نوع مقاله : مقاله پژوهشی

نویسندگان

دانشگاه تهران

چکیده

هدف از این تحقیق، تدوین الگوی عوامل مؤثر در جذب حامیان مالی از ورزش دوومیدانی ایران بود. تحقیق حاضر ازنظر هدف، کاربردی و ازنظر چگونگی جمع‌آوری داده‌ها توصیفی از نوع پیمایشی به شمار می‌آید که به شکل میدانی انجام شد.ابزار گردآوری اطلاعات پرسشنامه محقق ساخته بود که بر اساس مقیاس 5 ارزشی لیکرت امتیازبندی شد. برای بررسی روایی پرسشنامه، پرسشنامه اولیه را به 8 تن از اساتید رشته مدیریت ورزشی ارائه و با جمع‌بندی نظرات آن‌ها پرسشنامه نهایی تنظیم شد..در سطح آمار توصیفی از جداول فراوانی و شاخص‌های مرکزی (میانگین) و پراکندگی (واریانس و انحراف معیار) استفاده گردید و در سطح آمار استنباطی ، آزمون t یک دامنه، آزمون فریدمن، آزمون همبستگی با استفاده از نرم‌افزار SPSS و به‌منظور بررسی روایی ساختاری تحلیل عاملی تأییدی از نرم‌افزار AMOS استفاده شد. نتایج تحقیق نشان داد به ترتیب، عوامل رسانه‌ای و تماشاگران، دولتی، مدیریتی-سازمانی، اجتماعی-فرهنگی، اقتصادی بیش‌ترین نقش را در جذب حامیان مالی در ورزش دوومیدانی ایران داشتند. درنهایت وزارت ورزش و جوانان و فدراسیون دوومیدانی با توجه به شناسایی و نقش مثبت عوامل ذکرشده، می‌توانند به‌منظور جذب حامیان مالی و برطرف کردن انتظارات آن‌ها اقدام کنند.
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کلیدواژه‌ها

عنوان مقاله [English]

Developing a Model of Factors Influencing the Attraction of Sponsors of Iran Track and Field

نویسندگان [English]

  • mohamad reza movakel
  • alidoust alidoust

university of tehran

چکیده [English]

The aim of this study was to develop the model of those factors influencing the attraction of sponsors of Iran track and field. This study was applied in terms of objectives and a descriptive survey in terms of data collection which was conducted as a field. A researcher-made questionnaire was used to collect data based on the 5-point Likert scale. To check the validity of the questionnaire, the primary version was distributed among 8 sport management professors and the final version was developed using their viewpoints. In descriptive statistics, frequency tables and measures of central tendency (mean) and dispersion indexes (variance and standard deviation) were used and inferential statistics included one-sample t test, Friedman test and correlation test using SPSS. AMOS software with confirmatory factor analysis was used to examine construct validity. The results showed that media and spectators, governmental, management-organizational, sociocultural and economic factors played the most important role in attracting sponsors of Iran track and field. Finally, given the identification and role of the above mentioned factors, the Ministry of Sport and Youth and Track and Field Federation can act to attract sponsors and meet their expectations.

کلیدواژه‌ها [English]

  • economics
  • sponsorship
  • sport
  • track and field
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