Analysis of Motivational Components of Sports Program Viewers Through Online Digital Media

Subject Areas : Media Management

Masomeh Babaie Mobarakeh ¹ , Mehdi kohandel ^{2 *} , Abas khodayari ³ , Mahvash Noorbakhsh ⁴ , Ali Zarei ⁵

1 - Sports Management, Expert responsible for the Department of Physical Education of Payame Noor University, Tehran, Iran.
2 - Faculty of Physical Education, Karaj Azad University, Iran
3 - Sport management, Assistant professor of Islamic Azad University, Karaj Branch
4 - Sport Management, Faculty of physical education Karaj Azad university, Iran.
5 - Associate Professor of Sport Management, Faculty of Physical Education and Sports Science, Islamic Azad University Central Tehran Branch

Received: 2019-10-05 Accepted : 2020-02-14 Published : 2020-02-20

Keywords: Programs Sport, Viewer, Digital, Motivation, Online,

Abstract :

The purpose of the present study was to analyze the factors motivation for viewing sports programs through digital media online. The research method was exploratory mix. The statistical population of this study was all students of Payam-e-Noor University of Tehran with a total of 22000 students. The research instrument was a researcher-made questionnaire. Expert and content analysis were used for face and content validity and exploratory factor analysis, respectively. Structural equation modeling was performed using partial least squares method using Smart PLS software. Factors and factor loading were identified and extracted using orthogonal rotational factor analysis using SPSS 20 software at the significant level of 0.05 and two-way. After identifying the motivational variables, viewers of 8 sports hidden motivation variables were evaluated. The findings of the eight components of the motivation of viewers of sports programs through online digital media showed that the constructs of excitement , entertainment and recreation, sports information, sports information updating, relaxation, social interactions, emancipation respectively. Everyday life is the last element of companionship. Based on the results, it can be concluded that in addition to focusing on content production, sports programmers should produce programs that can be watched from anywhere, anytime and with various online means.