نویسندگان
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استادیار مدیریت ورزشی دانشگاه خوارزمی
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دانشجوی دکتری مدیریت ورزشی دانشگاه خوارزمی
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: امروزه هواداران از مهم‌ترین عوامل موفقیت باشگاه‌های ورزشی محسوب میشوند و توجه به تمایلات رفتاری هواداران ضروری به نظر میرسد و باید عوامل تأثیرگذار بر تمایلات رفتاری هواداران شناسایی شود. بنابراین هدف پژوهش حاضر تعیین ابعاد تأثیرگذار بازاریابی تجربی بر تمایلات رفتاری هواداران است.
روش‌شناسی: روش تحقیق توصیفی-همبستگی و روش اجرا پیمایشی است. جامعه آماری تحقیق دانشجویان هوادار باشگاه‌های لیگ برتر فوتبال ایران بود که از بین آن‌ها 388 نفر به عنوان نمونه به سئوالات پرسشنامه تحقیق پاسخ دادند. برای جمع‌آوری دادهها از پرسشنامه بازاریابی تجربی رضایی و همکاران(1394) و پرسشنامه تمایلات رفتاری یوشیدا و جیمز(2010) استفاده شد. برای آزمون فرضیهها از مدل معادلات ساختاری حداقل مربعات جزئی با استفاده از نرمافزار اسمارت پیالاس 3 استفاده شد
یافته‌ها: نتایج نشان داد که مدل اندازهگیری و ساختاری مناسب میباشد. مدل ساختاری نشان داد تجربه همبستگی مهم‌ترین بعد تأثیرگذار بر تمایلات رفتاری هواداران فوتبال بود و سپس تجربه شناختی و عملکردی بر تمایلات رفتاری هواداران تأثیر معنی‌داری داشتند.
نتیجه‌گیری: . بر اساس نتایج این پژوهش به مدیران باشگاه‌های فوتبال و بازاریابان ورزشی پیشنهاد میشود برای افزایش تمایلات رفتاری هواداران به تجربه همبستگی، شناختی و عملکردی هواداران توجه ویژه داشته باشند.
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