تجارت الکترونیک و شکل‌دهی رفتار مصرف‌کنندگان ورزشی: رویکردی جامعه‌شناختی به فرهنگ مصرف و هویت ورزشی در عصر دیجیتال
محورهای موضوعی : مطالعات جامعه شناسی ورزشیلعبت منشئی 1 , الهام مشکل گشا 2 * , جواد شهولی کوه شوری 3
1 - گروه تربیت بدنی ، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه، اصفهان، ایران.
2 - استادیار، گروه تربیت بدنی، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه، اصفهان، ایران.
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.
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.
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