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مقایسه میزان اثربخشی انواع حمایت مالی ورزشی از فوتبال: بررسی نقش تعدیلگر هواداران تیم های خودی و رقیب | ||
مطالعات رفتار مصرفکننده | ||
مقاله 6، دوره 12، شماره 1، خرداد 1404، صفحه 112-126 اصل مقاله (513.9 K) | ||
نوع مقاله: مقاله پژوهشی (کمی) | ||
شناسه دیجیتال (DOI): 10.22034/cbsj.2025.63656 | ||
نویسندگان | ||
سردار محمدی؛ مجتبی قاسمی سیانی* | ||
دانشگاه کردستان | ||
چکیده | ||
اثربخشی حمایتهای مالی موضوعی است که مورد توجه بسیاری از شرکتهای حامی قرار دارد. پژوهش حاضر به بررسی این موضوع میپردازد که کدام نوع از حمایتهای مالی ورزشی در هواداران تیمهای خودی و رقیب مؤثرتر است. تحقیق حاضر از نظر هدف کاربردی و از نظر روش پژوهش، نیمه تجربی و از نوع طرح فاکتوریل 2*3 بود. در این مطالعه اثربخشی سه نوع حمایت مالی (استاندارد، مرتبط با مسئولیت اجتماعی و مشترک) در هواداران تیمهای خودی (پرسپولیس) و رقیب (استقلال) مورد بررسی قرار گرفت. جامعه آماری تحقیق دانشجویان هوادار دو تیم پرسپولیس و استقلال در دانشگاه کردستان بودند که نمونه آماری به تعداد 205 نفر با روش نمونهگیری تصادفی ساده انتخاب و دادههای تحقیق با استفاده از سناریوهای ساختگی و پرسشنامه جمعآوری شدند. جهت بررسی روایی و پایایی پرسشنامه از روایی همگرا، پایایی سازه، پایایی ترکیبی و آلفای کرونباخ و برای تحلیل فرضیههای تحقیق از تحلیل واریانس چندگانه (آنوا) استفاده شد. نتایج نشان داد حمایت مالی مرتبط با مسئولیت اجتماعی بیشترین تأثیر مثبت و کمترین تأثیر منفی را بر نگرش و قصد خرید هواداران تیم خودی و نگرش هواداران تیم رقیب داشته است. پیشنهاد میشود مدیران شرکتهای حامی با توجه به نتایج تحقیق حاضر به حمایت مالی از تیمهای فوتبال بپردازند با بیشترین اثربخشی را برای آنها به همراه داشته باشد. | ||
کلیدواژهها | ||
حمایت مالی ورزشی؛ هواداران تیم های خودی و رقیب؛ طرح فاکتوریل؛ نگرش نسبت به حامی؛ قصد خرید | ||
مراجع | ||
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