تجارت الکترونیک و شکل‌دهی رفتار مصرف‌کنندگان ورزشی: رویکردی جامعه‌شناختی به فرهنگ مصرف و هویت ورزشی در عصر دیجیتال
لعبت منشئی
1
(
گروه تربیت بدنی ، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه، اصفهان، ایران.
)
الهام مشکل گشا
2
(
استادیار، گروه تربیت بدنی، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه، اصفهان، ایران.
)
جواد شهولی کوه شوری
3
(
استادیار مرکز تحقیقات طب ورزشی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
)
کلید واژه: تجارت الکترونیک, هویت ورزشی, فرهنگ مصرف, شبکه‌های اجتماعی, تحلیل تماتیک,
چکیده مقاله :
هدف: این پژوهش با هدف بررسی نقش تجارت الکترونیک در شکل‌دهی رفتار مصرف‌کنندگان ورزشی از دیدگاه جامعه‌شناختی و تحلیل تأثیر فرهنگ دیجیتال بر هویت و رفتار مصرفی انجام شده است. این تحقیق به‌دنبال شناسایی تم‌های کلیدی مرتبط با فرهنگ مصرف و تعاملات اجتماعی در عصر دیجیتال بوده است.
روش‌شناسی: داده‌ها از پلتفرم‌های یوتیوب، اینستاگرام و فیس‌بوک جمع‌آوری و با روش تحلیل تماتیک مبتنی بر پیکره زبانی تحلیل شدند. محتوای شبکه‌های اجتماعی فارسی‌زبان ایرانی شامل بیش از 50,000 واژه استخراج شده، با استفاده از نرم‌افزار AntConc نسخه 4.2.4 بررسی شد. واژگان پرتکرار و هم‌آیی‌های کلمات تحلیل شده و مطابق مدل براون و کلارک (2006) تم‌ها شناسایی و طبقه‌بندی شدند.
یافته‌ها: پنج تم اصلی شناسایی شد که شامل «تأثیر هویت ورزشی بر الگوهای مصرف دیجیتال»، «قدرت تبلیغات آنلاین در شکل‌دهی انتخاب‌های مصرفی»، «مصرف‌گرایی ورزشی و فرهنگ اجتماعی»، «نقش شبکه‌های اجتماعی در ترویج هویت ورزشی»، و «پیام‌های اجتماعی و تشویق به مشارکت ورزشی» بودند. یافته‌ها نشان دادند که تعاملات دیجیتال نقشی کلیدی در تقویت هویت اجتماعی کاربران ایفاء کرده و مصرف‌گرایی ورزشی به بخشی از فرهنگ اجتماعی تبدیل شده است.
نتیجه‌گیری: تجارت الکترونیک و شبکه‌های اجتماعی، فراتر از ابزارهای اقتصادی، به بسترهایی برای ایجاد هویت اجتماعی و مشارکت فرهنگی تبدیل شده‌اند. این تحقیق پیشنهاد می‌کند که تبلیغات و سیاست‌های دیجیتال با تمرکز بر هویت اجتماعی، می‌توانند تأثیر مثبتی بر ترویج سبک زندگی فعال و مشارکت ورزشی داشته باشند.
چکیده انگلیسی :
Objective: Objective: This study aims to examine the role of e-commerce in shaping the behavior of sports consumers from a sociological perspective, focusing on the impact of digital culture on identity and consumer behavior. The research seeks to identify key themes related to consumption culture and social interactions in the digital age.
Methodology: Data were collected from YouTube, Instagram, and Facebook platforms and analyzed using corpus-based thematic analysis. The content from Persian-speaking Iranian social media users, comprising over 50,000 words, was extracted and examined with AntConc software (version 4.2.4). Frequent lexemes and word collocations were analyzed, and themes were identified and categorized based on Braun and Clarke’s (2006) model.
Results Five main themes were identified: "The Impact of Sports Identity on Digital Consumption Patterns," "The Power of Online Advertising in Shaping Consumer Choices," "Sports Consumerism and Social Culture," "The Role of Social Media in Promoting Sports Identity," and "Social Messages and Encouraging Sports Participation." The findings revealed that digital interactions play a key role in reinforcing users’ social identities and that sports consumerism has become an integral part of social culture.
Conclusion: E-commerce and social media have evolved beyond economic tools to become platforms for creating social identity and fostering cultural participation. This study suggests that digital marketing and policies focused on social identity can positively impact promoting active lifestyles and encouraging sports participation.
