نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران
2 استادیار مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران
3 دانشیار مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران
چکیده
هدف: پژوهش حاضر به مطالعه عوامل انگیزاننده هواداران ورزشی برای مشارکت در صفحات مجازی باشگاه‌های فوتبال پرداخته است.
روش‌شناسی: این پژوهش از نوع آمیخته اکتشافی و شامل دو بخش کیفی و کمی است. در بخش کیفی از طریق مصاحبه با 20 نفر از هواداران ورزشی فعال در صفحات اینستاگرام، کانال تلگرام و وب‌سایت باشگاه‌ها، خبرگان رسانه‌های اجتماعی و بازاریابی ورزشی و تحلیل ادبیات موجود، نُه عامل انگیزاننده شناسایی شد. در بخش کمّی، با استفاده از روش تحلیلی مدل‌سازی ساختاری تفسیری، سطوح و روابط بین این عوامل تعیین و به صورت یکپارچه تحلیل شد. در این بخش، از پرسشنامه زوجی برای گردآوری داده‌ها استفاده شد. بدین منظور، 14 نفر از فعالان صفحات مذکور، به صورت هدفمند انتخاب و نظرات آنها گردآوری شد.
یافته‌ها: با تحلیل پرسشنامه‌ها، انگیزه‌های مشارکت هواداران در صفحات مجازی باشگاه‌ها در شش سطح دسته‌بندی شد که عبارت از: 1) سرگرمی؛ 2) درآمد و پاداش؛ 3) توانمندسازی؛ 4) هم‌هویتی، همبستگی و تعامل اجتماعی و حمایت از باشگاه؛ 5) علاقه به برند و مطالبه‌گری؛ و 6) کسب اطلاعات بودند.
نتیجه‌گیری: مطالعه حاضر با تمرکز بر رفتار هواداران در فضای مجازی، مسیر دیگری را برای توسعه ارتباط باشگاه‌ها با هواداران‌شان و گسترش پایگاه هواداری آنها نشان می‌دهد که مبتنی بر اهمیت و جایگاه انگیزه‌های مشارکت در صفحات مجازی است.
کلیدواژه‌ها
عنوان مقاله [English]
The Interpretive-Structural Model of Fans’ Stimulant to Involvement in the Virtual Pages of Football Clubs
نویسندگان [English]
- Samira Zamanian Yazdi 1
- Hadi Bagheri 2
- Reza Andam 3
1 .A in Sport Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahrood, Iran
2 Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahrood, Iran
3 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahroud University of Technology, Shahrood, Iran
چکیده [English]
Objective: The present study investigated the motivational factors of sports fans for participation in the virtual pages of football clubs.
Methodology: This research is an exploratory kind of mixed method that was performed in two qualitative and quantitative parts. In the qualitative part, along with the analysis of the existing literature, 20 interviews were conducted with social media experts, sports marketers, and active sports fans on the clubs' websites, Instagram pages, and the Telegram channel, which resulted in the extraction of nine factors motivating virtual participation. In the quantitative part, using interpretive-structural modeling, the levels and relationships between the factors were determined and analyzed in an integrated manner. In this part, using the pairwise comparison questionnaire, the opinions of 14 active fans on the mentioned virtual pages were collected. These fans were selected by purposive sampling.
Results: By analyzing the questionnaires, motives for fans’ participation in the clubs’ virtual pages were categorized into six levels: 1) entertainment; 2) income and reward; 3) empowerment; 4) identification, solidarity and social interaction, and supporting the club; 5) brand interest and demanding; 6) gaining information.
Conclusion: Focusing on the virtual behavior of the fans, the present study shows another way to develop the clubs' relationship with their fans and expand their fan base, which is based on the importance and position of the fans' motivations for participating in the virtual pages.
کلیدواژه‌ها [English]
- Motivation
- Social network
- Follower
- Sports Fans
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