نوع مقاله : مقاله پژوهشی
نویسنده
دانشجوی دکتری تربیتبدنی و علوم ورزشی، واحدبین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Abstract
The main purpose of this research was to model the effect of esports spectators' customer experience on purchase intention toward sponsoring brands, considering the mediating role of social identification. This research was applied in terms of purpose, and descriptive-survey in terms of method, using a cross-sectional approach. The statistical population consisted of Iranian esports spectators. The minimum required sample size was estimated using G*Power software, and ultimately, a sample of 324 individuals was selected using the non-probability convenience sampling method. The data collection instrument was a standard online questionnaire comprising scales for customer experience (Hsu & Tsou, 2011), social identification (Hu et al., 2017), and purchase intention (Biscayart et al., 2013). Its validity and reliability were confirmed through confirmatory factor analysis (CFA) and Cronbach's alpha coefficient. Hypotheses were analyzed using structural equation modeling (SEM) and the bootstrapping procedure in SmartPLS software. The results indicated that the cognitive, affective, sensory, and social dimensions of customer experience have a positive and significant impact on social identification. Furthermore, social identification had a strong positive impact on purchase intention toward sponsoring brands, and its mediating role in these relationships was confirmed. It is concluded that social identification, as a key psychological mechanism, links customer experience to commercial outcomes for sponsors. Brands should focus on creating rich, multidimensional experiences aimed at strengthening this identity.
کلیدواژهها [English]
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