نوع مقاله : مقاله پژوهشی
1 مدیریت ورزشی، مرکز تحصیلات تکمیلی، دانشگاه پیام نور، تهران، ایران
2 استادیار مدیریت ورزشی. دانشگاه پیام نور. تهران. ایران
عنوان مقاله [English]
E-sports is an emerging but very powerful, important and effective phenomenon in the market, behavior and even the culture of our young generation. Considering the important role of e-sports in sports marketing in the age of digital communication, this study was conducted to identify the motivations and behavior of consuming sports goods in e-sports players in Iran. The statistical population of the study was e-sports players over 18 years old. Available sampling was done by sending an electronic questionnaire link to e-sports players from official centers in Tehran and Ahvaz. The data collection tool was a questionnaire adapted from the survey tool in Lee & etal studies. (2010) and Kim & Ross (2006) and Sherry & etal. (2006) was made and used after confirming its validity and reliability.
Findings showed that association with sports, participation in sports, sports television, internet for sports and purchase of sports goods had a significant relationship with the consumption of electronic games, but the consumption of sports press and sports radio did not have a significant relationship with electronic sports. The results of multiple regression showed that motivation to create entertainment, empathy with sports, competition, acquisition of similar skills in sports and peer pressure had a statistically significant effect on time spent in e-sports games. Given these results, marketers can provide a better opportunity to market sports products and create their own strategic goals to increase purchases and larger shares by creating custom messages that drive target audience consumer behaviors toward specific e-sports games. Satisfy the market.