TARAFTAR MOTİVASYON FAKTÖRLERİNİN DAVRANIŞSAL SADAKAT ÜZERİNDEKİ ETKİSİ: FENERBAHÇE SPOR KULÜBÜ ÖRNEĞİ

Futbolun dev bir ekonomik sektör haline gelmesiyle birlikte, kulüpler rekabet edebilmek için harcamalarını ve bununla paralel olarak gelirlerini de artırmak durumundadırlar. Bu noktada, taraftarların kulüplerin en önemli gelir kaynağı olmaları nedeniyle, kulüpler taraftarlardan daha fazla gelir elde etmek durumundadırlar. Bu nedenle bireyleri taraftar olmaya iten güdüleri, bu güdülerin bireylerin takımla olan bağına etkilerini ve taraftarların sadık müşteri olma davranışlarını incelemek önem arz etmektedir. Bu çalışmada, taraftar motivasyon faktörleri, özdeşleşme, psikolojik bağlılık ve davranışsal sadakat değişkenlerini içeren bir model oluşturulmuştur. Araştırma Fenerbahçe S.K taraftarlarıyla yapılmıştır. Araştırma kapsamında 409 taraftarla görüşülmüş ve modeldeki ilişkileri test etmek için Yapısal Eşitlik Modellemesi analizi kullanılmıştır.

THE EFFECT OF SUPPORTER MOTIVATION FACTORS ON BEHAVIOURAL LOYALTY: FENERBAHÇE SPORTS CLUB EXAMPLE

Football is a giant economical sector that clubs must increase their expenditures and therefore, incomes in order to compete. Football clubs must focus on the fans since they are the main resource for income. It is critical for football clubs to understand the main motivational factors of the fans, the effect of the factors to the bond between fans and the clubs and behavioral factors for loyalty. In this research, a model has been constructed including variables such as motivational factors, association, psychological bond and behavioral loyalty variables have been analyzed. The survey conducted with 409 Fenerbahce Club fans and Structural Equation Model has been utilized in order to test the variables.

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Ekonomik ve Sosyal Araştırmalar Dergisi-Cover
  • ISSN: 1306-2174
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2005
  • Yayıncı: Abant İzzet Baysal Üniversitesi İktisadi ve İdari Bilimler Fakültesi