Rezgar Pourmarouf; Ali Afrouzeh
Abstract
Objective: This study aims to examine the level of participation of esports players in physical activities and identify the factors influencing their behaviors and intentions toward engaging in such activities.Methodology: This applied research follows a descriptive-correlational design. The statistical ...
Read More
Objective: This study aims to examine the level of participation of esports players in physical activities and identify the factors influencing their behaviors and intentions toward engaging in such activities.Methodology: This applied research follows a descriptive-correlational design. The statistical population consisted of Generation Z gamers (born between 1994 and 2009) who actively participated in esports, either professionally or recreationally, with at least one year of relevant experience in the field. Participants were selected through convenience sampling from gaming platforms, online communities, esports clubs, and other related groups. The sample size of 408 individuals was determined using Cochran's formula. Data collection tools included two standardized questionnaires: the Theory of Planned Behavior Questionnaire (measuring attitude, subjective norm, perceived behavioral control, and behavioral intention) and the Perceived Usefulness and Enjoyment Questionnaire (assessing users' perceptions of the value and enjoyable experiences derived from physical activity), along with a researcher-developed questionnaire on physical activity participation. Data analysis was performed using structural equation modeling (SEM) with PLS4 software.Results: The results indicated that perceived behavioral control and subjective norms had a positive and significant impact on the intention of esports players to participate in physical activities. Moreover, a positive attitude toward physical activities, particularly when combined with perceived enjoyment and usefulness, played a critical role in strengthening their behavioral intentions.Conclusion: The findings indicated that enhancing esports players' participation in physical activities requires addressing psychological factors such as perceived behavioral control, positive attitudes, and social norms. Policymakers in sports and health sectors can design culturally relevant and intergenerational awareness campaigns that emphasize the enjoyment and benefits of physical activities to foster positive attitudes. Additionally, creating opportunities aligned with the interests and lifestyles of this group can facilitate greater participation in physical activity programs, contributing to improved physical and social health.
Ali Afrouzeh; Nasrollah sajjadi; Mehrzad Hamidi; Rasoul Sadeghi
Abstract
Aim: The purpose of pf this study was to design the participation model for Afghanistani refugees in sport. Methodology: This was qualitative research, and grounded theory was used considering the research nature. In this research, Subjects were chosen by using purposive and snowball sampling methods ...
Read More
Aim: The purpose of pf this study was to design the participation model for Afghanistani refugees in sport. Methodology: This was qualitative research, and grounded theory was used considering the research nature. In this research, Subjects were chosen by using purposive and snowball sampling methods and a homogenous approach considering maximum diversity at the same time. Accordingly, 18 Afghan athletes, coaches, and sports experts were chosen as samples. To analyze qualitative data, latent content analysis was employed. The interview was conducted as a data collecting tool. After implementation, coding was performed within three steps, including open coding, axial coding, and selective coding. Findings: After identifying and classifying the primary codes, 73 subcategories and 27 core categories were obtained. Some categories such as acceptance in community and health status were placed in the causal class. Lifestyle and management situation were assigned to the contextual class, and socioeconomic factors were placed in intervening class. Attitude change and rule modification were assigned to strategies. Some categories such as social capital and cultural development were classified as consequences. Conclusion: it seems that the development path of sport participation of refugees is subject to the law so that if law and rules are modified and limitations are reduced there will be more access to sports spaces and communities. In this case, refugees will feel free in choosing the type and method of physical activity, and participation development will be facilitated.
mohammad reza boroumand; Mohammad Pourkiani; ali afrouzeh
Abstract
Objective: The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.Methodology: The present study was quasi-experimental research based on structural ...
Read More
Objective: The purpose of this study was to investigate the impact of virtual reality (VR) technology on creating telepresence and flow experience and their impact on brand attitude and purchase intention of sports products.Methodology: The present study was quasi-experimental research based on structural equation modeling. The sample size was determined to be 36 using G*Power, which was selected from students of Tehran University who were familiar with this brand. The sampling method was convenience and by accident. Measurement tools included the Keller and Block Vividness Questionnaire (1997), Kim and Ko’s flow experience Questionnaire (2019), the Homer’s Brand Attitude Questionnaire (1990), and the Kang, Lee, and Namkung Purchase Intention Questionnaire (2018). Virtual reality experience was created by the Quilo Virtual Reality Headset. On the other hand, after searching for 3D promotional videos, the 3D promotional video clip of the Mammut mountaineering apparel was selected. The method of implementation was completing the questionnaires by the samples after watching the VR advertisements. Finally, the research data was analyzed by structural equations in PLS 3 software.Results: The results showed that virtual reality leads to telepresence and flow experience if the image Vividness is appropriate and rich. The flow experience leads to a change of attitude that ultimately effects on the purchase intention.Conclusion: Overall, the results show that virtual reality technology is an appropriate tool for marketers to deliver a close flow experience to their customers. Nowadays, virtual reality technology has entered to the homes. So, it would be a valuable opportunity for marketers to provide the flow experience to customers at their homes. In addition, it’s suggested for sport stores to be equipped with VR technology. they can also increase effectiveness of this technology by enhancing sensory stimuli, richness and vividness of virtual reality’s containt.
seyed emad hoseini; Mohammad Pourkiani; ali afrouzeh
Abstract
Objective: The aim of this study is to investigate the effect of sensory marketing dimensions on increasing the fans of Football Clubs of Iran’s premier League. Methodology: this is an applied and descriptive-correlational study. Population of research includes all football premier league fans. ...
Read More
Objective: The aim of this study is to investigate the effect of sensory marketing dimensions on increasing the fans of Football Clubs of Iran’s premier League. Methodology: this is an applied and descriptive-correlational study. Population of research includes all football premier league fans. Sample size determine 210 fans and research questionnaire was distributed randomly between them. Study tool include a researcher made questionnaire which it’s validity and reliability was confirmed. In order to statistical analysis descriptive statistic and structural equation modeling was used in LISREL. Results: given to factorial weight, the most important dimension is audition dimension and after that are dimensions of taste, olfaction, vision, and haptic respectively. Conclusion: in general result show that, sensory marketing has significant effect on increasing fans of Iran’s football premier league. According to sensory entity of sports seem to sensory marketing is a useful method in this field. When serving to costumers addition to physical relation most consider, emotional bond have been existed. Clubs must use sensory strategy trough sensors, emotional, and sensory phrase in relation to emotion and mind of people.
