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مدل سازی تأثیرزیبایی و دسترسی اماکن ورزشی بر روی نیات رفتاری مشتریان از طریق متغیر میانجی احساسات (مطالعه موردی: استخرهای شهر تبریز) | ||
| نشریه مدیریت ورزشی | ||
| مقاله 12، دوره 11، شماره 4، دی 1398، صفحه 855-870 اصل مقاله (676.5 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2019.256727.2070 | ||
| نویسندگان | ||
| میرداوود حسینی* 1؛ میرمحمد کاشف2؛ علی صفرپور3؛ سجاد پاشایی1 | ||
| 1دانشجوی دکتری تخصصی مدیریت ورزشی دانشگاه تبریز، تبریز، ایران | ||
| 2استاد مدیریت ورزشی دانشگاه ارومیه، ارومیه، ایران | ||
| 3دانشجوی دکتری تخصصی مدیریت ورزشی دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر، مدلسازی تأثیر محیط فیزیکی اماکن ورزشی (زیبایی و دسترسی) بر روی نیات رفتاری مشتریان با توجه به نقش میانجی احساسات بود. روش پژوهش، توصیفی- پیمایشی و به لحاظ هدف، کاربردی بود. در این زمینه، ابتدا متناسب با متغیرهای پژوهش پرسشنامه‌ای با 30 سؤال طراحی شد که روایی صوری به تأیید استادان مدیریت ورزشی (7 نفر) رسید و روایی محتوایی با تحلیل عاملی تأییدی سنجش شد. پایایی پرسشنامه نیز از طریق ضریب آلفای کرونباخ برای سازه‌های زیبایی‌شناختی (91/0)، دسترسی (70/)، احساسات مثبت (90/0) و نیات رفتاری (87/0) محاسبه شد. جامعة آماری پژوهش 390 نفر از مشتریان استخرهای شهر تبریز بودند که در مجموع از 245 پرسشنامه برای بررسی آماری استفاده شد. نتایج نشان داد که هر دو مؤلفة محیط فیزیکی یعنی زیبایی و دسترسی و احساسات مثبت بر روی نیات رفتاری به‌صورت مستقیم تأثیرگذارند. همچنین، براساس نتایج به‌دست‌آمده اثر غیرمستقیم زیبایی و دسترسی از طریق احساسات مثبت بر روی نیات رفتاری معنادار است؛ یعنی زیبایی و دسترسی اماکن ورزشی می‌تواند از طریق ایجاد احساسات مثبت در مشتریان بر نیات رفتاری آنها تأثیرگذار باشد. بنابراین، می‌توان نتیجه گرفت اماکنی که زیبا و در عین حال دارای قابلیت دسترسی راحت‌تر و بهتری هستند، احساسات بهتر و مثبت‌تری را در ذهن مشتریان ایجاد می‌کنند که نتیجة آن تأثیر بر روی نیات رفتاری و استفادة مجدد از آن اماکن ورزشی خواهد بود. | ||
| کلیدواژه‌ها | ||
| احساسات؛ دسترسی؛ زیبایی‌شناختی؛ محیط فیزیکی؛ نیات رفتاری | ||
| عنوان مقاله [English] | ||
| Designing the Model of the Effect of Aesthetics and Access to Sport Facilities on Customer Behavioral Intentions through the Mediating Role of Emotions (Case Study: Swimming Pools in Tabriz City) | ||
| نویسندگان [English] | ||
| Mirdavood hoseiny1؛ mirmohammad kashef2؛ Ali Safarpour3؛ sajjad pashaie1 | ||
| 1PhD, Student Sport Management University of Tabriz, Tabriz, Iran | ||
| 2Professor, Sport Management University of Urmiya, Urmiya, Iran | ||
| 3PhD, Student Sport Management University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| The study aimed at designing the model of the effect of physical environment of sport facilities (aesthetics and access) on customer behavioral intentions considering the mediating role of the emotions. The method was descriptive-survey and applied in terms of objectives. Firstly, a questionnaire with 30 items was developed considering the research variables. Face validity was confirmed by 7 sport management professor and content validity was assessed by confirmatory factor analysis. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient for aesthetic constructs (0.91), access (0.70), positive emotions (0.90) and behavioral intentions (0.87). The statistical population of the study included 390 customers of swimming pools in Tabriz city and 245 questionnaires were used for statistical analysis. The results showed that both components of the physical environment, namely, aesthetics and access, and positive emotions directly influenced the behavioral intentions. Furthermore, based on these findings, the indirect effect of aesthetics and access through positive emotions on behavioral intentions was significant. That is to say the aesthetics and access to sport facilities can influence customer behavioral intentions through creating positive emotions. Therefore, it can be concluded that those facilities that are aesthetic and more accessible create better and more positive emotions in the minds of customers and the result is an effect on behavioral intentions and reuse of those sport facilities. | ||
| کلیدواژه‌ها [English] | ||
| access, aesthetics, behavioral intentions, emotions, physical environment | ||
| مراجع | ||
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