Glebova Ekaterina, Desbordes Michel, Geczi Gabor
CIAMS, Université Paris-Saclay, Orsay, France.
CIAMS, Université d'Orléans, Orléans, France.
Front Psychol. 2022 Apr 25;13:805043. doi: 10.3389/fpsyg.2022.805043. eCollection 2022.
The rapid uptake of digital technologies is constantly transforming the modern culture of sports spectating; however, relatively little is known about the impact of digitalization on the changing face of global sports-consuming audiences, particularly from a qualitative perspective. In this article, the relationship between modern mass digital technologies (i.e., mobile applications and big data) and audiences of sports spectators is described and explained by taking a customer-centric approach to grounded theory using a literature review and in-depth qualitative semi-structured interviews ( = 12) with sports marketing, management, and technology professionals. The qualitative approach permits the gathering of in-depth insights into a problem, generates new concepts through data synthesis and analysis, and captures changing attitudes within the sports industry. Moreover, the qualitative approach to research is not bound by the limitations of quantitative methods and focuses on the primary questions of "how" and "why" digital technology's mass deployment and diffusion have transformed content consumption in the sports industry. The analysis first systematizes and codes the collected data. Second, all the materials are iteratively read and the key points are outlined. Using the iterative analysis, the theoretical and empirical insights and findings are synthesized in order to achieve the results. Finally, dimensions of the transformation of sports spectators' consumption are identified and explained. The research implications highlight "how" and "why" modern digital technologies have changed the sports-consuming audience by making it more inclusive in terms of age, gender, demographics, social and health status. These findings are useful for sport managers to better understand their audiences and processes in an ever-changing global society.
数字技术的迅速普及正在不断改变现代体育观赛文化；然而，关于数字化对全球体育消费受众不断变化的面貌的影响，我们所知相对较少，尤其是从定性的角度。在本文中，通过采用以客户为中心的扎根理论方法，利用文献综述以及对体育营销、管理和技术专业人士进行的12次深入定性半结构化访谈，描述并解释了现代大众数字技术（即移动应用程序和大数据）与体育观众之间的关系。定性方法能够深入洞察问题，通过数据综合与分析产生新的概念，并捕捉体育行业内不断变化的态度。此外，定性研究方法不受定量方法的限制，关注的主要问题是数字技术的大规模部署和扩散“如何”以及“为何”改变了体育行业的内容消费。分析首先对收集到的数据进行系统化和编码。其次，反复阅读所有材料并概述要点。运用反复分析，综合理论和实证见解及发现以得出结果。最后，确定并解释体育观众消费转变的维度。研究意义突出了现代数字技术“如何”以及“为何”通过使体育消费受众在年龄、性别、人口统计学、社会和健康状况方面更具包容性而改变了他们。这些发现有助于体育管理者在不断变化的全球社会中更好地了解他们的受众和相关过程。
