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 ...
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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.
Sports management, marketing
Behnam Asheghi; mohammad hematinezhad; Mohammad Chehrehgosha
Abstract
The general purpose of this research is to provide a model of the effect of marketing in social networks on attracting the audience of physics sports, and the current research is applied, descriptive and correlational. Also, the statistical population of this research includes athletes in physics sports ...
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The general purpose of this research is to provide a model of the effect of marketing in social networks on attracting the audience of physics sports, and the current research is applied, descriptive and correlational. Also, the statistical population of this research includes athletes in physics sports who attend gyms in Rasht city. Had the number of statistical samples was determined according to the number of questions in the questionnaire of 400 people. The field data collection method, the data collection tool, was the standard questionnaire of Algesheimer et al (2015) and Kim and Ko (2012), and a five-point Likert scale (from very little to very much) was used to answer the research community. The statistical population of the research of physics athletes in the city of Rasht is unlimited, and according to the number of questions in the questionnaire (36 questions) and according to the method of structural equations, ten statistical samples should be selected for each question, which the researcher, in order to ensure the number of 420 Questionnaires were randomly distributed in bodybuilding and fitness clubs among people who were considered physical athletes or were interested in physical sports in Rasht city, from which 400 questionnaires were collected and the data analysis method was based on modeling Structural equations were used. After the descriptive analysis of the variables in order to investigate the objectives of the research, the technique of factor structure analysis and path analysis was used, and by using PLS3 software, the path coefficients for the variables were examined and the model of the effect of marketing in social networks on the attraction of the audience of physics sports was presented. Became the results of the research showed that Instagram, Facebook, and YouTube have a significant effect on attracting audiences, and websites and Twitter (X) do not have an impact on attracting audiences. The advancement of technology and digital transformation in today's era, which led to the creation of mass communication platforms through virtual space, using this space for marketing and advertising as well as attracting new people to emerging sports is inevitable, as well. which Rosário & Dias (2023) stated that more than half of the world's people use the platform of virtual space; Therefore, sports practitioners and club managers should increase their efforts through marketing in virtual space to introduce and promote the newly established sport of physics as much as possible. This research by showing the strengths of the fact that the maximum use of Instagram, Facebook and YouTube software has been made clear that although advertising and marketing have been successful in this way, but due to the filters of these networks, those involved It is necessary to look for alternative platforms until it becomes impossible to use the mentioned platforms, and introduce and develop this sport in other ways, as well as the websites of the clubs and executive boards of this discipline. They should also become an attractive factor for the audience with a better design; therefore, it is suggested that instead of considering the disadvantages of these networks, their advantages and capabilities should be used in promoting sports goals (introduction and advertising) and providing information to all sections of the society without any restrictions.
