KR. Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of marketing. 2006;70(4):136-53. McDonald MA. Service quality and customer lifetime value in professional sport franchises. 1996. Chen T, Chen C. The inferential factors of customer satisfaction, trust and commitment: A case of bank’s customers. Commerce & Management Quarterly. 2004;5(3):349-75. Liu Y-C. An analysis service quality, customer satisfaction and customer loyalty of commercial swim clubs in Taiwan. 2008. Garbarino E, Johnson MS. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing. 1999;63(2):70-87. Kim WG, Cha Y. Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management. 2002;21(4):321-38. Leu H, Hsieh I. Relationships among customer satisfaction, brand equity and customer lifetime value. Chung Yuan Journal. 2000;28(2):31-41. Payne A, Christopher M, Peck H, Clark M. Relationship marketing for competitive advantage: winning and keeping customers: Butterworth-Heinemann; 1998. Narayandas D, Rangan VK. Building and sustaining buyer–seller relationships in mature industrial markets. Journal of marketing. 2004;68(3):63-77. Kim YK, Trail GT, Woo B, Zhang J. Sport’s consumer-team relationship quality: development and psychometric evaluation of a scale. International Journal of Sports Marketing and Sponsorship. 2011;12(3):57-74. _||_ Nguyen TH, Sherif JS, Newby M. Strategies for successful CRM implementation. Information Management & Computer Security. 2007;15(2):102-15. Ganesan S. Determinants of long-term orientation in buyer-seller relationships. Journal of marketing. 1994;58(2):1-19. Blattberg RC, Deighton J. Manage marketing by the customer equity test. Harvard business review. 1996;74(4):136-&. Tzokas N, Saren M. Competitive advantage, knowledge and relationship marketing: where, what and how? Journal of Business & Industrial Marketing. 2004;19(2):124-35. Grönroos C. Service management and marketing: A customer relationship management approach. Wiley; 2 edition. 2000. Howard DR. The changing fans cape for big-league sports: Implications for sport managers. Journal of sport Management. 1999;13(1):78-91. Peppard J. Customer relationship management (CRM) in financial services. European Management Journal. 2000;18(3):312-27. Rygielski C, Wang J-C, Yen DC. Data mining techniques for customer relationship management. Technology in society. 2002;24(4):483-502. Zineldin M. Quality and customer relationship management (CRM) as competitive strategy in the Swedish banking industry. The TQM magazine. 2005;17(4):329-44. Zineldin M. The royalty of loyalty: CRM, quality and retention. Journal of consumer marketing. 2006;23(7):430-7. Gladden JM, Funk DC. Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing and Sponsorship. 2001;3(1):54-81. Palmatier RW, Jarvis CB, Bechkoff JR, Kardes FR. The role of customer gratitude in relationship marketing. Journal of marketing. 2009;73(5):1-18. Crosby LA, Evans KR, Cowles D. Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing. 1990;54(3):68-81. Kim YK, Trail G. A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of sport Management. 2011;25(1):57-69. Campbell AJ. Creating customer knowledge competence: managing customer relationship management programs strategically. Industrial marketing management. 2003;32(5):375-83. Kim YK. Relationship framework in sport management: How relationship quality affects sport consumption behaviors: University of Florida; 2008. Adamson G, Jones W, Tapp A. From CRM to FRM: Applying CRM in the football industry. Journal of Database Marketing & Customer Strategy Management. 2006;13(2):156-72. Sigala M. Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management. 2005;24(3):391-413. Morgan RM, Hunt S. Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. Journal of Business Research. 1999;46(3):281-90. Liu Y, Chen R, Chen H, Wan C. Customer relationship management in the travel web site. Journal of Sport and Recreation Research. 2007;2(2):1-25. Bauer HH, Stokburger-Sauer NE, Exler S. Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of sport Management. 2008;22(2):205-26. Jackson D. Determining a customer’s lifetime value. Direct Marketing. 1989;51(11):60-2. Aurier P, N’Goala G. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of marketing science. 2010;38(3):303-25. Reichheld FF, Teal T. The loyalty effect, Harvard business school press. Boston, MA. 1996. Wulf KD, Odekerken-Schroder G. Assessing the impact of a retailer's relationship efforts on consumer’s attitudes and behavior. Journal of Retailing and Consumer Services. 2003;10(2):95-108. Buhler A, Nufer G. Relationship marketing in sports: Routledge; 2012. Palmatier RW, Dant RP, Grewal D, Evans KR. Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of marketing. 2006;70(4):136-53. McDonald MA. Service quality and customer lifetime value in professional sport franchises. 1996. Chen T, Chen C. The inferential factors of customer satisfaction, trust and commitment: A case of bank’s customers. Commerce & Management Quarterly. 2004;5(3):349-75. Liu Y-C. An analysis service quality, customer satisfaction and customer loyalty of commercial swim clubs in Taiwan. 2008. Garbarino E, Johnson MS. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing. 1999;63(2):70-87. Kim WG, Cha Y. Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management. 2002;21(4):321-38. Leu H, Hsieh I. Relationships among customer satisfaction, brand equity and customer lifetime value. Chung Yuan Journal. 2000;28(2):31-41. Payne A, Christopher M, Peck H, Clark M. Relationship marketing for competitive advantage: winning and keeping customers: Butterworth-Heinemann; 1998. Narayandas D, Rangan VK. Building and sustaining buyer–seller relationships in mature industrial markets. Journal of marketing. 2004;68(3):63-77. Kim YK, Trail GT, Woo B, Zhang J. Sport’s consumer-team relationship quality: development and psychometric evaluation of a scale. International Journal of Sports Marketing and Sponsorship. 2011;12(3):57-74.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.115127.1281 مقاله پژوهشی مطالعه ساختار عاملی پرسشنامه توسعه فرهنگ ورزش همگانی از طریق تلویزیون مطالعه ساختار عاملی پرسشنامه توسعه فرهنگ ورزش همگانی از طریق تلویزیون گودرزی محمود دانشگاه تهران اسلامی ایوب دانشگاه تهران علیدوست قهفرخی ابراهیم دانشگاه تهران 21 03 2019 11 1 31 44 15 02 2015 12 05 2015 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72873.html

هدف از این پژوهش، مطالعه ساختار عاملی پرسشنامه توسعه فرهنگ ورزش همگانی از طریق تلویزیون بود. جامعه آماری پژوهش را کلیه صاحب نظران مدیریت ورزشی کشور دارای سابقه فعالیت اجرایی یا پژوهشی در حوزه ورزش همگانی، مدیران و معاونین ارشد ورزش کشور و کلیه صاحب نظران و متخصصینی که در حوزه رسانه ورزشی و نیز ورزش همگانی فعالیت می‌کنند (230=N) تشکیل دادند. از آزمون‌های آماری ضریب آلفای کرونباخ برای تعیین پایایی درونی، آزمون KMO برای تعیین کفایت نمونه گیری و از تحلیل عاملی تأییدی برای تعیین روایی سازه استفاده گردید. یافته‌ها نشان داد که مقادیر KMO و کرویت بارتلت معنادار بوده که کفایت نمونه را برای آزمون تحلیل عاملی تأیید کرد. یافته‌های پژوهشی نشان دهنده پایایی (94/0=α) برای پرسشنامه مذکور بود. در خصوص روایی سازه و بر اساس میزان روابط و T-value، به غیر از سؤال های 17 و 45، تمامی سؤالات رابطه معنی‌داری با عامل خود داشتند و توانستند پیشگوی خوبی برای عامل خود باشند. همچنین در خصوص روابط عامل‌ها با مفهوم "توسعه فرهنگ ورزش همگانی از طریق تلویزیون" نتایج نشان داد که تمامی عامل‌ها توانستند پیشگوی خوبی برای مفهوم فوق باشند. در نتیجه روایی درونی و بیرونی پرسشنامه مورد مطالعه مورد تأیید قرار گرفت.

