تحلیل نقش سواد دیجیتالی ورزشکاران نخبه در فضای مجازی بر رفتارهای تجاری آن‌ها
محورهای موضوعی : نوآوری در مدیریت ورزشیحمیدرضا زرکش 1 , مینا حکاک زاده 2 * , سلمان سلطانی نژاد 3
1 - دانشجوی دکترای گروه مدیریت ورزشی، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران
2 - گروه تربیت بدنی و علوم ورزشی، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران
3 - گروه تربیت بدنی و علوم ورزشی، واحد کهنوج، دانشگاه آزاد اسلامی، کهنوج، ایران
کلید واژه: سواد رسانه ای, سواد اطلاعاتی, رفتار اقتصادی, شبکه‌های اجتماعی.,
چکیده مقاله :
تحقیق حاضر باهدف بر تحلیل نقش سواد دیجیتالی ورزشکاران نخبه در فضای مجازی بر رفتارهای تجاری آن‌ها طراحی گردید. تحقیق حاضر از نوع تحقیقات توصیفی میباشد که از منظر هدف، جز تحقیقات کاربردی میباشد که به‌صورت میدانی انجام گردید. روش تحقیق حاضر ازنظر روش گردآوری دادهها، پیمایشی میباشد. جامعه آماری تحقیق حاضر شامل تمامی ورزشکاران تیمهای ملی زنان و مردان در تمامی رشتههای ورزشی انفرادی و جمعی ایران که در شبکه‌های اجتماعی فعال میباشند و بیش از 100 هزار دنبال کننده دارند، میباشد. به دلیل عدم اطلاع دقیق از ورزشکاران نام‌برده شده، از فرمول نمونهگیری از جامعۀ نامحدود استفاده گردید (81 نفر). در انتخاب نمونههای تحقیق از روش نمونهگیری در دسترس استفاده گردید. به‌منظور سنجش رفتار تجاری ورزشکاران از پرسشنامه محقق ساخته که شامل 3 مؤلفهی کلی رفتار فروش، رفتار با مشتری و رفتار با رقبا، در قالب 15 گویه 5 گزینهای (از کاملاً موافقم 5 امتیاز تا کاملاً مخالفم 1 امتیاز) استفاده شد. به‌منظور سنجش سواد دیجیتالی از پرسشنامه محقق ساخته سواد دیجیتالی ورزشکاران که شامل 3 مؤلفهی کلی توانمندی دیجیتال، کاربردهای دیجیتال و ارزیابی دیجیتال در قالب 13 گویه 5 گزینهای (از کاملاً موافقم 5 امتیاز تا کاملاً مخالفم 1 امتیاز) استفاده شد. در جهت بررسی دادههای تحقیق حاضر از روش معادلات ساختاری استفاده گرید. تمامی روند تجزیه‌وتحلیل تحقیق، در غالب نرم‌افزار اسپیاساس نسخه 20 و پیالاس نسخه 4 انجام گرفت. نتایج تحقیق حاضر نشان داد که سواد دیجیتالی تأثیر معناداری بر رفتار تجاری ورزشکاران (708/0=تأثیر؛ 146/15=t) دارد. نتایج پژوهش حاضر می‌تواند به بهبود رفتارهای تجاری ورزشکاران کمک کند و توجه مسئولین، ورزشکاران و پژوهشگران را به این زمینه جلب کند.
This study aimed to analyze the role of elite athletes' digital literacy in virtual spaces on their business behaviors. The research design employed in this study is descriptive and falls under applied research conducted in the field. The research method used for data collection is exploratory. The population of this study includes all national male and female athletes in individual and team sports in Iran who are active on social networks and have more than 100,000 followers, totaling 81 individuals due to the lack of precise information about the mentioned athletes, a formula of non-restricted community sampling was used. The convenience sampling method was used to select research samples. To measure athletes' business behavior, a researcher-made questionnaire consisting of 3 main components of sales behavior, customer behavior, and competitor behavior, in the form of 15 statements with 5 options (from completely agree 5 points to completely disagree 1 point), was used. To measure digital literacy, a researcher-made questionnaire of athletes' digital literacy was used, consisting of 3 main components of digital capabilities, digital applications, and digital assessment, in the form of 13 statements with 5 options (from completely agree 5 points to completely disagree 1 point). Structural equation modeling was used to analyze the data of this study. The entire research analysis process was conducted using SPSS version 20 and PLS version 4 software. The results of this study showed that digital literacy significantly influences athletes' business behavior (t=15.146, p=0.708). The findings of this research can contribute to improving athletes' business behaviors and attract the attention of officials, athletes, and researchers to this area.
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