University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 3 2024 09 01 Comparison of Customers' Visual Attention in the Online Shopping Process of Sports Products with a Neuromarketing Approach 1 14 3519 10.22098/jast.2024.15700.1372 EN Farangis Najafi PhD Candidate, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran Seyede Nahid Shetab Boushehri Associate Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran Amin Khatibi Associate Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran Tahereh Azmsha Assistant Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran Journal Article 2024 08 24 Websites are one of the important interfaces in human-computer interaction. Therefore, finding the optimal structure and content of a website to attract the visual attention of customers has become one of the basic challenges of researchers, neuromarketers, and sports marketers. However, few studies have investigated the visual attention of customers during the online shopping process from sports websites. Therefore, the current research, employing an eye tracker, aimed to compare the visual attention of customers in viewing images and descriptions of online sports products. Visual attention data of 65 participants (33 women and 32 men) with the two factors of fixation count (FC) and total fixation duration (TFD) while visiting two content elements of the Merooj sportswear website, i.e. images (without/with human models) and product descriptions (product name, sizing information and product price) were extracted. In the next step, the extracted data were analyzed through paired sample t-test. The results showed that the customers' visual attention was more on the product images rather than on the description. In addition, there was no difference between customers' visual attention to images without human models and images with human models. From the results and analysis of the findings, it can be suggested to the company owners and designers of sports websites to optimize the content of their websites by presenting attractive images or using famous human models. Additionally, utilizing virtual simulation technologies and artificial intelligence in clothing display images in online shopping can enhance the customer experience and help them make firmer decisions.

https://jast.uma.ac.ir/article_3519_4442835d3a152f37e823c5018dc52efd.pdf

University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 3 2024 09 01 Investigating the impact and acceptance of blockchain in the ticket sale industry of the Premier Football League of Iran 16 24 3594 10.22098/jast.2024.3594 EN Masoome Hosseini Department of Sport Management, Assistant Professor, Payam Noor University of Tehran, Tehran, Iran Arash Ghorbanniya Delavar Department of Computer Engineering and Information Technology, Payam Noor Uni-versity (PNU), P.O. Box 19395-4697, Tehran, Iran Mohammad Javani Joni Department of Sport Management, Payam Noor University of Tehran, Iran Journal Article 2024 09 18 Background: Match ticketing is one of the most important sources of income for clubs, and managers seek to use new methods to provide better services and deal with the problems of this industry, including the secondary market, ticket forgery, and the lack of Transparent control of the ticket sales cycle. Blockchain, a decentralized platform with many advantages, is a suitable option for ticket sales. The present study aims to investigate the impact of blockchain on the ticket sales industry of the Iranian Premier League matches and how it is accepted by football spectators. Method: The research type was applied, and in terms of collecting data, it was a library and field study to prepare the questionnaire (interviews with club managers, marketing managers, and IT specialists). Sampling was done from 384 football spectators. After checking the validity and reliability of the questionnaire, the frequency percentage of each option was calculated, and the one-sample t-test and Friedman's test were used to analyze the variables using SPSS 23. Results: The reliability of the questionnaire was confirmed with Cronbach's alpha of 0.942, and with the Pearson Correlation test, the correlation coefficient was found optimal (R=0.878). Among the nine factors identified by the experts after the frequency and Friedman test, the most optimal option was to deal with the waste of the audience's time for a higher cost, and in the next rank, considering the VIP points for the audience and the elimination of the black market, and the lowest rank was given to familiarity and lack of trust in the blockchain. Conclusion: The positive attitude of the spectators towards this method shows that due to the low familiarity and low trust in this technology, if the managers of the clubs implement the effective factors well, the spectators will be encouraged to buy tickets in this way.

https://jast.uma.ac.ir/article_3594_f9637c75490fa8e956239205c3ab0693.pdf

University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 3 2024 09 01 Designing a Platform for Video Training of Practical Courses in Physical Education and Sports Sciences (Corona Course) 25 36 3595 10.22098/jast.2021.9179.1191 EN Farzad Nobakht Department of physical education and Sport Sciences, Faculty of Educational Sciences & Psychology. University of Mohaghegh Ardabili. Ardabil, Iran Abbas Naghizadeh-Baghi Department of physical education and Sport Sciences, Faculty of Educational Sciences & Psychology. University of Mohaghegh Ardabili. Ardabil, Iran Negar Ashrafi Department of Educational Sciences, Faculty of Educational, University of Farhangian, Ardabil, Iran Journal Article 2021 07 09 Corona created significant damage in various sectors, and its impact on education, especially practical courses, cannot be ignored. Hence no practical courses were held in any of the universities. On the other hand, the web space provides an opportunity for everyone to use this space for educational topics. The purpose of the present study was to design a video training platform for practical courses in physical education and sports sciences (Corona course). With respect to the limitations of holding practical classes in this course, there was a great need for this program among sports science colleagues. First, during a field interview, the features of the platform were identified and then the initial work was done in two stages of database design and creation of user sections. The results of this work can help provide specialized educational services in sports science. We hope that by providing this research-executive solution, we can play an effective role in reducing the damage caused by the corona virus in the education sector.

