The Relationship Between the Motives and Points of Attachment of the Professional Football Team Spectators

Yıl 2012, Cilt: 12 Özel Sayı, 41 - 53, 01.11.2012

R.timuçin Gençer Olcay Kiremitci Ali Aycan Erdinç Demiray Volkan Unutmaz

Öz

The purpose of this study was to determine the relationship between the motives and points of attachment of the professional football team spectators. Motivation Scale for Sport Consumption and Points of Attachment Index have been used in this study. 311 football spectators (Göztepe SC = 198, Karşıyaka SC = 113) participated in the study. On the first phase of the research the validity and reliability of both measurement tools have been tested on professional football teams’ spectators. Confirmatory factor analysis results demonstrated that the original models of the measurement tools employed for the study showed an acceptable degree of fit with the data. Considering the general sample, the social interaction subscale stands out with the motives; whereas the team subscale stands out with the points of attachment. However, when analysis is being performed separately on the team basis, it has seen that different sub-dimensions have come forward. Given this finding regarding the necessity of formulating marketing strategies for professional football team spectators on a team basis was extremely important. In this respect, canonical correlation analyses of both team spectators were calculated separately. As the result of the analyses, five statistically meaningful functions for Göztepe SC professional football team’s spectators; two statistically meaningful functions for Karşıyaka SC professional football team’s spectators were determined

Anahtar Kelimeler

Football, spectator attendance, spectator motives, sport consumption, fans

Profesyonel Futbol Takımı Seyircilerinin Spor Tüketimine Yönelik Güdüleri ve Bağlılık Noktaları Arasındaki İlişki

Öz

Bu çalışmanın amacı, profesyonel futbol takımı seyircilerinin, spor tüketimine yönelik güdüleri ve bağlılık noktaları arasındaki ilişkinin belirlenmesidir. Bu amaç doğrultusunda, Spor Tüketimine Yönelik Güdülenme Ölçeği ve Bağlılık Noktaları İndeksi kullanılmıştır. Çalışmaya 311 futbol seyircisi katılmıştır (Göztepe SK= 198, Karşıyaka SK= 113). Araştırmanın ilk aşamasında her iki ölçüm aracının da profesyonel futbol takımı seyircileri üzerinde geçerlik ve güvenirliği sınanmıştır. Ölçeklere uygulanan DFA sonucunda, Spor Tüketimine Yönelik Güdülenme Ölçeği ve Bağlılık Noktaları İndeksi için elde edilen uyum indeksleri, çalışmada kullanılan ölçüm araçlarına ait orijinal modellerin veriye kabul edilebilir düzeyde uyum gösterdiğini oraya koymaktadır. Genel örneklem dikkate alındığında, Spor Tüketimine Yönelik Güdülenme Ölçeği’nde, sosyal etkileşim, Bağlılık Noktaları’nda ise takım alt boyutları ön plana çıkmaktadır. Ancak analizler takım bazında ayrı ayrı gerçekleştirildiğinde, farklı boyutların ön plana çıktığı dikkati çekmektedir. Bu bulgu, profesyonel futbol takımı seyircilerine yönelik pazarlama stratejilerinin, takım bazında detaylı analizler sonucu elde edilen bilgiler ışığında oluşturulması gerekliliğini ortaya koyması açısından son derece önemlidir. Bu doğrultuda kanonik korelasyon analizi her iki takım seyircileri için ayrı ayrı hesaplanmıştır. Analizler sonucunda, Göztepe SK profesyonel futbol takımı seyircileri için istatistiksel olarak anlamlı beş; Karşıyaka SK profesyonel futbol takımı seyircileri için istatistiksel olarak anlamlı iki fonksiyon belirlenmiştir

Anahtar Kelimeler

Futbol, seyirci katılımı, seyirci güdüleri, spor tüketimi, taraftar

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