شناسایی پیشایندهای موثر بر نیات رفتاری هواداران لیگ برتر فوتبال ایران براساس نظریه‌شناختی
محورهای موضوعی : رفتار سازمانی در ورزش
احمد اسماعیلی
1
(1. دانشجوی دکتری مدیریت ورزشی، واحد آیت الله آملی، دانشگاه آزاد اسلامی، آمل، ایران)
نصرالله محمدی
2
(استادیار مدیریت ورزشی دانشگاه پیام نور، تهران، ایران)
فرشاد امامی
3
(استادیار گروه تربیت بدنی، واحد آمل، دانشگاه آزاد اسلامی، آمل، ایران)
کلید واژه: کلمات کلیدی: نیت رفتاری, هوادار ورزشی, لیگ برتر, فوتبال.,
چکیده مقاله :
این تحقیق با هدف شناسایی پیشایندهای موثر بر نیات رفتاری هواداران لیگ برتر فوتبال ایران بر اساس نظریه شناختی تدوین شده است. جامعه آماری تحقیق کلیه هواداران باشگاه‌های فوتبال لیگ برتر ایران بوده بود . حجم نمونه با استفاده از فرمول کوکران شامل 384 نفر بدست آمد ودر نهایت تعداد 410 پرسشنامه تحلیل آماری شد. پرسشنامه شامل دو بخش بود: بخش اول با هدف بررسی ویژگی‌های دموگرافیک هواداران فوتبال از قبیل سن، جنسیت و سطح تحصیلات انجام شد. بخش دوم بر ارزیابی هواداران از عملکرد مهارتی، محیط، همزاد پنداری، اشتیاق سایر مصرف کنندگان، تعامل مصرف کننده با مصرف کننده و نیات رفتاری متمرکز بود. برای سنجش متغیرهای پژوهش از پرسشنامه عملکرد مهارتی کو و همکاران(2011) با سه سوال، پرسشنامه همزاد پنداری فو و همکاران(2017) با چهار گویه، پرسشنامه عوامل محیطی کو و همکاران(2011) با سه گویه، اشتیاق سایر مصرف کنندگان چن و همکاران(2013) با سه گویه، تعامل با سایر مصرف کنندگان کیم و همکاران(2018) با سه گویه و نیات رفتاری جانگ و نامکنگ (2009) با سه گویه استفاده شد. مدل نهایی تحقیق با استفاده از تکنیک حداقل مربعات جزئی و نرم افزار اسمارت پی. ال. اس مورد اعتبارسنجی قرار گرفت. نتایج آزمون فرضیات نشان داد که به ترتیب عوامل محیطی، عوامل مهارتی، تعامل با سایر هواداران، اشتیاق سایر هواداران و همزادپنداری بیشترین اثرگذاری را بر نیات رفتاری هواداران داشتند. بنابراین آگاهی از عوامل مذکور، شرایط لازم برای مدیران و برگزارکنندگان مسابقات ورزشی جهت مدیریت بهتر هواداران فراهم می‌کند.
This research is based on cognitive theory with the aim of identifying the antecedents affecting the behavioral intentions of fans of Iran's premier football leagueThe statistical population of the research was all the fans of football clubs in the Premier League of Iran. The sample size was obtained using Cochran's formula including 384 people and finally 410 questionnaires were statistically analyzed. The questionnaire consisted of two parts: the first part was conducted with the aim of investigating the demographic characteristics of football fans such as age, gender and education level. The second part focused on fans' evaluation of skill performance, environment, and congeniality, passion of other consumers, consumer-to-consumer interaction, and behavioral intentions. To measure the research variables, Ko et al. skill performance questionnaire (2011) with three questions, Fu et al.'s Self-congruence questionnaire (2017) with four items, Ku et al. Ambience questionnaire (2011) with three items, Other consumers’ passion Chen and colleagues (2013) with three items, Consumer to consumer Interaction Kim et al. (2018) with three items and Jang and Namkung (2009) behavioral intentions with three items were used. The final model of the research using partial least squares technique and SmartP software. L. S was validated. The results of the hypothesis test showed that environmental factors, skill factors, interaction with other fans, enthusiasm of other fans and homophobia had the greatest effect on fans' behavioral intentions, respectively. Therefore, knowledge of the mentioned factors provides necessary conditions for managers and organizers of sports competitions for better management of fans.
مشکل گشا, الهام, نظری, رسول. (1402). ارائه مدل اثر درگیری، جذب، تعهد روانی و مقاومت در برابر تغییر بر وفاداری رفتاری هوادارن به برند سپاهان اصفهان. مدیریت و رفتار سازمانی در ورزش12(10). 59-69.
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