Shahram Nazari; Nashmin Samadi; Behzad Divkan
Abstract
The purpose of this study was to design a consumer buynig behavior model for football league in a case study of Tractor Sazi Tabriz Football Club. The research is applied in terms of purpose and descriptive correlational in terms of data collection. The population is all the spectators of Tractor ...
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The purpose of this study was to design a consumer buynig behavior model for football league in a case study of Tractor Sazi Tabriz Football Club. The research is applied in terms of purpose and descriptive correlational in terms of data collection. The population is all the spectators of Tractor Sazi Tabriz team in 2017. The researcher distributed 450 questionnaires among the statistical population and finally 416 questionnaires remained. Chen et al (2014) questionnaire was localized and used Its reliability was confirmed using Cronbach's alpha coefficient (0/79) and the combined reliability and validity were confirmed using convergent validity (confirmation of factor load and AVE value) and diagnostic validity. Descriptive statistics and confirmatory factor analysis were used to analyze data by 24th version of SPSS and to provide the model, equation modeling technique was used by AMOS software. Finally, the results of the research showed that team attachment has positive significant effect on purchase intention of Tractor Sazi Tabriz spectators. Also, attachment has led to word-of-mouth advertising and will promote the image of the sponsor. Moreover, word-of-moth advertising and promotion of image of the sponsor will affect purchase intension. The mediating role of image of the sponsor and word-of-mouth advertising was confirmed in the relationship between team attachment and purchase intention.
