Sports Content Viewership Motivations Across Traditional and New Media

factors in successful marketing strategies for businesses and business organizations. The purpose of this study is to analyze the motivation of sports program viewers through traditional and new media. After identifying the stimulant variables of the sports program viewers, nine variables were considered motivational. For analyzing the data, for identifying and extracting factors and factor loads, the exploratory factor analysis with orthogonal rotation using SPSS software was used at a significant level of 0.05 and two-way. Regression test was used to predict various motivational factors. The statistical population of this research is all the students of Payame Noor University of Tehran, with a total of 22000 people. The statistical sample was determined based on the exploratory factor analysis of 525 people and stratified random sampling method. Factor analysis revealed 8 factors to motivate sports programs. These include 1. Excitement and pleasure 2. Recreation and entertainment 3. Getting sports information 4. Self-education information 5. Rest and relaxation 6. Motivation for social interaction and 7. Relief motivation 8. Motivation is companion and companion. Also, the results of regression showed that three factors of excitement and pleasure, escape and release, and obtaining sport information are more important motivations for watching sports programs.