نقش محرک های نوستالژی زا، مزایای مصرف و تعامل مشتری در ارزش ادراک شده مشتریان مراکز ورزش های الکترونیکی

نوع مقاله : مقاله پژوهشی

نویسندگان
فرشاد نصرتی 1
حسین عبدالملکی 2
سید بهادر زکی زاده 1
1 گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
2 دانشیار گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
10.22034/ntsmj.2026.2051373.1164
چکیده
هدف محقق از این تحقیق، بررسی نقش محرکهای نوستالژی زا، مزایای مصرف و تعامل مشتری در ارزش ادراک شده مشتریان مراکز ورزشهای الکترونیکی بود. تحقیق حاضر از نوع، کاربردی و همبستگی بود. جامعه آماری این پژوهش کلیه مشتریان مراکز ورزش های الکترونیک در شهر تهران بودند. تعداد 378 پرسشنامه برای تجزیه و تحلیل آماری داده ها مورد استفاده قرار گرفتند. در این تحقیق برای جمع آوری داده ها از پرسشنامه های محرک های نوستالژی زا برگرفته از گو و همکاران (2021)، مزایای مصرف ورزش های الکترونیکی برگرفته از گو و همکاران (2021)، تعامل مشتری ورزش های الکترونیکی عباسی و همکاران (2023) و ارزش ادراک شده مشتری بهنام و همکاران (2021) استفاده شد. تجزیه و تحلیل داده‌ها در سطح آمار استنباطی، ابتدا توزیع داده ها با استفاده از آزمون شاپیرو ویلک بررسی شد و باتوجه به طبیعی بودن توزیع داده ها از آزمون های مدل معادلات ساختاری استفاده شد. نتایج آزمون‌های آماری نشان داد محرک های نوستالژی زا در مزایای مصرف ورزش های الکترونیکی تأثیر مثبت و معناداری دارد (β=0/311, p < 0.01)، مزایای مصرف نوستالژیک ورزش های الکترونیکی در تعامل مشتری تأثیر مثبت و معناداری دارد (β=0/408, p < 0.01)، مزایای مصرف نوستالژیک (فایده معرفتی، فایده عاطفی و سود دلتنگی) ورزش های الکترونیکی در ارزش ادراک شده مشتری تأثیر مثبت و معناداری دارد (β=0/312, p < 0.01) و تعامل مشتری در ارزش ادراک شده تأثیر مثبت و معناداری دارد (β=0/333, p < 0.01). همچنین مزایای مصرف نوستالژی در ورزش الکترونیکی (فایده معرفتی، فایده عاطفی و سود دلتنگی) به عنوان عواملی که هم مستقیماً و هم غیر مستقیم بر ارزش ادراک شده گیمرها تأثیر می گذارد (مانند بعد شناختی، محبت و رفتاری). یافته‌های این تحقیق محوریت برداشت‌های مصرف‌کنندگان (گیمرها) از نوستالژی را تأیید می‌کند، که بر رفتار مصرفی گیمرها تأثیر می‌گذارد. این پژوهش همچنین رویکرد PLS را برای تعیین/برآورد/اعتبارسنجی نوستالژی مصرف‌کننده به‌عنوان یک مدل انعکاسی و در نتیجه به توسعه روش‌شناختی در زمینه ورزش الکترونیکی کمک می‌کند، اتخاذ کرد.
کلیدواژه‌ها
ارزش ادراک شده
تعامل مشتری
سود دلتنگی
سود معرفتی
نوستالژی

عنوان مقاله English

The role of nostalgia-evoking stimuli, consumption benefits and User Engagement in Perceived Value-in-Use in customers of LAN gaming centers

نویسندگان English

Farshad Nosrati 1
Hossein Abdolmaleki 2
Seyyed Bahador Zakizadeh 1
1 Department of Sport Management, Karaj branch, Islamic Azad University, Karaj, Iran
2 Associate Professor of Sport Management, Karaj Branch, Islamic Azad University, Karaj, Iran
چکیده English

The purpose of this research was to investigate the role of nostalgia-evoking stimuli, consumption benefits and user engagement on the perceived value of customers of electronic sports centers. The current research was applied and correlational. The statistical population of this research was all the customers of electronic sports centers in Tehran. 378 questionnaires were used for statistical data analysis. In this research, a questionnaire was used to collect data. Data analysis at the level of inferential statistics, first the data distribution was checked using the Shapiro-Wilk test and due to the normality of the data distribution, structural equation model tests were used. The results of statistical tests showed that nostalgic stimuli play a role in the benefits of electronic sports consumption (β=0.311, p=0.000), the benefits of nostalgic electronic sports consumption play a role in customer interaction (β=0.408, p =0.000), the benefits of nostalgic consumption of electronic sports play a role in the customer's perceived value (β=0.312, p=0.000) and customer interaction plays a role in the perceived value (β=0.333, p= 0.000). Also, the benefits of nostalgia consumption in e-sports (cognitive benefit, emotional benefit and nostalgia benefit) as factors that both directly and indirectly affect the perceived value of gamers (such as cognitive, affective and behavioral dimensions). Our findings confirm the centrality of consumers' (gamers') perceptions of nostalgia, which influence gamers' consumption behavior. We also adopted the PLS approach to quantify/estimate/validate consumer nostalgia as a reflexive model, thereby contributing to methodological development in the field of eSports.

کلیدواژه‌ها English

Cognitive Benefit
Customer Engagement
Longing Benefit
Nostalgia
Perceived Value
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بهار 1405
صفحه 163-193