نوع مقاله : پژوهشی اصیل
نویسنده
دانشیار مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.
10.22051/sbj.2024.46500.1144
چکیده
هدف: این پژوهش به بررسی رفتارهای مصرف‌کننده در مصرف ورزش‌های الکترونیکی در ایران و پیامدهای آن در چشم‌انداز فرهنگی می‌پردازد.
روش: این پژوهش کیفی از رویکرد گراندد تئوری برای بررسی رفتارهای مصرف‌کننده در مصرف ورزش‌های الکترونیکی در ایران استفاده کرده است. علاوه بر این، این مطالعه از تحلیل موقعیتی (SA) به‌عنوان رویکرد منتخب در گراندد تئوری برای ارائه درک جامعی از زمینه، عرصه/جهان‌های اجتماعی و موقعیت‌های مصرف ورزش‌های الکترونیکی استفاده کرده است.
یافته‌ها: یافته‌ها نشان می‌دهد که رفتارهای مصرف‌کننده در حوزۀ مصرف ورزش‌های الکترونیکی در ایران به‌طور قابل‌توجهی تحت تأثیر دو عامل کلیدی است که عبارت‌اند از: (1) ترجیحات بازی و (2) تعاملات اجتماعی. این مطالعه پنج موقعیت متمایز از مصرف ورزش‌های الکترونیکی را که از تأثیر متقابل این عوامل پدید می‌آیند، شناسایی می‌کند. این یافته‌ها با ارائه توصیفی جامع از رفتارهای مصرف‌کننده در مصرف ورزش‌های الکترونیکی به ادبیات کمک می‌کنند، و پویایی‌ها و ترجیحات فرهنگی در بافت ایران را روشن می‌کنند.
اصالت و ابتکار مقاله: این تحقیق پیامدهای عملی برای ذینفعان مختلف ازجمله متخصصان صنعت ورزش الکترونیکی، بازاریابان و سیاست‌گذاران دارد. بینش‌های به‌دست‌آمده از درک رفتارهای مصرف‌کننده در مصرف ورزش‌های الکترونیکی می‌تواند به فرآیندهای تصمیم‌گیری استراتژیک، مانند توسعۀ بازی‌ها، کمپین‌های بازاریابی، و ایجاد محیط‌های اجتماعی جذاب برای علاقه‌مندان به ورزش‌های الکترونیکی کمک کند. این مطالعه با پر کردن شکاف بین تئوری و عمل، راه را برای توسعه رویکردهای مناسب برای پاسخگویی به نیازها و ترجیحات منحصربه‌فرد مصرف‌کنندگان ورزش‌های الکترونیکی ایرانی هموار می‌کند.
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