Abbasi, A., Asif, M., & Esfahani, M. (2020). The role of electronic sports in consumer behavior in the sports product market. Sport Management Studies, 12(3), 45-60. ]Persian[
Abdolmaleki, H., Mirzazadeh, Z., & Alidoust Ghahfarokhi, E. (2017). Prioritization of Factors Affecting Consumer Behavior of Sporting Goods Using AHP. Journal of Sport Management, 9(3), 471-488. ]Persian[
Ahmed, F., & Tarek, M. (2023). Consumer Identity in the Digital Age: Sports Perspectives. Digital Sociology Quarterly, 19(4), 98–112.
Andrews, D. L., & Ritzer, G. (2018). The Globalization of Nothing. Pine Forge Press.
Anthony, L. (2023). AntConc (Version 4.2.4). Tokyo, Japan: Waseda University.
Bhattacharyya, S., & Bose, I. (2020). S-commerce: Influence of Facebook likes on purchases and recommendations on a linked e-commerce site. Decision Support Systems, 138, 113383.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson UK.
Chin, S. H., Lu, C., Ho, P. T., Shiao, Y. F., & Wu, T. J. (2021). Commodity anti-counterfeiting decision in e-commerce trade based on machine learning and Internet of Things. Computer Standards & Interfaces, 76, 103504.
Chung, C., & Pennebaker, J. (2007). The psychological functions of function words. In K. Fiedler (Ed.), Social communication (pp. 343–359). Psychology.
Clarke, V., Braun, V., & Hayfield, N. (2015). Thematic analysis. In J. A. Smith (Ed.), Qualitative psychology: A practical guide to research methods (pp. 222–248). SAGE.
De Choudhury, M., & De, S. (2014). Mental health discourse on Reddit: Self-disclosure, social support, and anonymity. Proceedings of the International AAAI Conference on Weblogs and Social Media, 8(1), 71–80.
Dubelj, M., & Prlić, L. (2024). Athletes as Brands in Sports Marketing. Journal of Sports Marketing Research, 15(1), 12–34.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181.
Ghasemi, H., Khabiri, M., & Mohammadi, S. (2020). Developing a model for the development of sports startups with an emphasis on the role of cyberspace. Journal of Communication Management in Sports Media, 8(29), 45-60. ]Persian[
Han, J. H., & Kim, H. M. (2019). The role of information technology use for increasing consumer informedness in cross-border electronic commerce: An empirical study. Electronic Commerce Research and Applications, 34, 100826.
Hutchins, B., & Rowe, D. (2012). Sport Beyond Television: The Internet, Digital Media and the Rise of Networked Media Sport. Routledge.
Ibarra, L., Partida, A., & Aguilar, D. (2015). Electronic Commerce as a Business Strategy: Impact in Consumption Habits in Hermosillo, Sonora's Inhabitants. Procedia-Social and Behavioral Sciences, 175, 275–282.
Jeong, S.-H., & Chung, J.-Y. (2022). Structural Relationship Between User-to-User Interactivity and Consumer Behavior. Korean Journal of Physical Education, 61(6), 32-49.
Jones, I., Lawrence, S., & Bentley, J. (2019). Digital platforms and the future of sport consumption. International Journal of Sport Communication, 12(4), 567-584.
Kang, J., Jeong, Y.-J., & Lee, J. (2021). The Impact of Sport Consumers’ Need for Uniqueness and Vicarious Nostalgia on the Perceived Value, Satisfaction, and Re-purchase Intentions. Korean Sports Marketing Journal, 26(4), 21–39.
Kashkar, S. (2020). The role of mass media in identity formation and promotion of sports disciplines in Iran. Journal of Communication Management in Sports Media, 8(31), 27-40. ]Persian[
Khabiri, M., Ghasemi, H., & Mohammadi, S. (2021). Strategies for developing the digital economy in Iranian sports. Journal of Sport Management, 13(2), 75-90. ]Persian[
Kim, B.-G. (2020). Public Relationship and Consumer Identification. Journal of Korean Applied Sports Management, 34(3), 35-52.
Kim, G., Wang, W., & Ha, H. K. (2021). Pricing strategy for own shipping service of E-commerce platform using Two-sided market theory. Electronic Commerce Research and Applications, 49, 101088.
Kumar, V., & Gupta, S. (2021). Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer. IGI Global.
Leszczyński, M., Metelski, A., & Rabczun, A. (2021). Digitalized Sports Products and Various Generations in the Era of Industry 4.0. Sustainability, 14(1), 95-110.
