نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، گیلان، ایران
2 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، گیلان، ایران
3 استاد دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، گیلان، ایران
4 استادیار مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران
چکیده
این پژوهش با هدف طراحی و آزمون مدل تجارت اجتماعی در صنعت ورزش کشور انجام شد. روش پژوهش از نوع توصیفی-همبستگی بود. جامعۀ آماری پژوهش مدرسان و پژوهشگران دانشگاهی در حوزه صنعت ورزش، اعضای تیم مدیریت کسب وکارهای ورزشی فعال در فضای مجازی، مدیران و کارشناسان سازمان‌های حوزه صنعت ورزش و مشاوران و تحلیگران صنعت ورزش بودند. نمونه گیری به صورت هدفمند و با استفاده از فرمول کوکران بر مبنای محاسبه واریانس اولیه 92 نفر برآورد شد که در نهایت 97 پرسشنامه کامل و تجزیه و تحلیل شدند. برای ارزیابی روایی محتوایی از ده متخصص علمی و اجرایی نظرخواهی شد. سپس پایایی ترکیبی و روایی سازه در مرحله نهایی با استفاده از نرم افزار پی.ال.اس بررسی و تایید شد. نتایج تحلیل عاملی سازه‌های هریک از چهارده متغیر اصلی نشان داد که تمامی مؤلفه ها به صورت معناداری نقش تبیین کننده ای دارند. تحلیل مسیر هم نشان داد که روابط بین چهارده متغیر اصلی به توالی پنج سطح از متغیرهای مستقل به سمت متغیرهای وابسته مثبت و معنادار است و مدل مفهومی برازش مطلوبی دارد. براساس یافته های پژوهش می توان گفت که تجارت اجتماعی در ورزش یک سیستم نوپا و غیرنظامند است که از طریق اطلاعات و چارچوب های کلیدی این پژوهش می تواند نظامند و توسعه یابد. از این رو به فعالان، متولیان و ذینفعان حوزه تجارت اجتماعی در ورزش پیشنهاد می شود از نتایج این پژوهش برای تصمیم‌گیری، برنامه‌ریزی و ارزیابی سیستم‌های کسب و کار حوزه صنعت ورزش استفاده کنند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Design and Testing Of Social Commerce Model in the Country's Sports Industry
نویسندگان [English]
- hossien brakhas 1
- shahram shafiee 2
- maher ali hematinejad 3
- hassan gharehkhani 4
1 PhD Student in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
2 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran.
3 Professor of Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran.
4 Assistant Professor of Sports Management, Faculty of Humanities, University of Zanjan, Zanjan, Iran
چکیده [English]
This study aimed to designing and test a social commerce model in the country's sports industry. The research method was descriptive-correlational. This study was conducted on university lecturers and researchers in the field of the sports industry, members of the management team of sports businesses active in cyberspace, managers, and experts of organizations in the field of sports industry, and consultants and analysts of sports industry. Purposeful sampling was estimated using Cochran's formula and finally, 97 questionnaires were analyzed. Ten scientific and executive experts were consulted to evaluate the content validity. Then the reliability was calculated using Cronbach's alpha coefficient which was equal to 0.82. The validity of the structure was also checked using PLS software. The results of factor analysis showed that all components have a significant explanatory role. Path analysis also showed that the relationships between the fourteen main variables in a sequence of five levels (ecosystem capacity, management and development, strategic factors, social trade system and social trade consequences in sport) from independent variables to positive and significant dependent variables and conceptual model It has a good fit. Based on the findings, Therefore, it is recommended that social business in sports is a nascent and civilized system that can be systematized and developed through information and key frameworks of this research. Therefore, activists, trustees and stakeholders in the field of social business in sports are recommended to use the results of this study to decide, plan and evaluate business systems in the field of sports industry.
کلیدواژه‌ها [English]
- business and economic ecosystem
- social trade
- social marketing
- sports industry
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