تأثیر نوآوری و تناسب برند ورزش‌های الکترونیکی بر رفتارهای واکنشی مخاطبان در دوران تغییر سبک زندگی ناشی از کووید-19

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه تبریز، تبریز، ایران

2 دانشیار گروه مدیریت ورزشی دانشگاه تبریز، تبریز، ایران

چکیده

هدف پژوهش حاضر تأثیر نوآوری و تناسب برند ورزش‌های الکترونیکی بر رفتارهای واکنشی مخاطبان در دوران تغییر سبک زندگی ناشی از کووید-19 بود. روش پژوهش از نوع کاربردی و از نظر ماهیت توصیفی - پیمایشی می‌باشد. جامعه آماری این پژوهش کلیه مخاطبانی که به صورت آنلاین ورزش الکترونیکی انجام می‌دهند، می‌باشد. ابزار این تحقیق شامل دو پرسشنامه استاندارد نوآوری و تناسب برند مک‌گهی (2019) و پرسشنامه رفتارهای واکنشی مخاطبان (باربوپولوس و یوهانسون، 2017) می‌باشد. روایی آنها توسط متخصصین ارزیابی و تایید شده و پایایی آنها به روش آلفای کرونباخ برای پرسشنامه نوآوری برند، 854/0، پرسشنامه تناسب برند، 933/0 و پرسشنامه رفتارهای واکنشی 892/0 بدست آمد که پایایی هر سه متغیر، مطلوب برآورد شد. به منظور تجزیه و تحلیل داده‌ها، از نرم‌افزار SPSSv25 و برای مدل نمودن روابط میان متغیرها از مدل معادلات ساختاری (SEM) با نرم‌افزار Smart-PLS.3 استفاده شد. یافته‌های تحقیق نشان داد که نوآوری برند و تناسب برند ورزش‌های الکترونیکی بر ابعاد رفتارهای واکنشی مخاطبان (رفتارهای انگیزشی و رفتارهای ترجیحی) در دوران همه‌گیری جهانی کووید-19 تاثیر دارد (05/0>P). در نهایت شاخص‌های اصلی برازش یعنی وضعیت پایایی تحلی مسیر (ضرایب مسیر و t)، آلفای کرونباخ، پایایی ترکیبی، روایی همگرا، روایی واگرا، معیار Q2، معیار R2 و معیار GOF نشان داد که مدل از برازش مناسبی برخوردار است و بر اساس روابط شناسایی شده میان متغیرها، در نهایت مدل نهایی تحقیق به دست آمد. در نتیجه تناسب و نوآوری برند موثر بازی‌های الکترونیکی دوران تغییر سبک زندگی ناشی از کووید-19 می‌تواند به بیان احساسات و رفتارهای واکنشی مخاطبان دامن بزند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of e-Sports Brand Innovation and Fit on Audience Responsive Behaviors during the Covid-19 Lifestyle Changes

نویسندگان [English]

  • Hossein Donyapour 1
  • Fatemeh Abdavi 2
  • Mohamad Rasoul Khodadadi 2
1 PhD student in sports management, Tabriz University, Tabriz, Iran
2 Associate Professor, Department of Sports Management, University of Tabriz, Tabriz, Iran
چکیده [English]

The aim of this study was to investigate the Impact of e-Sports Brand Innovation and Fit on Audience Responsive Behaviors during the Covid-19 Lifestyle Changes. The present study in terms of type is applied and in terms of nature is a descriptive-survey. The statistical population of this research is all the audiences that do e-sports online. The instruments of this research include two standard questionnaires of innovation and brand suitability of McGehee (2019) and the questionnaire of audience reactive behaviors (Barbopoulos & Johansson, 2017). Their validity was evaluated and confirmed by experts and their reliability was obtained by Cronbach's alpha method for Brand Innovation Questionnaire, 0.854, Brand Fitness Questionnaire, 0.933 and Reactive Behaviors Questionnaire, which the reliability of all three variables was considered desirable. In order to analyze the data, SPSSv25 software was used and to model the relationships between variables, the structural equation model (SEM) was used with Smart-PLS.3 software. Findings showed that brand innovation and brand fit of e-sports have an effect on the dimensions of audience reactive behaviors (motivational behaviors and preferential behaviors) during the global epidemic of Covid-19 (P<0.05). Finally, the main fit indices of path analysis status (path coefficients and t), Cronbach's alpha, combined reliability, convergent validity, divergent validity, Q2 criterion, R2 criterion and GOF criterion showed that the model has a good fit and based on the relations Identified among the variables, the final research model was finally obtained. As a result, the appropriateness and innovation of the effective brand of electronic games in the era of lifestyle change caused by Covid-19 can encourage the expression of emotions and reactive behaviors of the audience.

کلیدواژه‌ها [English]

  • eSports
  • Brand Fit
  • Brand Innovation
  • Responsive Behaviors
  • Lifestyle Change
  • Covid-19

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  • تاریخ دریافت: 27 آبان 1402
  • تاریخ بازنگری: 27 آذر 1402
  • تاریخ پذیرش: 17 دی 1402

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