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eSports Fever in Iran: Examining Consumer Behaviors and Cultural Dynamics in eSports Consumption | ||
Sports Business Journal | ||
مقاله 1، دوره 4، شماره 3 - شماره پیاپی 11، آذر 2024، صفحه 13-37 اصل مقاله (1.12 M) | ||
نوع مقاله: Original Article | ||
شناسه دیجیتال (DOI): 10.22051/sbj.2024.46500.1144 | ||
نویسنده | ||
Rasool Norouzi Seyed Hossini* | ||
Associate Professor in Sport Management, Department of Sport Sciences, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran. | ||
چکیده | ||
Purpose: Exploring Consumer Behaviors in eSports Consumption in Iran and its Implications for the Cultural Landscape. Methodology: This qualitative research employed a grounded theory approach to investigate Consumer Behaviors in eSports Consumption in Iran. The study utilized situational analysis as the chosen approach within the grounded theory to provide a comprehensive understanding of the context, arena/social worlds, and positions of eSports Consumption. Findings: The findings reveal that Consumer Behaviors of eSports Consumption in Iran are significantly influenced by two key factors: (1) game preferences and (2) social interactions. The study identifies five distinct eSports Consumption positions that emerge from these factors' interplay. These findings contribute to the literature by comprehensively describing consumer behaviors in eSports consumption, shedding light on the cultural dynamics and preferences within the Iranian context. Originality: This research has practical implications for stakeholders, including eSports industry professionals, marketers, and policymakers. The insights gained from understanding consumer behaviors in eSports consumption can inform strategic decision-making processes, such as game development, marketing campaigns, and creating engaging social environments for eSports enthusiasts. By bridging the gap between theory and practice, this study paves the way for developing tailored approaches to cater to the unique needs and preferences of Iranian eSports consumers. | ||
کلیدواژهها | ||
Casual Consumer؛ eSports؛ Game Preferences؛ Situational Analysis؛ Serious Consumer | ||
عنوان مقاله [English] | ||
تب ورزشهای الکترونیکی در ایران: بررسی رفتارهای مصرفکنندگان و پویاییهای فرهنگی در مصرف ورزشهای الکترونیکی | ||
نویسندگان [English] | ||
رسول نوروزی سید حسینی | ||
دانشیار مدیریت ورزشی، گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران. | ||
چکیده [English] | ||
هدف: این پژوهش به بررسی رفتارهای مصرفکننده در مصرف ورزشهای الکترونیکی در ایران و پیامدهای آن در چشمانداز فرهنگی میپردازد. روش: این پژوهش کیفی از رویکرد گراندد تئوری برای بررسی رفتارهای مصرفکننده در مصرف ورزشهای الکترونیکی در ایران استفاده کرده است. علاوه بر این، این مطالعه از تحلیل موقعیتی (SA) بهعنوان رویکرد منتخب در گراندد تئوری برای ارائه درک جامعی از زمینه، عرصه/جهانهای اجتماعی و موقعیتهای مصرف ورزشهای الکترونیکی استفاده کرده است. یافتهها: یافتهها نشان میدهد که رفتارهای مصرفکننده در حوزۀ مصرف ورزشهای الکترونیکی در ایران بهطور قابلتوجهی تحت تأثیر دو عامل کلیدی است که عبارتاند از: (1) ترجیحات بازی و (2) تعاملات اجتماعی. این مطالعه پنج موقعیت متمایز از مصرف ورزشهای الکترونیکی را که از تأثیر متقابل این عوامل پدید میآیند، شناسایی میکند. این یافتهها با ارائه توصیفی جامع از رفتارهای مصرفکننده در مصرف ورزشهای الکترونیکی به ادبیات کمک میکنند، و پویاییها و ترجیحات فرهنگی در بافت ایران را روشن میکنند. اصالت و ابتکار مقاله: این تحقیق پیامدهای عملی برای ذینفعان مختلف ازجمله متخصصان صنعت ورزش الکترونیکی، بازاریابان و سیاستگذاران دارد. بینشهای بهدستآمده از درک رفتارهای مصرفکننده در مصرف ورزشهای الکترونیکی میتواند به فرآیندهای تصمیمگیری استراتژیک، مانند توسعۀ بازیها، کمپینهای بازاریابی، و ایجاد محیطهای اجتماعی جذاب برای علاقهمندان به ورزشهای الکترونیکی کمک کند. این مطالعه با پر کردن شکاف بین تئوری و عمل، راه را برای توسعه رویکردهای مناسب برای پاسخگویی به نیازها و ترجیحات منحصربهفرد مصرفکنندگان ورزشهای الکترونیکی ایرانی هموار میکند. | ||
کلیدواژهها [English] | ||
تحلیل موقعیتی, ترجیحات بازی, مصرفکنندۀ جدی, مصرفکنندۀ گاهبهگاه, ورزش الکترونیکی | ||
مراجع | ||
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