طراحی مدل ساختاری انگیزه بینندگان برنامه‌های ورزشی از طریق وسایل دیجیتال

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجو دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی کرج

2 دانشیار مدیریت ورزشی، دانشگاه آزاد اسلامی کرج

3 استاد مدیریت ورزشی، دانشگاه آزاد اسلامی کرج

4 دانشیار مدیریت ورزشی، دانشگاه آزاد اسلامی تهران مرکز

10.30473/jsm.2019.45341.1314

چکیده

هدف این مطالعه بررسی رابطه انگیزه بینندگان برنامه‌های ورزشی از طریق وسایل دیجیتال است. پس از شناسایی متغیرهای انگیزه بینندگان برنامه‌های ورزشی، نه متغیر پنهان انگیزه مورد بررسی قرار گرفت. جهت تجزیه و تحلیل داده‌ها و برای شناسایی و  استخراج مقیاس‌ها و گویه‌ها  از روش تحلیل عامل اکتشافی با چرخش متعامد  با استفاده از نرم‌افزارهای آماریSPSS در سطح معناداری 05/0و دو سویه استفاده شد. جامعه آماری این پژوهش کلیه دانشجویان دانشگاه پیام نور استان تهران است که حدوداً تعداد کل آن ها22000 نفر بود و نمونه آماری با توجه به تحلیل عامل اکتشافی525 نفر و به روش تصادفی از نوع طبقه‌ای نسبتی تعیین شد. برای روایی صوری و محتوایی از نظر خبرگان و برای روایی سازه از تحلیل عامل اکتشافی استفاده شد. برای تحلیل داده‌ها از مدل‌یابی معادلات ساختاری به روش حداقل مربعات جزئی با استفاده از نرم‌افزار Smart PLS  استفاده شد. نتایج حاصل از مدل معادلات ساختاری  نشان داد که به ترتیب سازه‌های لذت (834/0)، تفریح و سرگرمی (815/0)، کسب اطلاعات ورزشی (804/0)، خودآموزی اطلاعات ورزشی (666/0)، همراهی و همنشینی (665/0)، تعاملات اجتماعی (560/0)، استراحت (528/0) و رهایی و فرار (108/0)، از انگیزه‌های بینندگان برنامه‌های ورزشی از طریق وسایل دیجیتال می‌باشد. همچنین شاخص برازش مدل693/0 GOF= گزارش شد و مدل به عنوان مدلی قوی برازش گردید.

کلیدواژه‌ها


عنوان مقاله [English]

Design of the Structural Model Motivates Viewers of Sports Programs through Digital Devices

نویسندگان [English]

  • Masomeh Babaei Mobarake 1
  • Mehdi Kohandel 2
  • Abas khodayari 2
  • Mahvash Noorbakhash 3
  • Ali Zarei 4
1 Ph.D. Student of Sports Management, Islamic Azad University of Karaj
2 Associate Professor of Sports Management, Islamic Azad University of Karaj
3 Professor of Sports Management, Islamic Azad University of Karaj
4 Associate Professor of Sports Management, Islamic Azad University of Tehran Center
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Motivation
  • Viewer
  • Sports
  • Media
  • Digital

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