نقش فضای مجازی بر واکنش‌های رفتاری و هیجانی ورزشکاران: مطالعه موردی نام‌های تجاری در ورزش

نوع مقاله : مطالعه پژوهشی اصیل

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران

2 دانشیار مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران

3 استادیار گروه تربیت بدنی، دانشکده هنر و معماری، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران

4 استادیار مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران

چکیده

پژوهش حاضر به بررسی نقش فضای مجازی بر واکنش‌های رفتاری و هیجانی ورزشکاران: مطالعه موردی نام‌های تجاری در ورزش پرداخته است. این پژوهش به لحاظ هدف، کاربردی و روش انجام آن، توصیفی از نوع همبستگی (رگرسیون) است. جامعة آماری پژوهش حاضر تمامی ورزشکاران حرفه‌ای شهر شیراز بودند (26387 نفر) بر اساس فرمول کوکران 379 نفر به عنوان نمونة پژوهش مشخص شدند. روش نمونه‌گیری، خوشه‌ای- تصادفی می‌باشد. ابزار گردآوری اطلاعات در پژوهش حاضر پرسشنامة سنجش میزان استفاده از فضای مجازی خالدی و سقایی (2018) و پرسشنامة واکنش‌های رفتاری و هیجانی زارعی و ناصری اشترانی (2018) بود. به منظور تجزیه و تحلیل داده‌های پژوهش حاضر از روش آماری معادلات ساختاری با استفاده از نرم افزار پی ال اس استفاده شد. نتایج پژوهش حاضر نشان داد که فضای مجازی بر تاریخچة یادگیری، توجه انتخابی در مورد برند و همچنین انگیزة ورزشکاران به نام تجاری تأثیر معناداری دارد. نتایج پژوهش همچنین مشخص نمودند که فضای مجازی بر لذت، انگیختگی و تسلط بر فرآیند خرید ورزشکاران در قبال نام تجاری تأثیر معناداری دارد. همچنین مقدار تی همة روابط موجود در مدل پژوهش بیشتر از 58/2 می‌باشند بنابراین در سطح 99/0، فضای مجازی بر واکنش‌های رفتاری و هیجانی ورزشکاران به نام‌های تجاری در ورزش تأثیرگذار است. نتایج این پژوهش می‌تواند در شناخت راهکارهای روانشناختی مؤثر بر رفتار خرید ورزشکاران مؤثر باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The role of cyberspace on athletes' behavioral and emotional responses: A case study brand in sports

نویسندگان [English]

  • Seydeh Razieh Dastghib 1
  • Ahmad Torkfar 2
  • Sayed Ali Mirhosini 3
  • Layla Gamshidian 4
1 PhD Student of Sport Management, Islamic Azad University, Shiraz Branch, Shiraz, Iran
2 Associate Professor of Sport Management, Islamic Azad University, Shiraz Branch, Shiraz, Iran
3 Assistant Professor of Department of Physical Education, College of Arts and architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran
4 Assistant Professor of Sport Management, Islamic Azad University, Shiraz Branch, Shiraz, Iran
چکیده [English]

the aim of this study was to investigate the The role of cyberspace on athletes' behavioral and emotional responses: A case study brand in sports. This research In terms of purpose is Practical and In terms of how to it was done, it is a description of the type of correction. The statistical population of the present study was all professional athletes of Shiraz (26387 people). According to Cochran's formula, 379 people were identified as the research sample. Sampling method is cluster-random. The data collection tool in the present study was a questionnaire measuring the use of Khaledi and Saghaei cyberspace (2018) and a questionnaire of behavioral and emotional reactions of Zarei and Naseri Ashtrani (2018). In order to analyze the data of the present study, statistical method of structural equations was used using PLS software. The results of the present study showed that cyberspace has a significant effect on learning history, selective attention to the brand, as well as the motivation of athletes to brand. The research results also showed that cyberspace has a significant effect on enjoyment, motivation and mastery of the process of buying athletes towards the brand. Also, the amount of T in all relationships in the research model is more than 2.58, so at the level of 0.99, cyberspace affects the behavioral and emotional reactions of athletes to business letters in sports. The results of this study can be effective in understanding the psychological strategies that affect the behavior of athletes.

کلیدواژه‌ها [English]

  • Cyberspace
  • Behavioral Reactions
  • Emotional Reactions
  • Brand Value

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مطالعات روان‌شناسی ورزشی
دوره 12، شماره 43
فروردین 1402
صفحه 53-72

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سابقه مقاله

  • تاریخ دریافت: 24 فروردین 1399
  • تاریخ بازنگری: 29 تیر 1399
  • تاریخ پذیرش: 21 مرداد 1399

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