Li, W., & He, W. (2024). Revenue-increasing effect of rural e-commerce: A perspective of farmers' market integration and employment growth. Economic Analysis and Policy, 81, 482–493.
Luan, Y., & Zhang, Z. (2020). Research on e-commerce integrated management information system of cross-border enterprises based on collaborative information middleware. Information Systems and e-Business Management, 18(4), 527-543.
Mahmoudian, A., Sadeghi Boroujerdi, S., & Heidari Topkanlu, M. (2021). Analyzing fans' responses to brand features of sports teams on Instagram (Case study: Esteghlal and Persepolis football teams). Journal of Communication Management in Sports Media, 9(32), 15-30. ]Persian[
McKee, R. (2013). Ethical issues in using social media for health and health care research. Health Policy, 110, 298–301.
Miller, K. J. (2011). Inclusive Marketing in the Constructivist Museum: A Study of Non-visitors' Needs. International Journal of the Inclusive Museum, 3(4), 91–108.
Molesworth, M., Jenkins, R., & Eccles, S. (2017). Exploring the impact of online sports retailing on consumer identity. Journal of Retailing and Consumer Services, 34, 150-158.
Moreno, M. A., Goniu, N., Moreno, P. S., & Diekema, D. (2013). Ethics of social media research: Common concerns and practical considerations. Cyberpsychology, Behavior and Social Networking, 16(9), 708–713.
Pegoraro, A. (2010). Look who’s talking—Athletes on Twitter: A case study. International Journal of Sport Communication, 3(4), 501-514.
Rabczun, A., & Metelski, A. (2022). Generational Shift in Sports Consumption. Sports Management Review, 18(3), 203–219.
Riessman, C. (2005). Narrative analysis. Narrative, Memory & Everyday Life.
Roberts, L. D. (2015). Ethical issues in conducting qualitative research in online communities. Qualitative Research in Psychology, 12(3), 314–325.
Rosenthal, S. S., Strange, W. C., & Urrego, J. A. (2021). JUE insight: Are city centers losing their appeal? Commercial real estate, urban spatial structure, and COVID-19. Journal of Urban Economics, 103381.
Schinke, R. J., McGannon, K. R., & Smith, B. (2018). Routledge International Handbook of Sport Psychology. Routledge.
Seo, J.-R., & Kim, N.-R. (2020). The Structural Relationship Between Cultural Consumption Attitudes, Consumption Satisfaction, and Behavior of Sports Consumers. Korean Journal of Sports Sociology, 15(4), 285–310.
Silva dos Santos, D., et al. (2022). E-sports and Sports Cyberculture: Perspectives of Social Actors in This Universe. Journal of Physical Education, 33(1), 23–44.
Singh, R., & Kumar, P. (2023). The Role of E-commerce in Shaping Sports Consumer Behavior. Journal of Sports Economics and Management, 20(3), 123–140.
Smith, A. C. T., & Stewart, B. (2018). Sports fandom in the digital age: The role of social media in shaping fan experiences. Sport Management Review, 21(3), 253-266.
Smith, A. C. T., & Stewart, B. (2019). Sport Management: Principles and Applications. Routledge.
Turner, J. S., & Pritchard, R. (2020). Sport Fans: The Psychology and Social Impact of Fandom. Routledge.
Vélez-Muñoz, J. A., Franco-Castaño, S., Correa-Henao, S., & Valencia-Arias, A. (2024). Exploring the determinants of electronic commerce adoption in a municipality with limited internet access. Cogent Business & Management, 11(1), 2308090.
Wheaton, B. (2017). Lifestyle Sports and Public Policy. Routledge.
Williams, J., Chinn, S. J., & Suleiman, J. (2020). The influence of social media on sport consumption behaviors: A study of football fans. Journal of Sport Management, 34(5), 452-464.
Zhang, Y., Hou, Y., Cao, L., Xiong, Y., & Huang, Q. (2023). Analyzing the Influence of Internet Usage Behavior on Spectator Sports Consumption Among College Students: An Empirical SEM Study Based on the SOR Model. Journal of Internet Research, 64(6), 103-127.
Zhao, Y. B., Wu, G. Z., Gong, Y. X., Yang, M. Z., & Ni, H. G. (2019). Environmental benefits of electronic commerce over the conventional retail trade? A case study in Shenzhen, China. Science of The Total Environment, 679, 378–386.
Zhu, Y. (2015). The comparative analysis of C2B and B2C. International Journal of Marketing Studies, 7(5), 157.