نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران
2 استاد مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه گیلان، رشت، ایران
3 استادیار علم اطلاعات و دانش‌شناسی، گروه علم اطلاعات و دانش شناسی، دانشگاه رازی، کرمانشاه، ایران
4 دانشیار، گروه مدیریت، دانشگاه گیلان، رشت، ایران.
چکیده
هدف: هدف از این پژوهش، مدل‌سازی ادراک عمومی از پذیرش و تمایل به پرداخت برای موفقیت باشگاه‌های لیگ برتر فوتبال بود.
روش‌شناسی: که به روش همبستگی- پیمایشی انجام شد. 456 نفر به عنوان نمونه‌آماری از میان هواداران باشگاه استقلال ساکن شهر تهران به صورت هدفمند و دردسترس انتخاب شدند. از پرسشنامه محقق‌ساخته برای جمع‌آوری داده‌ها استفاده شد. روایی محتوایی آن توسط 19 تن از صاحب‌نظران ورزشی و پایایی سازه آن نیز با آزمون آلفای کرونباخ (89/0) تأیید گردید. تجزیه و تحلیل داده‌ها به روش معادلات ساختاری و با استفاده از نرم‌افزار Smart PLS3 انجام شد.
یافته‌ها: نتایج نشان داد که اعتماد به سیاست‌گذاران باشگاه استقلال و برند سرمایه انسانی باشگاه استقلال اثر معنی‌داری روی منافع فردی(0.383)،(0.366) و منفعت اجتماعی(0.361)،(0.275) هواداران و اثر منفی و معنی‌داری روی خطرات و ریسک‌های(0.531-)،(0.448-) ادراک شده از توسعه باشگاه برای هواداران دارد. به علاوه برند سرمایه انسانی و منافع فردی و اجتماعی هواداران استقلال از موفقیت باشگاه بروی تمایل به پرداخت بر پذیرش باشگاه استقلال(0.235)،(0.190)،(0.265) اثر معنی‌داری داشت. در نهایت ریسک‌های باشگاه(0.278-) اثر منفی و معنی‌داری روی تمایل به پرداخت WTP باشگاه گذاشت.
نتیجه‌گیری: با توجه به نتایج تحقیق می‌توان گفت که برای به دست آوردن حمایت و پذیرش عمومی، مسئولین و سیاست‌گذاران باشگاه باید اعتماد عمومی را افزایش دهند و از طرف دیگر، باید به سمت پرورش و حفظ ورزشکاران الگو و دارای برند قدم بردارند، چون این دو عامل موجب افزایش پذیرش و تمایل به پرداخت پول به صورت عمومی برای موفقیت باشگاه خواهند شد.
کلیدواژه‌ها
عنوان مقاله [English]
Modeling public perception of acceptance and willingness to pay for the success of Premier League clubs (Case study Esteghlal Club of Tehran)
نویسندگان [English]
- Mehdi Jokar 1
- Rahim Ramzaninejad 2
- Mahmood Moradi 3
- Mohammad Hasan Gholizade 4
1 Ph. D of Sport Management, Faculty of Physical Education and Sport Sciences. University of Guilan, Rasht, Iran.
2 Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran
3 Assistant Professor of Information and Knowledge, Department of Information and Knowledge Science, University of Razi, Kermanshah, Iran
4 Associate Professor, Department of Management, University of Gilan, Rasht, Iran
چکیده [English]
Objective: The purpose of this study was to model the general perception of acceptance and willingness to pay for the success of Premier League clubs.
Methodology: Which was done by correlation-survey method. 456 people were selected as statistical sample from the supporters of Esteghlal Club living in Tehran. A researcher-made questionnaire used to collect data. the content validity of which was confirmed by 19 sports experts and the construct validity of which was confirmed by the Cronbach’s alpha of 0.89. The data were analyzed by structural equations modeling in Smart PLS3 software.
Results: Results revealed that trust in the policy-makers of EFC and the perception of the role-modeling of EFC footballers had(0.383),(0.366) a significant effect on the fans’ perception of personal(0.383),(0.366) and social gain(0.361),(0.275), and a significantly negative effect(-0.448),(-0.531) on their perceived risks and hazards regarding the development of the club. In addition, the fans’ perception of the role-modeling of the footballers and the personal and social gain regarding the team's success significantly affected the acceptance and willingness to pay for EFC(0.235),(0.190),(0.265). Finally, the resulting from the development of the club had a significantly negative impact(-0.278) on the acceptance and willingness to pay.
Conclusion: Based on the findings, to obtain public support and acceptance, the policy-makers and managers of the league and club should improve public trust, and the club should train and maintain footballers who are role-models, because these two factors promote the public acceptance and willingness to pay for the club’s success.
کلیدواژه‌ها [English]
- Public perception
- Esteghlal Football Club
- Willingness to pay
- Perceived value
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