رضا نیک بخش

Purpose: Today, the use of cyber social media is increasing dramatically. Therefore, the current research was conducted with the aim of factor analysis of the extreme enthusiasm of the use of cyber social media in athletes and coaches. Methodology: This study in terms of purpose was applied and in terms of implementation method was descriptive-survey. The research population was the athletes and coaches of Tehran city, which the sample size based on Cochran's formula were determined 386 people, but 400 questionnaires were distributed and these numbers were selected by cluster sampling method. The tools of the current research were included a demographic information form and a researcher-made questionnaire of extreme enthusiasm of the use of cyber social media with 24 items, and the data obtained from their implementation were analyzed with the methods of exploratory factor analysis and structural equation modeling in SPSS-22 and LISREL-8.5 software. Findings: The findings showed that the extreme enthusiasm of the use of cyber social media in athletes and coaches had 24 items in 6 components of social interaction, entertainment, internet unemployment, extreme enthusiasm, emotions and belonging in sports; So that the factor loading of all items was higher than 0.50, and the average variance extracted of all components was higher than 0.50 and the Cronbach's alpha of all components was higher than 0.70. Also, the extreme enthusiasm model of the use of cyber social media in athletes and coaches had a good fit, and in this model, the effect of entertainment, social interaction and internet unemployment on extreme enthusiasm, the effect of extreme enthusiasm on belonging in sports and emotions, and the effect of belonging in sports on emotions was meaningful (P<0.05). Conclusion: According to the results of this study, factors such as social interaction, entertainment, internet unemployment, extreme enthusiasm, emotions and belonging in sports had an effective role in the extreme enthusiasm of the use of cyber social media in athletes and coaches.

Present research is considered applied-developmental in its objective and qualitative concerning the research nature of data, and the research design was the interpretative structural model (ISM). In order to gather data, semi-structured in-depth interviews with experts in the consumer behavior domain, selected by theoretical sampling, have been utilized. The statistical population includes all sports managers, sports specialists, and fans, and sampling continued until theoretical sufficiency was achieved. After research completion, results were sent to two participants, and their opinions were approved by identifying indices related to football fans' superstitious behavior to draw the interpretative- structural model of factors influencing football fans' superstitious behavior. The result indicated the level of dependence and influence power of each index according to which individual characteristics and environmental conditions in the region under the influence include inculcation index in the autonomous region (independent) and indices of relief, the transmission of evil, coercion, and deterrence in the dependent region.