بررسي ارزشها و ارتباط آنها با رفتار تماشاگران ورزشي

ارزشها معیار اصل برای انتخب و ارزیابی رفتار هستند (روكاچ 1973 و آشوارتز 1994). ویسمون، اسكات و لیمونت (1977) پیشنهاد می كنند كه شناخت ارزشها در بازاریابی می تواند در تحلیل و تقسیم بازار، برنامه ریزی تولید، تبلیغات و ... اثر گذار باشد. هدف اصلی این مطالعه بررسی ارتباط بین ارزشهای شخصی و رفتار تماشاگران ورزشی بود. این تحقیق به وسیله 2 پرسشنامه از لی شی گای (2007) اجرا شد و مورد تجزیه و تحلیل آماری قرار گرفت (آمار توصیفی، مانووا و رگرسیون چند متغیره). روش تحقیق آینده نگر و از نوع توصیفی پیمایشی است و از روش نمونه گیری هدفمند و در دسترس استفاده شده است. تعداد 100 نمونه از افراد علاقمند به ورزش انتخاب شدند كه از این تعداد 92 نفر پرسشنامه خود را برگرداندند. یافته ها نشان می دهند كه ارزشهای شخصی می توانند رفتار مصرفی تماشاگران ورزشی را تا حدی پیش بینی نمایند. این تحقیق كاربردهایی در تئوری رفتار مصرف كننده ورزشی ایجاد و رفتار تماشاگر ورزشی را به صورت كاملتری بررسی می كند. نتایج اطلاعات مفیدی برای بازاریابان ورزشی، اسپانسرها و ... فراهم می آورد.

values have been shown to be central criteria for people to select and evaluate behavior(Rokeach, 1973; Schwartz, 1994). Although values have been widely addressed inpsychology and other disciplines, they have received limited attention in the study of sport consumer behavior. Vinson, Scott and Lamont (1977) suggested that knowledge of values in marketing can impact “market analysis and segmentation, product planning, promotional strategy, and public policy andsociety” (p. 48).“Values could be employed as a standard consideration in market analysis and as a tool to achieve greater precision and effectiveness in market segmentation” (wann et al., 2001). The dissertation had two major research purposes. The first purpose was to explore what values may be associated with spectator sports. This purpose was completed by conducting a review of literature. The second purpose was to examine the relationships between personal values and sport spectator behavior. Sport spectator behaviorincluded spectator sport consumption and sport spectator experiences. This purpose was completed by administering a questionnaire and conducting statistical analyses (for example, descriptive analyses, MANOVA, multiple regression). In general, this dissertation adopted adescription research method. The study adopted both convenience and purposive sampling. The current study is an initial step examining the values individuals associate with spectator sports. The finding suggested ten value types associated with spectator sports: Enjoyment,Sociability, Identity, Status, Moral, Spirituality, Epistemic, Aesthetics, Ritual, No or negative values.pilot survey was conducted to specify 28 individual values which were considered more relevant to spectator sports. A main study was then conducted by using a questionnaire with 28 value measures, 6 modes of spectator sport consumption and 10 experience items.The first group of hypotheses examined whether personal values predicted spectator sport consumption. The results showed significant results, but the direction of associations varied.Sixteen personal values had positive associations with spectator sport consumption; 7 had negative associations with spectator sport consumption; 5 had mixed results.The second group of hypotheses examined whether personal values predicted expected sport spectator experiences. Twenty personal values supported the hypotheses; five values had the results opposite to the hypotheses; two values had mixed results.The results indicated that people might be motivated to consume spectator sports in some occasions, but this did not mean that the motivation is a constant value associated with spectator sports. The results provide implications for theory in sport consumer behavior to explainspectator sport behavior more thoroughly. The results also provide useful information for sport marketers, sponsors, and policy makers to design their promotion activities, proposals, and policies by using the values as themes.Thus, understanding values associated with watching sports will provide meaningful implications for sport managers and likely a better understanding of motivesfor attending (or not) sporting events.