تحلیل محتوای سایت‌های فروش اینترنتی محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد گروه مدیریت ورزشی دانشگاه پیام نور، تهران، ایران

2 عضو هیئت علمی گروه مدیریت ورزشی دانشگاه پیام نور تهران، تهران، ایران

3 عضو هیئت علمی گروه مدیریت ورزشی دانشگاه پیام نور، تهران، ایران

چکیده

روش تحقیق توصیفی از نوع تحلیل محتوای کمی و با هدف کاربردی بود. جامعه تحقیق شامل تمامی سایت های معرفی شده در موتور جستجوی گوگل با عنوان فروشگاه ورزشی بود. که با توجه به نامحدود بودن و عدم دسترسی به تمام این فروشگاه ها، نمونه تحلیل شامل 50 سایت نخست معرفی شده در موتور جستجوی گوگل به صورت غیر تصادفی هدفمند انتخاب شدند. برای سنجش اعتبار روایی و صوری از نظرات کارشناسان استفاده شد و پایایی به روش ضریب پی اسکات بررسی و با مقدار 84/0 تایید شد. نهایتا تجزیه و تحلیل داده‌های تحقیق در قالب بخش توصیفی با شاخص های فراوانی سنجی و بخش استنباطی از آزمون خی دو استفاده شد. نتایج کلی تحقیق نشان داد که بین فروشگاه ها در زمینه های ماهیت فروشگاه، شیوه پرداخت هزینه کالا، سئوی سایت، نحوه ارائه قیمت و شیوه‌های تشویقی برای خرید اختلاف معنادار وجود دارد اما بین ویژگی های تصاویر مورد استفاده، شخصیت های فاعلی مورد پوشش، ارکان مقایسه با کالاهای مشابه، شیوه معرفی کالاها و دامنه جغرافیایی تحت پوشش هیچ اختلاف معناداری مشاهده نشد. نهایتا می توان نتیجه گرفت که محتوای فروشگاه‌های اینترنتی تخخصی فروش کالای ورزشی نسبت به فروشگاه های اینترنتی از قابلیت‌های بالاتری برخوردار است.

کلیدواژه‌ها


عنوان مقاله [English]

Analysis the content of online sales sites of sports products

نویسندگان [English]

  • Yasaman Rahmani 1
  • Hamid Ghasemi 2
  • Abolfazl Farahani 3
1 Master student of sport management department, Payame Noor University,, Tehran, Iran
2 Faculty member of sport management group of Payame Noor University, Tehran, Iran
3 A faculty member of sport management department, Payame Noor University, Tehran, Iran
چکیده [English]

The purpose of this study was analysis the content of online sales sites of sports products. The research method was descriptive by content analysis and applied purpose. The research community included all sites introduced in the Google search engine called sports stores. Due to the infinity and lack of access to all these stores, the analysis sample including the first 50 sites introduced in the Google search engine was selected. View of experts used to assess the validity of coding sheet and the reliability was evaluated and confirmed by P-Scott coefficient method that is approved by 0.84. Finally, the analysis of research data in the form of the descriptive section with frequency measurement indices and inferential section, chi-square test used. The general results of the research showed that between stores in the fields of store type, method of payment for goods, site SEO, price presentation, and methods. There is a significant difference in incentives to buy, but no significant differences were observed between the characteristics of the images used, the characters involved, the elements of comparison with similar goods, the way goods are presented, and the geographical scope covered. Finally, it can be concluded that the content of online stores selling sports goods has higher capabilities than sports equipment stores.

کلیدواژه‌ها [English]

  • Content Analysis
  • Online Store
  • Sport Products
  • Sports Website
  • Electronic Marketing
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