 پایایی پرسشنامه تلویزیون روایی ساختار عاملی ورزش همگانی Javadi Pour M, Sami Niya M. Sport for All in Iran and Codification of Perspective and Programs Strategy. Applied Research of Sport Management. 2013;1(4):21-30. [In Persian] Kordi MR. Investigating the role of the press and media in Iranian sport. Tehran2007. [In Persian] Organization IRoIPE. Strategic document of the comprehensive system for the development of physical education and sport of the country, approved by the Ministerial Council on 9/6/82. 2003. p. 73. [In Persian] Zangi Abadi A, Tajik Z, Gholami Y. Spatial Analysis of Sport Furniture in Urban Parks and its Impact on Citizens' Satisfaction and Satisfaction (Case Study: Isfahan city). Quarterly Geography and Environmental Studies Department of Geography. 2009;1(2):15-34. [In Persian] Roshandel Arbatani T. Explaining the Position of Mass Media in Institutionalizing Public sport in the Country. Motion Publication. 2007;33:165-77. [In Persian] Zarifi M, Davoudi K. National Media and Development of Sport for All. Quarterly of Communication Research. 2012;19(1):119-34. [In Persian] Alshamli A, Al Anazi HM, Shawqi MA. Sport mass media influence on promoting sports in order to improve public health. Current Research Journal of Social Sciences. 2012;4(2):153-8. Sajjadi SN. An analysis of the role of mass media in the 20th century Olympic Games. Motion Publication. 1999;1(3):45. [In Persian] Honeybourne J, Michedl H, Hellen M. Physical Education and Sport. Stanly Thones. 2000. Khorrami Z. Identifying and Prioritizing the Components of Developing the Culture of Entrepreneurship through Television and its Deterrent Factors in the National Media of Iran: University of Tehran; 2011. [In Persian] Ghafori F, Rahman Seresht R, Kozeh Chiyan H, Ehsani M. The study and attitude of physical education specialists to the role of mass media (radio, television and publications) in the tendency of people to co-operate and championship sports. Motion Publication. 2003;16:57-78. [In Persian] Alhassan H, Kwakwa PA. Preference for television stations among inhabitants of Akropong Akuapem, Ghana. Online Journal of Communication and Media Technologies. 2013;3(1):195. Ghasemi H. The role of the media in the privatization of sport. Proceedings of the International Conference on the Privatization of Football; Tarbiat Modares University2008. p. 45-50. [In Persian] Ghasemi H, Mozaffari SAA, Amirtash AM. Sports Development via Television in Iran. Journal of Sport Sciences Research. 2007;17:131-48. [In Persian] Mahdaviyan Mashhadi M. Comparison of the status and desirability of the role of mass media in women's sports. First National Conference on Sport Management; Shomal University2008. p. 102. [In Persian] Aghajani N, Naderi Nejhad P. The Study of the role of Mass Media (Publications, Radio and Television) in the Promotion of Public Sport. Telecommunication Culture Quarterly. 2011;1(1):139-67. [In Persian] Arab Narmi B. Designing and Compiling a TV Role Model in the Development of the Main Components of Sport in the Country: University of Tehran; 2014. [In Persian] Miles A, Rapoport L, Wardle J, Afuape T, Duman M. Using the mass-media to target obesity: an analysis of the characteristics and reported behaviour change of participants in the BBC'sFighting Fat, Fighting Fit'campaign. Health Education Research. 2001;16(3):357-72. Bauman AE, Bellew B, Owen N, Vita P. Impact of an Australian mass media campaign targeting physical activity in 1998. American journal of preventive medicine. 2001;21(1):41-7. Horne J. Sport and the mass media in Japan. Sociology of Sport Journal. 2005;22(4):415-32. Dhonde B, Patil V. Role of mass media in progress of physical education in sports. Indian Streams Research Journal. 2012;2(8):1-3. Asgari B, Ghasemi H, Keshkar S. Study the contents of the 3 Sima Sports Programs. Quarterly of Communication Research. 2011;18(4):135-53. [In Persian] Hooman HA. Structural Equation Modeling Using Lisrel Software: Samt Publication; 2009. [In Persian] Ghasemi V. Modeling the Structural Equation in Social Research Using Amos Graphics. Publication of Sociologists. 2013;2:376. [In Persian] Terry PC, Lane AM, Fogarty GJ. Construct validity of the Profile of Mood States—Adolescents for use with adults. Psychology of sport and exercise. 2003;4(2):125-39. _||_ Javadi Pour M, Sami Niya M. Sport for All in Iran and Codification of Perspective and Programs Strategy. Applied Research of Sport Management. 2013;1(4):21-30. [In Persian] Kordi MR. Investigating the role of the press and media in Iranian sport. Tehran2007. [In Persian] Organization IRoIPE. Strategic document of the comprehensive system for the development of physical education and sport of the country, approved by the Ministerial Council on 9/6/82. 2003. p. 73. [In Persian] Zangi Abadi A, Tajik Z, Gholami Y. Spatial Analysis of Sport Furniture in Urban Parks and its Impact on Citizens' Satisfaction and Satisfaction (Case Study: Isfahan city). Quarterly Geography and Environmental Studies Department of Geography. 2009;1(2):15-34. [In Persian] Roshandel Arbatani T. Explaining the Position of Mass Media in Institutionalizing Public sport in the Country. Motion Publication. 2007;33:165-77. [In Persian] Zarifi M, Davoudi K. National Media and Development of Sport for All. Quarterly of Communication Research. 2012;19(1):119-34. [In Persian] Alshamli A, Al Anazi HM, Shawqi MA. Sport mass media influence on promoting sports in order to improve public health. Current Research Journal of Social Sciences. 2012;4(2):153-8. Sajjadi SN. An analysis of the role of mass media in the 20th century Olympic Games. Motion Publication. 1999;1(3):45. [In Persian] Honeybourne J, Michedl H, Hellen M. Physical Education and Sport. Stanly Thones. 2000. Khorrami Z. Identifying and Prioritizing the Components of Developing the Culture of Entrepreneurship through Television and its Deterrent Factors in the National Media of Iran: University of Tehran; 2011. [In Persian] Ghafori F, Rahman Seresht R, Kozeh Chiyan H, Ehsani M. The study and attitude of physical education specialists to the role of mass media (radio, television and publications) in the tendency of people to co-operate and championship sports. Motion Publication. 2003;16:57-78. [In Persian] Alhassan H, Kwakwa PA. Preference for television stations among inhabitants of Akropong Akuapem, Ghana. Online Journal of Communication and Media Technologies. 2013;3(1):195. Ghasemi H. The role of the media in the privatization of sport. Proceedings of the International Conference on the Privatization of Football; Tarbiat Modares University2008. p. 45-50. [In Persian] Ghasemi H, Mozaffari SAA, Amirtash AM. Sports Development via Television in Iran. Journal of Sport Sciences Research. 2007;17:131-48. [In Persian] Mahdaviyan Mashhadi M. Comparison of the status and desirability of the role of mass media in women's sports. First National Conference on Sport Management; Shomal University2008. p. 102. [In Persian] Aghajani N, Naderi Nejhad P. The Study of the role of Mass Media (Publications, Radio and Television) in the Promotion of Public Sport. Telecommunication Culture Quarterly. 2011;1(1):139-67. [In Persian] Arab Narmi B. Designing and Compiling a TV Role Model in the Development of the Main Components of Sport in the Country: University of Tehran; 2014. [In Persian] Miles A, Rapoport L, Wardle J, Afuape T, Duman M. Using the mass-media to target obesity: an analysis of the characteristics and reported behaviour change of participants in the BBC'sFighting Fat, Fighting Fit'campaign. Health Education Research. 2001;16(3):357-72. Bauman AE, Bellew B, Owen N, Vita P. Impact of an Australian mass media campaign targeting physical activity in 1998. American journal of preventive medicine. 2001;21(1):41-7. Horne J. Sport and the mass media in Japan. Sociology of Sport Journal. 2005;22(4):415-32. Dhonde B, Patil V. Role of mass media in progress of physical education in sports. Indian Streams Research Journal. 2012;2(8):1-3. Asgari B, Ghasemi H, Keshkar S. Study the contents of the 3 Sima Sports Programs. Quarterly of Communication Research. 2011;18(4):135-53. [In Persian] Hooman HA. Structural Equation Modeling Using Lisrel Software: Samt Publication; 2009. [In Persian] Ghasemi V. Modeling the Structural Equation in Social Research Using Amos Graphics. Publication of Sociologists. 2013;2:376. [In Persian] Terry PC, Lane AM, Fogarty GJ. Construct validity of the Profile of Mood States—Adolescents for use with adults. Psychology of sport and exercise. 2003;4(2):125-39.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.132228.1474 مقاله پژوهشی بررسی کارآیی هیئت‌های ورزشی استان قم و ارتباط آن با منابع ورودی و خروجی‌ بررسی کارآیی هیئت‌های ورزشی استان قم و ارتباط آن با منابع ورودی و خروجی‌ فراهانی ابوالفضل استاد مدیریت ورزشی دانشگاه پیام نور، تهران- ایران علیمردانی محمد دانشجوی دکتری مدیریت ورزشی دانشگاه پیام نور، تهران- ایران الیاسی حمداله دانشجوی دکتری مدیریت ورزشی دانشگاه پیام نور، تهران- ایران 21 03 2019 11 1 45 58 30 09 2015 23 02 2016 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72874.html

هدف تحقیق حاضر بررسی کارآیی هیأت‌های ورزشی استان قم و ارتباط آن با منابع ورودی و خروجی‌ این هیأت‌ها بود. روش تحقیق از نوع همبستگی و گذشته‌نگر بود. جامعه آماری تحقیق شامل 41 هیأت‌ ورزشی استان قم بود که به علت کم بودن تعداد جامعه از نمونه‌گیری کل‌شمار استفاده گردید. در ضمن داده‌های مربوط به سال 1392 هیأت‌ها جمع‌آوری گردید. به‌منظور ارزیابی عملکرد هیأت‌ها از روش تحلیل پوششی داده‌ها (DEA) استفاده شد. جهت تعیین مناسب-ترین شاخص‌های ورودی و خروجی از فرم ارزیابی عملکرد هیأت‌های ورزشی و نظرات 10 تن از متخصصان مدیریت ورزشی استفاده شد. ورزشکاران، بودجه، مربیان و داوران به‌عنوان شاخص‌های ورودی و ورزش همگانی، ورزش قهرمانی، رویدادهای ورزشی و فعالیت‌های آموزشی به‌عنوان شاخص‌های خروجی معرفی شدند. به‌منظور بررسی کارآیی هیأت‌ها از دو روش CCR و BCC خروجی محور، آزمون کولموگروف-اسمیرنوف، آزمون ویلکاکسون و آزمون همبستگی اسپیرمن استفاده شد. همچنین از نرم‌افزارDEA Solver و SPSS.20 برای تجزیه و تحلیل داده‌ها استفاده شد. نتایج نشان داد، بین ورودی‌های هیأت‌های ورزشی با کارآیی CCR ارتباط منفی و معناداری وجود دارد و بین خروجی‌های هیأت‌ها با کارآیی CCR ارتباط معناداری وجود ندارد. همچنین نتایج نشان داد، بین خروجی‌ ورزش همگانی با کارآیی BCC ارتباط مثبت و معناداری مشاهده شد.

 تحلیل پوششی خروجی کارآیی ورودی هیأت ورزشی 1. Alavi, K. Adabi Firouzjah, J.  & Alimohammadi, H. (2015), “Measuring efficiency of provincial offices of Iran's Ministry of Youth Affairs and Sports”. Advances in Applied Science Research. 6 (2): 65-73. 2. Lim, Doing  Jim. (2007). “A Comparative Study of Performance Measurement in Korean Local Governments Using Data Envelopment Analysis and Stochastic Frontier Analysis”. University of Texas at Arlington.45. 3. Sanchez, I. M. (2007). “Efficiency and effectiveness of Spanish football teams: a three- stage- DEA approach”. CEJOR. 15, 21-45. 4. Motameni, A (2002). Designing a dynamic productivity model with Approach DEA. Treatise Ph.D in management. Tarbiat Modares  University. [In Persian] 5. Wilson, C. L. (2006). “Evaluation and Comparison of Management Strategies by Data Envelopment Analysis with an Application to Mutual Funds”, University of Texas at Austin. 23. 6. Dadgar, Y (2001). Public economy. Tehran: Mofid Publishing. P 57. [In Persian] 7. Adabi Firouzjah, J. (2012). Determining the Efficiency of Iran’s Youth & Sports State Departments by Using Data Envelopment Analysis. Treatise Ph.D,  Management and planning in  physical education. Tehran: Kharazmi University. [In Persian] 8. Daneshvar, M. (2006). Designing and explaining the performance evaluation model of Dana Insurance Branches using data envelopment analysis technique. Master's Thesis. Tarbiat Modares University. [In Persian] 9. Adabi Firouzjah J. Mozafari S. A. A.. Hadavi F. (2013). Measuring the efficiency of provincial administrations of the ministry of sport and youth by using data envelopment analysis. Research in Sport Management & Motor Behavior. No 11. 61-78. [In Persian] 10. Banker, R. D., Charnes, A., & Cooper, W. W. (1984). “Some models for estimating technical and scale inefficiencies in data envelopment analysis”. Management Science. 30(9), 1078-1092 . 11. Guzman, I. (2006). “Measuring Efficiency and Sustainable Growth in Spanish Football Teams”. European Sport Management Quarterly. Vol.6, No.3, 267-287. 12. Hwang, S., Kao, T. (2006).  “Measuring Managerial Efficiency in Non-Life Insurance Companies: An Application of Two-Stage Data Envelopment Analysis”. International Journal of Management. Vol.23, No.3, 699-720 13. Mohammad Gaafar, H; Safania, A.M; Hosseini, E; Mohamamd Alipour, Gh. (2015). Evaluation of the performance of sports teams at the Federation of Sports Associations using Data Envelopment Analysis. 4th National Conference Student Sports Science. University of Shahid Beheshti. [In Persian] 14. Soleimani-damaneh, J.; Hamidi, M,; Sajjadi, N. (2014). Performance Evaluating of Iranian Football Primer League by Mrging DEA with AHP. Sport Management Studies. No 22. 105-126. [In Persian] 15. Khodayari, A. Amirtash, A.M. Mozaffari, A.A (2009). Application of data envelopment analysis method for determining the efficiency and ranking of faculties and educational groups of physical education and sports science. Sport Management. No 2. 117-132 . [In Persian] 16. Rezania, k.; Mokhatab Rafiei, F.; Shirouyehzad, H. (2013). “Performance Evaluation of sport association board of Isfahan Province through DEA and a championship approach”. International Journal of Data Envelopment Analysis. Vol 1, No 4, pp: 227-246. 17. Soleimani- Damaneh, J., Hamidi, M., Sajadi, N. (2011). “Evaluating the Performance of Iranian Football Teams Utilizing Linear Programming”. American Journal of Operations Research.1:65-72. 18. Halkos, G., Tzeremes, N. (2011). “A non-parametric analysis of the efficiency of the top European football clubs”. Munich Personal RePEc Archive (MPRA): 1-20. 19. Escuer, M., Isabel, Cebrian, L. (2010). “Measurement of Efficiency of Football Teams in the Champions League”. Managerial and Decision Economics. 31, 373-386. 20. Mathieu, J. (2009). “Efficiency of French football clubs and its dynamics”. Munich Personal RePEe Archive (MPRA). 19828, 1-18._||_ 1. Alavi, K. Adabi Firouzjah, J.  & Alimohammadi, H. (2015), “Measuring efficiency of provincial offices of Iran's Ministry of Youth Affairs and Sports”. Advances in Applied Science Research. 6 (2): 65-73. 2. Lim, Doing  Jim. (2007). “A Comparative Study of Performance Measurement in Korean Local Governments Using Data Envelopment Analysis and Stochastic Frontier Analysis”. University of Texas at Arlington.45. 3. Sanchez, I. M. (2007). “Efficiency and effectiveness of Spanish football teams: a three- stage- DEA approach”. CEJOR. 15, 21-45. 4. Motameni, A (2002). Designing a dynamic productivity model with Approach DEA. Treatise Ph.D in management. Tarbiat Modares  University. [In Persian] 5. Wilson, C. L. (2006). “Evaluation and Comparison of Management Strategies by Data Envelopment Analysis with an Application to Mutual Funds”, University of Texas at Austin. 23. 6. Dadgar, Y (2001). Public economy. Tehran: Mofid Publishing. P 57. [In Persian] 7. Adabi Firouzjah, J. (2012). Determining the Efficiency of Iran’s Youth & Sports State Departments by Using Data Envelopment Analysis. Treatise Ph.D,  Management and planning in  physical education. Tehran: Kharazmi University. [In Persian] 8. Daneshvar, M. (2006). Designing and explaining the performance evaluation model of Dana Insurance Branches using data envelopment analysis technique. Master's Thesis. Tarbiat Modares University. [In Persian] 9. Adabi Firouzjah J. Mozafari S. A. A.. Hadavi F. (2013). Measuring the efficiency of provincial administrations of the ministry of sport and youth by using data envelopment analysis. Research in Sport Management & Motor Behavior. No 11. 61-78. [In Persian] 10. Banker, R. D., Charnes, A., & Cooper, W. W. (1984). “Some models for estimating technical and scale inefficiencies in data envelopment analysis”. Management Science. 30(9), 1078-1092 . 11. Guzman, I. (2006). “Measuring Efficiency and Sustainable Growth in Spanish Football Teams”. European Sport Management Quarterly. Vol.6, No.3, 267-287. 12. Hwang, S., Kao, T. (2006).  “Measuring Managerial Efficiency in Non-Life Insurance Companies: An Application of Two-Stage Data Envelopment Analysis”. International Journal of Management. Vol.23, No.3, 699-720 13. Mohammad Gaafar, H; Safania, A.M; Hosseini, E; Mohamamd Alipour, Gh. (2015). Evaluation of the performance of sports teams at the Federation of Sports Associations using Data Envelopment Analysis. 4th National Conference Student Sports Science. University of Shahid Beheshti. [In Persian] 14. Soleimani-damaneh, J.; Hamidi, M,; Sajjadi, N. (2014). Performance Evaluating of Iranian Football Primer League by Mrging DEA with AHP. Sport Management Studies. No 22. 105-126. [In Persian] 15. Khodayari, A. Amirtash, A.M. Mozaffari, A.A (2009). Application of data envelopment analysis method for determining the efficiency and ranking of faculties and educational groups of physical education and sports science. Sport Management. No 2. 117-132 . [In Persian] 16. Rezania, k.; Mokhatab Rafiei, F.; Shirouyehzad, H. (2013). “Performance Evaluation of sport association board of Isfahan Province through DEA and a championship approach”. International Journal of Data Envelopment Analysis. Vol 1, No 4, pp: 227-246. 17. Soleimani- Damaneh, J., Hamidi, M., Sajadi, N. (2011). “Evaluating the Performance of Iranian Football Teams Utilizing Linear Programming”. American Journal of Operations Research.1:65-72. 18. Halkos, G., Tzeremes, N. (2011). “A non-parametric analysis of the efficiency of the top European football clubs”. Munich Personal RePEc Archive (MPRA): 1-20. 19. Escuer, M., Isabel, Cebrian, L. (2010). “Measurement of Efficiency of Football Teams in the Champions League”. Managerial and Decision Economics. 31, 373-386. 20. Mathieu, J. (2009). “Efficiency of French football clubs and its dynamics”. Munich Personal RePEe Archive (MPRA). 19828, 1-18.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.138106.1532 مقاله پژوهشی تبیین دیپلماسی ورزشی با استفاده از الگوی پارادایمی: مطالعه ای کیفی تبیین دیپلماسی ورزشی با استفاده از الگوی پارادایمی: مطالعه ای کیفی پیمان فر محمد حسن استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران الهی علیرضا دانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران سجاد پور سید محمد کاظم استاد علوم سیاسی، دانشکده روابط بین الملل وزارت امور خارجه، تهران، ایران حمیدی مهرزاد دانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران 21 03 2019 11 1 59 75 08 12 2015 11 04 2016 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72875.html

