نوع مقاله : مقاله پژوهشی
نویسندگان
1 تربیت بدنی و علوم ورزشی، مدیریت ورزش، دانشگاه پیام نور، مرکز تحصیلات تکمیلی، تهران، ایران
2 تربیت بدنی و علوم ورزشی، مدیریت ورزشی، دانشگاه پیام نور، تهران، مرکز تحصیلات تکمیلی
چکیده
این پژوهش با هدف بررسی نقش ورزش الکترونیک در رفتار مصرف‌کنندگان کالای ورزشی در ایران انجام شد. این پژوهش از نوع توصیفی پیمایشی و از نظر هدف کاربردی است. جامعه آماری تحقیق افراد بالای 18سال در گروه‌‌های ورزشی و ورزش الکترونیک بود که از دو شهر تهران و اهواز به روش تصادفی نمونه‌گیری شد. ابزار گردآوری دادهها، پرسشنامه‌ای براساس دو پرسشنامه بدرینارایانان و همکاران (2015) و عباسی، اسیف و همکاران (2020) در موضوع رفتار مصرف کننده بازار ورزش و ورزش الکترونیک بود. پرسشنامه با استفاده از ابزار الکترونیکی گوگل‌فرم توزیع شد که تعداد 229 پرسشنامه صحیح بدست آمد. دادهها توسط نرم افزار اسمارت پی‌ال‌اس و اس‌پی‌اس‌اس تحلیل شد.
یافته‌ها نشان داد که گرایش به ورزش الکترونیک بر قصد خرید (515/0=β) و تبلیغات دهان به دهان (118/0=β) کالای ورزشی اثر معناداری دارد. همچنین بین گرایش به ورزش الکترونیک با قصد خرید مکمل-های خوراکی (185/0=r)، بلیط مسابقات (225/0=r)، نشریات ورزشی (179/0=r)، وب‌سایت‌های ورزشی (236/0=r)، برنامه‌های ورزشی رادیو (232/0=r) و برنامه‌های ورزشی تلویزیون (193/0=r) رابطه مثبت و معناداری وجود دارد، اما رابطه معناداری با خرید کفش (123/0=r)، لباس (100/0=r)، وسایل (047/0=r)، عضویت باشگاه (005/0=r) و آموزش علوم ورزشی (003/0=r) دیده نشد.
ورزش الکترونیک می‌تواند در بازاریابی کالای ورزشی نقش داشته و به عنوان عناصر مکان و ترویج در آمیخته بازاریابی مورد توجه باشد. توصیه می‌شود بازاریابان ورزشی با معرفی برندها در لحظات کلیدی، ارتباط با بازی‌ها و بازیکنان و ایجاد بستر ارتباط مجازی با بازیکنان ورزش الکترونیک برای پیشبرد روابط عمومی و تبلیغات دهان به دهان، بازار محصولات ورزشی خود را توسعه دهند.
کلیدواژه‌ها
عنوان مقاله [English]
The role of e-sports in the behavior of consumers in the market of sports products
نویسندگان [English]
- seyed farshid mirmohammadian toutkaleh 1
- leila ghorbani 2
1 Physical Education and Sports Science, Sports Management, Payame Noor University, Postgraduate Center, Tehran, Iran
2 Physical Education and Sports Science, Sports Management, Payame Noor University, Tehran, Postgraduate Center
چکیده [English]
This descriptive survey study was conducted to investigate the role of e-sports in the behavior of consumers of sports goods in Iran in the statistical population of people over 18 years in sports and e-sports groups. Sampling was done from Tehran and Ahvaz by random sampling method. A research questionnaire was designed based on two questionnaires of Badrinarayanan et al. (2015) and Abbasi, Asif et al. (2020) on the subject of consumer behavior in the sports and e-sports market and was distributed using Google Form, which obtained 229 correct questionnaires. Data were analyzed by Smart PLS and SPSS software.
The results showed that the tendency to e-sports has a significant effect on the intention to buy (β = 0.515) and word of mouth (β = 0.118) sports goods, between the tendency to e-sports and the intention to buy oral supplements. (R = 0.185), match tickets (r = 0.225), sports magazines (r = 0.179), sports websites (r = 0.236), radio programs (0.232 r = and TV programs (r = 0.193) There is a positive and significant relationship, but a significant relationship with the purchase of shoes (r = 0.123), clothing (r = 0.100), equipment (0.047 = r), club membership (r = 0.005) and sports science training (r = 0.003) were not seen.
E-sports are involved in sports marketing as elements of location and promotion. Sports marketers can develop their sports products market by introducing brands in key moments and creating a platform for communication with e-sports players.
کلیدواژه‌ها [English]
- e-sports
- consumer behavior
- shopping intent
- word of mouth
- social participation in sports
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