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تأثیر هم آفرینی ارزش بر هم هویتی هواداران با نقش میانجی سرمایة اجتماعی: مطالعة اجتماعات آنلاین باشگاه های فوتبال | ||
مجله علمی "مدیریت سرمایه اجتماعی" | ||
دوره 9، شماره 4، دی 1401، صفحه 569-589 اصل مقاله (945.75 K) | ||
نوع مقاله: پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jscm.2022.348679.2347 | ||
نویسندگان | ||
محمد علی آبادی1؛ هادی باقری* 2 | ||
1کارشناس ارشد، دانشکده تربیتبدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران | ||
2استادیار، دانشکده تربیتبدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران | ||
چکیده | ||
هدف پژوهش حاضر تعیین تأثیر همآفرینی ارزش بر همهویتی هواداران با نقش میانجی سرمایة اجتماعی در اجتماعات آنلاین باشگاههای فوتبال بود. پژوهش از نظر هدف کاربردی و از نظر ماهیت گردآوری دادهها توصیفیـ همبستگی است. جامعة پژوهش را هواداران عضو صفحة اینستاگرام باشگاههای پرسپولیس و استقلال تشکیل دادند. نمونه با نرمافزار جی پاور 190 نفر تعیین و به روش در دسترس انتخاب شد. برای گردآوری دادهها از پرسشنامههای سرمایة اجتماعی لین و لیو، همهویتی میل و آشفورث، و همآفرینی ارزش حسیه استفاده شد. روایی محتوایی پرسشنامهها توسط متخصصان مدیریت ورزشی و پایایی توسط آلفای کرونباخ، پایایی ترکیبی، و بارهای عاملی بررسی و تأیید شد. دادهها با استفاده از معادلات ساختاری با رویکرد حداقل مربعات جزئی تحلیل شد. نتایج نشان داد همآفرینی ارزش بر هر دو متغیر سرمایة اجتماعی و همهویتی هواداران تأثیر مثبت و معنادار دارد. همچنین، سرمایة اجتماعی بر همهویتی هواداران تأثیر مثبت و معنادار داشت. بهعلاوه، همآفرینی ارزش به واسطة سرمایة اجتماعی بر همهویتی هواداران تأثیر مثبت و معنادار دارد. باشگاهها میتوانند با سرمایهگذاری روی اجتماعات آنلاین خود زمینة تعامل، شبکهسازی، ارزشآفرینی، و پیوند قویتر با هواداران را فراهم سازند. | ||
کلیدواژهها | ||
اجتماعات آنلاین؛ رفتار مشارکتی؛ هم آفرینی ارزش؛ هواداران فوتبال | ||
عنوان مقاله [English] | ||
The Effects of Value Co-creation on Fan Identification With the Mediating Role of Social Capital: A Study of Online Communities of Soccer Clubs | ||
نویسندگان [English] | ||
Mohammad Aliabadi1؛ Hadi Bagheri2 | ||
1MA., Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran | ||
2Assistant Professor, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran | ||
چکیده [English] | ||
The purpose of this study was to determine the effect of value co-creation on fans' identification, with the mediating role of social capital, in online communities of soccer clubs. The study was applied in terms of purpose and descriptive-correlational in terms of data collection and analysis. The statistical population was comprised of the followers of the two Instagram pages of Persepolis and Esteghlal soccer clubs. The optimal sample size was determined by G-Power to be 190 individuals, who were then selected via convenience sampling method. For data collection, Lin and Lu’s (2011) social capital questionnaire, Mael and Ashforth’s (1992) identification questionnaire, and Hsieh’s (2015) value co-creation questionnaire were used. The content validity of the questionnaires was checked and confirmed by sports management experts, and their reliability by Cronbach's alpha, composite reliability, and factor loadings. The data were analyzed using Partial least squares structural equation modeling (PLS-SEM). The results showed that value co-creation has a positive and significant impact on both fans' identification and social capital. Moreover, it was revealed that social capital influences fans' identification positively and significantly. In addition, value co-creation had a positive and significant impact on the fans’ identification through social capital. Thus, by investing in their online communities, clubs can provide the basis for interaction, networking, value-creation, and a stronger bond with fans. | ||
کلیدواژهها [English] | ||
value co-creation, football fans, online communities, collaborative behavior | ||
مراجع | ||
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