The effect of motivation on football professional’s league spectator’s purchase behavior (a case study): Persepolis team’s spectators

Background: The aim of this study is to determine the effect of motivation on purchase behavior of professional Football league’s spectators. Materials and methods: To achieve the objectives of this study, we used two questionnaires including of Elahi motivation questionnaire and Kim Purchase behavior questionnaire which they were revised by the researcher. Individual features questionnaires were made according to research objectives. Their Content validity by expert’s questions through cronbach s alpha reliability was obtained in a pilot study. In order for Sampling in spectator’s range, the spectators who went to watch Persepolis football team and AhvazEsteghlal match in stadium, they were selected as a random sample. The gathering data were analyzed by structural equation modeling me the d and PLS software. Results and discussions: The result showed that motivation have a 0/78 ratio on spectators purchase behavior. The presented model in this study confirmed the motivation direct effects on spectators purchase behavior. Conclusion: According to research results, we recommend managers and club officials to attract more spectators and obtain more benefits of their presence by paying attention to spectators.

کلیدواژه ها:

Spectators ، motivation ، Purchase behavior ، sport marketing