Sports management, marketing
Ali Ghonouei; Mohammad Hematinezhad; Mehrali Hemmatinezhad
Abstract
The aim of the study is to determine the effect of e-commerce platforms with the mediating role of customer-related factors on the intention to purchase sportswear and the presentation of the model. The present study is applied and descriptive. The statistical population of the study is 420 sportswear ...
Read More
The aim of the study is to determine the effect of e-commerce platforms with the mediating role of customer-related factors on the intention to purchase sportswear and the presentation of the model. The present study is applied and descriptive. The statistical population of the study is 420 sportswear customers in Rasht. The field data collection method, the data collection tool, the standard questionnaire, and the data analysis method, structural equation modeling were used, and the reliability of the tool was confirmed through Cronbach's alpha and the composite reliability and construct validity through convergent and divergent validity using factor analysis. After a descriptive study of the variables, the factor structure analysis technique and path analysis were used, and the path coefficients for the variables were examined using PLS3 software. The results of the study showed that e-commerce platforms, customer satisfaction, customer loyalty, customer purchase behavior, and customer perceived value did not have a significant relationship on purchase intention, and customer perceived value, customer purchase behavior, customer loyalty, and customer satisfaction mediated the relationship between e-commerce platforms and purchase intention. From the results of the research, it can be concluded that by creating a reliable and secure platform that introduces sports products well and makes the shopping process easy for the customer, it can lead to customer satisfaction and repeat purchases; therefore, it is recommended that managers of sportswear stores use social media platforms and media to introduce and sell their products in order to grow and survive in today's competitive market.
Mehrali HemmatiNezhad; hossein brakhas; ali safateyan; Leila Shahbazpour
Abstract
Introduction: Changes in modern society such as increasing use of cars in transportation, use of new technologies, electronic media and computer games have led to a greater focus on physical activity to increase health (Mathisen et al.) al, 2019). At the international level, sport has become a part of ...
Read More
Introduction: Changes in modern society such as increasing use of cars in transportation, use of new technologies, electronic media and computer games have led to a greater focus on physical activity to increase health (Mathisen et al.) al, 2019). At the international level, sport has become a part of the daily life of each individual in various political, cultural, economic, organizational, social and interpersonal relationships, and the power of sport goes beyond its symbolic role (Niazi, 2009). Participation in sports tourism, like any other system, requires the development of macro goals, strategies and operational plans so that while being aware of the direction of movement, it can avoid any rework, misguidance and waste of its financial, human, physical and information resources. Avoid (Javadipou & Sami Nia, 2013). On the other hand, the problem of low indicators of health and social vitality is one of the challenges of the country, which is always the concern of the government of men and social experts and is always one of the main axes in the macro-socio-cultural policy of the country. The main area in creating a healthy and vibrant society is paying attention to active lifestyles and rich leisure, among which sports participation plays a key role due to its high economic efficiency and dynamic and sustainable functions (Shahbazi et al, 2013). Sport is associated with social welfare, and increasing physical activity for different classes and groups, especially disadvantaged groups, is currently the main goal of many governments (Storr, Nicolas & Davices, 2021). Apart from improving physical health, sports and recreational activities will improve one's relationships with oneself, people's social relationships in groups, and reduce their depressive symptoms (Tsuji et al, 2020). The level of participation of individuals in different levels of sports affects the goals and policies of sports organizations, and identifying the levels of participation in sports helps to form sports organizations and associations appropriate to each level. In addition, it is useful in prioritizing the goals of sports programs (Turan, 2020). Methodology: The research method was qualitative with a systematic exploratory approach (glazer). The statistical population consisted of two sections, human resources (managers, analysts and professors) and information resources (scientific, documentary and library resources on sports tourism). The statistical sample was selected in a purposeful and accessible manner and polled. Research tools included library study and semi-structured exploratory interview. In theoretical and purposeful sampling, the researcher tries to selectively select the sample based on what specific information is needed. In this study, the basis for sample selection was that individuals and selected information could help to form the theory and reproducibility of the findings. Simultaneously with data collection, their analysis work began in three stages of open, axial and selective coding. After extracting the codes, they are classified; Continuous comparisons reveal differences and similarities between these codes; Classes are separated or merged to form a theory in the process. Existing sources and texts are also used in the process of completing the theory. The data collection work continued until the researcher made sure that the continuation of the work did not add anything new to his knowledge. After conducting 52 interviews over a period of six months, the data analysis showed that no new data was added to the previous data; because a high percentage of the data extracted from recent interviews was repetitive. Therefore, the interviews were terminated due to theoretical saturation. Coding was performed using previous studies and the opinion of several researchers. The research model was drawn based on the identified relationships as a conceptual framework. Coding was done in three stages of first coding (open), second coding (selective) and third coding (thematic) to make the categories into components, then dimensions and finally the main factors in the conceptual model. Findings: The final conceptual framework consisted of 100 components, 22 dimensions, and 6 levels identified, and about 70% of the categories had a frequency of 5 or more. The six levels of the model include personal level, contextual level, organizational level, participation level, service level and outcome level, which have successive variables affecting each other. Discussion and conclusion: The purpose of this study was to design a model for attracting and involving people in sports tourism, factors, challenges and strategies in Gilan province. One of the most important features of this study was the comprehensive approach to the procedures and perspectives of tourism, recreation and sports participation. Previous scientific reports and articles have mainly examined participation in sports tourism from a more limited angle and perspective. In addition, the results presented in this study, despite being consistent with previous studies, but have a significant innovation in the theoretical structure of participation in sports tourism. Factors affecting sports tourism participation were classified into six perspectives: personal level, contextual level, organizational level, participation level, service level and outcome level. People with environmental background and demographic characteristics related to participation in sports under the influence of sports benefits and managerial interventions exposed to their mobility and leisure capabilities in the process of behavior will participate in sports depending on the severity of these factors. Management has a more intervening and motivating role than environmental, personal and service factors. The reason for this can be in the awareness of the management effect. Different people have different perceptions of environmental conditions, personal characteristics and services in relation to sports, and they are usually hidden processes. Therefore, the effects of management will be more conscious and will have clearer examples in society. These results show that beyond the quality of services, it is the type of intervention and the effectiveness of management that creates a higher level of sports participation in the community. According to the identified dimensions and considered perspective, it is possible to review the general and comprehensive analysis of the structure of sports tourism participation of the people of Guilan province. The framework presented in this research refers to important and necessary parts of people's participation in tourism and sports activities that are able to explain participation and present its functions.
hossein brakhas; Mehrali HemmatiNezhad; zohreh izanloo
Abstract
The research method was descriptive survey which was done by field method. The statistical population of the study included all consumers of sports brands and the statistical sample was selected based on a sufficient number for modeling in Smart PLS software 10 to 20 times the dimensions of the research ...
Read More
The research method was descriptive survey which was done by field method. The statistical population of the study included all consumers of sports brands and the statistical sample was selected based on a sufficient number for modeling in Smart PLS software 10 to 20 times the dimensions of the research item (410 = 10 * 41). Research tools included Green Marketing Questionnaire, Social Responsibility Questionnaire, Brand Preference Questionnaire and Customer Behavioral Intent Questionnaire. Confirmatory factor analysis and path analysis in Smart PLS software were used to evaluate the construct validity and analyze the main hypotheses. The results showed that green marketing has a direct and significant effect on social responsibility, brand preference and behavioral intentions and an indirect effect on behavioral intentions through both mediating social responsibility and brand preference. Therefore, it can be said that although green marketing directly increases the positive behavioral intentions of customers, but interventions such as observing social responsibility towards customers and preferring the green brand of customers to other brands, increase its effect.
