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Publication
Marketing desportivo: comportamentos de consumo e comunidades de prática
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Advisor(s)
Abstract(s)
O objetivo deste estudo pretende avaliar o impacto que as Comunidades de Prática têm
nos comportamentos de consumo e no Marketing dos clubes desportivos. Para prosseguir com
o estudo, foram construídos os seguintes problemas: “Quem constitui e dinamiza as
Comunidade de Prática (CoP) associadas aos clubes desportivos?”; “Que impacto e influência
têm as “CoP” no Marketing Desportivo dos clubes? E nos comportamentos de consumo dos
adeptos e associados?”; e “Que grau de envolvimento e tipo de motivação é dominante nos
adeptos e associados dos clubes desportivos?”. As Hipóteses de estudo formuladas para
encontrar as devidas respostas aos problemas foram: (1) A pertença a uma comunidade de
prática tem um efeito significativo na intenção comportamental, na norma subjetiva, no controlo
percebido e na atitude face à compra, esperando-se que os participantes que pertencem a uma
comunidade de prática tenham níveis de intenção comportamental, de norma subjetiva, de
controlo percebido e de atitude face à compra mais elevados do que os participantes que não
pertencem a uma comunidade de prática. (2) As atitudes, a norma subjetiva e o controlo
percebido têm um efeito significativo e positivo na intenção comportamental. (3) As
motivações extrínsecas baseadas na norma subjetiva das comunidades de prática são
dominantes nos comportamentos de consumo dos adeptos e associados dos adeptos e
associados dos grupos desportivos. (4) O grau de envolvimento dos adeptos e associados com
os seus clubes desportivos está associado às comunidades de prática em que participam.
Participaram neste estudo, numa primeira fase, dois focus group (com sete participantes
cada) e na segunda fase, no questionário 120 sujeitos. Verificou-se que os sujeitos que
pertencem a Comunidades de prática diferem significativamente dos que não pertencem, tendo
em conta as suas intenções comportamentais, controlo percebido, norma subjetiva e atitudes,
revelando valores mais elevados.
The aim of this study is to evaluate the impact that Communities of Practice has on consumer behavior and on Marketing of sports clubs. To proceed with this study, the following problems were constructed: “Who constitutes and dynamizes the Community of Practice (CoP) associated with sports clubs?”; “What impact and influence do “CoPs” have on the clubs' Sports Marketing? And in the consumption behaviors of supporters and associates?”; and “What degree of involvement and type of motivation is dominant among supporters and members of sports clubs?”. The study hypotheses formulated to find the proper answers to the problems were: (1) Belonging to a community of practice has a significant effect on behavioral intention, subjective norm, perceived control and attitude towards purchase, expecting that participants who belongs to a community of practice have higher levels of behavioral intent, subjective norm, perceived control, and attitude toward purchasing than participants who do not belongs to a community of practice. (2) Attitudes, subjective norm, and perceived control have a significant and positive effect on behavioral intent. (3) Extrinsic motivations based on the subjective norm of the communities of practice are dominant in consumption behavior of supporters and members of supporters and members of sports groups. (4) The level of involvement of supporters and associates with their sports clubs, is associated with the communities of practice in which they participate. In a first phase two focus groups (with seven participants each) have participated in this study. In a second phase, 120 subjects participated in the questionnaire. It was found that subjects who belong to Communities of Practice differ significantly from those who do not, taking into account their be
The aim of this study is to evaluate the impact that Communities of Practice has on consumer behavior and on Marketing of sports clubs. To proceed with this study, the following problems were constructed: “Who constitutes and dynamizes the Community of Practice (CoP) associated with sports clubs?”; “What impact and influence do “CoPs” have on the clubs' Sports Marketing? And in the consumption behaviors of supporters and associates?”; and “What degree of involvement and type of motivation is dominant among supporters and members of sports clubs?”. The study hypotheses formulated to find the proper answers to the problems were: (1) Belonging to a community of practice has a significant effect on behavioral intention, subjective norm, perceived control and attitude towards purchase, expecting that participants who belongs to a community of practice have higher levels of behavioral intent, subjective norm, perceived control, and attitude toward purchasing than participants who do not belongs to a community of practice. (2) Attitudes, subjective norm, and perceived control have a significant and positive effect on behavioral intent. (3) Extrinsic motivations based on the subjective norm of the communities of practice are dominant in consumption behavior of supporters and members of supporters and members of sports groups. (4) The level of involvement of supporters and associates with their sports clubs, is associated with the communities of practice in which they participate. In a first phase two focus groups (with seven participants each) have participated in this study. In a second phase, 120 subjects participated in the questionnaire. It was found that subjects who belong to Communities of Practice differ significantly from those who do not, taking into account their be
Description
Keywords
Marketing Desportivo Comportamentos de consumo Comunidade de Prática