Sport Management Studies

The role of e-sports in the behavior of consumers in the market of sports products

Document Type : Research Paper

Authors

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

https://doi.org/10.22089/smrj.2022.11310.3486
Abstract
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.

Keywords

e-sports
consumer behavior
shopping intent
word of mouth
social participation in sports
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Sport Management Studies
Volume 14, Issue 74 - Serial Number 74
September and October 2022
Pages 301-326

  • Receive Date 08 September 2021
  • Revise Date 30 April 2022
  • Accept Date 07 May 2022

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