Abstract
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.
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