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 ...
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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.
Zahra Asgari Gandomani; Alireza Elahi; Hossein Akbari Yazdi; Ali Motie Nasrabadi
Abstract
Objective: The purpose of this article is to investigate the theoretical concepts and applications of e-sports in sports marketing.Methodology: The method of this study is a review of studies conducted in the field of e-sports to provide a complete continuum about this new field in the world of sports.Findings: ...
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Objective: The purpose of this article is to investigate the theoretical concepts and applications of e-sports in sports marketing.Methodology: The method of this study is a review of studies conducted in the field of e-sports to provide a complete continuum about this new field in the world of sports.Findings: With the advent of the Internet in today's world, e-sports emerged one after another and became an important aspect of sports consumption in the virtual world. Consumer demand for e-sports has attracted a significant portion of the sports and entertainment-related industries. Especially the last decade can be considered as the decade of growth and flourishing of potential business opportunities in this field. A review of articles from the last decade shows that this field has been a novel and popular field for academics and sports marketing researchers.Conclusion: In this article, while presenting the history and definitions, important variables and different fields of study in the field of e-sports marketing are introduced. Also, at the end, research suggestions are presented to researchers interested in the field of sports marketing.
