نشریه مدیریت ورزشی

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برآورد ارزش اقتصادی باشگاه پرسپولیس تهران از دیدگاه هواداران

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه مازندران، بابلسر، ایران

چکیده

مقدمه: هدف کلی پژوهش حاضر برآورد ارزش اقتصادی باشگاه پرسپولیس تهران برای هواداران این باشگاه در کشور ایران است.
روش پژوهش: پژوهش حاضر، به روش توصیفی- تحلیلی و از نظر هدف جزء پژوهش‌های کاربردی است. جامعة آماری، هواداران باشگاه پرسپولیس در سطح کشور و حجم نمونة آماری نیز طبق جدول میشل و کارسون برابر با 506 نفر بود. برای این منظور پرسشنامه‌ای محقق‌ساخته طراحی شد و به‌وسیلۀ آن تمایل به پرداخت هواداران باشگاه پرسپولیس تهران در سطح کشور برای کالاها و منافع تولیدشده توسط این باشگاه و عوامل مؤثر بر تمایل به پرداخت از آن‌ها پرسیده شد.
یافته‌ها: برای تجزیه‌وتحلیل داده‌ها نیز از مدل پروبیت رتبه‌ای استفاده شد. نتایج نشان داد که 3/77 درصد هواداران مایل به مشارکت در تأمین بودجه برای حضور تیم پرسپولیس در سطوح رقابتی‌اند و تمایل به پرداخت هواداران باشگاه پرسپولیس برای حضور و قهرمانی در رقابت‌های لیگ برتر به‌ترتیب 70 و 3/72 درصد، قهرمانی در جام حذفی و رقابت‌های لیگ قهرمانان آسیا به‌ترتیب 9/71 و 1/78 درصد، تهیه بلیت تماشای مسابقات تیم فوتبال پرسپولیس از استادیوم 9/89 درصد، تماشای تلویزیونی مسابقات تیم پرسپولیس 8/83 درصد و میزان خرید محصولات این باشگاه 5/43 درصد است.
نتیجه‌گیری: تمایل به پرداخت‌هایی که هواداران بیان کردند، نشان می‌دهد حضور تیم فوتبال پرسپولیس در سطوح بالای رقابتی ورزش کشور ایران بر رفاه آنها تأثیر مثبت داشته است؛ به‌طوری‌که هواداران مایل‌اند حامی تیم محبوب خود شوند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Estimation of Economic Value of Persepolis Football Club (Fans’ Point of View)

نویسندگان [English]

  • Farzaneh Hoseini
  • Morteza Dousti
  • Saeid Tabesh

Department of Sport Management, Faculty of Sport Sciences, University of Mazandaran, Babolsar, Iran.

چکیده [English]

Introduction: The overall objective of the present study was to estimate the economic value of Persepolis football club from its fans point of view in Iran.
Methods: The present study is a descriptive-analytic one that is applied research. The statistical population included Persepolis football club fans all over Iran. The sample size was 506  people according to the table of Mitchell and Carson. To this end, a researcher-made questionnaire was designed to determine the fans’ willingness to pay for Persepolis Club for the goods and benefits produced by the club and also identify the factors affecting their willingness to pay. Then, The rank ordered probit (ROP) model  was used for data analysis.
Results: The results showed that 77.3% of the fans are willing to participate in funding for Persepolis at competitive levels; and for willingness to pay for Persepolis fans to attend and win the Premier League the values were 70% and 72.3% respectively. The values for Iranian Hazfi Cup and the AFC Champions League were 71.9% and 78.1%, respectively. 89.9 percent of Persepolis football club intended to buy the match tickets and attend the stadiums, 83.8 percent wanted to watch  their favorite team matches on TV  and 43.5 percent  purchase  the club's products/kits.
Conclusion: the fans willingness to pay indicated that the presence of Persepolis football team in the high competitive levels of Iran's domestic Premier League has had a positive impact on their well-being, in other words the intend to support their favorite team.

کلیدواژه‌ها [English]

  • Contingent valuation
  • Fans
  • General goods
  • Ranked Probit Model
  • Willingness to pay
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نشریه مدیریت ورزشی
دوره 14، شماره 3
آبان 1401
صفحه 70-53
فایل ها
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  • تاریخ دریافت: 24 اسفند 1398
  • تاریخ بازنگری: 13 آبان 1401
  • تاریخ پذیرش: 16 خرداد 1399
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