view:30169 Last Update: 2023-10-16
فارسی
English|
جبار سیف پناهی شعبانی، سینا صلاحی سنندجی
اثر انگیزهها بر وفاداری رفتاری و نگرشی تماشاگران فوتبال The Effect of motivations on attitudinal and behavioral loyalty of football spectators
|
Objective: The purpose of this study was to investigate the effect of motivations on attitudinal and behavioral loyalty of football spectators. Research Method: The research method was descriptive correlational and the data was collected in a field. The statistical population of the study consisted of spectators from Esteghlal and Persepolis football clubs. Using Morgan table, 384 people were selected as the statistical sample of the study by random method. The research instrument was the Elahi s Motivation (2012) and Lim s Loyalty (2006) Questionnaire. The content and formality of the questionnaires were confirmed by sport management experts and their reliability was confirmed by Cronbach s alpha test. Data analysis was performed using Spearman correlation and multiple regression. Results: Spearman correlation test showed that all components of motivation with attitudinal and behavioral loyalty have a significant positive correlation. Also, the multiple regression test showed that among all the components of motivation; components of Science of football, socialization and urbanism, the ability to predict attitudinal loyalty and the components of socialization and urbanism can predict the behavioral loyalty of spectators. Conclusion: Identifying and understanding the factors affecting spectator loyalty will significantly help maintain and promote spectator loyalty. |