The role of attitude loyalty in the causal relationship of sport complexes aesthetic and behavioral loyalty of the Iranian volleyball league spectators

Document Type : Research Paper

Authors

1 Master of Science in Sport Events Management, Payame Noor University, Tehran, Iran.

2 Associate Professor of Sport Management, Payame Noor University Tehran, Iran.

3 Associate Professor of Sport Management, Kharazmi University, Tehran, Iran.

Abstract

The research method was observational correlational study. The statistical population of this study was all spectators of the volleyball league in 2016. The sample size was estimated to be 384 by using of the Cochran formula for an unidentified society. To collect data, Mahoney's Attitude and Behavioral Loyalty Questionnaire (2000) and Soleymani’s Aesthetic Questionnaire of Sports Facilities (2010) were used. Validity and reliability of these questionnaires (the aesthetics of the sports complexes, 0.95, attitudinal loyalty 0.77 and behavioral loyalty 0.72), were confirmed to be high and acceptable. In order to analyze the data, skewness and kurtosis test, Pearson correlation coefficient and structural equations modeling were used. Regarding the results of this research, there was a significant relationship between aesthetic and its components with attitude and behavioral loyalty. The AMOS software outputs confirmed the matrix of the research model (GFI = 0/98, NFI = 0/93, IFI = 0/95, CFI = 0/99 and RMIEA = 0/051). According to the results of the research, it seems that the aesthetics of sport complexes and its components is one of the most important factors affecting on the loyalty (attitude and behavior) of the supporters of the teams and customers of these sports complexes. thus, it is recommended that, in view of the role of the environmental component in creating behavioral loyalty and the role of the form component in creating attitudinal loyalty, the amount of these loyalty among volleyball players have to be increased.

Keywords

References

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History

  • Receive Date: 25 December 2018
  • Revise Date: 13 January 2020
  • Accept Date: 18 December 2020

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