رابطه انجمن هواداران فوتبال با رفتار وفاداری با نقش میانجی تشریفات شخصی و اجتماعی و ارزش ادراک شده مشتری
محورهای موضوعی :
رویداد ورزشی
کاظم چراغ بیرجندی
1
(استادیار گروه تربیت بدنی و علوم ورزشی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران)
رضا روشندل
2
(کارشناس ارشد مدیریت ورزش، دانشگاه آزاد اسلامی، بیرجند، ایران)
تاریخ دریافت : 1401/08/22
تاریخ پذیرش : 1401/11/29
تاریخ انتشار : 1401/12/01
کلید واژه:
ارزش ادراک شده",
فوتبال",
",
رفتار وفاداری",
انجمن هواداران",
تشریفات فردی و اجتماعی",
چکیده مقاله :
هدف از این پژوهش، ارتباط انجمن هواداران فوتبال با رفتار وفاداری با نقش میانجی تشریفات شخصی و اجتماعی و ارزش ادراک شده بود. روش تحقیق از نوع توصیفی - همبستگی می‌باشد که شکل میدانی انجام‌شده است. جامعه آماری پژوهش هواداران لیگ برتر فوتبال در سال1400-1401 بودند با توجه به نامحدود بودن جامعه آماری تعداد نمونه با جدول مورگان به تعداد 384 نفر انتخاب شدند. شیوه نمونه گیری به صورت خوشه ای چند مرحله ای استفاده شد. ابزار پژوهش شامل پرسشنامه وفاداری هواداران ورزشی بایر و همکاران (2008)، پرسشنامه تشریفات شخصی و اجتماعی فاضل حسن و همکاران (2021) ، پرسشنامه انجمن هوادارن ورزشی فاضل حسن و همکاران (2021) و پرسشنامه ارزش ادراک شده اگرت و اولاگا (۲۰۰۲)مورد استفاده قرار گرفتند. نتایج تحقیق نشان داد ارزش درک شده مشترک در ارتباط بین انجمن هواداران با رفتار وفاداری نقش میانجی دارد؛ اما متغیر تشریفات فردی و اجتماعی این نقش را ایفا نمی کند. همچنین مدل ساختاری پژوهش با توجه به مقدار شاخص45/0GOF= نشان از برازش مطلوب داشت. لذا توصیه می شود مدیران تیم های ورزشی برای ایجاد رفتار وفاداری در انجمن های هواداران ورزشی تیم های فوتبال ارزش ایجاد شده در ذهن هوادار را به صورت تصویر مطلوبی خلق نمایند.
چکیده انگلیسی:
The aim of this research was to relate the association of football fans with loyalty behavior with the mediating role of personal and social rituals and perceived value. The research method is a descriptive-correlation type, which is carried out in the field. The statistical population of the research was the fans of the premier football league in 1400-1401. Due to the unlimited statistical population, 384 people were selected using the Morgan table. A multi-stage cluster sampling method was used. The research tools include Bayer et al.'s sports fan loyalty questionnaire (2008), Fazel Hassan et al.'s personal and social rituals questionnaire (2021), Fazel Hassan et al.'s sports fan association questionnaire (2021) and Eggert and Olaga's (2002) perceived value questionnaire. were used The research results showed that shared perceived value plays a mediating role in the relationship between fan associations and loyalty behavior; But the variable of individual and social rituals does not play this role. Also, the structural model of the research showed good fit according to the value of GOF = 0.45. Therefore, it is recommended that managers of sports teams create a favorable image of the value created in the fan's mind in order to create loyal behavior in football fan associations.
منابع و مأخذ:
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Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2021). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing.
Levental, O., & Nudelman, S. B. A. (2021). How football fans perceive sports heroes–The case of Israel. Physical Culture and Sport, 90(1), 10-19.
Liberman, Z., Kinzler, K. D., & Woodward, A. L. (2018). The early social significance of shared ritual actions. Cognition, 171(2), 42–51.
Nguyen, N.M.; Nguyen, H.T. How do product involvement and prestige sensitivity affect price acceptance on the mobile phone market in Vietnam? J. Asia Bus. Stud. 2019, 14, 379–398
Ouyang, L.; Hungenberg, E.; Gray, D. Does a satisfied customer care about price? The link between customer satisfaction and price sensitivity in the commercial martial arts industry. J. Glob. Sport Manag. 2019, 4, 291–311.
Park, S.; Kim, S.; Chiu, W. Segmenting sport fans by eFANgelism: A cluster analysis of South Korean soccer fans. Manag Sport Leis 2021, 1–15
Santana, J. C., & Tocora, E. (2022). Fan loyalty and underperforming teams: the case of Atlas FC. Soccer & Society, 23(2), 130-143.
Shapiro, S.L.; Reams, L.; So, K.K.F. Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports. Sport Manag. Rev. 2019, 22, 235–246
Solakis, K., Peña-Vinces, J., & Lopez-Bonilla, J. M. (2022). Value co-creation and perceived value: A customer perspective in the hospitality context. European Research on Management and Business Economics, 28(1), 100175.
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Anagnostou, M., & Tzetzis, G. (2021). Greek sport fans' evaluation of football leagues' brand associations and their influence on brand loyalty. The case of UEFA champions league. Sport, Business and Management: An International Journal.
