Volume 11, Issue 21 (7-2021)
JRSM 2021, 11(21): 1-16 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Khorshidi R, Elahi A, Hadavi F. The Prediction of Intention to Attend Again and Consumption Marked Merchandises of Spectators of Famous Clubs of Tehran. JRSM 2021; 11 (21) :1-16
URL: http://jrsm.khu.ac.ir/article-1-3143-en.html
URL: http://jrsm.khu.ac.ir/article-1-3143-en.html
1- Kharazmi University
2- Islamic Azad University Islamshahr Branch
2- Islamic Azad University Islamshahr Branch
Abstract: (3843 Views)
This study was done to predict Consumption Behavior of spectators including tendency to Attend Again and purchasing marked merchandises. So, using correlation method, presented spectators in Azadi Stadium are chosen as statistical population. 696 people were chosen randomly and fill Alimohammadi's questionnaire of factors affecting presence and Kim's questionnaire of spectators' Consumption Behavior. Results from multi-regression analyze show that excitement, attendance & support, interaction & escape and information & attractiveness components have ability to prediction tendency to spectators of Esteghlal and Perspollis Attend Again and attendance and support components have ability to prediction purchasing marked merchandises. Attendance and support components have the most influence and interaction and escape have the least effect on spectators' tendency to Attend Again. According to these results, it can be suggested to managers of this clubs to more activate fan clubs, increase matches excitements and improve knowledge of spectators.
Type of Study: Research |
Subject:
sport management
Received: 2014/07/3 | Accepted: 2015/09/19 | ePublished ahead of print: 2021/06/30 | Published: 2021/07/1
Received: 2014/07/3 | Accepted: 2015/09/19 | ePublished ahead of print: 2021/06/30 | Published: 2021/07/1
References
1. 1. Hassanzadeh M. Consumer behavior in sports and sporting events. Tehran Honarabi; 2010
2. Moon Jc, Minor MS. Consumer Behavior. second ed. Tehran: Etihad; 2000
3. Broughton B, Lee J, Netheny R. The question: How big is the U.S. sports industry. Sports Business Journal. 1999:23-39.
4. Baade RA, Tiehen LA. An analysis of Major League Baseball attendance. Journal of Sport and Social Issues. 1990;14:14-32. [DOI:10.1177/019372359001400102]
5. Hansen H, Gautheir R. Factors affecting attendance at professional sporting events. Journal of sport management. 1989;3:15 - 32. [DOI:10.1123/jsm.3.1.15]
6. Moharramzadeh M. Sports marketing management. second ed. Orumieh: University Jihad; 2009.
7. dorandish m. The relationship between service quality, satisfaction and the desire of customers of bodybuilding clubs: Kharazmi University; 2011.
8. Kim Yk. Relationship Framework in Sport Management: How Relationship Quality Affects Sport Consumption Behaviors: University of Florida; 2008.
9. Jang D. Effects of word-of-mouth communication on purchasing decisions in restaurants: A path analytic study. Las Vegas: University of Navada; 2007.
10. Lee JH. Sport Marketing Strategies Through The Analysis of Sport Consumer Behavior and Factors Influencing Attendance: University of Minnesota; 2000.
11. Lera-López F, Rapún-Gárate M. Determinants of sports participation and attendance: differences and similarities. International Journal of Sports Marketing and Sponsorship. 2011;12(2):66-89. [DOI:10.1108/IJSMS-12-02-2011-B007]
12. Andrew DPS, Kim S, O'Neal N, Greenwell TC, James JD. The Relationship Between Spectator Motivations and Media and Merchandise Consumption at a Professional Mixed Martial Arts Event. Sport Marketing Quarterly. 2009;18:199-209.
13. Kim S, Greenwell TC, Andrew DPS, Lee J, Mahony DF. An Analysis of Spectator Motives in an Individual Combat Sport: A Study of Mixed Martial Arts Fans. Sport Marketing Quarterly. 2008;17:109-19.
14. Armstrong KL. Race and sport consumption motivations: A preliminary investigation of a Black consumers' sport motivation scale. Journal of Sport Behavior. 2002;25(4):309 - 30.
