Presenting the business behavior model of elite athletes in cyber space
Subject Areas : Innovation in Sports ManagementHamidreza Zarkesh 1 , Mina Hakakzadeh 2 * , Salman Soltaninejad 3
1 - PhD student Department of sports management, Kerman Branch, Islamic Azad University, Kerman, Iran
2 - Department of Physical Education and Sports Sciences, Kerman Branch, Islamic Azad University, Kerman, Iran
3 - Department of Physical Education and Sports Sciences, Kohnouj Branch, Islamic Azad University, Kohnouj, Iran
Keywords: Media Literacy, Information Literacy, Economic Behavior, Social Networks.,
Abstract :
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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