نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی‌ارشد مدیریت ورزشی، دانشکدۀ تربیت ‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران

2 کارشناسی‌ارشد مدیریت ورزشی، گروه تربیت ‌بدنی و علوم ورزشی، دانشگاه پیام نور واحد کرج، کرج، ایران

چکیده

هدف از تحقیق حاضر، بررسی تأثیر تبلیغات بر­اساس مدل AIDA (مؤلفه­های جلب ­توجه، علاقه­مند­سازی، تحریک ­تمایل و عمل) بر جذب نوجوانان پسر به مدارس فوتبال شهر زنجان بود. جامعة آماری تحقیق (300N=) از ثبت­نام‌کنندگان در مدارس فوتبال پسر شهر زنجان (محدودة سنی 12 تا 19 سال) در سال 93 بودند که 169 نفر براساس جدول مورگان به­عنوان نمونه­های آماری انتخاب شدند. ابزار گرد­آوری داده­ها، پرسشنامة­20 سؤالی لیکرتی محقق‌ساخته­ بود که روایی صوری و محتوایی آن را ده نفر از کارشناسان و متخصصان مربوط و استادان دانشگاه تأیید کردند و پایایی پرسشنامه نیز از طریق ضریب آلفای کرونباخ 90 /0 محاسبه شد. برای تجزیه‌وتحلیل داده­ها از روش آمار توصیفی (شاخص­های گرایش مرکزی و شاخص­های پراکندگی) و آمار استنباطی (آزمون­های کولموگروف اسمیرنوف، آزمون­های t تک­نمونه­ای، u من­ویتنی، کروسکال والیس و ویلکاکسون) و نرم­افزار 16 SPSS وExcel  استفاده شد. نتایج نشان داد که تبلیغات براساس مدل آیدا بر جذب نوجوانان پسر به مدارس فوتبال شهر زنجان مؤثر بوده و از بین مؤلفه­های چهار­گانۀ مدل مذکور، مؤلفه­های علاقه­مندسازی و تحریک تمایل بیشتر از سایر مؤلفه­ها در جذب نوجوانان تأثیرگذار بوده‌اند، بنابراین به مسئولان پیشنهاد می­شود با تأکید بر مؤلفه‌های تأثیرگذار در تبلیغات آمار جذب خود را در مدارس­ فوتبال افزایش دهند

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Advertising on Adolescents’ Attraction to Football Schools‌‌ in Zanjan City

نویسندگان [English]

  • Farhad Kalantari 1
  • Esmail Dolatyari 2

1 MSc‌ of‌ Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran

2 MSc‌ of Sport‌ Management, Department of Physical Education and Sport Sciences, Payame Noor University, Karaj Branch, Karaj, Iran (Received: 2016/4/16;Accepted: 2016/8/27)

چکیده [English]

The aim of this study was to examine the effect of advertising based on AIDA model (attention, interest, desire and action elements) on male adolescents’ attraction to football schools in Zanjan city. The statistical population included 300 male registrants (age range: 12-19 years old) in football schools in Zanjan city in 2014. According to Morgan sample size table, 169 participants were selected as the sample.­ Data­ were collected­ by a Likert 20-item researcher-made questionnaire. The face and content validity was confirmed by­ 10 experts and academic professors. The reliability was calculated by Cronbach alpha coefficient­ (90.0). For data analysis, descriptive statistics (central tendency indexes and dispersion indexes) and inferential statistics (Kolmogorov - Smirnov, the one sample t test, U – Mann Whitney, Kruskal Wallis test and Wilcoxon test) as well as SPSS16 and Excel were used. ­The results indicated that advertising based on AIDA model was effective to attract male adolescents to football schools in Zanjan city. Among the four mentioned elements, interest and desire were more effective than other elements to attract adolescents. So, the authorities are recommend to increase the attraction in football schools by focusing on effective elements of advertisement

کلیدواژه‌ها [English]

  • Adolescents’ attraction
  • Advertising
  • AIDA model
  • football schools
  • Zanjan City
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