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تمایل به پرداخت در ورزش: طراحی مدل ارزش‌گذاری اقتصادی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشکدة تربیت ‌بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران

2 گروه مدیریت ورزشی، دانشکدة علوم ورزشی، دانشگاه الزهرا، تهران، ایران

چکیده

مقدمه: هدف از این پژوهش، طراحی مدل ارزش‌گذاری اقتصادی مبتنی بر تمایل به پرداخت در ورزش بود.
روش پژوهش: 170 نفر به‌عنوان نمونة آماری از میان صاحب‌نظران آگاه به موضوع ارزش‌گذاری ورزشی به‌صورت هدفمند و در دسترس انتخاب شدند. از پرسشنامة محقق‌ساخته برای جمع‌آوری داده‌ها استفاده شد. روایی محتوایی آن توسط 11 تن از صاحب‌نظران و استادان دانشگاهی و پایایی آن نیز با آزمون آلفای کرونباخ (89/0) تأیید شد. تجزیه‌وتحلیل داده‌ها به روش معادلات ساختاری و با استفاده از نرم‌افزار Smart PLS 3 انجام گرفت.
یافته‌ها: نتایج نشان داد که عوامل تعیین‌کنندة ارزش پدیدة هدف ورزشی به‌ترتیب بر جامعة ادراک‌کنندة ارزش (920/0)، قابلیت‌های ارزشی (881/0) و روش ارزش‌گذاری (838/0) تأثیر معنا‌داری دارد. همچنین به‌ترتیب جامعة ادراک‌کنندة ارزش (524/0) و قابلیت‌های ارزشی (317/0) بر ارزش اقتصادی کل پدیدة ورزشی اثر معنا‌داری دارند. در نهایت روش ارزش‌گذاری با (662/0) و ارزش اقتصادی کل با (261/0) بر تمایل به پرداخت برای پدیدة ورزشی اثر معنا‌داری دارند.
نتیجه‌گیری: با توجه به نتایج تمایل به پرداخت ذی‌نفعان یک پدیدة ورزشی به‌منظور ارزش‌گذاری اقتصادی آن تحت تأثیر پنج عامل کلی شامل عوامل تعیین‌کننده و اثرگذار بر ارزش پدیده، قابلیت‌های ارزشی، جامعة ادراک‌کنندة ارزش، روش ارزش‌گذاری و ارزش‌های اقتصادی کل منتج از پدیده قرار دارد که پژوهشگران و سیاستگذاران حوزة ورزش می‌توانند از آن استفاده کنند.

کلیدواژه‌ها

عنوان مقاله [English]

The Willingness to Pay in Sports: Designing an Economic Valuation Model

نویسندگان [English]

  • Mehdi Jokar 1
  • Rahim Ramezaninezhad 1
  • Ali Nazarian 2

1 Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran.

2 Department of Sport Management, Sport Sciences faculty, Alzahra University, Tehran, Iran.

چکیده [English]

Introduction: The purpose of this study was to design an economic valuation model based on willingness to pay in sports.
Methods: 170 people were selected as a statistical sample from experts aware of the issue of sports evaluation in a targeted and accessible way. A researcher-made questionnaire was used to collect data. Its content validity was confirmed by 11 experts and university professors and its reliability was confirmed by Cronbach's alpha test (0.89). Data analysis was performed by structural equation method using Smart PLS 3 software.
Results: The results showed that the determinants of value of the sports goal phenomenon have a significant effect on the value perception community (0.920), value capabilities (0.881) and valuation method (0.838), respectively. Also, value perception community (0.524) and value capabilities (0.317) have a significant effect on the economic value of the whole sports phenomenon, respectively. Finally, the valuation method with (0.662) and the total economic value with (0.261) have a significant effect on the willingness to pay for the sport phenomenon.
Conclusion: According to the results of the willingness to pay stakeholders of a sports phenomenon for its economic valuation under the influence of five general factors including determining and influencing factors on the value of the phenomenon, value capabilities, value perception community, valuation method and total economic values ​​resulting from There is a phenomenon that researchers and policymakers in the field of sports can use.

کلیدواژه‌ها [English]

  • Economic valuation
  • Sport club
  • Sports economics
  • Sports phenomenon
  • Willingness to pay
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نشریه مدیریت ورزشی
دوره 16، شماره 2
تیر 1403
صفحه 97-80
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  • تاریخ دریافت: 08 اسفند 1400
  • تاریخ بازنگری: 26 مرداد 1401
  • تاریخ پذیرش: 22 شهریور 1401
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