نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار دانشگاه کردستان
2 دانشجوی دکتری دانشگاه کردستان
چکیده
هدف: هدفاز تحقیق حاضر بررسی رابطه بین موفقیت تیم و درگیرشدن در ورزش با قصد خرید به همراه متغیرهای میانجی تصویر حامی، وابستگی به تیم و آگاهی از حامی در تیم فوتبال استقلال بود.
روش شناسی: روش تحقیق توصیفی و از نوع پیمایشی بود. جامعۀ آماری تحقیق کلیۀ هواداران تیم فوتبال استقلال بودند که حداقل یکبار بازیهای این تیم را از ورزشگاه تماشا کردهاند و حجم نمونه 420 نفر تعیین شد. دادههای تحقیق با استفاده از پرسشنامۀ محقق ساخته جمعآوری شد. برای تحلیل دادهها از روشهای آمار توصیفی (فراوانی، درصد) و استنباطی (تحلیل عاملی تائیدی، مدل معادلات ساختاری) استفاده شد.
یافتهها: یافتههای تحقیق نشان داد که به جز مسیرهای موفقیت تیم به تصویر حامی، آگاهی از حامی به قصد خرید و تناسب حامی-تیم به قصد خرید بقیۀ مسیرها معنیدار بودند که از بین مسیرهای معنیدار، مسیر بین درگیر شدن در ورزش در وابستگی به تیم و وابستگی به تیم در قصد خرید دارای بیشترین میزان تاثیر را داشت.
نتیجه گیری: مدیران تیمها و شرکتها میتوانند با همکاری هم و با ایجاد تصویر مثبت از حامی و همچنین با افزایش وابستگی هواداران به تیم محبوبشان، قصد خرید محصولات حامی مالی را در هواداران افزایش دهند
کلیدواژه‌ها
عنوان مقاله [English]
The Presentation of Sponsoring Consequences Model in Sport: Sponsor Image, Team Attachment, Sponsor Awareness and Purchase Intention
نویسندگان [English]
- sardar mohammadii 1
- mojtaba ghasemi 2
1
2
چکیده [English]
Objective: The purpose of this study was to investigate the relationship between team achievement and sport involvement in the purchase intention with mediator variables sponsor image, team attachment and sponsor awareness.
Methodology: The research method was descriptive survey. The statistical population were all fans of Esteghlal team that at least one game from the stadium to watch the team and sample size was determined 420. The Research data were collected to use of questionnaire that was taken from previous research. To analyze the data, was used descriptive statistics (frequency, percentage) and inferential statistics (SEM).
Results: The findings showed that except paths team achievement to sponsor image, sponsor awareness to purchase intention, and sponsor – team fit to purchase intention, was significant other paths. Among the significant paths, the highest impact, was the path between sport involvement to team attachment and the path team attachment to purchase intention.
Conclusion: The teams and corporations managers can be increase purchase intention of sponsor products by fans, together and create a positive image of the sponsor as well as the increased dependence fans to their favorite team.
کلیدواژه‌ها [English]
- ponsor
- Team Achievement
- Sport Involvement
- Purchase Intention
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