دیپلماسی ورزش پدیده جدیدی است که به دنبال افزایش تعامل برای بازکردن افق‌ها و دیدگاه‌های جدید و کمک به درک فرهنگ بین مردم جهان است. در این پژوهش که از نوع مطالعات کیفی و با رویکرد گرندد تئوری انجام شده است به تبیین جوانب مختلف پدیده دیپلماسی ورزشی پرداخته شد. جامعه پژوهش شامل صاحب‌نظران و مدیران این حوزه در تئوری و عمل بود که در بین آن‌ها نمونه پژوهش به شکل هدفمند و غیرتصادفی و در برخی موارد گلوله برفی انتخاب شدند. پس از مطالعه مبانی نظری، 18 مصاحبه عمیق، همزمان تحلیل و کدگذاری شدند. نتایج کدگذاری باز، محوری و انتخابی حاکی از شناسایی 165کد باز ،14مقوله و 60 مفهوم بود. مقوله‌ها بر اساس الگوی پارادایمی استراس و کوربین در محور‌های شرایط علی، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبرد‌های کنش و واکنش و پیامد‌ها قرار گرفتند. نتایج پژوهش حاکی از آن است که برنامه‌محوری و شناخت دیپلماسی ورزشی پیامد‌های عمده ای در توسعه جامعه شناسی سیاسی، سیاست خارجی و توسعه ورزش‌ کشور‌ها در ابعاد مختلف در بر خواهد داشت.

