نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت رویدادهای ورزشی، دانشگاه پیام نور، تهران، ایران.
2 دانشیار مدیریت ورزشی، دانشگاه پیام نور، تهران ایران.
3 دانشیار مدیریت ورزشی، دانشگاه خوارزمی، تهران، ایران.
چکیده
روش تحقیق حاضر همبستگی و از نوع پیمایشی بود. جامعه آماری این تحقیق کلیه تماشاگران لیگ برتر والیبال در سال 1395 بود. حجم نمونه براساس فرمول کوکران برای جامعه نامعلوم 384 نفر برآورد شد. به منظور جمع‌آوری داده‌ها از پرسشنامه وفاداری نگرشی و رفتاری ماهونی (2000) و پرسشنامه زیباشناختی اماکن ورزشی سلیمانی (1389) استفاده شد. روایی و پایایی (برای زیباشناختی مجموعه‌های ورزشی95/0، وفاداری نگرشی 70/0 و وفاداری رفتاری 72/0) این پرسشنامه‌ها در حد بالا و قابل قبولی تأیید گردید. به منظور تحلیل داده‌ها از آزمون چولگی، ضریب همبستگی پیرسون و معادلات ساختاری استفاده شد. باتوجه به نتایج تحقیق بین زیباشناختی و مؤلفه‌های آن با وفاداری نگرشی و رفتاری رابطه معنی‌دار مشاهده شد. خروجی‌های نرم‌افزار آموس برازشی مدل تحقیق را تأیید کرد (میزان شاخص‌های 98/0=نیکویی برازندگی ،93/0=برازندگی هنجارشده ، 95/0=برازندگی فزاینده ، 99/0=برازندگی تطبیقی و 051/0=ریشه واریانس خطای تقریب نشان دهندۀ برازش مدل ساختاری بودند). با توجه به نتایج تحقیق به نظر می‌رسد، که زیباشناختی مجموعه‌های ورزشی و مؤلفه‌های آن یکی از مهمترین عوامل تأثیرگذار بر وفاداری (نگرشی و رفتاری) هواداران تیمها و مشتریان این اماکن ورزشی است. با استناد به نتایج تحقیق پیشنهاد می‌شود که با توجه به نقش مؤلفه محیط در ایجاد وفاداری رفتاری و نقش مؤلفه فرم در ایجاد وفاداری نگرشی، با رعایت مؤلفه های زیباشناختی میزان وفاداری نگرشی و رفتاری را در تماشاگران لیگ برتر والیبال افزایش دهیم.
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