نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد شیراز، دانشگاه آزاد اسلامی ، شیراز، ایران
2 استادیار مدیریت ورزشی، گروه تربیت بدنی، واحد شیراز، دانشگاه آزاد اسلامی ، شیراز، ایران
3 دانشیار مدیریت ورزشی، گروه تربیت بدنی، واحد شیراز ،دانشگاه آزاد اسلامی ، شیراز، ایران
چکیده
این پژوهش با هدف تدوین چارچوب مدل توسعة بازاریابی اسلامی در ورزش ایرانانجام شد. روش پژوهش ترکیبی-اکتشافی دومرحلهای از نوع ابزارسازی بود. روش پژوهش کیفی، مطالعة موردی کیفی و مشارکت‌کنندگان بالقوه شامل 14 نفرازمتخصصانعضوهیئت‌علمیبودند. در بخش کمّی روش پژوهش توصیفی-پیمایشی بود. جامعة آماری دراین بخش شامل رئیس، نایب‌رئیس و دبیر فدراسیونهای ورزشی بودند که با توجه به 51 فدراسیون فعال در کشور، 153 نفر بودند. با توجه به جدول حجم نمونة کرجسی و مورگان، 113 نفر براساس روش نمونهگیری دردسترس به‌عنوان نمونة پژوهش مشخص شدند.ابزار به‌کاررفته در بخش کمّی، مقیاس پژوهشگرساخته‌ای براساس شبکه نظریة داده‌بنیاد بخش کیفی بود. برای بررسی روایی صوری از نظر 10 تن از اساتید مدیریت ورزشی بهره گرفته شد و برای روایی محتوایی سؤالهای پرسشنامه از مدل لاشه استفاده شد و روایی محتوایی تأیید شد. همچنین روایی همگرا، پایایی ترکیبی و آلفای کرونباخ تأیید شد. برای تجزیه‌وتحلیل دادهها از آمار توصیفی و از مدل معادلات ساختاری برای بررسی برازش مدل پژوهش استفاده شد. نتایج پژوهش نشان داد که مقدار تی مربوط به هر عامل تأثیر معنادار داشت و تمامی چارچوب مدل توسعة بازاریابی اسلامی در ورزش ایران تأیید شد. همچنین چارچوب مدل توسعة بازاریابی اسلامی در ورزش ایرانشامل شرایط علّی، شرایط زمینهای، شرایط مداخلهای، پیامدها، راهبردهاست. به‌علاوه، نتایج پژوهش حاضر نشان داد که مدل پژوهش از برازش مناسبی برخوردار است.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Islamic Marketing Development Model Framework in Iranian Sport
نویسندگان [English]
- Elahe Shakibaei Fard 1
- Leila Jamshidian 2
- Ahmad Tork Far 3
1 Ph.D. Student of Sport Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 Assistant Professor of Sport Management, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran
3 Associate Professor of Sport Management, Department of Physical Education, Shiraz Branch, Islamic Azad University, Shiraz, Iran
چکیده [English]
The purpose of this study was to develop a framework for the model of Islamic marketing development in Iranian sport. The research method was a two-stage instrumental exploratory combination. The qualitative research method, the qualitative case study, and the potential participants included 14 faculty members. In the quantitative part, the research method was descriptive-survey. The statistical population of this study included the head, vice-chairman and secretary of sport federations, which included 153 people with 51 active federations in the country. According to Morgan's sample size table, 113 individuals were selected as the research sample according to available sampling method. The instrument used in the quantitative section was a researcher-made scale based on the qualitative data base network theory. Face validity was assessed by ten sport management professors and the content validity of the questionnaire was used by carcass model and content validity was confirmed. Convergent validity, combined reliability and Cronbach's alpha were also confirmed. Descriptive statistics and structural equation modeling were used to analyze the data. The results showed that the respective T values of each factor had a significant impact and all the framework of Islamic marketing development model in Iranian sport was approved. The results of the present study also showed that the framework of Islamic marketing development model in Iranian sport includes causal conditions, contextual conditions, intervention conditions, consequences, strategies. The results of this study also showed that the research model has a good fit.
کلیدواژه‌ها [English]
- Model
- Development
- Islamic Marketing
- Sport
- Iran
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