Document Type : Research Paper
Authors
1 Ph.D. Student in Sport Management, َALBORZ Campus, University of Tehran, Tehran, Iran
2 University of Tehran
3 associate professor in sport management, university of tehran
Abstract
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.
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