نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانش‌آموخته دکتری مدیریت ورزشی دانشگاه تهران، تهران، ایران
2 دانشیار مدیریت ورزشی دانشگاه تهران، تهران، ایران
3 دانشیار گروه مدیریت ورزشی دانشگاه تهران
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.
کلیدواژه‌ها
عنوان مقاله [English]
The Effect of Sense of Brand Community on Attendance in Stadium and Media Consumption in IRAN Football Pro-League Spectators: The Mediating Role of Perceived Risk
نویسندگان [English]
- Mohammad Mazyari 1
- mehrzad hamidi 2
- mohammad khabiri 2
- Ebrahim Alidoust Ghahfarokhi 3
1 Ph.D in Sport Management, Tehran University, Tehran, Iran
2 Associate Professor, Tehran University, Tehran ,Iran
3 Associate professor, University of Tehran
چکیده [English]
Objective: The aim of this study was to investigate the effect of sense of brand community on attendance and media consumption among football Pro-League spectators through the mediator role of perceived risk.
Methodology: The target population included football spectators of the sixteenth season of IRAN Pro-League, such that 365 people were selected through random- available sampling as the samples of this study. Sense of brand community was measured by Hedland’s questionnaire (2011) , with the reliability (α=.96), and, consequently, attendance, media consumption and perceived risk were measured by the researcher-made questionnaires (α=.70, α=.82, and α=.91, respectively). furthermore, the questionnaire’s face validity was investigated according to some field-specialist sport management scholars. Structural Equation Modeling was used to analyze the data.
Results: The results showed that sense of brand community has a positive and significant effect on attendance in stadium and sport media consumption, and it has negative and significant effects on perceived risk. In addition, the perceived risk has a negative and significant effect on attendance in stadium, and has it positive and significant effect on sport media consumption. Furthermore, indirect results showed that perceived risk acted as a mediator between the sense of brand community and attendance in stadium.
Conclusion: To increase spectators’ attendance in stadium it is essential to reinforce the fan community and consider the factors that increase perceived risks.
کلیدواژه‌ها [English]
- Brand community
- attendance in stadium
- media consumption
- perceived risk
- football spectators
- Bellamy, R. V (2006). Sports media: A modern institution. Handbook of sports and media, Lawrence Erlbaum Associates.
- Bettman, J. R (1973). Perceived risk and its components: A model and empirical test. Journal of Marketing Research, 10: 184-190.
- Carlson, B. D., Suter, T. A., & Brown, T. J (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4): 284-291.
- Carroll, M. S (2009). Development of a scale to measure perceived risk in collegiate spectator sport and assess its impact on sport consumption intentions. Doctoral Dissertation, University of Florida.
- Chin, W. W (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2): 295-336.
- Claxton, L. J (2014). Factors that Motivate Attendance At NCAA Division II Football Games: A Multiple Case Study. Doctoral Dissertation, Northcentral University.
- Devasagayam, P. R., Buff, C. L., Aurand, T. W., & Judson, K. M (2010). Building brand community membership within organizations: a viable internal branding alternative?. Journal of Product and Brand Management, 19(3): 210-217.
- Dionisio, P., Leal, C., & Moutinho, L (2008). Fandom affiliation and tribal behaviour: a sports marketing application. Qualitative Market Research: An International Journal, 11(1): 17-39.
- Ebadati, N., Saroukhani, B., & Farhangi, A. A (2017). Model of brand community online impact on brand performance and brand equity With emphasis on the role of social capital (Case Study: manufacturing company of Sony media products). Journal of Social Research, 9(33): 19-52. (Persian)
- Fornell, C., & Larcker, D. F (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1): 39-50.
- Hedlund, D. P (2011). Sport Brand Community. Doctoral Dissertation, Florida State University.
- Hoyer, W. D., & MacInnis, D. J (2008). Consumer behavior. Fifth Edition, Cengage Learning.
- Hsu, C. Y., Huang, Y. W., & Chuang, S. H (2017). Examining the Relationships Among Electronic Word of Mouth, Perceived Value and Risk, and Consumer Purchase Intention. In International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing (pp: 795-801). Springer, Cham.
