marketing of paintball

Background & By Creating new sport fields, the adoption of them will be considered. The purpose of paper is examining the role of social factors in the new sport field's adoption like paintball between women. Social factors including mass media, family and peers. The population of this study was 5195 members of female students at university of Mazandaran who study in bachelor. Sample was 358 members of them. But more sample was analyzed, it includes 390 members of them. Data was collected through a questionnaire about the adoption of paintball as a new sport field. Descriptive analysis and inferential analysis was done by SPSS 21 and Smart PLS, respectively. According to results, family and peers are the important factors that affecting the new sport field's adoption like paintball and effect of mass media on the adoption of this sport between women was rejected. According to effect of family and peers on the adoption of paintball, for improvement of a new sport field's adoption like paintball, should focus on these factors and because mass media do not effect on the adoption of this sport, should pay attention more to subject of a new sport field's adoption like paintball in the mass media part.