KAZANMANIN ÖNEMİ, NEFRET, TAKIM KİMLİĞİ VE SADAKATI: TÜRKİYE’DEKİ ANKET VERİLERİ İLE İLİŞKILERİN KEŞFEDİLMESİ

Year 2017, , 442 - 446, 30.06.2017

Caner Ozgen , Metin Argan

https://doi.org/10.17261/Pressacademia.2017.430

Abstract

Spor pazarlaması literatüründe kazanmanın önemi, nefret, takım kimliği, tutumsal ve davranışsal sadakat arasında önemli ilişkiler olduğu ortaya konulmuştur. Bu araştırmanın amacı kazanmanın önemi ve nefretin takım kimliği, davranışsal ve tutumsal sadakat üzerindeki etkilerinin futbol bağlamında incelenmesidir. Kazanmanın önemi ve nefretin takım kimliği, taraftar sadakati üzerindeki etkilerini araştıranilişkisel model araştırma kapsamında önerilmiştir. Araştırmanın örneklemi kolayda örnekleme yöntemi ile oluşturulmuş, araştırma verileri online ve kişisel görüşme yoluyla toplanmıştır. Araştırma kapsamında doğrulayıcı faktör analizi ve yapısal eşitlik modeli AMOS 22 programı kullanılarak analiz edilmiştir. Araştırmadan elde edilen bulgular takım kimliği, tutumsal ve davranışsal sadakat arasında güçlü ve anlamı ilişki olduğunu ortaya koymuştur. Bunun yanında, takım kimliğinin kazanmanın önemi, nefret ve taraftar sadakati arasındaki ilişkiye aracı etkisi olduğu ortaya konulmuştur. Bu araştırmadan elde sonuçlar spor pazarlaması uygulamaları için önemli öneriler içermektedir. Bunun yanında, futbol takım yöneticilerinin araştırma değişkenlerini nasıl yorumlaması gerektiğini ilişkin önemli öneriler araştırma kapsamında ortaya konulmuştur.

Keywords

Davranışsal sadakat, kazanmanın önemi, nefret, rakip takıma yönelik tutum, tutumsal sadakat

IMPORTANCE OF WINNING, SCHADENFREUDE, TEAM IDENTIFICATION AND LOYALTY: EXPLORING RELATIONSHIPS WITH SURVEY DATA FROM TURKEY

Abstract

Sports marketing literature
indicates that there are important relationships between importance of winning,
schadenfreude, team identification, attitudinal and behavioral loyalty. The
purpose of this study is to investigate importance of winning, schadenfreude on
team identification and attitudinal and behavioral loyalty in the context of
soccer. A structural model based on relationships is proposed in this study to
explore the influence of importance of winning, schadenfreude on team
identification and fans’ loyalty. Convenience sampling was chosen in this study
and empirical data were collected among soccer fans via an online and
self-administration questionnaire. The data were analyzed using confirmatory
factor analysis (CFA) and structural equation model with Amos 20.0 software.
Findings indicate that there were a significant and strong relationship between
team identification and attitudinal and behavioral loyalty. Furthermore, this
paper shows that team identification was a mediator between importance of
winning and schadenfreude, and loyalty. The results of this research have
significant implications for the practice of sports marketing. Having said
that, the study has significant implications as to how soccer teams’ managers
should be interpreting these variables or phenomenon. 

Keywords

Attitudınal loyalty, behavioral loyalty, importance of winning, schadenfreude

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