شناسایی پیشایندهای موثر بر نیات رفتاری هواداران لیگ برتر فوتبال ایران براساس نظریه‌شناختی
الموضوعات :
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)
الکلمات المفتاحية: کلمات کلیدی: نیت رفتاری, هوادار ورزشی, لیگ برتر, فوتبال.,
ملخص المقالة :
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.
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