 سیاست خارجی دیپلماسی عمومی دیپلماسی ورزشی توسعه ورزش نظریه داده بنیاد 1. Allison, L.)1993( ."The Changing Politics of Sport". Manchester: Manchester University Press, P ix- 232. 2. Aman, M.S. (2005). "Leisure policy in New Zealand and Malaysia: a comparative study of developments in sport and physical recreation." Unpublished Ph.D. Thesis. Lincoln University, Canterbury, New Zealand. https://researcharchive.lincoln.ac.nz/handle/10182/1768?show=full 3. Anastasovski, I,.Stojanoska,T,. Qazimi,A.(2013). "Sport as substitute for diplomatic activites", PESH, 2( 1),p79-82. 4. Andreff, W. (2000), "Sport and economic development" ,Play the Game,p12-16. 5. Bainvel S. (2005). "Sport and Politics: A study of the relationship between International Politics and Football".  Linkopings University,p1-84. 6. Bazargan, Abbas (2010). "An Introduction to Qualitative and Mixed Methods: Common Approaches to Behavioral Sciences". Tehran, Publication of Didar, Second Edition, p. 93.(In Persian) 7. Bergsgard, N. A., Houlihan, B., Mangset, P., N_dland, S. I., Rommetvedt,H. (2007). "Sport Policy: A comparative analysis of stability and change". Oxford:Butterworth-Heinemann. https://www.elsevier.com/books/sport-policy/asle-bergsgard/978-0-7506-8364-7 8. Bravo,G ,.Silva,J. (2014)." Sport policy in Chile, International Journalof Sport Policy and Politics", 6(1),p 129-142. 9. Deos, A. (2014). "Sport and relational public diplomacy: thecase of New Zealand and Rugby World Cup 2011", Sport in Society, 17(9),p 1170-1186. 10. Eltiami nia, Reza., Mohammadi Azizabadi, Mehdi (2015). "The Subordinate and Accelerating Role of Sport in Providing Peace Between Governments", Quarterly Journal of International Policy Studies, 22, pp. 149-179.(In Persian) 11. European Commission (1999)."Doping in Sport: Sports Economics and Statistics". https://isis.vse.cz/auth/lide/clovek.pl?id=1079 12. Fazeli, Habibollah (2012). "Sports and identity politics". Political science journal, 7 (2), pp. 174-151.(In Persian) 13. Freeth B. (2003). "Sport and politics and injustice. In Justice for Agriculture New York", (JAG) Open Letter Forum, 20. http://archive.kubatana.net/html/archive/opin/030126bf.asp?sector=ARTCUL. 14. Giulianotti, R, Robertson. ,R.(2009). "Globalization and sport", Blackwell Publishing, ISBN: 978-1-4051-6269-2. http://yaleglobal.yale.edu/about/sport.jsp 15. Goldberg, J.(2000). "Sporting Diplomacy: Boosting the Size of the Diplomatic Corps". the Washington quarterly, 23(4), p 63–70. 16. Hadian, N., Ahadi, M. (2009). “Conceptual Position of Public Diplomacy”, Foreign Relations Journal, 1 (3), pp. 85-119. 17. Hill, C. R. (1996). “Olympic Politics: Athens to Atlanta 1896 –1996”, 2nd ed, Manchester: Manchester University Press,pp1-304. 18. Houlihan, B,.Zheng, J. (2014). "Small states: sport and politics at the margin", International Journal of Sport Policy and Politics.p1-17. 19. Houlihan, B., Bloyce, D., Smith, A. (2009). "Developing the research agenda insport policy". International Journal of Sport Policy, 1(1), p1–12. 20. Hoye, R,. Nicholson, M,.Houlihan, B.(2009)." Sport and Policy:Issues andAnalysis", Published by Elsevier Ltd, All rights reserved. http://www.tandfebooks.com/isbn/9780080942605 21. Kessler, D.(2009)."The Citizens’ Affair: Sports and Tourism inPost-1998 United States-Iran Relations",Stanford Journal of International Relations,  XI(1), p38-49. 22. Khani, Mohammad Hassan (2005). "Cultural Diplomacy and Its Position in Foreign Policy of Countries", Journal of Political Science, 2, pp. 135-148.(In Persian) 23. Li, Y.W.(2013): "Public Diplomacy Strategies of the 2008 Beijing Olympics and the 2012 London Olympics: A Comparative Study", The International Journal of the History of Sport,p1-13. 24. Lormmo, Roger,. Toder, Adrian (2012). "Sports and International Relations", translated by: Seyyed Nasrollah Sajjadi, Tehran: Haftami Publications, p. 6.(In Persian) 25. Malakutian, Mostafa (2009). "Sport and Politics, Political Quarterly", Faculty of Law, Science and Political Sciences, 39 (2), p. 316-301.(In Persian) 26. Merkel U. (2008). "The Politics of Sport Diplomacy andReunification in Divided Korea". International Review for the Sociology of Sport, 43,p289. 27. Murray, Stuart. (2012). "The Two Halves of Sports-Diplomacy", Diplomacy & Statecraft 23 (3), p576–592. 28. Murray,S. (2013). "Sports diplomacy in the Australian context: A case study of the Department of Foreign Affairs and Trade",Sports Law eJournal,, : ISSN 1836-1129. http://epublications.bond.edu.au/slej/18. 29. Pigman,A.(2014)."International Sport and Diplomacy's PublicDimension: Governments, Sporting Federations and the Global Audience", Diplomacy & Statecraft,25(1),pp 94-114. 30. Qavam, S, A. (1388). "Principles of Foreign Policy and International Policy". Tehran: Samt, p. 153.(In Persian) 31. Rooney, P. (2012) ". Sport for Development and Peace: the case of NorthernIreland", Master of Arts – Environment, Society and Development, p 1-69. http://www.football4peace.eu/Downloads/Publications. 32. Şahin MY, Yenel F, Colakoğlu T.( 2010)."Sport and nationalism interaction: sports’ place and importance creating national identity". International Journal ofHuman Sciences, 7(12), p44-63. 33. Sajadpour, S. M. K,. Vahidi, M. (2011). "Modern Public Diplomacy: Conceptual and Operative Frameworks", Journal of Policy, 41 (4), pp. 77-95.(In Persian) 34. Strauss, A.L., Corbin, J.M. (2006). "Principles of Qualitative Research Method: Basic Theory, Procedures and Practices", translated by Rahmatollah Rahmatpour, Tehran: Research Institute for Human Sciences and Cultural Studies, p. 85.( In Persian) 35. Sugden, J., Bairner, A. (1993). “Sport, Sectarianism and Society in a Divided Ireland”,Leicester University Press, ,pp1-160. 36. Yamamoto,M.Y. (2012). "Development of the sporting nation: sport as a strategic area of national policy in Japan", International Journal of Sport Policy and Politics, 4(2),p277-296. 37. Yazdan Fam, Mahmoud (2014). "Public Diplomacy of the Islamic Republic of Iran". Tehran, Institute for Strategic Studies, p. 41.(In Persian) 38. Zarif, Mohammad Javad,. Sajadpour, Seyed Mohammad Kazem (2012). "Multilateral Diplomacy, Conceptual and Functional Dynamics of Regional and International Organizations", Tehran, Department of Foreign Affairs, Faculty of International Relations, p. 10.(In Persian)_||_ 1. Allison, L.)1993( ."The Changing Politics of Sport". Manchester: Manchester University Press, P ix- 232. 2. Aman, M.S. (2005). "Leisure policy in New Zealand and Malaysia: a comparative study of developments in sport and physical recreation." Unpublished Ph.D. Thesis. Lincoln University, Canterbury, New Zealand. https://researcharchive.lincoln.ac.nz/handle/10182/1768?show=full 3. Anastasovski, I,.Stojanoska,T,. Qazimi,A.(2013). "Sport as substitute for diplomatic activites", PESH, 2( 1),p79-82. 4. Andreff, W. (2000), "Sport and economic development" ,Play the Game,p12-16. 5. Bainvel S. (2005). "Sport and Politics: A study of the relationship between International Politics and Football".  Linkopings University,p1-84. 6. Bazargan, Abbas (2010). "An Introduction to Qualitative and Mixed Methods: Common Approaches to Behavioral Sciences". Tehran, Publication of Didar, Second Edition, p. 93.(In Persian) 7. Bergsgard, N. A., Houlihan, B., Mangset, P., N_dland, S. I., Rommetvedt,H. (2007). "Sport Policy: A comparative analysis of stability and change". Oxford:Butterworth-Heinemann. https://www.elsevier.com/books/sport-policy/asle-bergsgard/978-0-7506-8364-7 8. Bravo,G ,.Silva,J. (2014)." Sport policy in Chile, International Journalof Sport Policy and Politics", 6(1),p 129-142. 9. Deos, A. (2014). "Sport and relational public diplomacy: thecase of New Zealand and Rugby World Cup 2011", Sport in Society, 17(9),p 1170-1186. 10. Eltiami nia, Reza., Mohammadi Azizabadi, Mehdi (2015). "The Subordinate and Accelerating Role of Sport in Providing Peace Between Governments", Quarterly Journal of International Policy Studies, 22, pp. 149-179.(In Persian) 11. European Commission (1999)."Doping in Sport: Sports Economics and Statistics". https://isis.vse.cz/auth/lide/clovek.pl?id=1079 12. Fazeli, Habibollah (2012). "Sports and identity politics". Political science journal, 7 (2), pp. 174-151.(In Persian) 13. Freeth B. (2003). "Sport and politics and injustice. In Justice for Agriculture New York", (JAG) Open Letter Forum, 20. http://archive.kubatana.net/html/archive/opin/030126bf.asp?sector=ARTCUL. 14. Giulianotti, R, Robertson. ,R.(2009). "Globalization and sport", Blackwell Publishing, ISBN: 978-1-4051-6269-2. http://yaleglobal.yale.edu/about/sport.jsp 15. Goldberg, J.(2000). "Sporting Diplomacy: Boosting the Size of the Diplomatic Corps". the Washington quarterly, 23(4), p 63–70. 16. Hadian, N., Ahadi, M. (2009). “Conceptual Position of Public Diplomacy”, Foreign Relations Journal, 1 (3), pp. 85-119. 17. Hill, C. R. (1996). “Olympic Politics: Athens to Atlanta 1896 –1996”, 2nd ed, Manchester: Manchester University Press,pp1-304. 18. Houlihan, B,.Zheng, J. (2014). "Small states: sport and politics at the margin", International Journal of Sport Policy and Politics.p1-17. 19. Houlihan, B., Bloyce, D., Smith, A. (2009). "Developing the research agenda insport policy". International Journal of Sport Policy, 1(1), p1–12. 20. Hoye, R,. Nicholson, M,.Houlihan, B.(2009)." Sport and Policy:Issues andAnalysis", Published by Elsevier Ltd, All rights reserved. http://www.tandfebooks.com/isbn/9780080942605 21. Kessler, D.(2009)."The Citizens’ Affair: Sports and Tourism inPost-1998 United States-Iran Relations",Stanford Journal of International Relations,  XI(1), p38-49. 22. Khani, Mohammad Hassan (2005). "Cultural Diplomacy and Its Position in Foreign Policy of Countries", Journal of Political Science, 2, pp. 135-148.(In Persian) 23. Li, Y.W.(2013): "Public Diplomacy Strategies of the 2008 Beijing Olympics and the 2012 London Olympics: A Comparative Study", The International Journal of the History of Sport,p1-13. 24. Lormmo, Roger,. Toder, Adrian (2012). "Sports and International Relations", translated by: Seyyed Nasrollah Sajjadi, Tehran: Haftami Publications, p. 6.(In Persian) 25. Malakutian, Mostafa (2009). "Sport and Politics, Political Quarterly", Faculty of Law, Science and Political Sciences, 39 (2), p. 316-301.(In Persian) 26. Merkel U. (2008). "The Politics of Sport Diplomacy andReunification in Divided Korea". International Review for the Sociology of Sport, 43,p289. 27. Murray, Stuart. (2012). "The Two Halves of Sports-Diplomacy", Diplomacy & Statecraft 23 (3), p576–592. 28. Murray,S. (2013). "Sports diplomacy in the Australian context: A case study of the Department of Foreign Affairs and Trade",Sports Law eJournal,, : ISSN 1836-1129. http://epublications.bond.edu.au/slej/18. 29. Pigman,A.(2014)."International Sport and Diplomacy's PublicDimension: Governments, Sporting Federations and the Global Audience", Diplomacy & Statecraft,25(1),pp 94-114. 30. Qavam, S, A. (1388). "Principles of Foreign Policy and International Policy". Tehran: Samt, p. 153.(In Persian) 31. Rooney, P. (2012) ". Sport for Development and Peace: the case of NorthernIreland", Master of Arts – Environment, Society and Development, p 1-69. http://www.football4peace.eu/Downloads/Publications. 32. Şahin MY, Yenel F, Colakoğlu T.( 2010)."Sport and nationalism interaction: sports’ place and importance creating national identity". International Journal ofHuman Sciences, 7(12), p44-63. 33. Sajadpour, S. M. K,. Vahidi, M. (2011). "Modern Public Diplomacy: Conceptual and Operative Frameworks", Journal of Policy, 41 (4), pp. 77-95.(In Persian) 34. Strauss, A.L., Corbin, J.M. (2006). "Principles of Qualitative Research Method: Basic Theory, Procedures and Practices", translated by Rahmatollah Rahmatpour, Tehran: Research Institute for Human Sciences and Cultural Studies, p. 85.( In Persian) 35. Sugden, J., Bairner, A. (1993). “Sport, Sectarianism and Society in a Divided Ireland”,Leicester University Press, ,pp1-160. 36. Yamamoto,M.Y. (2012). "Development of the sporting nation: sport as a strategic area of national policy in Japan", International Journal of Sport Policy and Politics, 4(2),p277-296. 37. Yazdan Fam, Mahmoud (2014). "Public Diplomacy of the Islamic Republic of Iran". Tehran, Institute for Strategic Studies, p. 41.(In Persian) 38. Zarif, Mohammad Javad,. Sajadpour, Seyed Mohammad Kazem (2012). "Multilateral Diplomacy, Conceptual and Functional Dynamics of Regional and International Organizations", Tehran, Department of Foreign Affairs, Faculty of International Relations, p. 10.(In Persian)
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.205030.1619 مقاله پژوهشی تجربه، نیاز و نگرش مربیان فوتبال نسبت به رایانه تجربه، نیاز و نگرش مربیان فوتبال نسبت به رایانه حاجی غیاثیان فهیمه دانشجوی دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران فعال آرمین دانشجوی دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه بابلسر، مازندران، ایران ذوالاکتاف وحید دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران 21 03 2019 11 1 77 87 16 08 2016 13 05 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72876.html

هدف از پژوهش حاضر، سنجیدن میزان کاربری، احساس نیاز و نگرش نسبت به رایانه در بین مربیان فوتبال بود. جامعه آماری مربیان فوتبال شهر اصفهان بودند که نمونه گیری به صورت در دسترس هدفمند و از میان مربیان فوتبال با سواد در حد دیپلم و بالاتر شهر اصفهان صورت گرفت. با توجه به اهداف پژوهش، از ابزار پرسشنامه جهت گردآوری داده ها استفاده شد که تلفیقی از دو پرسشنامه استاندارد FAIT و TAC بود و برای 150 نفر از مربیان فوتبال ارسال و در نهایت تعداد 109 پرسشنامه تکمیل و بازگشت داده شد. اعتبار پرسشنامه با تکنیک تعیین همسانی درونی ( آلفای کرونباخ ) در بخش های نگرش، دسترسی، کاربری، نیاز به ترتیب برابر 0/94، 0/64، 0/72، و 0/78 بدست آمد. تحلیل توصیفی جهت توصیف وضعیت فعلی نیازهای مربیان و تحلیل استنباطی جهت تعیین میزان نگرش، دسترسی، کاربری و نیاز مربیان توسط آزمون t تک نمونه به کار رفت. نتایج با توجه به نمره میانگین هر بخش سنجیده شده است. تحلیل اطلاعات پرسشنامه نشان داد که در مجموع احساس مربیان نسبت به کامپیوتر مثبت، میزان دسترسی به کامپیوتر بیشتر ازحد متوسط، میزان کاربری کامپیوتر بسیار کم (ماهی یک بار) و احساس نیاز به کامپیوتر نسبتاً زیاد بود (p≤ 0.05).

