پژوهش در مدیریت ورزشی و رفتار حرکتی

بازاریابی خیرخواهانه ورزشی: تبیین نقش نگرش هواداران ورزشی

نویسندگان

سپیده معصومی 1
میثم شیرخدایی 1
رضا احمدی 2

1 دانشگاه مازندران

2 دانشگاه پیام نور واحد تهران غرب

https://doi.org/10.29252/JRSM.10.19.72
چکیده
تمرکز تلاش های بازاریابی خیرخواهانه در صنعت ورزش به ماهیت ناملموس کسب و کار ورزشی و درجه بالای تمایل هواداران به برنامه های خیرخواهانه مربوط است. بنابراین هدف از انجام این پژوهش بررسی نقش نگرش هواداران تیم های ورزشی در بازاریابی خیرخواهانه ورزشی می باشد. جامعه آماری تحقیق اعضای کانون هواداران باشگاه پرسپولیس و استقلال بودند که از طریق شبکه های اجتماعی مرتبط با این کانون پرسشنامه برای ایشان ارسال شد. روش نمونه برداری در این تحقیق، نمونه برداری تصادفی ساده بود و ازآنجایی که جامعه مورد نظر در این تحقیق نامحدود بود، برای برآورد حجم نمونه از فرمول کوکران استفاده شد. برای تجزیه و تحلیل داده ها از روش معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS) استفاده شده است. بر اساس نتایج تحقیق هر دو متغیر نگرش هواداران نسبت به بازاریابی خیرخواهانه و نگرش آنها نسبت به تیم ورزشی در قصد خرید آنها از محصولات ورزشی و همچنین حضور مجدد در ورزشگاه تأثیر دارد. بنابراین زمانی که میان برند تیم و برنامه بازاریابی خیرخواهانه تناسب وجود داشته باشد، هواداران نگرش مثبتی نسبت به تیم و نسبت به بازاریابی خیرخواهانه ورزشی پیدا می کنند و در نتیجه تمایل بیشتری به خرید محصولات ورزشی تیم و حضور دوباره در ورزشگاه دارند.

کلیدواژه‌ها

بازاریابی خیرخواهانه ورزشی
نگرش
تناسب برند
قصد خرید
حضور مجدد

عنوان مقاله English

Cause-related Sport Marketing: Clarifying the Role of Sport Fans' Attitude

نویسندگان English

Sepideh Masomi 1
Maisam Shirkhodaie 1
Reza Ahmadi 2
1 Mazandaran University
2 Payam Nour University
چکیده English

Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fans' willingness to charity programs. The purpose of this study is to investigate the role of sport fans' attitude in cause-related sport marketing. Survey of this study was the members of the Supporters' Association of Persepolis's and Esteghlal's clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.

کلیدواژه‌ها English

Cause-related sport marketing
Attitude toward cause-related Sport marketing
Cause/brand fit
Purchase intention of sport product
re-attendance intention
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