O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil
Ano de defesa: | 2015 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Nove de Julho
|
Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte
|
Departamento: |
Administra????o
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://bibliotecatede.uninove.br/handle/tede/1378 |
Resumo: | This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group. |
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Silva, Filipe Quevedo Pires de Oliveira ehttp://lattes.cnpq.br/8912994803481178Silva, Filipe Quevedo Pires de Oliveira ehttp://lattes.cnpq.br/8912994803481178Spers, Eduardo Eug??niohttp://lattes.cnpq.br/7800954800978254Cardoso, Marcos Vin??ciushttp://lattes.cnpq.br/7655166434217513http://lattes.cnpq.br/6630132089040305Silveira, Marcelo Paciello da2016-06-02T18:20:47Z2015-11-19Silveira, Marcelo Paciello da. O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil. 2015. 107 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1378This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group.O presente estudo teve por objetivo avaliar quais os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil. O estudo buscou entender os diferentes fatores (identifica????o com o time, satisfa????o, lealdade, percep????o de risco, envolvimento, motiva????o) que influenciam o comparecimento de p??blico aos est??dios e arenas do Brasil, mensurado aqui por meio da inten????o de compra de ingressos para um jogo de futebol. Foi adotado o m??todo quantitativo descritivo estrutural como procedimento metodol??gico e a pesquisa foi efetuada atrav??s do envio de question??rios eletr??nicos. Optou-se pelo m??todo de modelagem de equa????es estruturais (MEE) para caracteriza????o dos fatores e pela an??lise dos m??nimos quadrados parciais (PLS) para validar as hip??teses. Os resultados encontrados demonstram que quanto maior a identifica????o do consumidor esportivo com seu time, maior ?? o impacto na satisfa????o em ir ao est??dio, aumentando a sua lealdade com o time, fazendo com que essa inter-rela????o entre os tr??s construtos aumentem a inten????o de compra de ingressos para um jogo de futebol. Al??m disso, foi detectado que quanto maior a percep????o de risco, menor a inten????o de compra de ingressos. Tamb??m foi detectado que quanto maior o envolvimento do consumidor esportivo com o futebol, maior a inten????o de compra de ingressos. O ??nico construto que n??o teve impacto na inten????o de compra foi a motiva????o. Uma das principais implica????es acad??micas foi a comprova????o de que a identifica????o com o time pode ser um preditor da satisfa????o, e que a inter-rela????o entre os construtos identifica????o com o time, satisfa????o em ir ao est??dio e a lealdade com o time possui alto impacto na decis??o de compra de ingressos por parte do consumidor esportivo. Outra implica????o acad??mica foi detectar que a percep????o de risco impacta negativamente na decis??o de compra, mesmo entre os torcedores que frequentam est??dios e arenas, bem como a constata????o de que quanto mais envolvido com o futebol o torcedor for, maior o impacto em sua decis??o de compra de ingressos. Em rela????o ??s contribui????es gerenciais, a principal sugest??o ?? criar um departamento de intelig??ncia do torcedor dentro da estrutura dos clubes de futebol. Esse departamento seria o respons??vel em medir, entender, relacionar-se com o torcedor e definir estrat??gias de acordo com o n??vel de identifica????o, lealdade, satisfa????o e envolvimento, sempre com o objetivo de aumentar as receitas baseado nos n??veis comportamentais de cada grupo de consumidor.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-02T18:20:47Z No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5)Made available in DSpace on 2016-06-02T18:20:47Z (GMT). No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) Previous issue date: 2015-11-19application/pdfporUniversidade Nove de JulhoPrograma de Mestrado Profissional em Administra????o - Gest??o do EsporteUNINOVEBrasilAdministra????ocomportamento do consumidor esportivocomparecimento de p??blico aos est??diosmarketing esportivosport consumer behaviorattendance at sport eventsports marketingADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSO comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasilinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-710462410973612412600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALMARCELO PACIELLO DA SILVEIRA.pdfMARCELO PACIELLO DA SILVEIRA.pdfapplication/pdf1134273http://localhost:8080/tede/bitstream/tede/1378/2/MARCELO+PACIELLO+DA+SILVEIRA.pdfc787b36fb19985386b8624d1d96f2ba3MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1378/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/13782016-06-06 16:48:42.55oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2016-06-06T19:48:42Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
title |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
spellingShingle |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil Silveira, Marcelo Paciello da comportamento do consumidor esportivo comparecimento de p??blico aos est??dios marketing esportivo sport consumer behavior attendance at sport event sports marketing ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
title_full |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
title_fullStr |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
title_full_unstemmed |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
title_sort |
O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil |
author |
Silveira, Marcelo Paciello da |
author_facet |
Silveira, Marcelo Paciello da |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Silva, Filipe Quevedo Pires de Oliveira e |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/8912994803481178 |
dc.contributor.referee1.fl_str_mv |
Silva, Filipe Quevedo Pires de Oliveira e |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/8912994803481178 |
dc.contributor.referee2.fl_str_mv |
Spers, Eduardo Eug??nio |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/7800954800978254 |
dc.contributor.referee3.fl_str_mv |
Cardoso, Marcos Vin??cius |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/7655166434217513 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/6630132089040305 |
dc.contributor.author.fl_str_mv |
Silveira, Marcelo Paciello da |
contributor_str_mv |
Silva, Filipe Quevedo Pires de Oliveira e Silva, Filipe Quevedo Pires de Oliveira e Spers, Eduardo Eug??nio Cardoso, Marcos Vin??cius |
dc.subject.por.fl_str_mv |
comportamento do consumidor esportivo comparecimento de p??blico aos est??dios marketing esportivo |
topic |
comportamento do consumidor esportivo comparecimento de p??blico aos est??dios marketing esportivo sport consumer behavior attendance at sport event sports marketing ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
sport consumer behavior attendance at sport event sports marketing |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group. |
publishDate |
2015 |
dc.date.issued.fl_str_mv |
2015-11-19 |
dc.date.accessioned.fl_str_mv |
2016-06-02T18:20:47Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Silveira, Marcelo Paciello da. O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil. 2015. 107 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1378 |
identifier_str_mv |
Silveira, Marcelo Paciello da. O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do p??blico aos est??dios e arenas no Brasil. 2015. 107 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
url |
http://bibliotecatede.uninove.br/handle/tede/1378 |
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por |
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Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte |
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UNINOVE |
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Brasil |
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Universidade Nove de Julho |
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