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مطالعه نقش حضور اجتماعی در وابستگی رسانهای تماشای پخش زنده ورزشهای الکترونیکی در میان تماشاگران | ||
دانش مدیریت ورزش | ||
دوره 2، شماره 2 - شماره پیاپی 4، اسفند 1403، صفحه 56-76 اصل مقاله (2.07 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/jsmk.2025.67331.1121 | ||
نویسندگان | ||
رزگار پورمعروف1؛ علی افروزه* 2 | ||
1دانشجوی دکتری مدیریت ورزشی، دانشگاه علامه طباطبایی، تهران، ایران | ||
2استادیار مدیریت ورزشی، دانشگاه شهید بهشتی، تهران، ایران | ||
چکیده | ||
پژوهش حاضر با تمرکز بر مفهوم حضور اجتماعی در چترومهای استریم ورزشهای الکترونیکی، در پی شناسایی سازوکارهای مؤثر بر چسبندگی رسانهای کاربران و تبیین روابط میان متغیرهای مرتبط با آن است. این پژوهش از نوع کاربردی و همبستگی بوده و بهصورت میدانی اجرا شده است. جامعه آماری شامل تماشاگران ایرانی استریمهای زنده ورزشهای الکترونیکی بود. نمونهگیری بهصورت در دسترس و با استفاده از فرمول کوکران انجام شد (n=212). ابزار گردآوری دادهها، دو پرسشنامه استاندارد ترجمهشده بودند که روایی آنها با روش ترجمه-بازترجمه و تأیید خبرگان سنجیده شد. پایایی با آلفای کرونباخ تأیید شد (α>0.70). دادهها بهصورت الکترونیکی گردآوری و با روش مدلسازی معادلات ساختاری و نرمافزار PLS تحلیل شدند. یافتههای پژوهش نشان داد که متغیرهای حمایت عاطفی و تعاملی بودن، تأثیر مثبت و معناداری بر حضور اجتماعی تماشاگران ایرانی لایو استریم دارند. همچنین حضور اجتماعی روی چسپندگی تماشاگران لایو استریم تأثیر مثبت دارد. بنابراین، سیاستگذاران و مدیران این حوزه لازم است با توجه به نوع کاربری پلتفرمهای اجتماعی (اعم از تجارتمحور، آموزشی، سرگرمی و بازیمحور)، راهکارهایی را برای تقویت حس جامعه طراحی کنند. در نهایت، لازم است ساختارهای تعامل و ارتباط دوسویه در پلتفرمهای اجتماعی ایرانی به شکل هدفمند تقویت شوند. | ||
کلیدواژهها | ||
تعاملی بودن؛ پخش زنده؛ ایاسپورت؛ حمایت عاطفی | ||
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