Masomeh Babaei Mobarakeh; mehdi kohandel; Abas khodayari; Mahvash Noorbakhsh; Ali Zarei
Abstract
Correct understanding of consumer behavior is one of the key factors in successful marketing strategies for businesses and business organizations. The purpose of this study was to analyze the motivation of sports program viewers through traditional and new media. After identifying the stimulant variables ...
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Correct understanding of consumer behavior is one of the key factors in successful marketing strategies for businesses and business organizations. The purpose of this study was to analyze the motivation of sports program viewers through traditional and new media. After identifying the stimulant variables of the sports program viewers, nine variables were considered motivational. To analyze the data, for identifying and extracting factors and factor loads, the exploratory factor analysis with orthogonal rotation using SPSS software was used at a significant level of 0.05 and two-way. Regression test was used to predict various motivational factors. The statistical population of this research were all the students of Payame Noor University of Tehran, with a total of 22000 people. The statistical sample was determined based on the exploratory factor analysis of 525 people and stratified random sampling method. Factor analysis revealed 8 factors to motivate sports programs. These include 1. excitement and pleasure 2. recreation and entertainment 3. getting sports information 4. self-education information 5. rest and relaxation 6. motivation for social interaction and 7. relief motivation 8. Motivate for companionship. Also, the results of regression showed that three factors of excitement and pleasure, escape and release, and obtaining sport information are more important motivations for watching sports programs.
