Designing the Model of Consumer Buying Behavior of Football League Spectators (Case Study: Spectators of Tractor Sazi Tabriz Football Club)

Document Type : Research Paper

Authors

1 Assistant Professor of sport management, Farhangian University of Tehran Province

2 Master Art Student Physical Education, University of Eyvanekey

3 Assistant Professor of sport management, Tehran East branch, Islamic Azad University

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 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.

Keywords

References

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Applied Research in Sport Management
Volume 7, Issue 3 - Serial Number 27
Winter 2019
February 2019
Pages 11-20

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History

  • Receive Date: 08 April 2018
  • Revise Date: 25 August 2018
  • Accept Date: 05 August 2018

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