طراحی مدل اثرگذاری استفاده از بازی‌های ویدئویی ورزشی بر مصرف ورزشی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار، مدیریت ورزشی، دانشکده تربیت ‌بدنی و علوم ورزشی، دانشگاه گیلان، گیلان، ایران

2 دانشجوی دکترای مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه گیلان،گیلان، ایران

3 دانشجوی دکترای مدیریت ورزشی، دانشکده تربیت‌ بدنی و علوم ورزشی، دانشگاه گیلان، گیلان، ایران

4 دانشجوی کارشناسی ارشد تربیت ‌بدنی، دانشکده تربیت ‌بدنی و علوم ورزشی، دانشگاه گیلان، گیلان، ایران

چکیده

هدف از انجام این پژوهش بررسی اثرات استفاده از بازی‌های ویدئویی ورزشی روی مصرف ورزشی بود. روش پژوهش توصیفی - پیمایشی و از نوع کاربردی است. همچنین اطلاعات مورد نیاز پژوهش از طریق پرسش‌نامه جمع‌آوری شد. جامعه آماری این تحقیق کلیه دانش‌آموزان دوره اول متوسطه شامل سه پایه هفتم، هشتم و نهم شهر رشت بودند که 183 نفر به عنوان نمونه پژوهش انتخاب شدند. در این پژوهش داده‌ها از طریق پرسشنامه جمع‌آوری و سپس توسط نرم‌افزار PLS2 تجزیه و تحلیل شدند. نتایج تحقیق نشان داد مدل مفهومی پژوهش دارای برازش مطلوب (41/0GOF=) و همچنین بین استفاده از بازی‌های ویدئویی ورزشی بر هواداری ورزشی (87/10, t= 49/0r= ) و هواداری بر مصرف ورزشی (77/9, t= 45/0r= ) به طور مستقیم و بین استفاده از بازی‌های ویدئویی ورزشی با مصرف ورزشی با میانجی هواداری ورزشی (73/4, t= 41/0r= ) به‌طور غیرمستقیم ارتباط معنی‌داری وجود دارد. در نتیجه بازاریاب‌های ورزشی باید انجام بازی‌های ویدئویی ورزشی را به عنوان یک استراتژی برای افزایش مصرف ورزشی تشویق کنند؛ مخصوصاً در بین کسانی که کمتر به عنوان هوادار ورزشی شناخته می‌شوند.

کلیدواژه‌ها

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