behavioral tendencies

This research is applied from the perspective of purpose and descriptive-survey research from the perspective of data collection method. The statistical population included customers of sports complexes in Tehran. The samples were determined based on Cochran's formula of 384 people using cluster random sampling method. For data collection, the Internet Advertising Assessment Questionnaire, Chang and Wang (2019), respectively. Chang and Wang Electronic Word of Mouth Advertising Questionnaire (2019). Questionnaire of disapproval of the expectation of the judge and colleagues (2017). Behavioral Tendency Questionnaire from Hyun, Kim and Lee Questionnaire (2011). used. SPSS and Smart pls software were used to analyze the data. Based on the results of electronic advertising and word of mouth, it has an effect on the behavioral tendencies of customers (0.712) and (203), respectively, which is significant according to the rate of T (9.550) and (2.483). And disapproval of expectation as a mediator affects the relationship between electronic advertising and behavioral tendencies of customers, so disapproval of expectation as a mediator affects the relationship between word of mouth and customer behavioral tendencies. Therefore, with the increase of advertising, customers' behavioral inclinations will also increase and the tendency to prefer and use products and services will also increase. Therefore, it is suggested that in presenting advertisements, points such as increasing the quality of services at the time of submitting the request and need, awarding prizes, facilities and price discounts, and using new and non-repetitive techniques to advertise services should be considered.

The income from the presence of spectators in the stadiums is one of the primary incomes of football teams. To increase this income, more spectators must enter the stadium. The physical quality of stadiums, such as cleanliness and hygiene, accessibility, safety, entertainment, parking, etc., is one of the most important factors that encourage spectators to watch live sports events. Therefore, knowing the impact of the physical quality of stadiums on the behavior of spectators is considered important for clubs and managers who intend to increase income. Therefore, in this research, the effect of the physical quality of football stadiums on the behavioral tendencies of the spectators has been investigated. The statistical population of the research included all the spectators of the premier football league matches; 325 people were selected by simple random sampling, and finally, 294 correct questionnaires were returned. The information was collected through a researcher-made questionnaire, which was obtained through interviews with experts (academic faculty members and sports managers) and library studies. The face and content validity of the questionnaires was confirmed by using the opinions of sports experts and sports management professors (10 people) after applying their corrective opinions. The internal reliability of the questionnaire items was also reported by the researcher in an experimental study using Cronbach's alpha method for the stadium characteristics questionnaire (0.97) and satisfaction questionnaire (0.87) and for Willingness to return (0.88) and after ensuring The validity of the questionnaires was used using SPSS software in the descriptive and inferential statistics section, as well as Amos software to draw path analysis. The results showed that the characteristics of the stadium have a positive and significant effect on satisfaction; Also, the characteristics of the stadium have a positive and significant effect on the Willingness to return of spectators. In addition, satisfaction has a positive and significant on willingness to return. Finally, it is possible to confirm the mediating effect of satisfaction in the relationship between the characteristics of the stadium and Willingness to return at the 95% confidence level. Therefore, according to the importance of the presence of spectators in stadiums, sports managers should periodically assess the needs and evaluate the satisfaction of the spectators as well as the quality of the stadiums, and by removing the shortcomings, witness the maximum attendance of the spectators

The purpose of this study was to investigate the effects of attractiveness, specialty and trustworthiness of sports celebrities on the desire to buy sports goods.

The method of doing this quasi-experimental study, in pre-test and post-test, is in a volunteer sample of 60 students of physical education students of Kermanshah Azad University. For this purpose, the volunteers were promoted through a social network of telegrams for one month under the influence of simulated advertising for a fake and unrealistic sports shoes brand by a well-known athlete. The data were collected using standard questionnaire of brand-product enthusiasm, Zichekovsky (1985), and a well-known person's questionnaire in Ohanian's (1990) advertisements. Then, using SPSS 23 and t-test methods, Cohen d and multiple regressions were analyzed.

The results of the participation evaluation of the research variables showed that attractiveness (β = 0.303, p <.001), trust (β = 0451, p <.001) and specialty (β = 216, p <. 001) have led to meaningful participation in the dependent variable, tend to be bought.

The experts of the sports industry of the country have special attention to the attractiveness, specialty and trust of the famous sports people and the use of mobile social networks to advertise sports goods

Industry experts in the field of sports advertising should pay particular attention to the use of advertisements from celebrities, the dimensions of attractiveness, the expertise and trust of these individuals and mobile social networks.

The current study intended to design a model for the role of factors shaping the atmosphere of futsal halls on satisfaction and behavioral tendencies of Iranian Futsal Super League spectators. This study was an applied descriptive research conducted as a field research. The statistical population of the study included all spectators over 15 years of age who had participated in Futsal Super League Championship (2016). A sample of 397 individuals were selected according to Morgan's table. The research instruments included Behavioral Tendencies Questionnaire (Brady et al., 2005) and Satisfaction Scale. The authors also developed an Atmosphere Questionnaire on three levels (macro, middle, and micro). In order to analyze the data, partial least squares and Smart PLS3 software were utilized. The findings of the study demonstrated that the middle, micro, and macro dimensions respectively have the highest role in explaining the variance of the futsal salons atmosphere (path coefficient of 0.981, 0.940 and 0.848 respectively). Based on path analysis, it was determined that the salon`s atmosphere is significantly associated with satisfaction of the spectators and their behavioral tendencies. Additionally, Sobel test showed that 23 percent of the total effect of atmosphere on behavior tendencies of spectators is indirectly explained based on the mediating role of satisfaction (p<0.05). Therefore, it is essential that clubs and their managersdo their best so as to promote the atmosphere of salons through quantitatively and qualitatively enhancing the services to fans as the main capital of the club in an attempt to facilitate their satisfaction and reappearance in Hall.