Document Type : Original Article
Authors
1 Ph.D. Student of Sports Management, Islamic Azad University of Karaj
2 Associate Professor of Sports Management, Islamic Azad University of Karaj
3 Associate Professor, Islamic Azad University, Karaj Branch, Karaj, Iran
4 Associate Professor of Sports Management, Islamic Azad University of Tehran Center
Abstract
The purpose of this study was to identify and standardize the effective factors in e-commerce of the Iranian Football Federation. The method of the present research is mixed or in other words, combined according to the purpose of the research. In this research, first the qualitative method and then the quantitative method. The statistical population consisted of two parts. The statistical population in the qualitative part included university professors, experts and thinkers. The field of study and having related scientific writings related to the subject, having managerial positions and executive experiences in the field of e-commerce community and experts in the field of sports marketing were among the criteria for selecting the initial list of experts. Sampling method was used as non-probability sampling, with purposeful selection and with maximum variability or heterogeneity. The sample size in this study was based on the theoretical saturation index of 17 people also in the quantitative section were marketing experts, sports marketing, IT and federation experts.Based on this 370 people were selected as a sample. The measurement tool in the qualitative stage of the interview was open and based on three stages of open, axial and selective coding which was analyzed with the help of Maxqda software version 202.Was analyzed with AMOS software. . Based on data analysis, 99 basic concepts, 19 main categories and 6 core were identified. Then 6 theoretical theorems based on the paradigm model of the data theory of the foundation for modeling e-commerce of the Football Federation were proposed.
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