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تأثیر تبلیغات بر جذب نوجوانان به مدارس فوتبال شهر زنجان | ||
| نشریه مدیریت ورزشی | ||
| مقاله 2، دوره 9، شماره 4، اسفند 1396، صفحه 617-634 اصل مقاله (230.79 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jsm.2018.65854 | ||
| نویسندگان | ||
| فرهاد کلانتری1؛ اسماعیل دولتیاری* 2 | ||
| 1کارشناسی‌ارشد مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران | ||
| 2کارشناسی‌ارشد مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه پیام نور واحد کرج، کرج، ایران | ||
| چکیده | ||
| هدف از تحقیق حاضر، بررسی تأثیر تبلیغات براساس مدل AIDA (مؤلفههای جلب توجه، علاقهمندسازی، تحریک تمایل و عمل) بر جذب نوجوانان پسر به مدارس فوتبال شهر زنجان بود. جامعة آماری تحقیق (300N=) از ثبتنام‌کنندگان در مدارس فوتبال پسر شهر زنجان (محدودة سنی 12 تا 19 سال) در سال 93 بودند که 169 نفر براساس جدول مورگان بهعنوان نمونههای آماری انتخاب شدند. ابزار گردآوری دادهها، پرسشنامة20 سؤالی لیکرتی محقق‌ساخته بود که روایی صوری و محتوایی آن را ده نفر از کارشناسان و متخصصان مربوط و استادان دانشگاه تأیید کردند و پایایی پرسشنامه نیز از طریق ضریب آلفای کرونباخ 90 /0 محاسبه شد. برای تجزیه‌وتحلیل دادهها از روش آمار توصیفی (شاخصهای گرایش مرکزی و شاخصهای پراکندگی) و آمار استنباطی (آزمونهای کولموگروف اسمیرنوف، آزمونهای t تکنمونهای، u منویتنی، کروسکال والیس و ویلکاکسون) و نرمافزار 16 SPSS وExcel استفاده شد. نتایج نشان داد که تبلیغات براساس مدل آیدا بر جذب نوجوانان پسر به مدارس فوتبال شهر زنجان مؤثر بوده و از بین مؤلفههای چهارگانۀ مدل مذکور، مؤلفههای علاقهمندسازی و تحریک تمایل بیشتر از سایر مؤلفهها در جذب نوجوانان تأثیرگذار بوده‌اند، بنابراین به مسئولان پیشنهاد میشود با تأکید بر مؤلفههای تأثیرگذار در تبلیغات آمار جذب خود را در مدارس فوتبال افزایش دهند | ||
| کلیدواژه‌ها | ||
| تبلیغات؛ جذب نوجوانان؛ شهر زنجان؛ مدارس فوتبال؛ مدل AIDA | ||
| عنوان مقاله [English] | ||
| The Effect of Advertising on Adolescents’ Attraction to Football Schools in Zanjan City | ||
| نویسندگان [English] | ||
| Farhad Kalantari1؛ Esmail Dolatyari2 | ||
| 1MSc of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran | ||
| 2MSc of Sport Management, Department of Physical Education and Sport Sciences, Payame Noor University, Karaj Branch, Karaj, Iran (Received: 2016/4/16;Accepted: 2016/8/27) | ||
| چکیده [English] | ||
| The aim of this study was to examine the effect of advertising based on AIDA model (attention, interest, desire and action elements) on male adolescents’ attraction to football schools in Zanjan city. The statistical population included 300 male registrants (age range: 12-19 years old) in football schools in Zanjan city in 2014. According to Morgan sample size table, 169 participants were selected as the sample. Data were collected by a Likert 20-item researcher-made questionnaire. The face and content validity was confirmed by 10 experts and academic professors. The reliability was calculated by Cronbach alpha coefficient (90.0). For data analysis, descriptive statistics (central tendency indexes and dispersion indexes) and inferential statistics (Kolmogorov - Smirnov, the one sample t test, U – Mann Whitney, Kruskal Wallis test and Wilcoxon test) as well as SPSS16 and Excel were used. The results indicated that advertising based on AIDA model was effective to attract male adolescents to football schools in Zanjan city. Among the four mentioned elements, interest and desire were more effective than other elements to attract adolescents. So, the authorities are recommend to increase the attraction in football schools by focusing on effective elements of advertisement | ||
| کلیدواژه‌ها [English] | ||
| Adolescents’ attraction, Advertising, AIDA model, football schools, Zanjan City | ||
| مراجع | ||
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