نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی مدیریت ورزشی دانشگاه تبریز، تبریز، ایران

2 استاد مدیریت ورزشی دانشگاه ارومیه، ارومیه، ایران

3 دانشجوی دکتری تخصصی مدیریت ورزشی دانشگاه تهران، تهران، ایران

چکیده

هدف پژوهش حاضر، مدلسازی تأثیر محیط فیزیکی اماکن ورزشی (زیبایی و دسترسی) بر روی نیات رفتاری مشتریان با توجه به نقش میانجی احساسات بود. روش پژوهش، توصیفی- پیمایشی و به لحاظ هدف، کاربردی بود. در این زمینه، ابتدا متناسب با متغیرهای پژوهش پرسشنامه‌ای با 30 سؤال طراحی شد که روایی صوری به تأیید استادان مدیریت ورزشی (7 نفر) رسید و روایی محتوایی با تحلیل عاملی تأییدی سنجش شد. پایایی پرسشنامه نیز از طریق ضریب آلفای کرونباخ برای سازه‌های زیبایی‌شناختی (91/0)، دسترسی (70/)، احساسات مثبت (90/0) و نیات رفتاری (87/0) محاسبه شد. جامعة آماری پژوهش 390 نفر از مشتریان استخرهای شهر تبریز بودند که در مجموع از 245 پرسشنامه برای بررسی آماری استفاده شد. نتایج نشان داد که هر دو مؤلفة محیط فیزیکی یعنی زیبایی و دسترسی و احساسات مثبت بر روی نیات رفتاری به‌صورت مستقیم تأثیرگذارند. همچنین، براساس نتایج به‌دست‌آمده اثر غیرمستقیم زیبایی و دسترسی از طریق احساسات مثبت بر روی نیات رفتاری معنادار است؛ یعنی زیبایی و دسترسی اماکن ورزشی می‌تواند از طریق ایجاد احساسات مثبت در مشتریان بر نیات رفتاری آنها تأثیرگذار باشد. بنابراین، می‌توان نتیجه گرفت اماکنی که زیبا و در عین حال دارای قابلیت دسترسی راحت‌تر و بهتری هستند، احساسات بهتر و مثبت‌تری را در ذهن مشتریان ایجاد می‌کنند که نتیجة آن تأثیر بر روی نیات رفتاری و استفادة مجدد از آن اماکن ورزشی خواهد بود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the Model of the Effect of Aesthetics and Access to Sport Facilities on Customer Behavioral Intentions through the Mediating Role of Emotions (Case Study: Swimming Pools in Tabriz City)

نویسندگان [English]

  • Mirdavood hoseiny 1
  • mirmohammad kashef 2
  • Ali Safarpour 3
  • sajjad pashaie 1

1 PhD, Student Sport Management University of Tabriz, Tabriz, Iran

2 Professor, Sport Management University of Urmiya, Urmiya, Iran

3 PhD, Student Sport Management University of Tehran, Tehran, Iran

چکیده [English]

The study aimed at designing the model of the effect of physical environment of sport facilities (aesthetics and access) on customer behavioral intentions considering the mediating role of the emotions. The method was descriptive-survey and applied in terms of objectives. Firstly, a questionnaire with 30 items was developed considering the research variables. Face validity was confirmed by 7 sport management professor and content validity was assessed by confirmatory factor analysis. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient for aesthetic constructs (0.91), access (0.70), positive emotions (0.90) and behavioral intentions (0.87). The statistical population of the study included 390 customers of swimming pools in Tabriz city and 245 questionnaires were used for statistical analysis. The results showed that both components of the physical environment, namely, aesthetics and access, and positive emotions directly influenced the behavioral intentions. Furthermore, based on these findings, the indirect effect of aesthetics and access through positive emotions on behavioral intentions was significant. That is to say the aesthetics and access to sport facilities can influence customer behavioral intentions through creating positive emotions. Therefore, it can be concluded that those facilities that are aesthetic and more accessible create better and more positive emotions in the minds of customers and the result is an effect on behavioral intentions and reuse of those sport facilities.

کلیدواژه‌ها [English]

