Study of Digital Learning Motivations Using Artificial Intelligence Among Sports Management Students

Document Type : Original Article

Authors

1 Professor, Department of Sport Management, Allameh Tabatabaei University, Tehran, Iran

2 Master's Student in Sport Management, Allameh Tabatabaei University, Tehran, Iran

3 PhD Student in Sport Management, Allameh Tabatabaei University, Tehran, Iran

10.22034/jsmk.2025.67638.1134

Abstract

The aim of this study was to identify and analyze the motivations for digital learning among sports management students by leveraging artificial intelligence, in order to understand motivational patterns and improve the learning experience in modern educational environments. The statistical population consisted of sports management students. Sampling was conducted through convenience sampling using Cochran’s formula (n = 200). The data collection instrument was a translated standard questionnaire, the validity of which was assessed through the translation–back translation method and confirmed by experts. Reliability was verified using Cronbach’s alpha (α > 0.70). Data were collected virtually and analyzed using structural equation modeling (SEM) via PLS4 software. The research findings indicated that the constructs of novelty and scientific content generation had a positive and significant effect on students’ intention to use artificial intelligence. The results suggest that cognitive and productive motivations play a fundamental role in students’ willingness to adopt digital learning technologies. The desire to seek knowledge and scientific information—rooted in an intrinsic need for deeper understanding of specialized concepts—is a key factor in the acceptance and use of modern educational tools. The development of scientific freelancing platforms and student participation in the production of high-quality digital content can significantly reduce dependency on free resources and enhance motivation for purposeful and continuous use of digital learning technologies. This approach, in addition to ensuring the financial sustainability of the educational system, can lay the groundwork for a new cultural development in the consumption and production of digital knowledge.

Keywords

References

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History

  • Receive Date: 01 May 2025
  • Revise Date: 21 July 2025
  • Accept Date: 16 August 2025

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