 رایانه کاربرد رایانه مربیان فوتبال نگرش نیازسنجی 1. Lees A. “Computers in sport”. Applied Ergonomics. 1985;16(1): 3-10. 2. Fraser B, Danielson RR. “Computers: The number one coaching tool of the 80's. Coaching Science Update”. Coaching Association of Canada, Oct 5, 2010; Pp: 35-38. 3. Chang C, Wu YP, Lin HW. “An Animation Assisted Training System for the Baseball Cover, Relay and Cutoff Play”. International Journal of Computer Science in Sport. 2012; 11(2): 41-50. 4. Baca A. “Computer science in sport, Research and Practice (Routledge Research in Sport and Exercise Science)”. London and New York, PDF e-book. 2014; P: 75. 5. Leser R, Uhlig J, Uhlig M. “Development of an application for learning and teaching soccer tactics”. International Journal of Computer Science in Sport. 2009; 8(2): 19-31. 6. Liebermann DG, Katz L, Sorrentino RM. “Experienced coaches’ attitudes towards science and technology”. International Journal of computer science in sport. 2006; 4(1): 21-28. 7. Perl J, Memmert D. "Net-based game analysis by means of the software tool SOCCER”. International Journal of Computer Science in Sport. 2011; 10(2): 77-84. 8. Davis FD. “Perceived usefulness, perceived ease of use, and user acceptance of information technology”. MIS quarterly. 1989; 13 (3): 319-340. 9. Delpy L, Bosetti HA. “Sport management and marketing via the World Wide Web”. Sport marketing quarterly. 1998; 7(1): 21-28. 10. Mohammadi S, Izadi B, Salehi N. “The Attitude of Iranian National Team Coaches Toward Applying Science and Information Technology to Sport”. Sport Management Journal. 2011; 15(8): 123-142. (In Persian). 11. O’Brien G J, Wilde WD. “Australian mangers’ perceptions, attitudes and use of information technology”. Information and software technology. 1996; 38(12): 783-789. 12. Kocak S. “Computer attitude and competencies in physical education and sport”. Journal of the international council for health, physical education, recreation, sport and dance (Reston, Va.). 2003; 39(1): 49-52. 13. Hagiwara H, Wolfson S. “Attitudes towards soccer coaches’ use of punishment in Japan and England: A cross-cultural study”. International Journal of Sport and Exercise Psychology. 2013; 11(1): 57-69. 14. Pantano KJ. “Knowledge, Attitude, and Skill of High School Coaches with Regard to the Female Athlete Triad”. Journal of pediatric and adolescent gynecology. 2016; 29 (5): 401-514. 15. Delrue J, Vansteenkiste M, Mouratidis A, Gevaert K, Broek G. V, Haerens L. “A game-to-game investigation of the relation between need-supportive and need-thwarting coaching and moral behavior in soccer”. Psychology of Sport and Exercise. 2017; 31(1): 1–10. 16. Petherbridge DT. “A concerns-based approach to the adoption of web-based learning management systems”. 2007; Pp. 298-305. 17. Tinnerman LS. “University Faculty Expressions of Computer Self-Efficacy and Personal Attitudes Regarding the Viability of Distance Learning (Doctoral dissertation, Indiana University of Pennsylvania)”; 2007; p: 202. 18. Dabnichki P, Queen M, Baca A. “Computers in Sport”. Boston: WIT Press. 2008; p: 115. 19. Dabnichki P. “The future synergy of computer modelling and smart technologies in sport”. In Dagstuhl Seminar Proceedings. 2006: p: 819._||_ 1. Lees A. “Computers in sport”. Applied Ergonomics. 1985;16(1): 3-10. 2. Fraser B, Danielson RR. “Computers: The number one coaching tool of the 80's. Coaching Science Update”. Coaching Association of Canada, Oct 5, 2010; Pp: 35-38. 3. Chang C, Wu YP, Lin HW. “An Animation Assisted Training System for the Baseball Cover, Relay and Cutoff Play”. International Journal of Computer Science in Sport. 2012; 11(2): 41-50. 4. Baca A. “Computer science in sport, Research and Practice (Routledge Research in Sport and Exercise Science)”. London and New York, PDF e-book. 2014; P: 75. 5. Leser R, Uhlig J, Uhlig M. “Development of an application for learning and teaching soccer tactics”. International Journal of Computer Science in Sport. 2009; 8(2): 19-31. 6. Liebermann DG, Katz L, Sorrentino RM. “Experienced coaches’ attitudes towards science and technology”. International Journal of computer science in sport. 2006; 4(1): 21-28. 7. Perl J, Memmert D. "Net-based game analysis by means of the software tool SOCCER”. International Journal of Computer Science in Sport. 2011; 10(2): 77-84. 8. Davis FD. “Perceived usefulness, perceived ease of use, and user acceptance of information technology”. MIS quarterly. 1989; 13 (3): 319-340. 9. Delpy L, Bosetti HA. “Sport management and marketing via the World Wide Web”. Sport marketing quarterly. 1998; 7(1): 21-28. 10. Mohammadi S, Izadi B, Salehi N. “The Attitude of Iranian National Team Coaches Toward Applying Science and Information Technology to Sport”. Sport Management Journal. 2011; 15(8): 123-142. (In Persian). 11. O’Brien G J, Wilde WD. “Australian mangers’ perceptions, attitudes and use of information technology”. Information and software technology. 1996; 38(12): 783-789. 12. Kocak S. “Computer attitude and competencies in physical education and sport”. Journal of the international council for health, physical education, recreation, sport and dance (Reston, Va.). 2003; 39(1): 49-52. 13. Hagiwara H, Wolfson S. “Attitudes towards soccer coaches’ use of punishment in Japan and England: A cross-cultural study”. International Journal of Sport and Exercise Psychology. 2013; 11(1): 57-69. 14. Pantano KJ. “Knowledge, Attitude, and Skill of High School Coaches with Regard to the Female Athlete Triad”. Journal of pediatric and adolescent gynecology. 2016; 29 (5): 401-514. 15. Delrue J, Vansteenkiste M, Mouratidis A, Gevaert K, Broek G. V, Haerens L. “A game-to-game investigation of the relation between need-supportive and need-thwarting coaching and moral behavior in soccer”. Psychology of Sport and Exercise. 2017; 31(1): 1–10. 16. Petherbridge DT. “A concerns-based approach to the adoption of web-based learning management systems”. 2007; Pp. 298-305. 17. Tinnerman LS. “University Faculty Expressions of Computer Self-Efficacy and Personal Attitudes Regarding the Viability of Distance Learning (Doctoral dissertation, Indiana University of Pennsylvania)”; 2007; p: 202. 18. Dabnichki P, Queen M, Baca A. “Computers in Sport”. Boston: WIT Press. 2008; p: 115. 19. Dabnichki P. “The future synergy of computer modelling and smart technologies in sport”. In Dagstuhl Seminar Proceedings. 2006: p: 819.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.231530.1827 مقاله پژوهشی نقش هویت تیم ورزشی و سازمانی بر موفقیت برنامه های بازاریابی سببی ورزشی(مورد مطالعه: شرکت میزو) نقش هویت تیم ورزشی و سازمانی بر موفقیت برنامه های بازاریابی سببی ورزشی(مورد مطالعه: شرکت میزو) اسدپور محمدرضا کارشناسی ارشد مدیریت بازرگانی، کارشناسی ارشد، دانشکدۀ مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران نیکخواه کیارمش روح الله کارشناسی ارشد مدیریت منابع انسانی، کارشناسی ارشد، دانشکدۀ مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران خبیری محمد دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران 21 03 2019 11 1 89 106 19 04 2017 21 06 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72879.html

ورزش به دلیل عمومیت داشتن، عرصه مناسبی برای ایجاد ارتباط با فعالیت های اجتماعی شرکت های تجاری از طریق بازاریابی سببی است. هدف پژوهش حاضر بررسی نقش هویت تیم و سازمان در موفقیت برنامه های بازاریابی سببی است. روش تحقیق از نوع توصیفی- همبستگی و از دیدِ هدف تحقیق، کاربردی - توسعه ای بوده که براساس معادلات ساختاری و به شکل میدانی انجام گرفته است. جامعه آماری پژوهش حاضر مشتریان شرکت میزو بوده؛ که براساس روش نمونه گیریِ تصادفیِ طبقه ای، 393 پرسشنامه بصورت حضوری و اینترنتی میان آن ها توزیع شده است. پایایی از طریق آلفای کرونباخ و پایایی ترکیبی (CR)، روایی همگرا از طریق شاخص(AVE) و روایی واگرا از ماتریس فورنل و لارکر بدست آمد. تجزیه و تحلیل داده ها نیز با استفاده از دو نرم افزار SPSS24 و WarpPLS انجام شد. نتایج نشان داد که تمام فرضیه های پژوهش تایید می شود ؛ هویت تیمی و هویت سازمانی بر نگرش مصرف کننده، و نگرش مصرف کننده بر متغیر قصد خرید تاثیر مثبت و معنادار دارد. بر مبنای نتایج توصیه می شود که شرکت "میزو" متناسب با نشان تجاری خود، اولویت همکاری را در اجرای برنامه های بازاریابی سببی با تیم های ورزشی بزرگ و پرسابقه قرار بدهد.

 بازاریابی سببی ورزشی شرکت میزو نگرش مصرف کننده هویت تیم ورزشی هویت سازمانی 1. Kwon HH, Trail G, James JD. The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management. 2007 Oct;21(4):540-54. 2. Robinson SR, Irmak C, Jayachandran S. Choice of cause in cause-related marketing. Journal of marketing. 2012 Jul;76(4):126-39. 3. Aquino K, McFerran B, Laven M. Moral identity and the experience of moral elevation in response to acts of uncommon goodness. Journal of personality and social psychology. 2011 Apr;100(4):703.. 4. Gupta S, Pirsch J. The company-cause-customer fit decision in cause-related marketing. Journal of consumer marketing. 2006 Oct 1;23(6):314-26. 5. Kim N, Sung Y, Lee M. Consumer evaluations of social alliances: The effects of perceived fit between companies and non-profit organizations. Journal of business ethics. 2012 Aug 1;109(2):163-74. 6. Melero I, Montaner T. Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response. European journal of management and business economics. 2016 Nov 1;25(3):161-7. 7. He H, Zhu W, Gouran D, Kolo O. Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing. 2016 Feb 8;50(1/2):236-59. 8. Lee, J., & Ferreira, M. (2013). “A role of team and organizational identification in the success of cause-related sport marketing”. Sport Management Review, 16(2), 161-172. 9. de Jong MD, van der Meer M. How does it fit? Exploring the congruence between organizations and their corporate social responsibility (CSR) activities. Journal of business ethics. 2017 Jun 1;143(1):71-83. 10. Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing. 1993 Jan;57(1):1-22. 11. Fleck N, Korchia M, Le Roy I. Celebrities in advertising: looking for congruence or likability?. Psychology & Marketing. 2012 Sep;29(9):651-62. 12. Chen Z, Huang Y. Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal. International Journal of Research in Marketing. 2016 Dec 1;33(4):868-80. 13 Grau SL, Folse JA. Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising. 2007 Dec 1;36(4):19-33. 14. Krishna A, Rajan U. Cause marketing: spillover effects of cause-related products in a product portfolio. Management Science. 2009 Sep;55(9):1469-85. 15. Mazodier M, Merunka D. Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science. 2012 Nov 1;40(6):807-20. 16. Moosmayer DC, Fuljahn A. Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing. 2010 Sep 14;27(6):543-9. 17. Lee J, Ferreira M. A role of team and organizational identification in the success of cause-related sport marketing. Sport Management Review. 2013 May 1;16(2):161-72. 18. Müller SS, Fries AJ, Gedenk K. How much to give?—The effect of donation size on tactical and strategic success in cause-related marketing. International Journal of Research in Marketing. 2014 Jun 1;31(2):178-91. 19. Ponte S, Richey LA. Buying into development? Brand Aid forms of cause-related marketing. Third World Quarterly. 2014 Jan 2;35(1):65-87. 20. Grolleau G, Ibanez L, Lavoie N. Cause-related marketing of products with a negative externality. Journal of Business Research. 2016 Oct 1;69(10):4321-30. 21. Ballouli K, Heere B. Sonic branding in sport: A model for communicating brand identity through musical fit. Sport Management Review. 2015 Aug 1;18(3):321-30. 22. Alcañiz EB, Cáceres RC, Pérez RC. Alliances between brands and social causes: The influence of company credibility on social responsibility image. Journal of business ethics. 2010 Oct 1;96(2):169-86. Andrews M, 23. Hou J, Du L, Li J. Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics. 2008 Oct 3;20(4):363-80. 24. Wann DL, Melnick MJ, Russell GW, Pease DG. Sport fans: The psychology and social impact of spectators. Routledge; 2001. 25. Bhattacharya CB, Rao H, Glynn MA. Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of marketing. 1995 Oct;59(4):46-57. 26. Davari A, Rezazadeh A, Structural Equation Modeling with PLS Software. 1d ed. Tehran, Jahad University Press; 2012. (in persian) 27. Kuo A, Rice DH. The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns. Journal of Consumer Psychology. 2015 Jan 1;25(1):78-88. 28. Luo X, Fang Z, Aspara J. Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing. 2014 Nov;78(6):120-42. 29. Zdravkovic S, Magnusson P, Stanley SM. Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing. 2010 Jun 1;27(2):151-60. 30. Vyravene R, Rabbanee FK. Corporate negative publicity–the role of cause related marketing. Australasian Marketing Journal (AMJ). 2016 Nov 1;24(4):322-30._||_ 1. Kwon HH, Trail G, James JD. The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management. 2007 Oct;21(4):540-54. 2. Robinson SR, Irmak C, Jayachandran S. Choice of cause in cause-related marketing. Journal of marketing. 2012 Jul;76(4):126-39. 3. Aquino K, McFerran B, Laven M. Moral identity and the experience of moral elevation in response to acts of uncommon goodness. Journal of personality and social psychology. 2011 Apr;100(4):703.. 4. Gupta S, Pirsch J. The company-cause-customer fit decision in cause-related marketing. Journal of consumer marketing. 2006 Oct 1;23(6):314-26. 5. Kim N, Sung Y, Lee M. Consumer evaluations of social alliances: The effects of perceived fit between companies and non-profit organizations. Journal of business ethics. 2012 Aug 1;109(2):163-74. 6. Melero I, Montaner T. Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response. European journal of management and business economics. 2016 Nov 1;25(3):161-7. 7. He H, Zhu W, Gouran D, Kolo O. Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing. 2016 Feb 8;50(1/2):236-59. 8. Lee, J., & Ferreira, M. (2013). “A role of team and organizational identification in the success of cause-related sport marketing”. Sport Management Review, 16(2), 161-172. 9. de Jong MD, van der Meer M. How does it fit? Exploring the congruence between organizations and their corporate social responsibility (CSR) activities. Journal of business ethics. 2017 Jun 1;143(1):71-83. 10. Keller KL. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing. 1993 Jan;57(1):1-22. 11. Fleck N, Korchia M, Le Roy I. Celebrities in advertising: looking for congruence or likability?. Psychology & Marketing. 2012 Sep;29(9):651-62. 12. Chen Z, Huang Y. Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal. International Journal of Research in Marketing. 2016 Dec 1;33(4):868-80. 13 Grau SL, Folse JA. Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising. 2007 Dec 1;36(4):19-33. 14. Krishna A, Rajan U. Cause marketing: spillover effects of cause-related products in a product portfolio. Management Science. 2009 Sep;55(9):1469-85. 15. Mazodier M, Merunka D. Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science. 2012 Nov 1;40(6):807-20. 16. Moosmayer DC, Fuljahn A. Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing. 2010 Sep 14;27(6):543-9. 17. Lee J, Ferreira M. A role of team and organizational identification in the success of cause-related sport marketing. Sport Management Review. 2013 May 1;16(2):161-72. 18. Müller SS, Fries AJ, Gedenk K. How much to give?—The effect of donation size on tactical and strategic success in cause-related marketing. International Journal of Research in Marketing. 2014 Jun 1;31(2):178-91. 19. Ponte S, Richey LA. Buying into development? Brand Aid forms of cause-related marketing. Third World Quarterly. 2014 Jan 2;35(1):65-87. 20. Grolleau G, Ibanez L, Lavoie N. Cause-related marketing of products with a negative externality. Journal of Business Research. 2016 Oct 1;69(10):4321-30. 21. Ballouli K, Heere B. Sonic branding in sport: A model for communicating brand identity through musical fit. Sport Management Review. 2015 Aug 1;18(3):321-30. 22. Alcañiz EB, Cáceres RC, Pérez RC. Alliances between brands and social causes: The influence of company credibility on social responsibility image. Journal of business ethics. 2010 Oct 1;96(2):169-86. Andrews M, 23. Hou J, Du L, Li J. Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics. 2008 Oct 3;20(4):363-80. 24. Wann DL, Melnick MJ, Russell GW, Pease DG. Sport fans: The psychology and social impact of spectators. Routledge; 2001. 25. Bhattacharya CB, Rao H, Glynn MA. Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of marketing. 1995 Oct;59(4):46-57. 26. Davari A, Rezazadeh A, Structural Equation Modeling with PLS Software. 1d ed. Tehran, Jahad University Press; 2012. (in persian) 27. Kuo A, Rice DH. The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns. Journal of Consumer Psychology. 2015 Jan 1;25(1):78-88. 28. Luo X, Fang Z, Aspara J. Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing. 2014 Nov;78(6):120-42. 29. Zdravkovic S, Magnusson P, Stanley SM. Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing. 2010 Jun 1;27(2):151-60. 30. Vyravene R, Rabbanee FK. Corporate negative publicity–the role of cause related marketing. Australasian Marketing Journal (AMJ). 2016 Nov 1;24(4):322-30.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2019.230985.1820 مقاله پژوهشی بررسی تأثیر عوامل تبلیغات اینترنتی در رفتار مصرف کنندگان ورزشی بررسی تأثیر عوامل تبلیغات اینترنتی در رفتار مصرف کنندگان ورزشی ذاکریان علیرضا کارشناس ارشد مدیریت بازاریابی ورزشی، دانشکدۀ تربیت بدنی، دانشگاه تهران، تهران، ایران جلالی فراهانی مجید دانشیار، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران تکلی همیلا دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه تهران، تهران، ایران 21 03 2019 11 1 107 118 10 04 2017 17 07 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72863.html

