تأثیر انگیزش تماشاگران بر دلبستگی به رویداد ورزشی با نقش میانجی رضایتمندی

نوع مقاله : مقاله پژوهشی / Released under (CC BY-NC 4.0) license/ Open Access

نویسندگان

1 گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت‌بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

چکیده

هدف این پژوهش تعیین تأثیر انگیزش تماشاگران بر دلبستگی به رویداد ورزشی با نقش میانجی رضایتمندی بود. این پژوهش از نوع توصیفی-همبستگی است که به شکل میدانی انجام شده است. جامعه آماری این پژوهش را کلیه تماشاگران سوارکاری گنبدکاووس تشکیل دادند. از بین آنها 233 نفر به صورت نمونه‌گیری در دسترس به عنوان نمونه انتخاب شدند. برای گردآوری داده‌ها پس از تایید روایی صوری و محتوایی از پرسش‌نامه‌های انگیزش بن‌ماکستون (93/0=α ؛ 95/0=CR)، دلبستگی به رویداد لی و همکاران (92/0=α ؛ 94/0=CR)، و رضایتمندی تریل و جیمز (88/0=α ؛ 93/0=CR) استفاده شد. داده‌ها به کمک روش حداقل مربعات جزئی و با استفاده از نرم‌افزارهای اس‌پی‌اس-اس و اسمارت پی‌ال‌اس تحلیل شد. نتایج حاصل از تحلیل داده‌ها نشان داد که انگیزش تماشاگران بر دلبستگی به رویداد (43/0=β ؛ 51/5=CR) و رضایتمندی (86/0=β ؛ 17/42=CR) ورضایتمندی بر دلبستگی به رویداد (44/0=β ؛ 47/5=CR) تأثیر مثبت و معنادار دارد. همچنین انگیزش تماشاگران به واسطه رضایت‌مندی بر دلبستگی به رویداد ورزشی سوارکاری گنبدکاووس تأثیر دارد. با توجه به یافته‌های پژوهش حاضر به مسئولان برگزاری رویدادهای ورزشی پیشنهاد می‌شود که با شناسایی و تقویت انگیزش تماشاگران، رضایتمندی را در بین تماشاگران افزایش دهند که این امر موجب رضایتمندی آنان از رویداد شده و دلبستگی به رویداد در بین تماشاگران بیشتر خواهد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The impact of spectator motivation on event attachment in sports with the mediating role of satisfaction.

نویسندگان [English]

  • Mobina Sanati 1
  • Hassan Bahrololoum 2
  • Nahid Darooghe Arefi 1
1 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran
2 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran
چکیده [English]

The purpose of this study was to determine the impact of spectator motivation on attachment to a sports event, with the mediating role of satisfaction. This research is descriptive-correlational and was conducted as a field study. The statistical population consisted of all spectators of equestrian events in Gonbad Kavous, from which 233 individuals were selected as the sample using convenience sampling. After confirming face and content validity, data were collected using the Maxton Motivation Questionnaire (α = 0.93; CR = 0.95), the Lee et al. Event Attachment Questionnaire (α = 0.92; CR = 0.94), and the Trail and James Satisfaction Questionnaire (α = 0.88; CR = 0.93). Data were analyzed using the Partial Least Squares method with SPSS and Smart PLS software. The results of data analysis revealed that spectator motivation has a significant positive impact on event attachment (β = 0.43; CR = 5.51) and satisfaction (β = 0.86; CR = 42.17), while satisfaction also positively and significantly influences event attachment (β = 0.44; CR = 5.47). Additionally, spectator motivation indirectly affects attachment to the equestrian event in Gonbad Kavus through satisfaction. Based on the findings, it is recommended that event organizers identify and enhance spectator motivation to increase satisfaction among spectators. This will lead to greater satisfaction with the event and stronger attachment to it among spectators.
Keywords: Event engagement, Customer satisfaction, Equestrian, Motivational factors.

کلیدواژه‌ها [English]

  • "Event engagement"
  • " Customer satisfaction"
  • "Equestrian"
  • "Motivational factors"
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