ارائه الگوی عوامل جامعه‌شناختی مؤثر در رفتار مصرف‌کنندگان ورزش‌های الکترونیک در ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه پژوهشی مدیریت و سیاستگذاری در ورزش، پژوهشگاه تربیت بدنی و علوم ورزشی، تهران، ایران

2 گروه مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.

3 گروه مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران

چکیده
هدف پژوهش حاضر، ارائه‌ الگوی عوامل جامعه‌شناختی مؤثر بر رفتار مصرف‌کنندگان ورزش‌های الکترونیک در ایران بود. این پژوهش کاربردی، با رویکرد کیفی اکتشافی و مبتنی بر نظریه‌ داده‌بنیاد با بهره‌گیری از رهیافت گلیزر انجام شد. شرکت‌کنندگان پژوهش، هفده نفر از کارشناسان و افراد باتجربه در حوزه‌ ورزش‌های الکترونیک، ازجمله بازیکنان، مدیران باشگاه‌ها، مربیان و جامعه‌شناسان ورزش بودند. نمونه‌گیری به روش هدفمند صورت گرفت و مصاحبه‌ها تا رسیدن به اشباع نظری ادامه یافت. جمع‌آوری داده‌ها با استفاده از روش کتابخانه‌ای و مصاحبه‌های نیمه‌ساختاریافته حضوری انجام شد و میانگین زمان مصاحبه‌ها 45 دقیقه بود. یافته‌ها نشان داد، عوامل جامعه‌شناختی مؤثر بر رفتار مصرف‌کنندگان ورزش‌های الکترونیک در ایران شامل شش دسته‌ اصلی عوامل فرهنگی، وضعیت اقتصادی و اجتماعی، گروه‌های همسالان، رسانه‌های اجتماعی، گروه‌های مرجع و عوامل جمعیت شناختی بودند. همچنین در این شش دسته، ۲۵ مؤلفه‌ کلیدی ازجمله فرهنگ خانواده و تحصیل، ارزش‌ها و هنجارهای فرهنگی، مدیریت سرمایه و بازاریابی، نفوذ همسالان، فعالیت رسانه‌ای، گروه‌های مرجع و ویژگی‌های جمعیتی مانند سن، جنسیت و سطح تحصیلات شناسایی شد. براساس یافته‌های پژوهش، می‌توان گفت که شناسایی و درک این عوامل می‌تواند به برنامه‌ریزی‌های هدفمند، توسعه‌ فرهنگی و اجتماعی و افزایش مشارکت مصرف‌کنندگان کمک کرده و زمینه‌ رشد پایدار صنعت ورزش‌های الکترونیک در ایران را فراهم کند. نتایج این مطالعه می‌تواند راهنمای مفیدی برای پژوهشگران، سیاست‌گذاران و فعالان صنعت در زمینه‌ طراحی استراتژی‌های مؤثر باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Presenting the model of sociological factors effective in the behavior of Esports consumers in Iran

نویسندگان English

Beheshte Eghbali Hashjin 1
Fariba Askarian 2
Ahmad Mahmoudi 3
ebrahim alidoust Ghahfaraki 3
1 Department of Sports Management and Policy-Making, Sport Sciences Research, Institute, Tehran, Iran
2 Department of Sport Management, Faculty of Sports Sciences and Health, University of Tehran, Tehran, Iran
3 Department of Sport Management, Faculty of Sports Sciences and Health, University of Tehran, Tehran, Iran
چکیده English

Sociological factors play a significant role in shaping the behavior of electronic sports consumers. Investigating and identifying sociological factors effective in the behavior of esports consumers in Iran can help the progress of this field. Therefore, the aim of the current research was to provide a model of sociological factors effective in the behavior of esports consumers in Iran. The current research method is qualitative and exploratory research, and in terms of its purpose, it is considered as part of applied research. The participants in this research were experts and experienced people in the field of e-sports, including e-sports players, e-sports club managers, e-sports coaches, and sports sociologists, and the purposeful sampling method was used in the research. To collect information, in-depth and semi-structured interviews were conducted with the participants and theoretical saturation was achieved with 17 interviews. For data analysis, Glazer's data base theory method was used to obtain information for this research. The research results show that the model of sociological factors effective in the behavior of esports consumers in Iran consists of six selected categories, which include cultural factors, economic and social status, peer groups, social media, reference groups and demographic factors. Finally, according to the effective sociological pattern in the behavior of consumers of esports, it is necessary to create the necessary measures to create a suitable platform for development.

کلیدواژه‌ها English

eSports economy
eSports community
social media
community culture
reference groups
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دوره 18، شماره 95
فروردین و اردیبهشت 1405
صفحه 66-42

  • تاریخ دریافت 09 آبان 1403
  • تاریخ بازنگری 23 دی 1403
  • تاریخ پذیرش 29 بهمن 1403