  • access
  • aesthetics
  • behavioral intentions
  • emotions
  • physical environment
1.      Ghasemi SZ, Sanaei M. Relationship between aesthetic sport facilities and customer satisfaction mediated by the quality of service in Mazandaran province. International Journal of Sport Studies. 2015;5(7):855-9.
2.      Ioannou P, Bakirtzoglou P. The relationship between stadium factors on spectators’ satisfaction in Greek Soccer Super League. Journal of Human Sport and Exercise. 2016;11(4):437-43.
3.      Kim KT, Bae J, Kim J-C, Lee S, Kim KT. The Servicescape in the fitness center: measuring fitness center’s services. International Journal of Sport Management Recreation & Tourism. 2016;21(1):1-20.
4.      Ryu K, Lee H-R, Gon Kim W. The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management. 2012;24(2):200-23.
5.      Bauman AE, Reis RS, Sallis JF, Wells JC, Loos RJ, Martin BW, et al. Correlates of physical activity: why are some people physically active and others not? The lancet. 2012;380(9838):258-71.
6.      Lee SA, Ju YJ, Lee JE, Hyun IS, Nam JY, Han K-T, et al. The relationship between sports facility accessibility and physical activity among Korean adults. BMC public health. 2016;16(1):893.
7.      Wakefield KL, Blodgett JG. The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of services marketing. 1996;10(6):45-61.
8.      Geidne S, Quennerstedt M, Eriksson C. The implementation process of alcohol policies in eight Swedish football clubs. Health Education. 2013;113(3):196-215.
9.  Gibson F, Lloyd J, Bain S, Hottell D. Green design and sustainability in sport and recreation facilities. The Smart Journal. 2008;4(2):26-33.
10.    Koshesh K, Jalali Farahani M, Alidost Ghahfarokhi E. Relationship between fantasy view of sport facility and customer satisfaction (in persian). BhuJRNR. 2015;3(1):353-8.
11.    Sohrabi P, Kashef MM, Javadipour M, Hoseini F. Study the status of access, cooperation and building of sports and sports spaces of Urmia city according to the standards (in persian). Journal of study in sport science. 2012;4(11):133-46.
12.    Şahiner F. Design factors: the impact of facility aesthetics and layout accessibility on customers' emotions and behavioral intentions in hotel lobbies: Bilkent University; 2016.
13.    Helvacıoğlu E. Colour-emotion associations in interior spaces: Bilkent University; 2011.
14.    Robert D, John R. Store atmosphere: an environmental psychology approach. Journal of retailing. 1982;58(1):34-57.
15.    Moreno FC, Prado-Gascó V, Hervás JC, Núñez-Pomar J, Sanz VA. Spectator emotions: Effects on quality, satisfaction, value, and future intentions. Journal of Business Research. 2015;68(7):1445-9.
16.    Wakefield KL, Blodgett JG. Customer response to intangible and tangible service factors. Psychology & Marketing. 1999;16(1):51-68.
17.    Ladhari R. Alternative measures of service quality: a review. Managing Service Quality: An International Journal. 2008;18(1):65-86.
18.    Liu Y, Jang SS. Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management. 2009;28(3):338-48.
19.    Karimollahi Z, Atghiya N, Mokhtaridinani M. Effect of environmental features of sports spaces on customer attraction; regarding the concept of responsive environments (Case study: Tehran Revolutionary Sports Complex)(in persian). Journal of New Approaches to Sport Management. 2016;3(11):33-46.
20.    Ebrahimi A, mehdipour A, Azmsha T. The Impact of Neighborhood Indices and Access to Sporting Places on the Exercise Participation Rate (Case Study: Ahwaz city regions)(in persian). Studies on the basics of sport management. 2016;1(5):11-28.
21.    Majidi c, Kashef SM, Ahadi B, Rasoulazar G. Factors related to the happiness and beautification of sporting places on the dormitory students' tendency to physical activity (in persian). Journal of Applied Research in Sport Management. 2016;3(15):29-39.
22.    Razavi SM, Hosseini SE, Soleimani M. Study of aesthetic dimensions in customer orientation to sports venues (in persian). Journal of Research on sports management and motor behavior. 2013;8(16):15-24.
23.    Ali F, Kim WG, Ryu K. The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity. Tourism Management. 2016;57:213-24.
24.    Thongkern T. Assessing the behavioural intentions of spa customers: an empirical analysis: Lincoln University; 2016.
25.    Ryu K, Jang SS. The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants. Journal of Hospitality & Tourism Research. 2007;31(1):56-72.
26.    Jang SS, Namkung Y. Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research. 2009;62(4):451-60.
27.    Habibi A. SPSS software application training: Electronic Book. 2017.
28.    Sivo SA, Fan X, Witta EL, Willse JT. The search for" optimal" cutoff properties: Fit index criteria in structural equation modeling. The Journal of Experimental Education. 2006;74(3):267-88.
29.    Turley LW, Milliman RE. Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research. 2000;49(2):193-211.
30.    Eriksson U, Arvidsson D, Sundquist K. Availability of exercise facilities and physical activity in 2,037 adults: cross-sectional results from the Swedish neighborhood and physical activity (SNAP) study. BMC public health. 2012;12(1):607.
31.    Russell JA, Pratt G. A description of the affective quality attributed to environments. Journal of personality and social psychology. 1980;38(2):311.
32.    Lin IY. Evaluating a servicescape: the effect of cognition and emotion. International Journal of Hospitality Management. 2004;23(2):163-78.
33.    Lin J-SC, Liang H-Y. The influence of service environments on customer emotion and service outcomes. Managing Service Quality: An International Journal. 2011;21(4):350-72.
34.    Laros FJ, Steenkamp J-BE. Emotions in consumer behavior: a hierarchical approach. Journal of business Research. 2005;58(10):1437-45.
35.    Enrique Bigné J, Mattila AS, Andreu L. The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing. 2008;22(4):315-30.