نویسندگان
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دانش‌آموخته دکتری مدیریت ورزشی دانشگاه تهران، تهران، ایران
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دانشیار مدیریت ورزشی دانشگاه تهران، تهران، ایران
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دانشیار گروه مدیریت ورزشی دانشگاه تهران
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف از این پژوهش بررسی تأثیر احساس اجتماع برند بر حضور در ورزشگاه و مصرف رسانهای در تماشاگران لیگ برتر فوتبال از طریق نقش واسطهای ریسک ادراکشده بود.
روش‌شناسی: جامعۀ آماری شامل تماشاگران بازیهای فوتبال لیگ برتر دورۀ شانزدهم بود که 365 نفر به روش تصادفی در دسترس به عنوان نمونۀ آماری انتخاب شدند. برای سنجش احساس اجتماع برند از پرسشنامۀ هدلند (2011)، با پایایی 96/0 α= و برای سنجش حضور، مصرف رسانهای و ریسک ادراکشده از پرسشنامههای محقق ساخته (به ترتیب؛ با پایایی70/0α=، 82/0 α= و 91/0α=) استفاده شد. همچنین، روایی صوری پرسشنامهها توسط اساتید مدیریت ورزشی تأیید شد. برای تحلیل دادهها از مدلسازی معادلات ساختاری استفاده شد.
یافته‌ها: نتایج نشان داد که احساس اجتماع برند بر حضور تماشاگران در ورزشگاه و مصرف رسانهای ورزش تأثیر مثبت و معنیدار دارد و بر ریسک ادراکشده تأثیر منفی و معنیدار دارد. همچنین، ریسک ادراکشده بر حضور تماشاگران در ورزشگاه تأثیر منفی و معنیدار دارد و بر مصرف رسانهای ورزش تأثیر مثبت و معنیدار دارد. به علاوه، نتایج غیرمستقیم نشان داد که ریسک ادراکشده بین احساس اجتماع برند و حضور تماشاگران در ورزشگاه دارای نقش واسطهای است.
نتیجه‌گیری: برای افزایش حضور تماشاگران در ورزشگاه، لازم است اجتماع هواداران تقویت شود و عواملی که باعث ادراک ریسک بیشتر میشوند، مورد توجه قرار گیرند.
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