پژوهش در مدیریت ورزشی و رفتار حرکتی

مقایسه انگیزه تماشای ورزش‌های الکترونیکی در بین گروه‌های نسلی مختلف (نسل X, Y, Z)

نویسندگان

معصومه دهقان 1
چالاک مجیدی 2

1 دانشجو دکتری مدیریت ورزشی دانشگاه خوارزمی، تهران، ایران.

2 استادیار مدیریت ورزشی و رفتار حرکتی دانشگاه خوارزمی، تهران، ایران.

چکیده
مقدمه و هدف: پژوهش حاضر با هدف بررسی و مقایسه انگیزه‌های تماشای رقابت‌های ورزش‌های الکترونیکی میان نسل‌های X، Y و Z انجام شد تا تفاوت‌های نسلی در رفتار مصرف رسانه‌ای در این حوزه شناسایی شود و راهنمایی برای طراحی محتوای متناسب و راهبردهای بازاریابی ارائه گردد.

روش‌شناسی: این مطالعه از نوع پیمایشی - توصیفی است و داده‌ها از ۳۸۴ تماشاگر ورزش‌های الکترونیکی جمع‌آوری شد. جامعه آماری شامل علاقه‌مندان به تماشای رقابت‌ها به‌صورت حضوری و آنلاین بود و نمونه‌گیری به روش تصادفی طبقه‌ای نسبتی انجام گردید. ابزار گردآوری داده‌ها پرسش‌نامه استاندارد با اقتباس از ژیائو (2020) و اوه (2024) بود که پس از تأیید روایی و پایایی (α = 0.76) در اختیار شرکت‌کنندگان قرار گرفت. تحلیل داده‌ها با استفاده از تحلیل واریانس یک‌طرفه و محاسبه اندازه اثر انجام شد تا تفاوت‌های انگیزشی بین نسل‌ها مشخص گردد.

یافته‌ها: نتایج نشان داد انگیزه‌های تماشای ورزش‌های الکترونیکی میان نسل‌ها تفاوت معناداری دارد. نسل X بیشترین تأکید را بر تحلیل تاکتیکی، مهارت بازیکنان و کسب دانش دارد، نسل Y انگیزه‌های اجتماعی و هیجانی بالاتری نشان می‌دهد و نسل Z بیشترین علاقه را به نوآوری، گیمیفیکیشن و فرار از واقعیت دارد. همچنین، تعامل اجتماعی، لذت از تماشا و پیوندهای فرهنگی در جذب مخاطبان تأثیرگذار بودند.

نتیجه‌گیری: این یافته‌ها بر ضرورت طراحی راهبردهای بازاریابی و تولید محتوای متناسب با ویژگی‌های هر نسل تأکید دارند. ارائه محتوای تحلیلی برای نسل X، رویدادهای تعاملی برای نسل Y و استفاده از فناوری‌های نوین مانند متاورس برای نسل Z می‌تواند موجب افزایش مشارکت و وفاداری مخاطبان شود. شناخت تفاوت‌های نسلی همچنین امکان توسعه راهکارهای شخصی‌سازی‌شده و بهبود استراتژی‌های بازاریابی در صنعت ورزش‌های الکترونیکی را فراهم می‌کند.

کلیدواژه‌ها

انگیزش
بازیهای دیجیتال رقابتی
نسل زد
تعامل اجتماعی آنلاین
شخصی‌سازی محتوا

عنوان مقاله English

Comparison Of Motivations For Watching Esports Across Generational Groups (X, Y, Z)

نویسندگان English

Masoumeh Dehghan 1
Chalak Majidi 2
1 PhD student in Sports Management, Kharazmi University, Tehran, Iran.
2 Assistant Professor in Sport Management, Kharazmi University, Tehran, Iran.
چکیده English

Aim: The study aims to examine and compare the motivations for watching esports among Generations X, Y, and Z, highlighting generational differences and similarities in engagement with competitive gaming content. Understanding these motivations can provide valuable insights for esports marketers, organizers, and content creators to tailor experiences and communication strategies effectively.

Method: A quantitative approach was adopted. Participants were recruited using purposive sampling through online esports communities, social media platforms, and gaming forums. Data collection employed a structured questionnaire measuring various motivational factors, including entertainment, social interaction, competition, skill development, and escapism. The collected data were analyzed using descriptive statistics, ANOVA, and post-hoc tests to identify significant differences across generations.

Results: Generation Z exhibited higher scores for social interaction, escapism, and skill development, reflecting their digital nativity and integrated online social networks. Generation Y showed balanced motivation, emphasizing entertainment and competition, while Generation X primarily focused on competition and entertainment, with relatively lower social and escapism motivations. ANOVA results confirmed significant differences in motivational dimensions across generational cohorts, particularly in social interaction and escapism (p < 0.05). Post-hoc analyses further indicated that Generation Z significantly differed from Generations X and Y in these dimensions, whereas Generations X and Y did not differ significantly from each other in entertainment and competition motivations.

Conclusion: The study underscores the importance of generational segmentation in understanding esports audiences. Marketers and organizers should design differentiated content and engagement strategies to address generational preferences. Generation Z may respond best to interactive and socially connected esports experiences, while older generations may prioritize competitive and entertainment-oriented content.

کلیدواژه‌ها English

Motivation
Competitive Digital Games
Generation Z
Online Social Interaction
Content Personalization
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پژوهش در مدیریت ورزشی و رفتار حرکتی
دوره 15، شماره 29 - شماره پیاپی 45
اردیبهشت 1404
صفحه 280-303