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رابطه بین کیفیت خدمات و نیات رفتاری با نقش میانجی ارزش درک شده و اعتماد در تماشاگران لیگ برتر فوتبال ایران | ||
مطالعات مدیریت رفتار سازمانی در ورزش | ||
مقاله 1، دوره 5، شماره 4، اسفند 1397، صفحه 11-18 اصل مقاله (942.26 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.30473/fmss.2018.41449.1814 | ||
نویسندگان | ||
محمد سیوان نوری1؛ مهرداد محرم زاده* 2؛ مجید سلیمانی3 | ||
1مربی گروه تربیت بدنی دانشگاه آزاد اسلامی واحد مریوان | ||
2استاد مدیریت ورزشی دانشگاه محقق اردبیلی،اردبیل،ایران | ||
3استادیار دانشگاه آزاد اسلامی واحد ملایر | ||
چکیده | ||
هدف از مطالعه حاضر ارتباط بین کیفیت خدمات و نیات رفتاری با نقش میانجی ارزش درک شده و اعتماد در تماشاگران لیگ برتر فوتبال ایران بود. این مطالعه از نوع همبستگی بود و جامعه آماری آن را تماشاگران لیگ برتر فوتبال ایران تشکیل میدادند. با توجه به اینکه حجم جامعه آماری نامحدود بود از نمونهگیری تصادفی طبقهبندی استفاده شد و در مجموع 944 نفر به عنوان نمونه انتخاب شدند. در رابطه با متغیرهای تحقیق نظرسنجی شد. دادههای حاصله توسط آزمون مدل سازی معادله ساختاری مورد تجزیه و تحلیل قرار گرفت. تجزیه و تحلیل یافتهها نشان داد (i) کیفیت خدمات، ارزش درک شده و اعتماد اثر مستقیم و مثبتی بر روی نیت رفتاری دارند، (ii) کیفیت خدمات اثر مستقیم و مثبتی بر روی اعتماد و ارزش درک شده دارد، (iii) ارزش درک شده اثر مستقیم و مثبتی بر روی اعتماد دارد و در نهایت (iv) اثر کیفیت خدمات بر نیات رفتاری تماشاگران به واسطه ارزش درک شده و اعتماد مستقیم و مثبت بود. این مطالعه به درک بهتر تأثیر نسبی کیفیت خدمات، ارزش درک شده و اعتماد بر نیات رفتاری تماشاگران کمک میکند. علاوه براین، این مطالعه بینش مربوط به تحقیقات علمی قبلی در زمینه متغیرهای مذکور را بهم مرتبط میسازد. | ||
کلیدواژهها | ||
کیفیت خدمات؛ اهداف رفتاری؛ اعتماد؛ ارزش درک شده؛ لیگ برتر فوتبال ایران | ||
عنوان مقاله [English] | ||
The relationship between quality of service and behavioral intentions with the mediating role of perceived value and trust in the Iranian Premier Football League fans. | ||
نویسندگان [English] | ||
Mohammad Saivan Nouri1؛ Mehrdad MoharramZadeh2؛ Majid Soleymani3 | ||
1Academic staff | ||
2Professor of Sport Management Department, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran | ||
3Assistant Professor, Department of Education, Islamic Azad University Malayer Branch | ||
چکیده [English] | ||
The purpose of this study was to determine the relationship between quality of services and behavioral intentions with the mediating role of perceived value and trust in the Iranian Premier Football League's audience. This study was correlational and the statistical society was the audience of Iranian Football League. Regarding the fact that the size of the statistical society was unlimited, random stratified sampling was used and a total of 944 individuals were selected as sample. In relation to the research variables, the survey was conducted. The data were analyzed by structural equation modeling test. Analysis of the findings showed: 1) the quality of services, perceived value and trust have a direct and positive effect on behavioral intentions; 2) the quality of service has a direct and positive impact on perceived trust and value; 3) perceived value has a direct and positive effect on trust and ultimately; and 4) the effect of service quality on the behavioral intentions of viewers was due to perceived value and direct and positive trust. This study helps better understand of the relative impact of service quality, perceived value, and trust on the behavioral needs of viewers. In addition, this study relates the perception of previous scientific research on the mentioned variables. | ||
کلیدواژهها [English] | ||
Quality of Service, Behavioral Intentions, Trust, Perceived Value, Iranian Premier Football | ||
مراجع | ||
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