Document Type : Research Paper
Authors
1 MA, Sport Marketing Management University of Tabriz
2 Assistant Professor, Sport Management University of Tabriz
Abstract
At the beginning of the third millennium, the world of sports has experienced a new era. Rapid and extensive developments in all aspects of sports, considerably caused new methods and techniques in sport marketing. Today, football field; after many changes; from a simple exercise has been proposed as a great trading alongside other industries and professions . This study aims to analyze the mediating role of customers’ attitude on purchase intention of e-tickets of Premier League Football matches of Iran. The research method is descriptive - survey. The population of this research is spectators of sports events. Data collection was through library studies and also Amaro and Duarte (2015) questionnaire. Kolmogorov - Smirnov test was used to determine the normality of the population and Smart PLS was used to test the hypotheses. The results showed that the attitude affects the ticket purchase intention, but it seems the attitude with a mediating role of other factors (perceived relative advantage, perceived compatibility, trust, perceived risk and perceived complexity), have a basic role on ticket purchase intention. Hence the clubs should always be watchful and careful about their interaction among themselves and their customers and with a clear understanding of customers' needs and values, provide goods and services via the internet in order to make them satisfied and trustful.
Keywords
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