https://jast.uma.ac.ir/article_3595_c342e9e1e5df5fa5e3ddc47b0bfb3ec7.pdf

University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 3 2024 09 01 Electromyography investigation of eccentric and concentric phases of the biceps dumbbell curl movement after four weeks of transcranial direct current stimulation in healthy men 37 48 3640 10.22098/jast.2024.15068.1349 EN Behzad Taheri Exercise Physiology Department, Sports Sciences Faculty, University of Mazandaran, Babolsar, Iran Ziya Fallahmohammadi Exercise Physiology Department, Sports Sciences Faculty, University of Mazandaran, Babolsar, Iran Khadijeh Irandoust Department of Physical Education, Imam Khomeini International University, Qazvin, Iran Somayeh Namdar Tajari Department of Motor Behavior, Faculty of Sports Science, University of Mazandaran, Babolsar, Iran Journal Article 2024 05 14 Transcranial direct current stimulation (tDCS) is a safe method that employs a low-intensity current to induce stimulation in the brain. The utilization of tDCS has the potential to enhance both muscular strength and performance. This study investigated the effects of transcranial direct current stimulation (tDCS) on the electromyographic (EMG) activity of the biceps during concentric and eccentric contractions. Twenty-two healthy subjects were randomly assigned to either a tDCS group or a control group. The tDCS group received anodal tDCS over the primary motor cortex for 15 minutes, while the control group received nothing. The subjects performed maximal isometric contractions (MVIC) as well as concentric and eccentric contractions of the biceps with 80% of their one-repetition maximum (1RM). After preliminary tests, a covariance analysis was conducted. Results showed that 1RM in tDCS group was significantly higher than control group (p < 0.05). After 4 weeks of tDCS interventions in full range of motion and in the concentric phase of movement, tDCS group showed a significant decrease in the normalized RMS of biceps brachii (P<0.05). The data illustrates a reduction of 22% during the concentric phase and 18% during the eccentric phase. Our findings indicate that tDCS improve muscular strength and neuromuscular efficiency. Nevertheless, it is important to use caution when interpreting the findings of this study, given its limited time period and the small sample size of the group.

https://jast.uma.ac.ir/article_3640_d48fb8023716804ec3547efd15a88f5b.pdf

University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 3 2024 09 01 MARKET ANALYSIS OF SPORTS APPLICATIONS 49 61 3701 10.22098/jast.2025.15317.1360 EN Mehdi Rasooli No. 3, 5th Alley, Miremad Street, Motahhari Street, Tehran, Iran. Ahmad Mahmoudi Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran. Neda Mirshekari Ms student of Tolue Mehr University/ Qom Saman Mehri Ph.D. student, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran Journal Article 2024 06 22 In order to identify the market for sports applications within the domestic market and to examine past and future trends, the present study aimed to investigate the status of the sports application market. The research methodology included both quantitative and qualitative content analysis. To categorize the applications, the Myket and Café Bazaar markets were searched using sports-related keywords. The identified applications were then named based on thematic relevance and placed into related categories. In this phase, a total of 2720 sports-related applications were identified, with 1640 domestic applications and 1080 foreign applications. The entire population of the study was considered as the sample and examined accordingly. In the second phase, the applications were statistically analyzed based on available indices, including size, average rating, place of origin, and number of installs, and their status and position were displayed using descriptive statistics. To identify the factors contributing to user satisfaction and dissatisfaction with sports applications, the last 20 user comments related to the top 10 applications (by number of installs) in each category were identified and analyzed using qualitative content analysis. The results showed that domestic applications occupy a larger portion of the market compared to foreign ones; however, foreign applications have a better installation rate. Among these, sports game applications, and specifically football applications, had the highest numbers. User comment analysis revealed feedback in three main areas: user interface, user experience, and content. The findings of this research can provide a suitable perspective for sports application developers aiming to enter the market.

https://jast.uma.ac.ir/article_3701_05c9a20bcd37cba5dfcd05cdf95e4c08.pdf

University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 3 2024 09 01 Comparision of Methods for Calculating Symmetry in 3D Angular Kinematics of Lower Limb Joints During Athlete Walking 62 70 3702 10.22098/jast.2025.15688.1371 EN Razieh Yousefian Molla Department of Sports Biomechanics, Tehran Central Branch, Islamic Azad University, Tehran, Iran. Moghadaseh Ahmadi University of Social Welfare and Rehabilitation Science, Tehran, Islamic Republic of Iran. Mahya Shojaeefard Mechanical Engineering Department, Sharif University of Technology, Tehran, Iran Journal Article 2024 08 21 The lack of coordination in body movements while walking is known as asymmetry. Excessive asymmetry in movement can be used to diagnose various diseases among individuals with and without pathology. Despite the wide variety of equations and formulas used to estimate symmetry and asymmetry, it remains unclear which equation is superior to the others. The present study aims to compare the equations to gain a better understanding of three-dimensional joint angle symmetry during walking and to select a more suitable equation for estimating symmetry in athletes. 30 healthy female athletes walked barefoot in front of 10 Vicon motion analyzer cameras along a 10-meter walkway to record three-dimensional angles of both lower limb joints. Then by independent t-test, the results of two equations of calculating the symmetry of the three-dimensional angles of the hip, knee, and ankle joints of the lower limbs were compared. The study's results revealed that there was no statistically significant variance in the lower limb symmetry when comparing the two distinct symmetry equations. coaches and sports professionals can use these findings to analyze the symmetry of athletes' movements and develop tailored training programs. Moreover, these assessments can aid in identifying and correcting any asymmetries to prevent sports-related injuries, as symmetry and the dominant leg are crucial for maintaining proper technique across a wide range of sports.

https://jast.uma.ac.ir/article_3702_900bb28a219128043060765f53254ac4.pdf