طراحی و اعتباریابی پرسشنامة عوامل شکل‌دهندة جو ورزشگاه‌های فوتبال (با رویکرد بازاریابی)

خطیبی, امین; گودرزی, محمود; خبیری, محمد; جلالی فراهانی, مجید

doi:10.22059/jsm.2020.284193.2293

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه مدیریت ورزشی، دانشکدة علوم ورزشی و تندرستی، دانشگاه تهران و دانشگاه شهید چمران اهواز، تهران و اهواز، ایران

² گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران،

³ گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران

⁴ گروه مدیریت ورزشی، دانشکدة علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.

10.22059/jsm.2020.284193.2293

چکیده

مقدمه: هدف از این پژوهش طراحی و اعتباریابی ابزاری برای شناسایی عوامل شکل‌دهندة جو ورزشگاه‌های فوتبال بود.
روش پژوهش: این پژوهش در سه بخش انجام گرفت. در بخش اول به‌منظور شناسایی مهم‌ترین عوامل شکل‌دهندة جو ورزشگاه‌ها، یک پژوهش دلفی در سه مرحله انجام گرفت. مرحلة اول دلفی در قالب مصاحبه‌های نیمه‌ساختاریافته با خبرگان انجام شد و در مراحل بعد از پرسشنامه‌های بسته‌پاسخ استفاده شد و در نهایت پس از بازنگری نهایی، 80 گویه شناسایی شد. در بخش دوم، گویه‌های شناسایی‌شده در قالب پرسشنامه‌ای تنظیم و پس از بررسی روایی صوری و محتوایی توسط متخصصان طی دو مسابقه میان تماشاگران توزیع شد و پس انجام آزمون تحلیل عاملی اکتشافی 54 گویه در قالب 15 عامل اصلی شناسایی شد. در بخش سوم پرسشنامة به‌دست‌آمده از مرحلة قبل، با استفاده از نمونه‌گیری خوشه‌ای در بین تماشاگران لیگ برتر فوتبال توزیع شد و روایی سازة ابزار از طریق آزمون تحلیل عاملی تأییدی به روش حداقل مربعات جزئی بررسی شد.
یافته‌ها: در مجموع، هشت عامل اصلی مؤثر بر جو ورزشگاه‌های فوتبال در ایران شناسایی شد که عبارت‌اند از: عملکرد پیشین باشگاه، احترام ادراک‌شده، ورزشگاه، رویداد، امکانات رفاهی، برگزارکننده، معماری و طراحی ورزشگاه و رفتارهای تماشاگران.
نتیجه‌گیری: ابزار طراحی‌شده در این پژوهش می‌تواند هم در پژوهش‌های آتی استفاده شود و هم به بازاریابان و باشگاه‌های فوتبال در جذب و حفظ مشتریان خود کمک کند.

کلیدواژه‌ها

موضوعات

مدیریت ورزشی

عنوان مقاله [English]

Development and Psychometric Evaluation of Football Stadium Atmosphere Scale (Marketing Approach)

نویسندگان [English]

Amin khatibi ¹
Mahmoud Goudarzi ²
Mohammad Khabiri ³
Majid Jalali Farahani ⁴

¹ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran and Shahid Chamran University of Ahvaz,, Tehran and Ahvaz, Iran

² Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

³ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

⁴ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

چکیده [English]

Introduction: The purpose of this research was development and psychometric evaluation of the football stadium atmosphere scale with the marketing approach.
Methods: The research was conducted in three sections. In the first section to identify the most important factors that shape the stadium atmosphere, a three-stage Delphi survey was conducted which in the first stage, semi-structured interviews with experts were done and in the next stages, a questionnaire was used and finally after the last review, 80 items were specified. In the second section, 80 items specified in the previous study, formed a questionnaire and after confirmation of its validation by experts it was distributed among spectators in two matches. To reduce variables, exploratory factor analysis was used and finally, 15 factors with 54 items were specified. In the third section, obtained questionnaires from the previous step, based on cluster sampling were distributed among Iranian Primer league spectators. Collected data was evaluated by confirmatory factor analysis in the partial least square method to confirm the main factors and to evaluate structural validation.
Results: Based on the result of this test, 8 main affective factors on football stadium atmosphere in Iran were specified which include of sports club's Last performance, perceived respect, stadium, event, facility, organizer, stadium architecture and designing, and spectator’s behavior.
Conclusion: The scale designed in this research can be used in future research and help marketers and football clubs attract and retain their customers.

کلیدواژه‌ها [English]

Football
Marketing
Psychometric
Spectators
Stadium Atmosphere

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