مدل‌سازی تأثیر تغییر رنگ لوگوی ورزشی بر وفاداری هواداران با استفاده از هوش مصنوعی و معادلات ساختاری، نمونه موردی: تیم های فوتبال تراکتور، استقلال، پرسپولیس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری، گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران.

2 استاد، گروه مدیریت ورزشی دانشگاه ارومیه، ارومیه، ایران.

10.30473/arsm.2025.72120.3910

چکیده

این پژوهش با هدف بررسی تأثیر تغییر رنگ لوگوی تیم ورزشی بر وفاداری هواداران تیم‌های فوتبال تراکتور، استقلال، پرسپولیس است. برای این منظور، داده‌ها از طریق پرسشنامه استاندارد از 500 نفر دانشجوی دانشگاه هنر اسلامی تبریز جمع‌آوری شد. این پژوهش با هدف بررسی تأثیر تغییر رنگ لوگوی تیم‌های ورزشی بر وفاداری هواداران سه تیم فوتبال ایران (تراکتورسازی، استقلال و پرسپولیس) انجام شد. مدل شبکه عصبی مصنوعی (ANN) با ۲۰ نورون و خطای میانگین مربعات (MSE) برابر با 13/4e-5 ، ضریب همبستگی معنادار ۹۹٪ و زاویه خط برازش ۴۵ درجه، نشان داد که مدل توانمندی بالایی در پیش‌بینی وفاداری هواداران دارد. نتایج مدل‌سازی معادلات ساختاری (SEM) نشان داد که تنها هواداران تیم پرسپولیس با تغییر رنگ لوگوی تیم موافق بوده و رنگ‌های بنفش (بار عاملی 771/0) و نارنجی (بار عاملی 801/0) را به‌عنوان گزینه‌های مطلوب ترجیح می‌دهند. هواداران تراکتور و استقلال تغییر رنگ لوگو را عاملی مخرب وفاداری می‌دانند. تمامی مسیرهای تأثیرگذاری تغییر رنگ لوگوی پرسپولیس بر ابعاد وفاداری معنادار بوده و مقادیر P-value کمتر از 05/0 است. این یافته‌ها با مطالعات پیشین در حوزه وفاداری هواداران و تغییر رنگ لوگو هم‌راستا بوده و می‌تواند به مدیران باشگاه‌ها در اتخاذ استراتژی‌های مؤثر برای افزایش وفاداری و جذب حمایت مالی کمک کند.

کلیدواژه‌ها

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