واکاوی و تحلیل نظریه پذیرش و استفاده از فناوری (UTAUT2) در ورزش‌های الکترونیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری، گروه مدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران.

2 دانشیار، گروه مدیریت ورزشی، دانشگاه گیلان، دانشکده تربیت بدنی و علوم ورزشی، گیلان، ایران.

3 دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران.

چکیده

امروزه ورزش‌های الکترونیک به یکی از جنبه‌های مهم از گذران اوقات فراغت افراد تبدیل شده است؛ بنابراین بررسی و شناخت عوامل مؤثر بر انجام این‌گونه جدید از ورزش‌ برای بازاریابان امری ضروری است؛ ازاین‌رو در پژوهش حاضر از نظریة یکپارچة پذیرش و استفاده از فناوری برای بررسی این موارد استفاده شده است. جامعه آماری پژوهش کلیه دانشجویان دانشگاه‌های دولتی تهران بود، که به‌ صورت پیمایشی از پرسشنامه برای جمع‌آوری داده‌های اولیه استفاده شد. حجم نمونه با استفاده از شاخص بارکلای و همکاران (1995) تعیین شد. پس از جمع‌آوری داده‌ها، فرضیه‌های پژوهش توسط مدل‌سازی معادلات ساختاری و نرم‌افزارPLS4  تجزیه و تحلیل شدند. نتایج بررسی‌ها نشان داد، انتظار تلاش (347/2=t)، تأثیر اجتماعی (593/2=t)، ارزش قیمت (558/2=t) انگیزه لذت‌جویانه (143/3=t) و عادت (753/2=t) عوامل تعیین‌کننده مهمی برای قصد انجام بازی‌های الکترونیک ورزشی بودند. بر اساس بررسی‌های انجام شده این مقاله می‌تواند اولین تلاش برای توضیح عوامل مؤثر در انجام ورزش‌های الکترونیک درزمینة پذیرش فناوری در مدیریت ورزشی باشد. به‌طور کلی مدل تحقیقاتی ایجاد شده محرک‌های مختلف ناشی از قصد انجام ورزش‌های الکترونیک را توضیح می‌دهد. در عمل، این مفاهیم می‌تواند اطلاعات ارزشمندی را در مورد رفتار بازی بر مصرف‌کنندگان ورزش‌های الکترونیک به ناشران رویدادها و لیگ‌های ورزشی ارائه دهد.

کلیدواژه‌ها

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