Aktif Spor Yapan Bireysel ve Takım Sporcularının Hedonik Tüketim ve Spor Teknolojilerine Yönelik Tutumlarının İncelemesi
Examination of the Hedonic Consumption and Attitudes Towards Sports Technologies of Individual and Team Athletes Engaged in Active Sports

Summary/Abstract: The aim of this study is to examine the hedonic consumption tendencies and attitudes towards sports technologies of individuals actively participating in sports, and to determine whether these attitudes differ between individual and team athletes. The study population consisted of 4959 athletes actively involved in individual and team sports in Elazığ province, while the sample group consisted of 675 athletes. The Hedonic Consumption in Sports Attitude Scale (HCS) and the Sports Technologies Attitude Scale (STAS) were used as data collection tools. Frequency and percentage analyses were performed on the data of the individuals participating in the scales; t-tests were used for two-category variables, and one-way analysis of variance was used for three or more-category variables, with Tukey tests used to determine differences. The data obtained in the study show that demographic variables such as gender, age, education, years of participation in sports, and sport branch have significant effects on attitudes towards sports technologies and hedonic consumption behaviors, while sports experience and education level have a limited effect on these attitudes. When the gender of the athletes participating in the study regarding sports technologies and hedonic consumption in sports was examined, the purchase level of male athletes (X=18.07) was significantly higher than that of female athletes (X=17.41). Female athletes' intrinsic motivation (X=18.82) was also significantly higher than that of male athletes (X=18.41). These results indicate a weak and insignificant relationship between individuals' hedonic consumption tendencies towards sports and their general attitudes towards sports technologies. In other words, the level of pleasure and enjoyment individuals experience while playing sports does not significantly affect their overall approach to sports technologies.

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