Document Type : Causal
Authors
1 Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN
2 Faculty of Physical Education & Sport Sciences,University of Tabriz , Tabriz, IRAN
Abstract
The present study aimed to examine the impact of sports organizational culture on technology acceptance among directors of sports and youth departments in Iraqi provinces, with innovation serving as a mediating variable. This study is applied in terms of its objective and descriptive-survey in terms of methodology. The statistical population comprises directors of sports and youth departments across Iraqi provinces. Data were collected using a composite 48-item questionnaire consisting of three standardized instruments: Denison's organizational culture questionnaire, the Technology Acceptance Model (TAM), and Hurt's innovation scale. SmartPLS 3 software was utilized for data analysis. The results demonstrated that sports organizational culture and innovation exert significant effects on technology acceptance by sports and youth departments in Iraqi provinces. Furthermore, sports organizational culture influences innovation. These findings reveal the pivotal role of organizational culture and innovation in the technology acceptance process within sports institutions. The research findings indicate that enhancing organizational culture and strengthening innovative spirit constitute essential steps for facilitating and accelerating technology acceptance in sports organizations. Therefore, it is recommended that managers and policymakers in the sports domain design their developmental programs with a focus on these factors. Additionally, conducting further studies in related areas could contribute to a deeper understanding of these relationships and provide practical solutions for improving the performance of sports organizations.
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