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Asian Sports Management Review

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篇名 Fan Club Management of Professional Football Club for Fundraising
卷期 8
作者 Trakarn PunthumlerdrujeePongsak SwatdikiatEakachai Poungklin
頁次 045-060
關鍵字 FanclubFundraising
出刊日期 201408

中文摘要

英文摘要

Football is a mass sport that is receiving increasing popularity worldwide. So the goal of running a professional football team today is not only a matter of social spirit orientation as in the past, but also involves a form of business competition. Today every professional football club is required to organize with a more qualified business administration scheme. One qualification of a proficient executive is his ability to combine financial skills with careful management planning. Moreover, in the middle of the various current changes around the world, regarding technologies and, economics, tactics and competitiveness, all staff, organizations and countries need to adjust to catch up with such global changes, otherwise they will not survive under this fierce competition. The Asian Football Confederation (AFC) requires all football clubs to register themselves as a legally authorized entity for commercial purpose within the year 2012. Moreover, all clubs that wish to join any programme of AFC must comply with other regulations and requirements, including those of marketing management, popularity promotion, public relation devices and profit management. This research on the topic of professional football fan club management for fundraising is a study within two major framework issues. 1. Exploring possible ways of managing fan clubs for professional football clubs in the Thailand Premier League as a base to raising the club’s funds high enough in order for them to be listed on the Stock Exchange of Thailand. 2. Exploring the relating factors that support the decision of sponsors of professional football clubs in the Thailand Premier League to purchase shares, as a channel for raising the club’s funds to enable them to be listed on the Stock Exchange of Thailand Based on the ground of applied research and the mixed method technique, the researcher employed a quantitiave approach to this project. The selected sample was a group of 385 members from Muangthong United FC team. A set of questionaires was the device used for data collection. The scoring method employed the Likert rating scale. The content of the qualitative approach is based on the data collected from the in-depth interview of three cases specifically selected. Later, the technique of second order confirmatory factor analysis was applied, with the employment of Linear Structural Relationship Model or LISREL Model. There was a test on the various designed qualifications to check whether the data collected was appropriate to the selected analysis method of LISREL Model or not. The test was based SMR Asian Sport Management Review Aug. 2014 on Pearson’s Coefficient Correlation among a group of latent variables. The search for the relation matrix among each pair of latent variables was in order to avoid the issue of high corelations among the variables that could result in the issue of Multicollinearity. According to the research results, with the approach of first-order confirmatory factor analysis, the factors that influence the decision regarding the purpose of purchasing a share of a football club are 1) the assurance or the confidence in the executive team (入 5y = 0.79),2) the perceived efficacy or the prospect of the team’s success (入 3y = 0.75) and 3) the expectation to be a part of supporting the team’s success (入 4y = 0.73). Meanwhile, the factors that influence one to suggest that other interested persons should purchase a share of a football club are 1) the assurance or the confidence in the executive team (入 5y = 0.74), 2) the perceived efficacy or the prospect of the team’s success (入 3y = 0.74) and 3) the length of association or the long-term ties with the team (入 8y = 0.67). The two shared factors are the assurance or the confidence in the executive team (入 5y) and the perceived efficacy or the prospect of the team’s success (入 3y). This result indicates that both factors are the two major influential concerns for anyone who wants to make decisions himself or to suggest to others that they purchase a share of a football club..

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