نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استادیار گروه مدیریت ورزشی دانشگاه کردستان
2 دانشجوی دکتری مدیریت بازاریابی و رسانه در ورزش دانشگاه کردستان
چکیده
هدف از تحقیق حاضر بررسی تأثیر درگیری در اینستاگرام بر کیفیت رابطه و رفتار طرفداران تیم فوتبال پرسپولیس است. که با استفاده از مدل معادلات ساختاری و با انتخاب تعداد 365 نفر از طرفداران تیم پرسپولیس که درصفحه اینستاگرامی این باشگاه عضویت داشتند، با روش توصیفی – همبستگی صورت پذیرفت. با بررسی پیشینه، پرسشنامه 29 سؤالی متناسب با اهداف تحقیق تدوین گردید که روایی صوری و محتوایی به تأیید کارشناسان و متخصصان و روایی سازه آن با استفاده از تحلیل عاملی تأییدی، بررسی گردید. از آمار توصیفی و در بخش آمار استنباطی از آزمون مدل معادلات ساختاری برای بررسی برازش مدل تحقیق استفاده گردید. تجزیه و تحلیل داده‌ها با استفاده از نرم افزارهای آماری22 spss و Amos 22 انجام پذیرفت. نتایج نشان داد که به جز نوع محتوا، متغیرهای نوع رسانۀ ارسال شده و زمان پست گذاری دارای تاثیر مثبت و معناداری بر درگیری در اینستاگرام دارند، همچنین بیانگر این بود که درگیری در صفحات اینستاگرام می‌تواند تأثیر مثبتی بر کیفیت رابطه و در نهایت رفتار هوادار باشگاه داشته باشد. بنابراین توجه به عواملی مانند نوع رسانه ارسال شده و زمان پست گذاری می‌تواند در درگیر شدن هواداران به صفحه باشگاه و در نهایت بهبود رابطۀ باشگاه با هواداران کمک کند.
کلیدواژه‌ها
عنوان مقاله [English]
Investigating the impact of Instagram involvement on relationship quality and behavior of Persepolis fans
نویسندگان [English]
- behzad izadi 1
- ali ghaedi 2
- mojtaba ghasemi 2
- mohsen heidari 2
1 university of kurdistan
2 university of kurdistan
چکیده [English]
The aiming of present study was to investigate the impact of involvement in the Instagram on relationship quality and the behavior of Persepolis fans. Using structural equation modeling and choose 365 Instagram on page members of Persepolis team.descriptive – correlation statistic was used. Through reviewing the research literature the questionnaire of 29 questions was conducted and according to the aiming of study, face and content validity confirmed by experts and its validity,using confirmatory factor analysis were studied. Descriptive statistics and inferential statistics Structural equation modeling was used to evaluate the fit of the model. Data analysis was carried out using statistical software spss 22 and Amos 22. The results showed that, except of the type of the content, the variables type of media that have used and the of time posting have a positive and meaningful impact on the involvement in Instagram, also showed that the involvement in the pages of Instagram can have a positive impact on the quality of the relation and the behavior of fans of club. Therefore, according to factors such as the type of media that have used and the posting time can be invested in engaging fans to help the club and ultimately improve the relationship with the club fans.
کلیدواژه‌ها [English]
- quality of relation
- Persepolis
- attendance intention
- word of mouth
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