بررسی تأثیر شرایط مسابقه‌ای بر تبلیغات محیطی در لیگ برتر فوتبال

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت ورزشی و رسانه، دانشکدة تندرستی و علوم ورزشی، دانشگاه شهید بهشتی، تهران، ایران

2 کارشناس ارشد مدیریت بازاریابی در ورزش، دانشگاه شهید بهشتی، تهران، ایران

چکیده

 
از میان ورزش‌ها فوتبال با پشت سر گذاشتن تغییرهای فراوان، از حالت ورزش ساده به تجارت مبدل شده و توجه شرکت‌ها و سازمان‌ها را برای تبلیغ به خود جلب کرده است. با توجه به اهمیت این موضوع پژوهش حاضر به بررسی تأثیر اهمیت دیدار، شدت هواداری و هیجان دیدار بر تبلیغات محیطی و همچنین بررسی اولویت‌های توجه افراد به انواع تبلیغات در لیگ برتر فوتبال پرداخت. پـژوهش حاضـر از نظـر هدف، کاربردی و براساس روش گردآوری داده‌ها از نوع توصیفی- پیمایشی است. جامعة آماری پژوهش، تمامی تماشاگران مسابقات لیگ برتر فوتبال بودند که با استفاده از جدول مورگان 384 نفر به‌صورت تصادفی انتخاب شدند. اطلاعات لازم از طریق پرسشنامة محقق‌ساخته‌ای که به تأیید 7 تن از استادان مدیریت ورزشی رسیده بود و روایی سازة آن با تحلیل عاملی مرتبة اول و پایایی آن براساس آلفای کرونباخ برای متغیر انواع تبلیغات 71/0، و برای شرایط مسابقه‌ای 86/0 به‌دست آمد. برای تجزیه‌وتحلیل داده‌ها، از آمار توصیفی و استنباطی و برازش مدل تحقیق با استفاده از نرم‌افزارهای SPSS(20) و Lisrel8/8 از تحلیل عاملی تأییدی (CFA) و آزمون‌های مدلسازی معادلات ساختاری (SEM) استفاده شد. براساس نتایج تحقیق تماشاگران به تبلیغات تلویزیونی، بیشترین و به تبلیغات محیطی کمترین توجه را داشتند. همچنین هیجان دیدار، اهمیت دیدار و شدت هواداری به‌ترتیب بر تبلیغات محیطی لیگ برتر فوتبال تأثیر مثبت و مستقیم داشتند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigate the Effect of Match Conditions on Environmental Advertising in Football Premier League

نویسندگان [English]

  • Seyyed emad Hsseini 1
  • Mohammad Reza Boroumand 1
  • Ali Baratipour 2
1 Assistant Professor, Department of Sport Management and Media, Faculty of Sport Science and Health, Shahid Beheshti University, Tehran, Iran
2 MSc of Marketing Management in Sport, Shahid Beheshti University, Tehran, Iran
چکیده [English]

 
Among the many kinds of sport, football has undergone many changes and has converted from a simple sport into a business which has been able to attract the attention of organizations and companies for advertising. Due to the importance of this subject, this study investigated the effect of the importance of match, intensity of fanship and excitement of match on environmental advertising. In addition, this study determined the priorities of people’s attention to different advertisements in football premier league. This study was applied in terms of objectives and descriptive-survey in terms of data collection method. The population included all football premier leagues spectators. According to Morgan table, 384 subjects were randomly selected as the sample. In order to collect data, a researcher-made questionnaire was used. This questionnaire was confirmed by 7 sport management professors and its construct validity was obtained by first order factor analysis. The reliability was obtained with Cronbach’s alpha for different advertising as 0.71 and match conditions as 0.86. In order to analyze the data, descriptive and inferential statistics and research model fitting with SPSS20 and Lisrel were used. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied. Results showed that spectators paid their most attention to TV advertisements and their least attention to environmental advertisements. In addition, excitement of match, importance of match and intensity of fanship had positive and direct effects on environmental advertising of football premier league.

کلیدواژه‌ها [English]

  • sport marketing
  • Advertising in Sport
  • Environmental Advertising
  • Match Conditions
  • Football Premier League
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