ارائة الگوی نقش عوامل شکل‌دهندة جو سالن‌های فوتسال بر رضایت‌مندی و تمایلات رفتاری تماشاگران لیگ برتر فوتسال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش‌آموختة دکتری، مدیریت ورزشی، پردیس البرز، تهران، ایران

2 دانشیار، مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده

این پژوهش با هدف ارائة الگوی نقش عوامل شکل‌دهندة جو سالن‌های فوتسال بر رضایت‌مندی و تمایلات رفتاری تماشاگران لیگ برتر فوتسال ایران انجام گرفت. روش پژوهش توصیفی و از نوع کاربردی بود، که به شکل میدانی اجرا شد. جامعة آماری، شامل تماشاگران بالاتر از 15 سال مسابقات لیگ برتر فوتسال ایران (1395) بود. 397 تماشاگر مطابق جدول مورگان انتخاب شدند. برای جمع‌آوری داده‌ها از پرسشنامة محقق‌ساختة جو در سه سطح (کلان، میانی و خرد) و پرسشنامة استاندارد رضایت‌مندی و تمایلات رفتاری تماشاگران بردی و همکاران (2005) استفاده شد. برای تجزیه‌وتحلیل داده‌ها از روش حداقل مربعات جزئی و نرم‌افزار Smart PLS3 استفاده شد. نتایج نشان داد ابعاد میانی، خرد و کلان به‌ترتیب با ضریب مسیر 981/0، 940/0، 848/0 بیشترین سهم را در تبیین واریانس جو سالن‌های فوتسال دارند. براساس تحلیل مسیر مشخص شد که جو سالن‌ها ارتباط معناداری با رضایت‌مندی و تمایلات رفتاری تماشاگران دارد. همچنین آزمون سوبل نشان داد که 23 درصد از اثر کل تغییرات جو بر تمایلات رفتاری تماشاگران به‌صورت غیرمستقیم و براساس متغیر میانجی رضایت در سطح معناداری 05/0 تبیین می‌شود. بنابراین ضروری است باشگاه‌ها و مدیران آنها نهایت تلاش خود را به‌منظور ارتقای جو حاکم بر سالن‌های محل برگزاری از طریق افزایش سطح کیفی و کمی خدمات ارائه‌شده به هواداران به‌عنوان سرمایه‌های اصلی باشگاه به‌عمل آورند تا موجبات رضایت خاطر تماشاگران و حضور مجدد آنان را فراهم آورند.

کلیدواژه‌ها

عنوان مقاله [English]

Presenting a model for role of factors shaping futsal halls atmosphere on satisfaction and behavioral tendencies of the Iranian Futsal Premier League spectators

نویسندگان [English]

  • Ali Norrizaddeh 1
  • Majid Jalali 2

1 PhD, department sport management. university of Tehran, Tehran, Iran

2 Associate professor, department sport management. university of Tehran, Tehran, Iran

چکیده [English]

The current study intended to design a model for the role of factors shaping the atmosphere of futsal halls on satisfaction and behavioral tendencies of Iranian Futsal Super League spectators. This study was an applied descriptive research conducted as a field research. The statistical population of the study included all spectators over 15 years of age who had participated in Futsal Super League Championship (2016). A sample of 397 individuals were selected according to Morgan's table. The research instruments included Behavioral Tendencies Questionnaire (Brady et al., 2005) and Satisfaction Scale. The authors also developed an Atmosphere Questionnaire on three levels (macro, middle, and micro). In order to analyze the data, partial least squares and Smart PLS3 software were utilized. The findings of the study demonstrated that the middle, micro, and macro dimensions respectively have the highest role in explaining the variance of the futsal salons atmosphere (path coefficient of 0.981, 0.940 and 0.848 respectively). Based on path analysis, it was determined that the salon`s atmosphere is significantly associated with satisfaction of the spectators and their behavioral tendencies. Additionally, Sobel test showed that 23 percent of the total effect of atmosphere on behavior tendencies of spectators is indirectly explained based on the mediating role of satisfaction (p<0.05). Therefore, it is essential that clubs and their managersdo their best so as to promote the atmosphere of salons through quantitatively and qualitatively enhancing the services to fans as the main capital of the club in an attempt to facilitate their satisfaction and reappearance in Hall.

کلیدواژه‌ها [English]

  • Hall atmosphere
  • satisfaction factors
  • behavioral tendencies
  • Premier League Futsal
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دوره 13، شماره 2
تیر 1400
صفحه 461-481
  • تاریخ دریافت: 13 شهریور 1396
  • تاریخ بازنگری: 13 آبان 1396
  • تاریخ پذیرش: 20 آذر 1396
  • تاریخ اولین انتشار: 01 تیر 1400