مطالعات مدیریت ورزشی

الگوی کارای مزیت رقابتی پایدار کسب‌وکارهای ورزشی کوچک و متوسط مجازی برمبنای مدل UTAUT: بررسی نقش مدیریت خلاقانه

نوع مقاله : مقاله پژوهشی

نویسندگان

استادیار مدیریت ورزشی، دانشکده علوم انسانی و علوم ورزشی، دانشگاه گنبد کاووس، ایران

چکیده
راه­اندازی کسب‌وکارهای کوچک و متوسط ورزشی از طریق توجه به ایجاد نوآوری و قابلیت­های شبکه­های اجتماعی در فرایندهای بازاریابی، سبب فعال­شدن بسیاری از بنگاه­های اقتصادی کارا در صنعت ورزش شده است؛ براین‌اساس، پژوهش حاضر با هدف طراحی الگوی کارای مزیت رقابتی پایدار کسب‌وکارهای ورزشی کوچک و متوسط مجازی برمبنای مدل UTAUTبا نقش میانجی مدیریت خلاقانه انجام شد. این پژوهش از نوع مطالعات آمیخته است که جامعة آماری آن در بخش کیفی، کارآفرینان فعال، راه­اندازهای کسب‌وکارهای ورزشی و مدیر-مالکان (17 نفر) و در بخش کمّی، مدیران صفی و ستادی بنگاه­های اقتصادی فعال ورزشی از سه حوزة خدماتی، تولیدی و آموزشی بودند که به روش گلوله‌برفی و هدفمند انتخاب شدند. ابزار پژوهش نسخة اصلاح‌شده پرسشنامة مزیت رقابتی (شوکری، 2016)، پرسشنامة مدیریت خلاقانه در کسب‌وکارهای کوچک و متوسط (سی­آیان، 2016) و پرسشنامة پژوهشگر­ساختة کارآفرینی ورزشی بود. پس از اطمینان از پایایی درونی پرسشنامه از طریق خبرگان، شاخص نکویی برازش مدل با استفاده از شاخص‌های سه­گانة فورنل و لارکر (1981) تأیید شد. درنهایت داده­های پژوهش به روش تحلیل معادلات ساختاری با استفاده از تکنیک حداقل مربعات جزئی (اسمارت پی.ال.اس. نسخة دو) تحلیل شدند. نتایج تحلیل عاملی داده­ها و شاخص­های دوگانة آزمون Z حاکی از تأثیر معنادار ابعاد چهارگانة مزیت رقابتی مجازی بر کارآفرینی ورزشی بود. همچنین براساس نتایج آزمون رگرسیون چندگانه، نقش میانجی مدیریت خلاقانه در توسعة کسب‌وکارهای ورزشی تأیید شد؛ بنابراین، مدیران-مالکان بنگاه­های فعال ورزشی می‌توانند با تدارک زیرساخت­های مرتبط با استقرار فناوری فضای مجازی و به‌کاربستن آن در فرایندهای بازاریابی به‌همراه ذهنیت کارآفرینانة مدیران، فضاهای موافق با کارآفرینی پایدار را ایجاد کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Sustained Model of Effective Competitive Advantage of Virtual Small and Medium-sized Sports Businesses based on UTAUT Model: Role of Management Innovation

نویسندگان English

  • hamid Reza Ghezelsefloo
  • Ali Chorli
Assistance Professor of Sport Management, Faculty of Humanities & Sport Sciences, Gonbad Kavous University
چکیده English

Setting up of small and medium-sized sports businesses by focusing on creating innovation and social media capabilities in marketing processes has enabled many efficient businesses in the sports industry. Therefore, Purpose of research was sustained Model of Sustainable Competitive Advantage of Virtual Small and Medium-sized Sports Businesses based on UTAUT model: Role of Management Innovation. The present study is a mixed-type study. The statistical population in the qualitative phase consisted of active entrepreneurs, sports business startups and manager-owners (n = 17) and in the quantitative phases, the line managers and staff of active economic business were selected snowball and purposely method from three service, manufacturing and training areas. The research tool was a modified version of the Shockry competitive advantage questionnaire (2016), the Seo Yan creative small business questionnaire (2016), and the Sports Entrepreneurship Researcher-made questionnaire. After confirmation of internal reliability by expertise, good fit index of the model based on Fornell and Larker triple indices verified. Finally data were analyzed using Partial least Squares technique ) Smart PLS-2(.The results of factor analysis of data and dual indices of Z test indicated a significant effect of the four dimensions of virtual competitive advantage on sport entrepreneurship. Multiple regression test results also confirmed the mediating role of creative management on the development of sports businesses. Therefore, managers - owners of active sports business can create spaces conducive to sustainable entrepreneurship by providing infrastructure related to deploying cyberspace technology and applying it in marketing processes along with managers' entrepreneurial mindset.

کلیدواژه‌ها English

  • Innovation Idea
  • Competitive Advantage
  • Innovation Management
  • Social Media
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مطالعات مدیریت ورزشی
دوره 12، شماره 62
مهر و آبان 1399
مهر و آبان 1399
صفحه 165-190

  • تاریخ دریافت 20 آبان 1398
  • تاریخ بازنگری 20 بهمن 1398
  • تاریخ پذیرش 21 اسفند 1398

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