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آزمون مدل رضایتمندی تماشاگران لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران

2 استاد، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی

3 دانشیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی واحد تهران مرکزی

چکیده

هدف از مطالعه حاضر آزمون مدل رضایتمندی تماشاگران لیگ برتر فوتبال در ایران بود. روش تحقیق، توصیفی از نوع پیمایشی و از نظر هدف کاربردی است. بدین منظور تعداد 750 نفر از تماشاگران ده تیم لیگ برتر فوتبال به عنوان نمونه انتخاب شدند. ابزار گردآوری داده‌ها مقیاس محقق‌ساخته بر اساس مطالعات مشابه، یوشیدا و جیمز (2010)، بیسکایا و همکاران (2013) بود. پایایی ابزار تحقیق با استفاده از روش آلفای کرونباخ 93/0 به دست آمد. برای تجزیه و تحلیل داده ها از آمار توصیفی و معادلات ساختاری استفاده شد. یافته‌های آزمون نشان داد مدل تحقیق از برازش مطلوبی برخوردار است و می‌توان از آن برای بررسی رضایتمندی تماشاچیان فوتبال استفاده کرد. اثر کلی متغیر های رضایت از بازی و رضایت از خدمات بر مقاصد رفتاری معنی‌دار بود. نتیجه کلی تحقیق نشان داد که هرچند ممکن است مدل پیشنهادی رضایتمندی تماشاگران فوتبال نتواند به طور کامل منعکس کننده مقاصد رفتاری مصرف کنندگان باشد، ولی باشگاه‌ها از ارزیابی اردراکات تماشاچیان نسبت به ویژگی‌های کیفیت رویدادهای ورزشی منتفع خواهد شد و این اطلاعات می‌تواند ارزش تشخیصی خوبی داشته و راهنمایی‌های خوبی را برای اصلاح، بهبود و پیشرفت ارائه خدمات فراهم نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Testing the Model of Spectators’ Satisfaction in Iran Football Premier League

نویسندگان [English]

  • behzad soheily 1
  • farshad tojari 2
  • ali zarei 3

1 PhD Student in Sport Management , Faculty of Physical Education and Sport Sciences, Islamic Azad University, Tehran Central Branch, Tehran, Iran,

2 Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Tehran Central Branch, Tehran, Iran,

3 Associated professor, Faculty of physical education and sport sciences, Islamic Azad University of Thran central branch

چکیده [English]

The aim of this study was to test the model of spectators’ satisfaction in Iran football premier league. The research method was descriptive survey and application in terms of aims. 705 spectators from 10 football premier league teams were selected as the sample. Data were collected by a researcher-made scale based on similar studies of Yoshida and James (2010) and Biscaia et al. (2013). The reliability of the scale was obtained as 0.93 using Cronbach's alpha. For data analysis, descriptive statistics and structural equation modeling were used. The results showed that the model was in a good fit and it can be used to examine football spectators’ satisfaction. The overall effect of referee’s performance, coach’s performance, players’ performance, opponents’ characteristics and game atmosphere on game satisfaction was significant. Among those factors influencing game satisfaction, the effect of game atmosphere was more than other paths. The overall effect of facility space, stadium employees and accessibility facilities on service satisfaction was significant. The overall effect of game satisfaction and service satisfaction on behavioral intentions was significant. Overall results showed that although the proposed satisfaction model may not fully reflect consumer behavior intentions, the clubs will benefit from spectators’ perceptions of the quality attributes of sporting events and this information can have a good diagnostic value and provide good guidance to reform, improve and enhance the provided services.

کلیدواژه‌ها [English]

  • behavioral intentions
  • football spectators
  • game atmosphere
  • game satisfaction
  • Satisfaction
  • service satisfaction
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نشریه مدیریت ورزشی
دوره 10، شماره 1
خرداد 1397
صفحه 181-203
فایل ها
سابقه مقاله
  • تاریخ دریافت: 15 فروردین 1395
  • تاریخ بازنگری: 03 تیر 1397
  • تاریخ پذیرش: 23 اسفند 1395
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