The role of cyberspace on athletes' behavioral and emotional responses: A case study brand in sports

the aim of this study was to investigate the The role of cyberspace on athletes' behavioral and emotional responses: A case study brand in sports. This research In terms of purpose is Practical and In terms of how to it was done, it is a description of the type of correction. The statistical population of the present study was all professional athletes of Shiraz (26387 people). According to Cochran's formula, 379 people were identified as the research sample. Sampling method is cluster-random. The data collection tool in the present study was a questionnaire measuring the use of Khaledi and Saghaei cyberspace (2018) and a questionnaire of behavioral and emotional reactions of Zarei and Naseri Ashtrani (2018). In order to analyze the data of the present study, statistical method of structural equations was used using PLS software. The results of the present study showed that cyberspace has a significant effect on learning history, selective attention to the brand, as well as the motivation of athletes to brand. The research results also showed that cyberspace has a significant effect on enjoyment, motivation and mastery of the process of buying athletes towards the brand. Also, the amount of T in all relationships in the research model is more than 2.58, so at the level of 0.99, cyberspace affects the behavioral and emotional reactions of athletes to business letters in sports. The results of this study can be effective in understanding the psychological strategies that affect the behavior of athletes.