Modeling the Factors Influencing the Intent of Use and Practical Use of Smart Phones in the Field of Sports Services

The purpose of this study was modeling the factors affecting the intention to use and practical use of smart phones for accessing to sports services. The research method was descriptive-analytical. The statistical sample was selected amongst the country’s Sport management professors and BA Students in the field of physical education and sport sciences of Azad Universities of Khuzestan Province that included 1000 persons. Statistical sample in the first part (n = 24) was selected by a purposeful and snowball method and in the second part was selected by random method (n = 660). A researcher-made questionnaire was used to collect data. Reliability of the questionnaire was confirmed by construct validity method and its validity was confirmed by calculating the Cronbach's alpha coefficient. This coefficient was obtained in all dimensions above 0.7 According to the findings, 65.7 percent of the variance of intention to use, by independent variables for perceptual, technological, demographic, social and sports aspects was determined. Technological and perceptual dimensions showed the highest and social dimension showed the lowest coefficient of effect in the model. Generally, accepting smart phone in the field of sport is a multi-dimensional phenomenon that paying attention to it can help providers of sport services in satisfying of customers and their loyalty.