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ارائة مدل عوامل مؤثر در تصمیم به استفاده از گوشی‌های هوشمند در زمینة ورزش: کاربرد مدل پذیرش فناوری و تجربة خوشایند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشگاه کردستان

2 دانشجوی دکتری مدیریت بازاریابی و رسانه، دانشگاه کردستان

چکیده

با توجه به رشد سریع گوشی­های هوشمند و قابلیت­های آن‌ها، این گوشی­ها به یک رسانة شخصی ضروری برای جست‌وجوی اطلاعات، ارتباطات اجتماعی، فعالیت­های اقتصادی و تبلیغاتی به‌خصوص در زمینة ورزش تبدیل شده­اند. با توجه به نبود پژوهش در این زمینه، هدف از انجام‌دادن پژوهش حاضر، بررسی عوامل مؤثر در استفاده از این ابزار ارزشمند در ورزش بود. روش پژوهش، توصیفی از نوع همبستگی بود و جامعة آماری دانشجویان تربیت‌بدنی دانشگاه کردستان (280 نفر) در مقاطع کارشناسی، کارشناسی‌ارشد و دکتری در سال 1397 بودند که همة آن‌ها به‌عنوان نمونه انتخاب شدند. درمجموع، از 201 پرسش‌نامة کامل (72 زن و 129 مرد) برای تجزیه‌وتحلیل استفاده شد. برای دستیابی به اهداف پژوهش، با بررسی پیشینه، پرسش‌نامة اولیه متناسب با هدف پژوهش تعریف شد. روایی صوری و محتوایی آن با استفاده از نظر هفت کارشناس و متخصص به‌وسیلة مدل لاشه (84/0 = CVR) و روایی سازة آن با استفاده از تحلیل عاملی تأییدی بررسی شد. همچنین، همسانی درونی پرسش‌نامه با آلفای کرونباخ تأیید شد. برای تجزیه‌وتحلیل داده‌ها از آمار توصیفی و مدل معادلات ساختاری برای بررسی برازش مدل پژوهش استفاده شد. براساس نتایج پژوهش، ادراکات مدل پذیرش فناوری، ویژگی­های خاص ورزش و نظریة جریان، تأثیر معنا­داری بر تصمیم به استفاده از گوشی‌های هوشمند در ورزش داشتند؛ بنابر­این، بازاریابان ورزشی می­توانند با مدنظر قراردادن این عوامل و قابلیت­های این فناوری ارزشمند، از آن در زمینه‌های گوناگون ورزشی استفاده کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Presentation of Effective Factors on the Decisions to Use Smartphones in the Field of Exercise: Applying the Technology Acceptance Model and Flow Theory

نویسندگان [English]

  • Sardar Mohammadi 1
  • Ali Ghaedi 2

1 Associate Professor of Sport Management, University of Kurdistan

2 Ph.D. Student in Sport Marketing and Media, University of Kurdistan

چکیده [English]

Due to the rapid growth of smartphones and their capabilities, these phones have become an essential personal medium for searching information, social communication, economic activities, and advertising, especially in sports. The purpose of this study was to investigate the factors affecting the use of smartphones in sport. The research method was descriptive correlational. The statistical population included physical education students of Kurdistan University (280 students) in undergraduate, postgraduate and postgraduate studies, all of them selected as samples. A total of 201 complete questionnaires (72 women and 129 male) were used for analysis. In order to achieve the goals of the research, the history of the initial questionnaire was defined proportionate to the purpose of the research. The face and content validity of it was evaluated by experts (7) using the carcass model (CVR = 0.84) and its construct validity was verified using confirmatory factor analysis. Also, the internal consistency of the questionnaire was confirmed by Cronbach's alpha. To analyze the data, descriptive statistics and structural equation model were used to examine the fit of the research model. The results of the study showed that the perceptions of the technology acceptance model, special characteristics of sport and flow theory have a significant effect on the decision to use smartphones in sport. Therefore, sports marketers can use it in various sports fields considering these factors and the capabilities of this valuable technology.

کلیدواژه‌ها [English]

  • Smartphone
  • Sports
  • Technology Acceptance Model
  • Flow
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مطالعات مدیریت ورزشی
دوره 12، شماره 60
خرداد و تیر 1399
خرداد و تیر 1399
صفحه 17-40
فایل ها
سابقه مقاله
  • تاریخ دریافت: 15 مهر 1397
  • تاریخ بازنگری: 11 بهمن 1397
  • تاریخ پذیرش: 18 اردیبهشت 1398
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