Masomeh Babaei Mobarake; Mehdi Kohandel; Abas khodayari; Mahvash Noorbakhash; Ali Zarei
Abstract
The purpose of this study is to examine the relationship be-tween the motivation of sports program viewers through digital devices. After identifying the motivating variables of the sports programs viewers, nine hidden motive variables were investi-gated. To analyze the data, and to identify and extracting ...
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The purpose of this study is to examine the relationship be-tween the motivation of sports program viewers through digital devices. After identifying the motivating variables of the sports programs viewers, nine hidden motive variables were investi-gated. To analyze the data, and to identify and extracting Scales and items, orthogonal rotational exploratory analysis method was used using SPSS statistical software (SPSS software) at a significant level of 0.05 and two-way. The statistical popula-tion of this research is all students of Payame Noor University of Tehran, with a total number of 22,000. The statistical sample was determined based on the exploratory factor analysis (525 people) and classified by stratified random sampling method. Face and content validity were confirmed by experts, and con-struct validity were confimed using exploratory factor analysis. For data analysis, structural equation modeling (partial least squares method) was used by Smart PLS software. The results of the structural equation model showed that the motivations of viewers of sports programs through digital devices are as fol-low: pleasure (0/834), recreation and entertainment (0/815), sports information (0/804), sport information learning (0/666), and Composition (0/665), social interactions (0/560), rest (0/528) and emancipation and escape (0/108). Also, the good-ness of fit (GOF) was reported 0/693 and accordingly the model is fitted as a strong model.