Presenting a customer attraction model based on aesthetic characteristics with the role of mediating response to modern information technology (Case Study: Sports Venues and Spaces in Sanandaj City)

Document Type : Original Article

Authors

1 Assistant Professor, Department of Physical Education, Payam Noor University, Tehran, Iran

2 PhD student in sports management, Razi University, Kermanshah, Iran

3 Master's degree, Payam Noor University of Iran, Semnan

10.22091/its.2025.14037.1026

Abstract

The present study was conducted with the aim of modeling customer attraction in sports venues and spaces in Sanandaj city based on aesthetic characteristics with the mediating role of reaction to modern information technology. The research method was descriptive-correlational with structural equation modeling. The statistical population of the study consisted of all users (customers) of sports venues and spaces in Sanandaj who were engaged in sports during the research period. Since there was no accurate statistics on the number of people participating in sports activities in sports venues and spaces in Sanandaj, the last level of the population in the Morgan table (384 people) was considered in order to determine the sample size. The measurement tools included Gabe's Customer Attraction Questionnaire (2005), Shalikar's Aesthetic Questionnaire (2013), and Khosravi's Response to Modern Information Technology Questionnaire (2014)The measurement tools included Gibb's customer attraction (2005), Shali Kar's aesthetics (2013) and measuring reaction to modern information technology by Khosravi (2013). For data analysis, Pearson's correlation coefficient, structural equation model and path analysis were used with the help of SPSS and AMOS software. The findings showed that the aesthetic characteristic has a direct and mediating effect on customer attraction in sports venues and spaces in Sanandaj. As a result, the use of aesthetics and modern information technology can determine the attraction of customers in sports venues.

Keywords

Main Subjects

Information technology and sports
Volume 2, Issue 1
March 2025
Pages 182-203

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History

  • Receive Date: 30 September 2025
  • Revise Date: 04 December 2025
  • Accept Date: 09 December 2025

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