El impacto de la atmósfera del estadio en las intenciones de comportamiento: un análisis del fútbol en Pernambuco
DOI:
https://doi.org/10.5007/2175-8042.2023.e90508Palabras clave:
Marketing deportivo, Comportamiento del consumidor, Calidad de serviciosResumen
El objetivo del estudio fue analizar el impacto de la atmósfera del estadio en las intenciones de comportamiento de los espectadores de fútbol en Pernambuco. A través de un enfoque cuantitativo y observacional del diseño de encuestas electrónicas. La muestra estuvo compuesta por 196 hinchas de clubes de Pernambuco. Los datos se analizaron mediante regresión lineal múltiple. El modelo se consideró válido y fue responsable del 11% de varianza de las intenciones de comportamiento. Se encontró que solo la dimensión torcida fue considerada un predictor estadísticamente significativo de las intenciones de comportamiento. Corresponde al director deportivo alinear sus tácticas con los servicios ofrecidos, con el objetivo de crear un ambiente positivo en el estadio para los espectadores.
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