هدف از تحقیق حاضر،بررسی تأثیر عوامل تبلیغات اینترنتی در رفتار مصرف کنندگان ورزشی بود.این پژوهش از نوع کاربردی و توصیفی-پیمایشی بود.جامعه آماری،کلیه دانشجویان دانشکده های تربیت بدنی دانشگاه های شهر تهران بودند.حجم نمونه با استفاده از فرمول کوکران 344 نفر به دست آمد.ابزار جمع آوری داده ها پرسشنامه وو و همکاران (2008) بود که روایی صوری و محتوایی آن به تأیید 12 نفر از متخصصان و اساتید مدیریت و بازاریابی ورزشی رسید و پایایی آن نیز با استفاده از ضریب آلفای کرونباخ بین 86/0 تا 91/0 محاسبه گردید.با استفاده از نرم افزار SPSS 23 علاوه بر بکارگیری آزمون کلموگروف-اسمیرنف برای نرمال بودن داده ها و آلفای کرونباخ جهت پایایی،از همبستگی پیرسون و استفاده شد و به کمک نرم افزار لیزرل به تعیین و تأیید مدل معادلات ساختاری اقدام شد.نتایج نشان داد که عوامل درگیری با محصول،نگرش به تبلیغات اینترنتی،محتوای تبلیغات و توجه و ارتباط با تبلیغات به ترتیب دارای بیشترین تأثیر در رفتار مصرف کنندگان ورزشی بودند.درگیری با تبلیغات اینترنتی و نقش آن در خرید محصولات در درجه نخست بر اساس نیاز و کاربرد و اهمیت محصول برای افراد است و بعد از آن باایجاد نگرش و تهیه محتوای خوب و چشم گیر می توان فروش محصولات را افزایش داد.

 بازاریابی ورزشی تبلیغات اینترنتی رفتار مصرف کننده محصول ورزشی مصرف کننده ورزشی Roosta, A. Abolfazli, S A, Ghorbani, H. “Investigating the role of distrust moderator in avoiding internet advertising”. Journal of Information Technology Management (In Persian). 2009; 1(2), 51-66. Zakerian, A, Zakerian, A, R. Hemati, E. “Evaluation & Comparative Study of Web-based Marketing of Primary Football League in Iran, Spain & Germany”. 1st Sport Marketing Conference, Tehran (In Persian). 2015; 238. Jalali Farahani, M. Zakerian, A, R. Razaghi, M, E. “Evaluation of web marketing (Customer Relationship Management) Iranian football clubs”. 1st Sport Marketing Conference, Tehran. (In Persian). 2015; 246. Kriemadis, T., Terzoudis, C., & Kartakoullis, N. “Internet marketing in football clubs: A comparison between English and Greek websites”. Soccer & Society. 2010; 11(3), 291-307. Revenue Internet Advertising Full-Year Report. 2015. Available at: http://www.iab.com/insights/iab-internet-advertising-revenue-report-conducted-by-pricewaterhousecoopers-pwc-2/.   Mohammadi, S. Nouraie, T. Sharifian, E. “Presentation of Structural equations model factors affecting Development of Purchasing Sport goods via Internet”. Applied Research of Sport Management. (In Persian), 2016; 4(4), 43-54. Hwang, J., Yoon, Y. S., & Park, N. H. “Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants”. International Journal of Hospitality Management. 2011; 30(4), 897-907. Esmaeilpour, M. Gharihe, M. “Investigating the Effective Factors in Internet Advertising on Customer Shopping Behavior in Mobile Phone Products”. Journal of Market Engineering Development. (In Persian). 2012; 29, 34-44. Bakshi, G., & Gupta, S. K. “Online advertising and its impact on consumer buying behaviour”. International Journal of Research in Finance and Marketing 2013; 3(1), 21-30. Ravikumar, V, & Tiwari, K. “A study on the Impact of Online Advertisements on Buying Decision of Customers of Passenger Car Industry”. Global Illuminators. 2015; 1, 128-139. Cho, C. H. “How advertising works on the WWW: Modified elaboration likelihood model”. Journal of Current Issues & Research in Advertising. 1999; 21(1), 34-50. Brown, S. P., & Stayman, D. M. “Antecedents and consequences of attitude toward the ad: A meta-analysis”. Journal of consumer research. 1992; 19(1), 34-51. Yazdani, N. “Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market”. Journal of new marketing research. (In Persian), 2015; 5(1), 43-55. Bruner, G. C., & Kumar, A. “Web commercials and advertising hierarchy-of-effects”. Journal of Advertising Research. 2000; 40(1-2), 35-42. Kimelfeld, Y. M., & Watt, J. H. “The pragmatic value of on-line transactional advertising: A predictor of purchase intention”. Journal of Marketing Communications. 2001; 7(3), 137-157. Rasty, F., Chou, C. J., & Feiz, D. “The impact of internet travel advertising design, tourists' attitude, and internet travel advertising effect on tourists' purchase intention: the moderating role of involvement”. Journal of Travel & Tourism Marketing. 2013; 30(5), 482-496. MacKenzie, S. B., & Lutz, R. J. “An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context”. The Journal of Marketing. 1989; 48-65. Mitchell, A. A., & Olson, J. C. “Are product attribute beliefs characteristics associated with purchasing involvement”. Journal of marketing. 1981; 49(1), 72-82. Ajzen, I., & Fishbein, M. “Understanding attitudes and predicting social behaviour”. University of Michigan, Prentice-Hall publisher, 1980. Zaichkowsky, J. L. “Measuring the involvement construct”. Journal of consumer research. 1985; 12(3), 341-352. Eksir Monfared, A, S. “Internet Advertising” [MSc]. University of Tehran. (In Persian). 2009; 24-25._||_ Roosta, A. Abolfazli, S A, Ghorbani, H. “Investigating the role of distrust moderator in avoiding internet advertising”. Journal of Information Technology Management (In Persian). 2009; 1(2), 51-66. Zakerian, A, Zakerian, A, R. Hemati, E. “Evaluation & Comparative Study of Web-based Marketing of Primary Football League in Iran, Spain & Germany”. 1st Sport Marketing Conference, Tehran (In Persian). 2015; 238. Jalali Farahani, M. Zakerian, A, R. Razaghi, M, E. “Evaluation of web marketing (Customer Relationship Management) Iranian football clubs”. 1st Sport Marketing Conference, Tehran. (In Persian). 2015; 246. Kriemadis, T., Terzoudis, C., & Kartakoullis, N. “Internet marketing in football clubs: A comparison between English and Greek websites”. Soccer & Society. 2010; 11(3), 291-307. Revenue Internet Advertising Full-Year Report. 2015. Available at: http://www.iab.com/insights/iab-internet-advertising-revenue-report-conducted-by-pricewaterhousecoopers-pwc-2/.   Mohammadi, S. Nouraie, T. Sharifian, E. “Presentation of Structural equations model factors affecting Development of Purchasing Sport goods via Internet”. Applied Research of Sport Management. (In Persian), 2016; 4(4), 43-54. Hwang, J., Yoon, Y. S., & Park, N. H. “Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants”. International Journal of Hospitality Management. 2011; 30(4), 897-907. Esmaeilpour, M. Gharihe, M. “Investigating the Effective Factors in Internet Advertising on Customer Shopping Behavior in Mobile Phone Products”. Journal of Market Engineering Development. (In Persian). 2012; 29, 34-44. Bakshi, G., & Gupta, S. K. “Online advertising and its impact on consumer buying behaviour”. International Journal of Research in Finance and Marketing 2013; 3(1), 21-30. Ravikumar, V, & Tiwari, K. “A study on the Impact of Online Advertisements on Buying Decision of Customers of Passenger Car Industry”. Global Illuminators. 2015; 1, 128-139. Cho, C. H. “How advertising works on the WWW: Modified elaboration likelihood model”. Journal of Current Issues & Research in Advertising. 1999; 21(1), 34-50. Brown, S. P., & Stayman, D. M. “Antecedents and consequences of attitude toward the ad: A meta-analysis”. Journal of consumer research. 1992; 19(1), 34-51. Yazdani, N. “Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market”. Journal of new marketing research. (In Persian), 2015; 5(1), 43-55. Bruner, G. C., & Kumar, A. “Web commercials and advertising hierarchy-of-effects”. Journal of Advertising Research. 2000; 40(1-2), 35-42. Kimelfeld, Y. M., & Watt, J. H. “The pragmatic value of on-line transactional advertising: A predictor of purchase intention”. Journal of Marketing Communications. 2001; 7(3), 137-157. Rasty, F., Chou, C. J., & Feiz, D. “The impact of internet travel advertising design, tourists' attitude, and internet travel advertising effect on tourists' purchase intention: the moderating role of involvement”. Journal of Travel & Tourism Marketing. 2013; 30(5), 482-496. MacKenzie, S. B., & Lutz, R. J. “An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context”. The Journal of Marketing. 1989; 48-65. Mitchell, A. A., & Olson, J. C. “Are product attribute beliefs characteristics associated with purchasing involvement”. Journal of marketing. 1981; 49(1), 72-82. Ajzen, I., & Fishbein, M. “Understanding attitudes and predicting social behaviour”. University of Michigan, Prentice-Hall publisher, 1980. Zaichkowsky, J. L. “Measuring the involvement construct”. Journal of consumer research. 1985; 12(3), 341-352. Eksir Monfared, A, S. “Internet Advertising” [MSc]. University of Tehran. (In Persian). 2009; 24-25.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2017.224043.1756 مقاله پژوهشی بررسی رابطة بین عوامل درون سازمانی و رفتار سیاسی با تأکید بر نقش میانجی‌گری ادراک از سیاست سازمانی بررسی رابطة بین عوامل درون سازمانی و رفتار سیاسی با تأکید بر نقش میانجی‌گری ادراک از سیاست سازمانی مختاری رباب دانشجوی دکتری مدیریت و برنامه‌ریزی در تربیت بدنی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران صفانیا علی محمد استاد دانشگاه علوم تحقیقات تهران، تهران، ایران پورسلطانی زرندی حسین استادیار بخش روان‌شناسی و علوم تربیتی، دانشگاه پیام نور ، تهران، ایران 21 03 2019 11 1 119 131 01 01 2017 04 09 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_66234.html

