| INDIVIDUAL / CULTURAL DIFFERENCES OF CONSUMERS OF SPORTS WEARABLE TECHNOLOGIES |
| Paper ID : 1053-SPORTCONGRESS |
| Authors |
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Behzad Izadi *1, Mrayam Askari2 1university of kurdistan 2university of kurdistsn |
| Abstract |
| Introduction: The aim of the current research was to identify the individual-cultural differences of consumers of sports wearable technologies. Wearable technologies are smart electronic devices, electronic devices with microcontrollers that can be worn on the body as implants or accessories. The technology helps athletes to track and monitor their daily fitness such as steps, distance, calories burned, sleep and diet. These wearables are more interesting for young athletes who do professional or amateur sports. Methods: The research method was qualitative and thematic analysis method. The statistical population of the present study was made up of athletes, both professional and amateur, who had exprince of using sports wearable technologies for at least 5 years, which is important as people who have enough lived experience. The sampling method was purposeful. The statistical sample was determined according to the theoretical saturation of the researcher, and to ensure the theoretical saturation, three more samples were selected after the 15th sample. The tool of data collection was semi-structured interview, and the technique of coding and drawing the network of themes was used to analyze the data. The validity of the qualitative part was obtained in the form of collaborative research and review by members, and the reliability of the qualitative part was obtained from the percentage of agreement between the coders using Scott's formula, which is equal to 86. Results: Analysis of the findings in two dimensions of individual differences (income differences and access to sports wearable technology, providing feedback and satisfying needs, gender differences) and cultural differences (sports wearable technology: the necessity of sports today), different cultural geography was divided in the type of use and development in sports and physical activity. A total of 74 open codes, 19 sub-themes and 6 main themes were identified. Nvivo qualitative data analysis software was used to code the data. Nvivo qualitative data analysis software was used to code the data. Conclusion: The findings showed that the level of access and income of different strata of society and different cultures can be an influential factor in this field, and national culture is an essential factor that differentiates the consumers of one country from the consumers of another country. A country's cultural values have long been recognized as influencing user behavior, and it is therefore reasonable to assume that these values influence the adoption of technology in a country as a whole. |
| Keywords |
| sports wearable technology, individual and cultural differences. |
| Status: Abstract Accepted (Poster Presentation) |
