The Analysis of Affecting Factors of with Mediating Role of Customer Attitude on Purchase Intention of Electronic Tickets For Iranian Football Premier League Matches | ||
| فصلنامه علمی پژوهشهای کاربردی در مدیریت ورزشی | ||
| Article 7, Volume 6, Issue 2 - Serial Number 22, December 2017, Pages 81-88 PDF (499.86 K) | ||
| Document Type: Research Paper | ||
| Authors | ||
| Vahid Hafezi* 1; Fatemeh Abdavi2; Sajjad Pashaie1; Mohammadrasol Khodadadi2 | ||
| 1MA, Sport Marketing Management University of Tabriz | ||
| 2Assistant Professor, Sport Management University of Tabriz | ||
| Abstract | ||
| At the beginning of the third millennium, the world of sports has experienced a new era. Rapid and extensive developments in all aspects of sports, considerably caused new methods and techniques in sport marketing. Today, football field; after many changes; from a simple exercise has been proposed as a great trading alongside other industries and professions . This study aims to analyze the mediating role of customers’ attitude on purchase intention of e-tickets of Premier League Football matches of Iran. The research method is descriptive - survey. The population of this research is spectators of sports events. Data collection was through library studies and also Amaro and Duarte (2015) questionnaire. Kolmogorov - Smirnov test was used to determine the normality of the population and Smart PLS was used to test the hypotheses. The results showed that the attitude affects the ticket purchase intention, but it seems the attitude with a mediating role of other factors (perceived relative advantage, perceived compatibility, trust, perceived risk and perceived complexity), have a basic role on ticket purchase intention. Hence the clubs should always be watchful and careful about their interaction among themselves and their customers and with a clear understanding of customers' needs and values, provide goods and services via the internet in order to make them satisfied and trustful. | ||
| Keywords | ||
| Attitude; Purchase Intention; Electronic Tickets; football | ||
| References | ||
|
- حسینی، سید عماد؛ کوزه چیان، هاشم؛ احسانی، محمد و خداداد حسینی، سید حمید (1388). طراحی الگوی بازاریابی ورزشی لیگ برتر فوتبال جمهوری اسلامی ایران، رساله دکتری، دانشگاه تربیت مدرس. - منتظری، محمد؛ ابراهیمی، علیرضا؛ احمدی، پرویز؛ راهنما، آمنه(1393). «بررسی عوامل مؤثر بر قصد خرید در تجارت الکترونیک»، مجله مدیریت بازرگانی 6، ص 207-226 - دهدشتی، شاهرخ؛ زهره، تونکه نژاد؛ ماندنی (1385). «نگرش مشتریان نسبت به خرید اینترنتی در فروشگاههای زنجیرهای شهروند»، فصلنامه مطالعات مدیریت 51،ص 23-42 - قاضیزاده، مصطفی.؛ سرداری، احمد؛ زندیه، زهره و روشن قیاسی، رقیه (1391) «تعیین عوامل مرتبط با قصد خرید در تجارت الکترونیکی (مطالعه موردی: شرکت قطارهای رجا)» راهبردهای بازرگانی، 1 ص 101-120
- Allen, J., & Bowdin, G (2006). Events Management, Elsevier. - Austin, N., Ibeh, K., & Yee, J. C. C. (2006). “Consumer trust in the online travel marketplace.” Journal of Internet Commerce, 5(2), 21-39. - Corritore, C. L., Kracher, B., & Wiedenbeck, S. (2003) “On-line trust: concepts, evolving themes, a model” International Journal of Human-Computer Studies, 58(6), 737-758. - Donihue, M., David, F., & Peter N (2002). An analysis of attendance at Major league Baseball spring training games. Journal of sports economics, 1, 39-61. - Fam, K. S., Foscht, T., & Collins, R. D. (2004). “ Trust and the online relationshipdan exploratory study from New Zealand” Tourism Management, 25(2), 195e207. - Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Reading, MA: Addison-Wesley. - Kini, A. and J. Chobiah. (1998). “Trust in electronic commerce: definition and theoretical consideration” Paper presented in 31st Hawaii International Conference on System Science in Hawaii, USA, January 1998. - Mandhachitara, R. & Poolthong, Y. (2011). “A model of consumer loyalty and corporate social responsibility.” Journal of Service Marketing , 25(2) , 122-133. - Rogers, E. M. (1995). “Diffusion of innovations (4th ed.)”. New York, NY: The Free Press. San - Monroe, K. B., & Grewal, D. (1991). “Effects of price, brand and store information on buyers’ product evaluations,” Journal of Marketing Research, 28(8), 307-319. - Sulaiman, Ainin. Ng, Josephine and Mohezar, Suhana (2008) “E-Ticketing as a New Way of Buying Tickets:Malaysian Perceptions” J. Soc. Sci. , 17(2), 49-157 - Chia-Yu Chen, Fisher (2007). “Passenger use intentions for electronic tickets on international flights” Journal of Air Transport Management , 13, 110–115. - Pi, Shih-Ming.Liao, Hsiu-Li & Chen, Hui-Min (2012). “Factors That Affect Consumers’ Trust and Continuous Adoption of online Financial Services” International Journal of Business and Management , 7(9), 108-119 - Verdurme, A., Viaene, J., (2003) “Exploring and modeling consumer attitudes towards - genetically modified food” Qualitative Market Research: An International Journal 6 (2), 95-110. - Zhou, Z. (2004). “E-commerce and information technology in hospitality and tourism” Canada: Delmar Learning. | ||
|
Statistics Article View: 1,756 PDF Download: 1,021 |
||