- Jamaat, Kh (2016). Impact of Time- Financial Perceived Risk on Sport Consumption Intentions. Journal of Sport Management Review, 7(34): 73-92. (Persian)
- James, J. D., & Trail, G. T (2008). The relationship between team identification and sport consumption intentions. International Journal of Sport Management, 9: 427-440.
- Jones, K. F (2014). An examination of factors that influence a sports consumer’s desire to attend a professional sporting event. Doctoral dissertation. United States Sports Academy.
- Karakaya, F., Yannopoulos, P., & Kefalaki, M (2016). Factors impacting the decision to attend soccer games: an exploratory study. Sport, Business and Management: An International Journal, 6(3): 320-340.
- Katz, M., & Heere, B (2013). Leaders and followers: An exploration of the notion of scale-free networks within a new brand community. Journal of Sport Management, 27(4): 271–287.
- Kim, Y. K., & Trail, G (2010). Constraints and motivators: A new model to explain sport consumer behavior. Journal of Sport Management, 24(2): 190-210.
- Madrigal, R (2000). The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products. Journal of Advertising, 29 (4): 13-24.
- McAlexander, J. H., Schouten, J. W., & Koenig, H. F (2002). Building Brand Community. Journal of Marketing, 66 (1): 38-54.
- McMillan, D. W., & Chavis, D. M (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14 (1): 6-23.
- Muniz, A. M., & O'guinn, T. C (2001). Brand community. Journal of consumer research, 27(4): 412-432.
- O'Shea, M., & Alonso, A. D (2012). Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media. International Journal of Sport Management and Marketing, 10(3-4): 196-212.
- Plunkett research (2016). Global Sports Industry Revenues. Retrieved 2017, Jul. 7, from https://www.plunkettresearch.com/Industry-Statistics-Global-Sports-Industry-Revenues-2015-2016/
- Raney, A. A (2006). Why we watch and enjoy mediated sports. Handbook of sports and media, Lawrence Erlbaum Associates.
- Rasouli, M (2015). Designing the brand strategic management model of the Iranian Pro League clubs. Doctoral Dissertation, University of Kharazmi. (Persian)
- Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C (2017). Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?. Journal of Global Marketing, 3(3): 147-160.
- Rocha, C. M., & Fleury, F. A (2017). Attendance of Brazilian soccer games: the role of constraints and team identification. European Sport Management Quarterly, 17(4): 485-505.
- Saatchian, V., Alizade, A., Dehghan, GH. A., & Elahi, A (2012). Prioritization and recognition of the relationship between, motivations and factors affecting the attendance of fans: A case study of Tehran derby. Research in sports science, 10: 131-146. (Persian)
- Sajjadi, N (2014). Sports marketing management with emphasis on marketing mix. First Edition, Pishgaman Tavsaeh. (Persian)
- Schultz, B., & Sheffer, M. L (2010). An exploratory study of how Twitter is affecting sports journalism. International Journal of Sport Communication, 3(2): 226-239.
- Shank, M. D., & Lyberger, M. R (2015). Sports marketing: A strategic perspective. Routledge.
- Silveira, M. P. D (2015). Sports consumer behavior: a study of the factors that influence public attendance at stadiums and arenas in Brazil. Master Thesis, Universidade Nove de Julho.
- Sohn, H. K., Lee, T. J., & Yoon, Y. S (2016). Relationship between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors. Journal of Travel & Tourism Marketing, 33(1): 28-45.
- Southall, C (2012). Professional basketball consumer behavior: An analysis of the NBA servicescape, atmospheric music and attendee attitudes, emotional responses and behaviors. Doctoral Dissertation, University of Northern Colorado.
- Swanson, S.R., Gwinner, K., Larson, B.V., & Janda, S (2003). Motivations of college student game attendance and wordof- mouth behavior: The impact of gender differences. Sport Marketing Quarterlv, 12(3): 151–162.
- Tainsky, S., & Winfree, J. A (2010). Discrimination and demand: The effect of international players on attendance in Major League Baseball. Social Science Quarterly, 91(1): 117-128.
- Yoshida, M., Heere, B., & Gordon, B (2015). Predicting behavioral loyalty through community: Why other fans are more important than our own intentions, our satisfaction, and the team itself. Journal of Sport Management, 29(3): 318-333.
)