The Design Model of Consumer Buying Behavior of Spectators Major League Soccer (Case Study: Spectators of Tabriz Tractorsazi Culture Club)

The purpose of this study was to design a consumer purchasing behavior model for football league in a case study of the Cultural Sports Tractorazi Club. . The population of this study is all fans of Tabriz Tractor Station in 1396 year . The researcher distributed 450 questionnaires among the statistical community After collecting, 416 complete and analytical questionnaires were investigated in this study In order to collect data and measure the variables of the model from the questionnaire of Chen et al(2014) and Its localization has been used. Its reliability was confirmed by using Cronbach's alpha coefficient and its reliability and its validity by using convergent validity (confirmation of factor load and AVE value) and diagnostic validity. Descriptive statistics and confirmatory factor analysis were used with spss version 24 & AMOS software to analyze the data. To provide the model, structural equation modeling technique was used.
Finally, the results of the research showed that the effect of team attachment on the intention to buy the spectators of Tabriz Tractor Club was positive and significant. Also, attachment has led to mouth-to-mouth advertising and promotion of patronage, mouth oral-to-mouth advertising and promotional image enhancement have in turn influenced purchasing intention. In addition, the mediating role of sponsor image and oral-to-mouth advertising was confirmed in the relationship between team attachment and purchase intention