Effect of Individual Motivations on Smartphone Acceptance for Accessing to Sports Services

The study is to investigate the effect of individual motivations on smartphone acceptance for Accessing to sports services. The research method was descriptive-surveying and was performed on 523 undergraduate students of sport sciences of Khuzestan Azad Universities that were selected randomly. To collect the data, we used personal motivation of using smart phone of Kang (2015) and Kang et al (2015). The questionnaire reliability and validity were confirmed using confirmatory factor analysis and calculating Cronbach’s alpha coefficient respectively. Its Cronbach’s alpha coefficient was 0/9. Findings showed that 47/4% of students use smart phones more than 5 times daily to receive sports services. They most commonly use smart phones in social networks. The coefficient of individual motivators’ effect on intention to use (0/392) and intention to use in actual use (0/192) as well as t-value of both factors was higher than 1/96, which indicates the effect of individual motivations on intention to use and intent to use in actual use of sports services through smart phones. The highest and the lowest coefficients were seen in curiosity motivation (0/83) and intelligence motivation (0/44) respectively. Sports organizations can enhance other motivational factors to use sports services through smart phones by providing services in accordance with consumers’ needs and formulating an appropriate marketing strategy, in particular stimulating consumer’s sense of curiosity through advertising.