نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 گروه مدیریت ورزشی، واحد قزوین، دانشگاه آزاد اسلامی ، قزوین، ایران
چکیده
هدف: هدف از این پژوهش تحلیل اثر نقشهای رسانه اجتماعی بر مشارکت ورزشی با میانجی انواع قابلیتهای مشارکتی است.
روش‌شناسی: روش تحقیق از نوع توصیفی - همبستگی بود. جامعه آماری پژوهش را شهروندان تهرانی شرکت کننده در رویدادهای ورزش همگانی سال 1396 شامل میشد. نمونه آماری براساس جدول مورگان 384 نفر برآورد گردید که به روش تصادفی انتخاب شدند. ابزار اصلی پژوهش شامل پرسشنامه محقق ساخته در مقیاس طیف لیکرت بود. روایی و پایایی ابزارها بر اساس نظر متخصصان (15 نفر)، آلفای کرونباخ (89/0) و شاخصهای برازش مدل مطلوب ارزیابی شد. از نرم‌افزار مدلسازی SmartPLS برای تحلیل دادهها و آزمون فرضیهها استفاده شد.
یافته‌ها: در بخش روابط مستقیم مشخص شد که نقش رسانههای اجتماعی به صورت مستقیم اثر مثبت و معنیداری بر نگرش ورزشی، تعاملات ورزشی، مصرف رسانهای ورزشی و مشارکت ورزشی دارند. همچنین نگرش ورزشی، تعاملات ورزشی و مصرف رسانهای ورزشی به صورت مستقیم اثر مثبت و معنیداری بر مشارکت ورزشی دارند. در بخش روابط غیرمستقیم آزمون سوبل نشان داد که نقشهای رسانه اجتماعی با نقش میانجی نگرش ورزشی، تعاملات ورزشی و مصرف رسانهای ورزشی اثر مثبت و معنیداری بر مشارکت ورزشی دارند.
نتیجه‌گیری: براساس یافتههای به دست آمده، میتوان گفت که اثر غیر مستقیم رسانه (با میانجی نگرش، تعامل و مصرف) بسیار بیشتر از اثر مستقیم آن بر مشارکت ورزشی میباشد. از این رو رسانهها بدون قابلیت تغییر نگرشی، تعاملی و مصرفی در محتوای خود نمیتوانند اثرگذاری قابل توجهی داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
The effect of the roles of social media on sport participation by mediating of participatory capabilities
نویسندگان [English]
- Saeedeh Razavi 1
- Nima Majedi 1
- Fariba Mohamadian 2
1 Department of Sport Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Department of Sport Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده [English]
Objective: The aim of the research is to the effect of the roles of social media on sport participation by mediating of participatory capabilities.
Methodology: The methodology is correlative-descriptive. The population is Tehran citizens who participate in the public sport events in 1396 year. The sample based on the Morgan table is 384 persons that are selected randomly. The main tool of the research includes 3 researcher made questionnaire, media role, sport vision and sport participation. Validity and reliability of tools based on the expert's view, Cronbach alpha and desired model measuring indexes were measured. Smart PLS modeling software was used for analyzing and testing the hypothesis.
Results: In direct relations, it was determined that the role of social media have a positive and meaningful impact on attitude of sports, sports interactions, sports media consumption and sports participation. Sports attitude, sport interactions and sports media consumption have a positive and significant effect on sports participation. In the indirect relation section, the Sobel Test examination showed that the role of social media with the mediating role of athletic attitude, sport interactions and sports media consumption have a positive and significant effect.
Conclusion: Based on the findings we can say that the indirect impact of media is very much than its indirect role on sport participation and media without vision change capability in their content cannot affect very significantly. Thus it is required that all sport organizations in Tehran produce and manage their media content according to the various visions, requirements and sport interests of citizen.
کلیدواژه‌ها [English]
- Sports Media
- Sport for All
- Sport Attitude
- Sports Interaction
- Tehran Citizens
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