Document Type : Original Article
Authors
1 Department of Physical Education, ker.c., Islamic Azad University,Kermanshah,Iran
2 Department of Physical Education, ker.c.,Islamic Azad University,Kermanshah,Iran
Abstract
Introduction: The present study aimed to identify the drivers of enhancing customers’ phygital experience in online retailing of sports products in Iran.
Research Method: In terms of purpose, this study was applied, and in terms of nature and implementation, it was qualitative with an exploratory–interpretive approach. The participants included 21 academic and executive experts familiar with sport management, sport marketing, online retailing, e-commerce, customer experience, digital marketing, and the sports products industry. They were selected using purposive and judgmental sampling. Data were collected through semi-structured interviews, and the interview process continued until theoretical saturation was reached. Data were analyzed using thematic network analysis based on the Attride-Stirling guideline. The trustworthiness of the findings was examined and confirmed using Guba and Lincoln’s criteria, including credibility, transferability, dependability, and confirmability.
Findings: The findings led to the identification of 15 global themes, 60 organizing themes, and 230 basic themes. The global themes included technological drivers, trust-building drivers, personalization drivers, interactive drivers, sensory–experiential drivers, logistical drivers, social drivers, organizational drivers, user-related drivers, informational drivers, economic drivers, security drivers, credibility-related drivers, support-related drivers, and cultural–behavioral drivers.
Conclusion: The results indicate that phygital experience in online retailing of sports products is a multidimensional phenomenon dependent on various aspects. Therefore, enhancing this experience cannot be achieved merely by applying digital tools; rather, it requires the integrated design and management of all customer touchpoints, from product search and selection to purchase, delivery, support, and post-purchase communication.
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