مدلسازی نقش عوامل عینی و انتزاعی بر قصد حضور مجدد مشتریان کسب و کارهای ورزش های الکترونیکی با میانجیگری تبلیغات دهان به دهان الکترونیکی

Abstract

The purpose of this study was to investigate the role of Physical and Subjective Factors on Re-Presence of Clients of Tehran E-sport Bussines with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all people using E-sport clubs in the Tehran city who regularly exercised in these clubs for at least one year. According to the research objectives and based on PASS statistical software, the population size was 384 people who were selected through stratified random sampling. The data gathering tool in this study were E- Word of mouth questionnaire of Gholipour et al (2018), Lim (2006) Re-Attendance Questionnaire, and physical- subjective of Falahi et al. (2014). The results showed that the physical- subjective factors related to E-sport clubs have a direct impact on the intention of clients to be present again through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the intention of customers to be present again.