در فضای رقابتی امروز، داشتن رفتار سیاسی است که کسب وکارها را در رسیدن به مزیت رقابتی سازمان‌ها یاری می‌کند. هدف این تحقیق بررسی رابطة بین عوامل درون سازمانی و رفتار سیاسی با تأکید بر نقش میانجی‌گری ادراک از سیاست سازمانی است. جامعة آماری تحقیق شامل کارکنان وزارت ورزش کشور و فدراسیون‌ها است. 705 پرسشنامه جهت تحلیل مورد استفاده قرار گرفت. کارکنان پرسشنامه‌های ماکیاول‌گرایی کریستی و همکاران (1970)، خودپایشی لناکس و ولف (1984)، کانون کنترل لونسون (1972)، استقلال شغلی، بازخورد، تنوع مهارت هاکمن و اولدهام (1980)، ارتباط با مدیر اسکندورا و همکاران (1986)، تمرکز دی‌وار و همکاران (1980)، رسمیت هاکمن و اولدم (1981)، مشارکت در تصمیم‌گیری ایکن و هیج (1993)، عدالت رویه‌ای نیهاف و مورمن (1993) و ادراک از سیاست سازمانی کاکمار و فریز (1999) را تکمیل نمودند. گردآوری داده‌های کمی پژوهش از طریق توزیع پرسشنامه با روش نمونه‌گیری تصادفی در دسترس صورت گرفت. برای تجزیه و تحلیل داده‌ها و بررسی فرضیه‌ها از نرم افزارهای SPSS ویراست 19 و 5/8LISREL استفاده شد. یافته‌های تحقیق نشان داد بین عوامل درون سازمانی و رفتار سیاسی رابطة مستقیم و معنادار وجود دارد و ادراک از سیاست سازمانی رابطة بین عوامل درون سازمانی و رفتار سیاسی را میانجی‌گری می‌کنند.

 ادراک از سیاست سازمانی رفتار سیاسی عوامل شخصی عوامل شغلی عوامل سازمانی 1. Fani AA, Sheikhinejad F, Danaeefard H, Hasanzadeh A. Investigating the Moderating Effects of Political skill and Political will on the Relationship between Perceptions of Organizational Politics and Political Behavior (Case study: Water. Management Research in Iran. 2014;18(1):193-221. [In Persian] 2. Aryee S, Chen ZX, Budhwar PS. Exchange fairness and employee performance: An examination of the relationship between organizational politics and procedural justice. Organizational behavior and human decision processes2004; 94(1): 1-14. 3. Vigoda E, Cohen A. Influence tactics and perceptions of organizational politics: A longitudinal study. Journal of Business Research. 2002;55(4):311-24. 4. Miller BK, Byrne ZS, Rutherford MA, Hansen AM. Perceptions of organizational politics: A demonstration of the reliability generalization technique. Journal of Managerial Issues. 2009;21(2):280-300. 5. Vigoda-Gadot E, Vinarski-Peretz H, Ben-Zion E. Politics and image in the organizational landscape: An empirical examination among public sector employees. Journal of Managerial Psychology. 2003;18(8):764-87. 6. Poon JM. Situational antecedents and outcomes of organizational politics perceptions. Journal of managerial psychology. 2003;18(2):138-55. 7. Muhammad AH. Antecedents of organizational politics perceptions in Kuwait business organizations. Competitiveness Review: An International Business Journal. 2007;17(4):234-47. [In Persian] 8. Valle M, Perrewe PL. Do politics perceptions relate to political behaviors? Tests of an implicit assumption and expanded model. Human relations. 2000;53(3):359-86. 9. Gotsis G, Kortezi Z. Bounded self-interest: a basis for constructive organizational politics. Management Research Review. 2011;34(4):450-76. 10. Akram H, Malik NI, Nadeem M, Atta M. Work-family enrichment as predictors of work outcomes among teachers. Pakistan Journal of Commerce and Social Sciences (PJCSS). 2014;8(3):733-43. [In Persian]. 11. Kacmar KM, Bozeman DP, Carlson DS, Anthony WP. An examination of the perceptions of organizational politics model: Replication and extension. Human relations. 1999;52(3):383-416. 12. Andrews MC, Witt L, Kacmar KM. The interactive effects of organizational politics and exchange ideology on manager ratings of retention. Journal of vocational behavior. 2003;62(2):357-69. 13. Vigoda-Gadot E. Citizens' perceptions of politics and ethics in public administration: A five-year national study of their relationship to satisfaction with services, trust in governance, and voice orientations. Journal of public administration research and theory. 2006;17(2):285-305. 14. Vigoda E. Internal politics in public administration systems: An empirical examination of its relationship with job congruence, organizational citizenship behavior, and in-role performance. Public personnel management. 2000;29(2):185-210. 15. Drory A, Vigoda-Gadot E. Organizational politics and human resource management: A typology and the Israeli experience. Human Resource Management Review. 2010;20(3):194-202. 16. Doldor E. Examining Political Will, Political Skill and their Maturation among Male and Female Managers. 2011. 17. Gbadamosi L, Chinaka NJ, editors. Organizational politics, turnover intention and organizational commitment as predictors of employees’ efficiency and effectiveness in academia. Proceedings of Informing Science & IT Education Conference; 2011. 18. Ferris GR, Blickle G, Schneider PB, Kramer J, Zettler I, Solga J, et al. Political skill construct and criterion-related validation: A two-study investigation. Journal of Managerial Psychology. 2008;23(7) : 744-771 19. Ebrahimi MA. Review of Power, Politics and Political Behavior in Organizations. visi journal academic. 2015;44(1):40-3. 20. Fani AA, Sheikhinejad F, danaeefard H, Hasanzadeh A. Inquiry about the factors affecting the formation of political behavior in organization. Journal of public administration 2014;6(1):151-74. [In Persian] 21. Treadway DC, Hochwarter WA, Kacmar CJ, Ferris GR. Political will, political skill, and political behavior. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior. 2005;26(3):229-45. 22. Buchanan DA. You stab my back, I'll stab yours: Management experience and perceptions of organization political behaviour. British Journal of Management. 2008;19(1):49-64. 23. Liu Y, Liu J, Wu L. Are you willing and able? Roles of motivation, power, and politics in career growth. Journal of Management. 2010;36(6):1432-60._||_ 1. Fani AA, Sheikhinejad F, Danaeefard H, Hasanzadeh A. Investigating the Moderating Effects of Political skill and Political will on the Relationship between Perceptions of Organizational Politics and Political Behavior (Case study: Water. Management Research in Iran. 2014;18(1):193-221. [In Persian] 2. Aryee S, Chen ZX, Budhwar PS. Exchange fairness and employee performance: An examination of the relationship between organizational politics and procedural justice. Organizational behavior and human decision processes2004; 94(1): 1-14. 3. Vigoda E, Cohen A. Influence tactics and perceptions of organizational politics: A longitudinal study. Journal of Business Research. 2002;55(4):311-24. 4. Miller BK, Byrne ZS, Rutherford MA, Hansen AM. Perceptions of organizational politics: A demonstration of the reliability generalization technique. Journal of Managerial Issues. 2009;21(2):280-300. 5. Vigoda-Gadot E, Vinarski-Peretz H, Ben-Zion E. Politics and image in the organizational landscape: An empirical examination among public sector employees. Journal of Managerial Psychology. 2003;18(8):764-87. 6. Poon JM. Situational antecedents and outcomes of organizational politics perceptions. Journal of managerial psychology. 2003;18(2):138-55. 7. Muhammad AH. Antecedents of organizational politics perceptions in Kuwait business organizations. Competitiveness Review: An International Business Journal. 2007;17(4):234-47. [In Persian] 8. Valle M, Perrewe PL. Do politics perceptions relate to political behaviors? Tests of an implicit assumption and expanded model. Human relations. 2000;53(3):359-86. 9. Gotsis G, Kortezi Z. Bounded self-interest: a basis for constructive organizational politics. Management Research Review. 2011;34(4):450-76. 10. Akram H, Malik NI, Nadeem M, Atta M. Work-family enrichment as predictors of work outcomes among teachers. Pakistan Journal of Commerce and Social Sciences (PJCSS). 2014;8(3):733-43. [In Persian]. 11. Kacmar KM, Bozeman DP, Carlson DS, Anthony WP. An examination of the perceptions of organizational politics model: Replication and extension. Human relations. 1999;52(3):383-416. 12. Andrews MC, Witt L, Kacmar KM. The interactive effects of organizational politics and exchange ideology on manager ratings of retention. Journal of vocational behavior. 2003;62(2):357-69. 13. Vigoda-Gadot E. Citizens' perceptions of politics and ethics in public administration: A five-year national study of their relationship to satisfaction with services, trust in governance, and voice orientations. Journal of public administration research and theory. 2006;17(2):285-305. 14. Vigoda E. Internal politics in public administration systems: An empirical examination of its relationship with job congruence, organizational citizenship behavior, and in-role performance. Public personnel management. 2000;29(2):185-210. 15. Drory A, Vigoda-Gadot E. Organizational politics and human resource management: A typology and the Israeli experience. Human Resource Management Review. 2010;20(3):194-202. 16. Doldor E. Examining Political Will, Political Skill and their Maturation among Male and Female Managers. 2011. 17. Gbadamosi L, Chinaka NJ, editors. Organizational politics, turnover intention and organizational commitment as predictors of employees’ efficiency and effectiveness in academia. Proceedings of Informing Science & IT Education Conference; 2011. 18. Ferris GR, Blickle G, Schneider PB, Kramer J, Zettler I, Solga J, et al. Political skill construct and criterion-related validation: A two-study investigation. Journal of Managerial Psychology. 2008;23(7) : 744-771 19. Ebrahimi MA. Review of Power, Politics and Political Behavior in Organizations. visi journal academic. 2015;44(1):40-3. 20. Fani AA, Sheikhinejad F, danaeefard H, Hasanzadeh A. Inquiry about the factors affecting the formation of political behavior in organization. Journal of public administration 2014;6(1):151-74. [In Persian] 21. Treadway DC, Hochwarter WA, Kacmar CJ, Ferris GR. Political will, political skill, and political behavior. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior. 2005;26(3):229-45. 22. Buchanan DA. You stab my back, I'll stab yours: Management experience and perceptions of organization political behaviour. British Journal of Management. 2008;19(1):49-64. 23. Liu Y, Liu J, Wu L. Are you willing and able? Roles of motivation, power, and politics in career growth. Journal of Management. 2010;36(6):1432-60.
دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2017.235794.1868 مقاله پژوهشی طراحی مدل معادلات ساختاری ارتباط هوش سازمانی با عملکرد سازمانی در کارشناسان سازمان ورزش شهرداری تهران: نقش میانجی فرایند استقرار شش سیگما محمودی احمد دکتری، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه علامه طباطبائی، تهران، ایران یوسفی بهرام دانشیار، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه رازی، کرمانشاه، ایران خزائی علی کارشناس ارشد، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه علامه طباطبائی، تهران، ایران اسکندری ستاره کارشناس ارشد، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه علامه طباطبائی، تهران، ایران 21 03 2019 11 1 133 154 07 08 2017 11 11 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72880.html

هدف پژوهش حاضر، طراحی مدل معادلات ساختاری ارتباط هوش سازمانی با عملکرد سازمانی با نقش میانجی فرایند استقرار شش سیگما در کارشناسان سازمان ورزش شهرداری تهران بود. جامعه آماری پژوهش، کلیه کارشناسان سازمان ورزش شهرداری تهران بودند (200=N) که بر اساس جدول نمونه‌گیری مورگان 127 نفر به عنوان نمونه پژوهش انتخاب شدند. ابزار گردآوری داده‌ها، پرسشنامه هوش سازمانی آلبرخت (2003)، عملکرد سازمانی چودهری (2001) و پرسشنامه بیک‌زاد (1389) بود که روایی این ابزارها در پژوهش‌های پیشین مورد تأیید و پایایی این ابزارها به ترتیب 88/0، 78/0 و90/0 بدست آمد که نشان‌دهندۀ پایایی مطلوب و قابل قبول ابزارهای اندازه‌گیری داشت. داده‌ها جهت مدل‌یابی به روش معادلات ساختاری با استفاده از نرم افزار آموس تحلیل شدند. نتایج پژوهش تأیید کننده روابط ساختاری مفروض بود؛ بطوریکه هوش سازمانی هم به طور مستقیم (35/0) و هم بطور غیرمستقیم از طریق میانجی شش سیگما (81/0) بر عملکرد سازمانی تأثیر داشت. همچنین متغیر شش سیگما به طور مستقیم بر عملکرد سازمانی تأثیر معنادار و مثبت داشت (55/0). بنابراین نتایج مدل ساختاری بیان کننده آن است که با افزایش هوش سازمانی کارشناسان و بهبود فرایند شش سیگما، عملکرد سازمانی در سازمان ورزش شهرداری تهران توسعه پیدا می‌کند.