Bae, J. S., Chiu, W., & Nam, S. B. (2021). Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League. Sustainability, 13(6), 3361.
Blake, J., Fourie, S., & Goldman, M. (2019). The relationship between sports sponsorships and corporate financial returns in South Africa. International Journal of Sports Marketing and Sponsorship, 20(1), 2–15.
Chan-Olmsted, S., & Xiao, M. (2019). Smart sports fans: Factors influencing sport consumption on smartphones. Sport Marketing Quarterly, 28(4), 181–194.
Chiu, W.; Won, D. Influence of sports fan ethnocentrism on identification and media consumption intention: A preliminary
investigation with Taiwanese baseball fans. Sport Soc. 2020, 1–19.
Chiu, W.; Won, D.; Kim, S. Extended model of sport spectator goal-directed behavior: The role of event prestige in non-major sport events. Event Manag 2019, 23, 119–133. [CrossRef]
Christian, E. I., & Obiora, O. C. (2018). On-field sports spectatorship and patronage: A sociological x-ray of its determinants for effective sports management in developing British Journal of Education, 6(2), 84–93
. Crewe, E., & Evans, P. (2018). The significance of rituals in parliament. In C. LestonBandeira, & L. Thompson (Eds.), Exploring Parliament (p. (p. 43).). Oxford University
Cowan, K., & Spielmann, N. (2017). The influence of rituals on luxury product consumption: Implications for brands. Journal of Brand Management, 24(5), 391–404.
Fazal-E-Hasan, S. M., Neale, L., Sekhon, H., Mortimer, G., Brittain, I., & Sekhon, J. (2021). The path to game-day attendance runs through sports fan rituals. Journal of Business Research, 137, 308-318.
Genchev, S. E., Gray, G., & Wert-Gray, S. (2021). Male and Female Sports Fans: Team Identification, Satisfaction With Team Performance, and Consumption Behavior. Journal of Marketing Development & Competitiveness, 15(2).
Gong, X., & Wang, Y. (2021). Exploring dynamics of sports fan behavior using social media big data-A case study of the 2019 National Basketball Association Finals. Applied Geography, 129, 102438.
Hobson, N. M., Schroeder, J., Risen, J. L., Xygalatas, D., & Inzlicht, M. (2017). The psychology of rituals: An integrative review and process-based framework. Personality and Social Psychology Review, 22(3), 260–284.
Hobson, N. M., Schroeder, J., Risen, J. L., Xygalatas, D., & Inzlicht, M. (2018). The psychology of rituals: An integrative review and process-based framework. Personality and Social Psychology Review, 22(3), 260-284.
Jiang, X., Deng, N., Fan, X., & Jia, H. (2022). Examining the role of perceived value and consumer innovativeness on consumers’ intention to watch intellectual property films. Entertainment Computing, 40, 100453.
Kelly, S. J., Weeks, C. S., & Chien, P. M. (2018). There goes my hero again: Sport scandal frequency and social identity driven response. Journal of Strategic Marketing, 26(1), 56–70
Kim, S.-S.; Baek, W.-Y.; Byon, K.K.; Ju, S.-B. Creating shared value and fan loyalty in the Korean Professional Volleyball Team. Sustainability 2020, 12, 7625
Kim, K. A., Byon, K. K., Baek, W., & Williams, A. S. (2019). Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors. International Journal of Hospitality Management, 82(3), 318–325
Kim, Y., Magnusen, M., Kim, M., & Lee, H. W. (2019). Meta-analytic review of sport consumption: Factors affecting attendance to sporting events. Sport Marketing Quarterly, 28(3), 117–134.
Kuppelwieser, V. G., Klaus, P., Manthiou, A., & Hollebeek, L. D. (2021). The role of customer experience in the perceived value–word-of-mouth relationship. Journal of Services Marketing.
Levental, O., & Nudelman, S. B. A. (2021). How football fans perceive sports heroes–The case of Israel. Physical Culture and Sport, 90(1), 10-19.
Liberman, Z., Kinzler, K. D., & Woodward, A. L. (2018). The early social significance of shared ritual actions. Cognition, 171(2), 42–51.
Nguyen, N.M.; Nguyen, H.T. How do product involvement and prestige sensitivity affect price acceptance on the mobile phone market in Vietnam? J. Asia Bus. Stud. 2019, 14, 379–398
Ouyang, L.; Hungenberg, E.; Gray, D. Does a satisfied customer care about price? The link between customer satisfaction and price sensitivity in the commercial martial arts industry. J. Glob. Sport Manag. 2019, 4, 291–311.
Park, S.; Kim, S.; Chiu, W. Segmenting sport fans by eFANgelism: A cluster analysis of South Korean soccer fans. Manag Sport Leis 2021, 1–15
Santana, J. C., & Tocora, E. (2022). Fan loyalty and underperforming teams: the case of Atlas FC. Soccer & Society, 23(2), 130-143.
Shapiro, S.L.; Reams, L.; So, K.K.F. Is it worth the price? The role of perceived financial risk, identification, and perceived value in purchasing pay-per-view broadcasts of combat sports. Sport Manag. Rev. 2019, 22, 235–246
Solakis, K., Peña-Vinces, J., & Lopez-Bonilla, J. M. (2022). Value co-creation and perceived value: A customer perspective in the hospitality context. European Research on Management and Business Economics, 28(1), 100175.
