نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی دانشگاه آزاد اسلامی واحد کرمانشاه، کرمانشاه، ایران
2 استادیار گروه مدیریت ورزشی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
3 استادیار مدیریت ورزشی دانشگاه آزاد اسلامی واحد سنندج، سنندج، ایران
4 استادیار گروه تربیت بدنی، واحدکرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study was to design an interpretive structural model of social network challenges in order to develop online retail of sports goods and equipment. Current study In terms of purpose Applied And in terms of how data is collected it was a type of field research. Considering the main purpose, the research method was qualitative method (foundation data theory). The statistical population in this study includes experts in the field of sports management and marketing. Using targeted sampling method and theoretical saturation technique, key informants (including 13 experts in the field of sports management and marketing) to identify the model framework of social network challenges to develop online retail And sports equipment were selected and interviewed semi-structured (with focus groups) and the components and challenges of social networks were identified, then interpretive structural modeling was used as one of the consensus methods. The results showed that the factors of trust building, pricing, site and culture have high dependency and low influence. Management factors, Internet and sponsorship have high influence and low dependency. The Challenges of Social Networking for the Development of Online Retailing of Sporting Goods and Equipment Provide a deeper understanding and broader perspective for marketing researchers and pave the way for a greater presence of online retailers of sporting goods and equipment. Prepares.
کلیدواژه‌ها [English]
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