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دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2017.225024.1762 مقاله پژوهشی تحلیل اهمیت ـ عملکرد ویژگی‌های مسیرهای دوچرخه موثر بر تصمیم دوچرخه سواری با کاربرد مدل IPA تحلیل اهمیت ـ عملکرد ویژگی‌های مسیرهای دوچرخه موثر بر تصمیم دوچرخه سواری با کاربرد مدل IPA آصفی احمدعلی استادیار دانشکدۀ علوم ورزشی دانشگاه اصفهان، اصفهان، ایران عفیفه جواد دانشجوی کارشناسی ارشد مدیریت ورزشی دانشگاه اصفهان، اصفهان، ایران طغرایی حمید دانشجوی کارشناسی ارشد مدیریت ورزشی دانشگاه اصفهان، اصفهان، ایران 21 03 2019 11 1 155 173 14 01 2017 03 12 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72878.html

هدف تحقیق حاضر تحلیل اهمیت ـ عملکرد ویژگی های مسیرهای دوچرخه موثر بر تصمیم دوچرخه سواری با کاربرد مدل IPA بود. روش تحقیق توصیفی از نوع تحلیلی بود. جامعه آماری تحقیق حاضر را کلیه کاربران سیستم اشتراک دوچرخه شهر اصفهان تشکیل داده بودند که به روش نمونه گیری در دسترس 384 نفر به عنوان نمونه تحقیق انتخاب شدند. ویژگی های مسیر دوچرخه با بررسی دقیق ادبیات و پیشینه تحقیق شناسایی و جهت طراحی پرسشنامه تحقیق استفاده شدند. روایی پرسشنامه توسط نظر 10 نفر از متخصصین و صاحبنظران بررسی و پایایی آن از طریق ضریب آلفای کرونباخ بررسی که ضریب آلفا برای پرسشنامه مذکور در بعد اهمیت (93/0) و در بعد عملکرد (94/0) محاسبه شد. تجزیه و تحلیل داده ها توسط روش های آمار توصیفی و آمار استنباطی انجام گرفت. نتایج تحقیق نشان داد تمام 34 ویژگی مسیرهای دوچرخه در ناحیه "تمرکز بر آن" قرار گرفتند که این ویژگی ها نیازمند اقدام اصلاحی فوری بوده و از این لحاظ در اولویت بالایی قرار دارند.

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Rietveld P, Daniel VJTRPAP, Practice. Determinants of bicycle use: do municipal policies matter? 2004;38(7):531-50. 2. Soltani A, and Shariati, S. . "Investigating incentives and inhibitors of bicycle use in urban transport (Isfahan case study)". . Scientific-Research Journal of Iranian Architecture and Urban Development Association 2013:;(5),: 63-73. (In Persian) 3. Hassanzadeh G. "Assessing and assessing the physical capacities and social and cultural context of bicycle use in the city as a means of transportation." [ Master's Thesis, ]. Isfahan Isfahan University. ; 2008. (In Persian) 4. Sener IN, Eluru N, Bhat CRJT. An analysis of bicycle route choice preferences in Texas, US. 2009;36(5):511-39. 5. Naderan A, and Chopani, A. "Urban Transport Management, Urban and Rural Management. Municipal Organization of the Country2011. (In Persian) 6. Saghaei M, and Sadeghi, Z. "Presentation of a Mid-Term Cycling Model for Sustainable Development Case Study: The Central Range of Isfahan". . Journal of Urban Planning and Research 2013: ;4 ((12), ):96-116. (In Persian) 7. Heinen E, Van Wee B, Maat KJTr. Commuting by bicycle: an overview of the literature. 2010;30(1):59-96. 8. Moudon AV, Lee C, Cheadle AD, Collier CW, Johnson D, Schmid TL, et al. Cycling and the built environment, a US perspective. 2005;10(3):245-61. 9. Mohammad Hadi F, Fathi Vajargah, K., Pardakhtchi, M., and Abolghasemi, M. . "Students Satisfaction Analysis of In-Service Training Courses Based on IPA Model". . Management and Planning Dates in Educational Systems. 2011:;4((6), ):32-53. (In Persian) 10. Petritsch TA, Landis BW, Huang HF, Challa SJTrr. Sidepath safety model: bicycle sidepath design factors affecting crash rates. 2006;1982(1):194-201. 11. Krizek KJ, El-Geneidy A, Thompson KJT. A detailed analysis of how an urban trail system affects cyclists’ travel. 2007;34(5):611-24. 12. Kang L, Fricker JDJT. Bicyclist commuters’ choice of on-street versus off-street route segments. 2013;40(5):887-902. 13. 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دانشکده تربیت بدنی دانشگاه تهران نشریه مدیریت ورزشی 2008-9341 دانشکده تربیت بدنی دانشگاه تهران 125 10.22059/jsm.2017.222487.1748 مقاله پژوهشی تأثیر آموزش از طریق گیمیفیکیشن بر تفکر استراتژیک مدیران ورزشی کشور تأثیر آموزش از طریق گیمیفیکیشن بر تفکر استراتژیک مدیران ورزشی کشور هنری حبیب دانشیار دانشکدۀ تربیت بدنی و علوم ورزشی دانشگاه علامه طباطبایی تهران، تهران، ایران غفوری فرزاد دانشیار دانشکدۀ تربیت بدنی و علوم ورزشی دانشگاه علامه طباطبایی تهران، تهران، ایران سرکوهی پگاه کارشناس ارشد دانشکدۀ تربیت بدنی و علوم ورزشی دانشگاه علامه طباطبایی تهران، تهران، ایران 21 03 2019 11 1 175 194 01 01 2017 28 11 2017 Copyright © 2019, دانشکده تربیت بدنی دانشگاه تهران. 2019 https://jsm.ut.ac.ir/article_72877.html

هدف این مقاله تأثیر آموزش تفکر استراتژیک به مدیران ورزشی کشور از طریق گیمیفیکیشن یا بازی‌وارساری است. روش تحقیق از نوع تحقیقات نیمه تجربی است.جامعه‌ی آماری تحقیق شامل مدیران ورزشی سراسر کشور که در ادارات کل تربیت‌بدنی مشغول فعالیت بودند، می‌باشد. نمونه‌ی تحقیق 45 نفر و به‌صورت هدفمند از بین جامعه‌ی آماری انتخاب شد. در این تحقیق از پرسشنامه‌ی محقق ساخته که در هفت بخش به‌صورت الکترونیکی و کاغذی طراحی‌شده بود، استفاده گردید و روایی آن به تأیید متخصصان رسید و پایایی پرسشنامه 98/0 و بازی کامپیوتری 9/0 به دست آمد.برای ارائه داده‌های توصیفی از شاخص آماری فراوانی، درصد فراوانی و در بخش آمار استنباطی از آزمون شاپیروویلک جهت بررسی توزیع طبیعی داده‌ها استفاده شد. برای بررسی تجانس واریانس از آزمون لون و جهت تجزیه‌وتحلیل داده‌ها و مقایسه میانگین گروه‌های آزمودنی از آزمون یونیوریت (تحلیل کوواریانس) استفاده شد. طبق نتایج آزمون یونیوریت آموزش تفکر استراتژیک از طریق گیمیفیکیشن تأثیر معنی‌داری دارد (001/0=, sig629/52F=). با توجه به نتایج به‌دست‌آمده می‌توان گفت با توجه به لزوم دارا بودن مدیران ورزشی کشور به تفکر استراتژیک، نوع شیوه آموزشی در میزان یادگیری وانگیزه آنان تأثیرگذار است، که نشان از اثر بالاتر گیمیفیکیشن در یادگیری تفکر استراتژیک نسبت به روش‌های سنتی است.

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The ludic drive as innovation driver: Introduction to the gamification of innovation. Creativity and Innovation Management. 2015;2(24):300-6. 22.  Urh M, Vukovic, G., & Jereb, E. The model for introduction of gamification into e-learning in higher education. Procedia-Social and Behavioral Sciences. 2015;197:388-97. 23.  Magdalinski T. Gamifying the Sports Management Classroom. Abstract report. 2015(295):440. 24.  Alcivar. Isabel AGA. Design and evaluation of a gamified system for ERP training. Computers in Human Behavior. 2016;58:109-18. 25.  Alan E S. Game theory and the evolution of strategic thinking. Human Systems Management. 1997;16(1):63. 26.  Sabrkoosh AF, Habibollah; Nourmohammadi, Hadi Training and Development of Human Resources in the Organization. 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Towards the gamification of learning: Investigating student perceptions of game elements. Journal of Information Systems Education. 2014;25(3). 12.  Bonn I, Christodoulou C. From strategic planning to strategic management. Long Range Planning. 1996;29(4):543-51. 13.  Lashkarboloki M. Strategic Thinking Orders and Strategies. Tehran Nas. 2013;4. 14.  Apostol S, Zaharescu L, Alexe I. GAMIFICATION OF LEARNING AND EDUCATIONAL GAMES. Elearning & Software For Education. 2013(2). 15.  Moncada SM, Moncada TP. Gamification of learning in accounting education. Journal of Higher Education Theory and Practice. 2014;14(3):9. 16.  Landers RN, Callan RC. Casual social games as serious games: The psychology of gamification in undergraduate education and employee training. Serious games and edutainment applications: Springer; 2011. p. 399-423. 17.  Mousavi Jf, Bardiafar, Nafiseh A Study of the Strategic Thinking of the Managers of the National Tourism Sport Association Based on the Jane Leydka Model. Contemporary Studies in Sport Management. 2015;5(9):73-81, [In Persian]. 18.  Goldman EF, Casey A. Building a culture that encourages strategic thinking. Journal of Leadership & Organizational Studies. 2010;17(2):119-28. 19.  Aparicio AF, Vela FLG, Sánchez JLG, Montes JLI, editors. Analysis and application of gamification. Proceedings of the 13th International Conference on Interacción Persona-Ordenador; 2012: ACM. 20.  Benito-Ostolaza JM, & Sanchis-Llopis, J. A. Training strategic thinking: Experimental evidence. ournal of business research. 2014;67(5):785-9. 21.  Roth S, Schneckenberg, D., & Tsai, C. W. The ludic drive as innovation driver: Introduction to the gamification of innovation. Creativity and Innovation Management. 2015;2(24):300-6. 22.  Urh M, Vukovic, G., & Jereb, E. The model for introduction of gamification into e-learning in higher education. Procedia-Social and Behavioral Sciences. 2015;197:388-97. 23.  Magdalinski T. Gamifying the Sports Management Classroom. 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