15. Byon KK, Cottingham M, Carroll MS. Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators. International Journal of Sports Marketing and Sponsorship. 2010;12(1):71-89. [DOI:10.1108/IJSMS-12-01-2010-B007]
16. Kim S, Andrew DPS, Greenwell TC. An analysis of spectator motives and media consumption behaviour in an individual combat sport: cross-national differences between American and South Korean Mixed Martial Arts fans. International Journal of Sports Marketing and Sponsorship. 2009;10(2):53-66. [DOI:10.1108/IJSMS-10-02-2009-B006]
17. Won J-u, Kitamura K. Motivational Factors Affecting Sports Consumption Behavior of K-league and J-league Spectators. International Journal of Sport and Health Science. 2006;4:233-51. [DOI:10.5432/ijshs.4.233]
18. Izzo GM, Munteanu C, Langford BE, Ceobanu C, Dumitru I, Nichifor F. Sport fans' motivations: an investigation of Romanian soccer spectators. Journal of International Business and Cultural Studies. 2011;5:1 - 13.
19. Hall J, O'Mahony B, Vieceli J. An empirical model of attendance factors at major sporting events. International Journal of Hospitality Management. 2010;29(2):328-34. [DOI:10.1016/j.ijhm.2009.10.011]
20. Caro LM, García J. Consumer Satisfaction with a Periodic Reoccurring Sport Event and the Moderating Effect of Motivations. Sport marketing quarterly. 2009;16:70-81.
21. Pease DG, Zhang J. Socio-motivational factors affecting spectator attendance at professional basketball games. International Journal of Sport Management. 2001;2:31-59.
22. Nemati n, Tojari F, Zarei A, Ashraf Ganjavi F. Testing the theoretical model of factors affecting the presence of Iranian football spectators. Sport Management Studies. 2012;13:107-22.
23. Ajdari M, Turkufar A, Moghaddasi M, Rostami AG. The effect of spectators' priorities on their attraction to Iranian Premier League matches. Abstract of Sports Management Articles Sixth National Conference of Physical Education and Sports Science Students of Iran. 2011:141.
24. Torkfar A, Tojari F, Zarei A, Ghafouri F. The effect of motivational factors on attracting fans to the matches of the Iranian Football Premier League (2007-2008). . Journal of Research in Sports Science. 2010;26:105 - 18.
25. Saatchian V, Elahi A, Nazemi M, Alizadeh A. Priorities of fans' bias factors and its relationship with their presence and support in the Iranian Football Professional League. Sports Management Studies. 2012;14:137 - 54.
26. Elmiri M, Naderian Jahromi M, Sultan Hosseini M, Nasrasfahani A, Rahimi M. Factors Influencing Soccer Spectators' Attendance in Professional Soccer Games in Iran. 2009;1(3):61-73.
27. Masoumi S. Investigating the motivations and factors affecting the presence of spectators in the football game. Tehran: Tarbiat Modares University; 2008.
28. Fallahi A. Study and prioritization of factors affecting the attendance of spectators of Iranian Premier League football matches with a marketing approach. Tehran: University of Tehran; 2008.
29. AlimMohammadi H. Development, validation and validation of tools for measuring the factors affecting the presence of spectators in the top leagues of football, basketball and volleyball. Tehran: Kharazmi University; 2011.
30. Khorshidi R. The Relationship between Factors Affecting Attendance and Consumption Behavior of Professional Football League's Spectators:
31. A Case Study of Esteghlal's and Perspolis's Spectators. Tehran: Kharazmi University; 2012.
32. Mahony DF, Nakazawa M, Funk DC, James JD, Gladden JM. Motivational Factors Influencing the Behaviour of J. League Spectators. Sport Management Review. 2002;5(1):1-24. [DOI:10.1016/S1441-3523(02)70059-4]
33. Swanson SR, Gwinner K, Larson BV, Janda S. Motivations of college student game attendance and word-of-mouth behavior: the impact of gender differences. Sport Marketing Quarterly. 2003;12(3):151-62.
34. Funk D, Mahony D, Nakazawa M, Hirakawa S. Spectator motives: Differentiating among objects of attraction in professional football. European Journal of Sport Management. 2000;7:51-67.
35. Funk D, Pastore DL. Equating attitudes to allegiance: The usefulness of selected attitudinal information in segmenting loyalty to professional sports teams2000. 51-67 p.
36. Yusof A, See L. Spectator Perceptions of Physical Facility and Team Quality: A Study of a Malaysian Super League Soccer Match. Research Journal of Internatıonal Studıes. 2008;8:132 - 40.
37. Shank MD. Sport Marketing, a Strategic Perspective: Prentice Hall; 1999.
38. Hu Anne W-l, Tang L-R. Factors Motivating Sports Broadcast Viewership with Fan Identification as A Mediator. Social Behavior And Personality. 2010;38(5):681-9. [DOI:10.2224/sbp.2010.38.5.681]
39. Kim YK, Trail G, Jaeko y. The influence of Relationship quality on sport consumption behaviors: An empirical examination of the Relationship quality. 2010North American society for sport management conference. 2010:239 - 40.
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
