Mohammad Saivan Nouri; Mehrdad MoharramZadeh; Majid Soleymani
Abstract
The purpose of this study was to determine the relationship between quality of services and behavioral intentions with the mediating role of perceived value and trust in the Iranian Premier Football League's audience. This study was correlational and the statistical society was the audience of Iranian ...
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The purpose of this study was to determine the relationship between quality of services and behavioral intentions with the mediating role of perceived value and trust in the Iranian Premier Football League's audience. This study was correlational and the statistical society was the audience of Iranian Football League. Regarding the fact that the size of the statistical society was unlimited, random stratified sampling was used and a total of 944 individuals were selected as sample. In relation to the research variables, the survey was conducted. The data were analyzed by structural equation modeling test. Analysis of the findings showed: 1) the quality of services, perceived value and trust have a direct and positive effect on behavioral intentions; 2) the quality of service has a direct and positive impact on perceived trust and value; 3) perceived value has a direct and positive effect on trust and ultimately; and 4) the effect of service quality on the behavioral intentions of viewers was due to perceived value and direct and positive trust. This study helps better understand of the relative impact of service quality, perceived value, and trust on the behavioral needs of viewers. In addition, this study relates the perception of previous scientific research on the mentioned variables.
