Modeling the effect of Perceived Value on Loyalty and Purchase Behavior of Spectators; Case Study: Tractorsazi Tabriz Spectators

The aim of this study was to determine the effect of perceived value on loyalty and purchase behavior of Spectators. This study was a correlation research and in from field study. The study population consists of all spectators Tractor Club. Data was collected by 3 questionnaires. This questionnaires consist perceived value(sweeny,2008), loyalty(Mahoony,2000) and purchase behavior(2008) that after review of face and content validity by the sport marketing experts, questionnaires was applied in a pilot study and their reliability was confirmed by Cronbach’s alpha test (0.82, 0.88 & 0.74) was approved. In addition, construct validity (factor analysis) of the measurement tool was confirmed using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). Data were analyzed by descriptive statistics (Frequency, Mean and Standard deviation) and inferential statistics (Pearson correlation test, K-S, leven, simple linear regression, structural equation modeling). The results showed that among the perceived value, loyalty and purchase behavior, positive significant relationship exists. Generally about 35% of the variance of Loyalty and about 31% of the variance of the components of the consumption behavior could be determined by Perceived Value. Therefore, the club managers simply due to this factor can cause the greater satisfaction of spectators in the stadium and the resulting profit achieved for the club.