Analysis of the Effect of Virtual Communication Networks’ Role on Attitude and Sport Participation of Tehran Citizens

The research is to analysis of the effect of virtual communication networks’ role on attitude and sport participation of Tehran citizens. The methodology is correlative-descriptive. The statistical society is Tehran citizens who participate in the all sport events in 1396 year. The sample based on the Morgan table is 384 persons that are selected randomly. The main tool of the research includes 3 researcher made questionnaire, media roles, sport attitude and sport participation. Validity and reliability of tools based on the experts’ view, kronbach alpha and desired model measuring indexes were measured. Smart pls modeling software was used for analyzing and testing the hypothesis. Findings show that the media roles have a direct positive and meaningful impact on sport participation and sport attitude. Sport attitude has a direct positive and significant impact on sport participation. In indirect relation it was clear that 62 percent of all media role on sport attitude is predicted by mediating variable anticipated attitude to sport. Based on the findings we can say that the indirect impact of media is very much than its indirect impact on sport participation and media without attitude change capability in their content cannot affect very significantly. Thus, it is required that all sport organizations in Tehran produce and manage their media content according to the various visions, requirements and sport interests of citizen.