الگوی کیفی کاربست واقعیت مجازی در بازاریابی ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشیار مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

چکیده
هدف از این تحقیق تدوین الگوی بازاریابی با استفاده از واقعیت مجازی در صنعت ورزش کشور بود. روش تحقیق حاضر کیفی بود و بر اساس ماهیت تحقیق که نیاز به اکتشاف عوامل و متغیرهای متعددی دارد، از تکنیک گرندد تئوری استفاده شد. کلیه متخصصان و خبرگان حوزه فناوری و بازاریابی در ورزش به عنوان جامعه آماری انتخاب شدند و با توجه به ماهیت تحقیق و ویژگی های جامعه تحقیق در این بخش، نمونه گیری در بخش کیفی هدفمند و به روش گلوله برفی انجام شد. شرط حضور در مصاحبه داشتن حداقل سن 30 سال، حداقل 5 سال سابقه شغلی در حوزه فناوری و بازاریابی در ورزش و حداقل مدرک کارشناسی بود. مصاحبه ها بعد از 16 نمونه به اشباع اطلاعاتی رسید اما برای اطمینان بیشتر تا مصاحبه 20 ام ادامه پیدا کرد. برای کدگزاری و تحلیل مصاحبه ها از نرم افزار maxqda استفاده شد. نتایج نشان داد که افزایش تحقیقات مرتبط با واقعیت مجازی و ورزش، حمایت سازمان یافته از واقعیت مجازی در بازاریابی ورزشی، تدوین برنامه توسعه واقعیت مجازی و بومی سازی، آموزش مستمر و تبلیغات به عنوان راهبردهای آتی بازاریابی با استفاده از واقعیت مجازی در صنعت ورزش کشور می‌بایست مورد توجه قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Qualitative pattern of virtual reality application in sports marketing

نویسندگان [English]

  • malihe Faghir ganji 1
  • Sara Keshkar 2
  • habib honari 2
  • javad shahlaei 2
1 PHD student in sports management, Allameh Tabataba'i University, Thran, Iran
2 Associate professor of sports management, Allameh Tabataba'i University, Thran, Iran
چکیده [English]

Abstract
Today, many sports organizations and companies around the world are building new products and services using virtual reality technology, and this technology is expected to grow exponentially in the coming years. The purpose of this study was to develop a marketing model using virtual reality in the country's sports industry. The method of the present study was qualitative and based on the nature of the research which requires the exploration of various factors and variables technique of Strauss and Corbin's approach was used, the grounded theory technique was used. All experts and experts in the field of technology and marketing in sports were selected as a statistical population and according to the nature of research and the characteristics of the research community in this section, sampling was done in a qualitative and targeted manner using the snowball method. Prerequisite for participation in the interview was at least 30 years old, at least 5 years of work experience in the field of technology and marketing in sports and at least a bachelor's degree. The interviews were saturated after 16 samples, but continued until the 20th interview for more assurance. Maxqda software was used to encode and analyze the interviews. The results showed that the increase of research related to virtual reality and sports, organized support of virtual reality in sports marketing, development of virtual reality development and localization program, continuous education and advertising as future marketing strategies using virtual reality in the country's sports industry Should be considered.

کلیدواژه‌ها [English]

  • Keywords: marketing
  • sports marketing
  • sports industry
  • virtual reality

