نشریه کسب و کار در ورزش

نوع مقاله : پژوهشی اصیل

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، پردیس فارابی، دانشگاه تهران، تهران، ایران.

2 دانشجوی دکتری مدیریت ورزشی، دانشکده مدیریت و حسابداری، دانشگاه تهران، قم، ایران.

3 استادیار مدیریت و کارآفرینی، دانشکده علوم مالی، دانشگاه کاشان، کاشان، ایران.

چکیده

هدف: در قرن حاضر پیشرفت‌های فناوری در توسعه جوامع نقش اساسی داشته است. کشورهای مختلف به طور فزاینده‌ای از نوآوری‌های تکنولوژی برای ارتقای تجربیات زندگی در ابعاد مختلف استقبال کرده‌اند. بااین‌حال، پذیرش گسترده این فناوری‌ها توسط مصرف‌کنندگان برای موفقیت مداوم و گسترش بیشتر آنها بسیار مهم است. هدف این تحقیق بررسی نظریه یکپارچه پذیرش و استفاده از فناوری واقعیت افزوده باتوجه‌به نقش تعدیل‌کننده اینرسی مصرف‌کننده در پیشرفت و ارتقای ورزش است.
روش: این پژوهش که به روش کاربردی - توصیفی طراحی شده است، با استفاده از روش نمونه‌گیری غیرتصادفی، داده‌های جمع‌آوری‌شده از طریق پرسش‌نامه آنلاین با استفاده از روش مدل‌سازی معادلات ساختاری مورد تجزیه‌وتحلیل قرار گرفت. اگرچه مفهوم اینرسی مصرف‌کننده در ابتدا در چارچوب مدل پذیرش فناوری گنجانده نشده است، شواهد نشان می‌دهد که این عامل نقش مهمی را به‌عنوان یک پیش‌بینی‌کننده کلیدی مقاومت در برابر پذیرش محصولات جدید ایفا می‌کند. این مقاومت می‌تواند از سایر عوامل پیش‌بینی‌کننده مانند عملکرد مورد انتظار، تلاش موردنیاز، تأثیرات اجتماعی و شرایط تسهیل‌کننده مهم‌تر باشد.
یافته‌ها: این تحقیق نشان داده است که با درک عمیق‌تر این عوامل کلیدی و ایجاد زیرساخت‌های لازم برای حمایت از آن‌ها، احتمال موفقیت و مزایای بالقوه فناوری واقعیت افزوده در حوزه ورزش به میزان قابل‌توجهی افزایش می‌یابد.
اصالت و ابتکار مقاله: این تحقیق به طور مبتکرانه اینرسی مصرف‌کننده را در چارچوب نظریه یکپارچه پذیرش و استفاده از فناوری برای فناوری واقعیت افزوده در ورزش گنجانده است. با برجسته‌کردن اهمیت اینرسی مصرف‌کننده به‌عنوان یک پیش‌بینی‌کننده کلیدی مقاومت در برابر محصولات جدید، موانع بالقوه برای پذیرش را برطرف می‌کند. این یافته‌ها بینش‌های ارزشمندی را برای محققان و متخصصان باهدف افزایش‌پذیرش فناوری در صنعت ورزش ارائه می‌کند.

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