دوره 11، شماره 21 - ( 4-1400 )                   جلد 11 شماره 21 صفحات 1-16 | برگشت به فهرست نسخه ها

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Khorshidi R, Elahi A, Hadavi F. The Prediction of Intention to Attend Again and Consumption Marked Merchandises of Spectators of Famous Clubs of Tehran. JRSM. 2021; 11 (21) :1-16
URL: http://jrsm.khu.ac.ir/article-1-3143-fa.html
خورشیدی رضا، الهی علیرضا، هادوی فریده. پیش بینی تمایل حضور مجدد و خرید کالای آرم دار تماشاگران تیم های پرطرفدار پایتخت. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1400; 11 (21) :1-16

URL: http://jrsm.khu.ac.ir/article-1-3143-fa.html


1- دانشگاه خوارزمی
2- دانشگاه آزاد اسلامی واحد اسلامشهر
چکیده:   (162 مشاهده)
پژوهش حاضر به منظور پیش­بینی رفتار خرید تماشاگران شامل تمایل جهت حضور مجدد و خرید کالای آرم­دار انجام شد. تماشاگران حاضر در استادیوم آزادی تهران به عنوان جامعه آماری انتخاب شدند. تعداد 696 تماشاگر به صورت تصادفی انتخاب و به صورت داوطلبانه پرسشنامه­ های عوامل مؤثر بر حضور علی محمدی (1390) و رفتار خرید تماشاگران کیم (2008) را تکمیل نمودند. نتایج تحلیل رگرسیون چندگانه نشان داد، مؤلفه ­های هیجان، حضور و حمایت، تعامل و گریز و اطلاعات و جذابیت قابلیت پیش­ بینی تمایل جهت حضور مجدد تماشاگران استقلال و پرسپولیس را دارند و همچنین مؤلفه­ حضور و حمایت قابلیت پیش­بینی خرید کالای آرم ­دار را دارد (05/0p). به طوری که مؤلفه حضور و حمایت (beta= 0.182) بیشترین و تعامل و گریز (beta= 0.92 ) کمترین تأثیر را بر تمایل جهت حضور مجدد تماشاگران داشتند. براساس نتایج پژوهش حاضر می­توان به مدیران و مسئولین این باشگاه­ ها پیشنهاد داد کانون­ های هواداری را فعال­تر نمایند، هیجان مسابقات را بالا برده و اطلاعات و دانش هواداران را افزایش دهند.
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نوع مطالعه: پژوهشي | موضوع مقاله: مدیریت ورزشی
دریافت: 1393/4/12 | پذیرش: 1394/6/28 | انتشار الکترونیک پیش از انتشار نهایی: 1400/4/9 | انتشار: 1400/4/10

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