مراجع

Arzani Birgani, A., Bostan, H., & Arzani Birgani, F. (2016). Application of virtual reality technology in sports. The first national conference on new research findings in sports sciences in the field of health, social vitality, entrepreneurship and championship, Ahvaz, General Department of Sports and Youth of Khuzestan Province, Shahid Chamran University of Ahvaz.
Asre Iran. (2018). Augmented Reality; From game technology to marketing tools. News ID 625379. Published: 15:14 - 16 August
Bigné, E., Llinares, C., & Torrecilla, C. (2016). Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study. Journal of Business Research, 69(4), 1423–1427.
Brooks, F., P. (1999). What's real about virtual reality? IEEE Computer Graphics and Applications, 19(6), 16–27.
Bum, C. H., Hums, M. A., Picklesimer, A., & Choi, C. (2021). Comparison of the influence of participation in screen golf on self-esteem, loneliness, depression, social isolation, and life satisfaction between people with and without disabilities in Republic of Korea. Physical Culture and Sport, 89(1), 11-21.
Barnes, S. (2016). Understanding virtual reality in marketing: Nature, implications and potential. Implications and Potential (November 3, 2016).
Chelladurai, P., A. (2012). Personal journey in theorizing in sport management. Sport Management Review, doi:10.1016/j.smr.2011.12.003.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20 (2), 139–150.
Heydari, M. (2020). Study of the effect of virtual balance exercises with sports rehabilitation on the balance of athletes after reconstruction of the anterior cruciate ligament of the knee joint. Journal of Rehabilitation Medicine, 9 (4), 41-51. doi: 10.22037 / jrm.2020.114128.2498.
Hosseini, M., Farahani, A., & Termazadeh Yazdi M. (2016). The role of e-commerce in the marketing of sports brands. International Conference on Sports Science.
Inman, H., & Nikolova, J. (2017). Shopper-Facing Retail Technology: An Adoption Decision Calculus. Journal of Retailing (2017) (in this issue) Google Scholar.
Jiang, Y., Akdere, M., & Lobo, F. D. (2021). Evaluation and assessment of virtual reality-based simulated training: exploring the human–technology frontier. European Journal of Training and Development.
Kamali Ardakani, M. (2009). National Economy Competitiveness, Accession to the World Trade Organization, and Vision Document 1404. Business Studies, 35: 2-13.
Krasonikolakis, I., Vrechopoulos, A., & Pouloudi, A. (2014). Store selection criteria and sales prediction in virtual worlds. Information & Management, 51(6), 641–652.
Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, 236-249.
Lee, K. C., & Chung, N. (2008). Empirical analysis of consumer reaction to the virtual reality shopping mall. Computers in Human Behavior, 24(1), 88-104.
Lotfi, M., Mohammadzadeh, H., & Sohrabi, M. (2017). The effect of practicing virtual reality with and without audio information limit on learning forehand table tennis skills. Journal of Motor Behavior, 9 (28), 15-29.
Milgram, P., Takemura, H., Utsumi, A., & Kishino, F. (1994). Augmented reality: A class of displays on the reality-virtually continuum. Systems research. In H. Das (Vol. Ed.), Tele manipulator and telepresence technologies. vol. 2351. Tele manipulator and telepresence technologies (pp. 282–292). Boston: Photonics for Industrial Applications.
Naseh, M., Ghahraman Tabrizi, K., & Sharifian, A. (2014). Comparison of the views of cooperative experts and sports management experts on the development of small and medium-sized sports enterprises in the form of cooperatives. Sports Management, 3, 813-811.
Pizzi, G., Scarpi, D., Pichierri, M., & Vannucci, V. (2019). Virtual reality, real reactions? Comparing consumers' perceptions and shopping orientation across physical and virtual-reality retail stores. Computers in Human Behavior, 96, 1-12.
Poncin, I., & Mimoun, M. S. B. (2014). The impact of “e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21(5), 851-859.
Qaderian, A., Shamsi Majlan, A., & Hosseini, S. H. (2019). The effect of 6 weeks of virtual reality games on static and dynamic balance of 18-18-year-old male students. Third National Congress of Achievements in Sports and Health Sciences, Guilan, University of Guilan.
Roo, J. S., & Hachet, M. (2017). Towards a hybrid space combining spatial augmented reality and virtual reality. In M. Marchal, R. Teather, & B. H. Thomas (Eds.). IEEE symposium on 3D user interfaces (3DUI) (pp. 195–198).
Roschk, H., Loureiro, S. M. C., & Breitsohl, J. (2017). Calibrating 30 years of experimental research: A meta-analysis of the atmospheric effects of music, scent, and color. Journal of Retailing, 93(2), 228–240.
Ratten, V., & Thompson, A. J. (2021). Digital Sport Marketing. In Developing Digital Marketing. Emerald Publishing Limited.
Sadat Hashemi, Sh., & Rasti, J. (2018). Proposed stimulation of the mirror neuron system of the human brain by the virtual reality method. Fourth National Conference and Second International Conference on Computer Games; Opportunities and Challenges, Kashan.
Saedi, T. (2013). Applications of virtual social networks in the development of public relations activities of the Radio and Television of Iran (from the perspective of communication professors of Tehran universities). Media, 24 (2).
Sharma, B., & Fisher, T., (2000). Functional strategies and competitiveness: an empirical analysis using data from Australian manufacturing. Benchmarking for Quality Management & Technology, 4.
Xiaomin, L. (2012). The Study on Sport Stadium Management Teaching Based on Virtual Reality. In Advanced Technology in Teaching-Proceedings of the 2009 3rd International Conference on Teaching and Computational Science (WTCS 2009) (pp. 697-704). Springer, Berlin, Heidelberg.
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103.
Yousefi Zarandi, M., H., Sharifian, A., & Ghahraman Tabrizi, K. (2016). Barriers to competitiveness of domestic goods with foreign samples in the production sector of Iran's sports industry. Contemporary Research in Sports Management, 6 (11), 73-83.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار