مطالعات مدیریت ورزشی

شناسایی و اولویت‌بندی عوامل تأثیرگذار بر توسعۀ خرید اینترنتی کالاهای ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت ورزشی، دانشگاه شهید باهنر کرمان

2 استادیار مدیریت ورزشی، دانشگاه شهید باهنر کرمان

چکیده
هدف از پژوهش حاضر، شناسایی و اولویت‌بندی عوامل تأثیرگذار بر توسعۀ خرید اینترنتی کالاهای ورزشی می­باشد. روش این پژوهش از نوع پیمایشی بوده و به ­لحاظ هدف نیز کاربردی می­باشد. جامعۀ آماری ­پژوهش را استادان و دانشجویان مقطع ارشد و دکتر­ی تربیت‌بدنی دانشگاه‌های دولتی سراسر کشور در نیم­سال اول سال تحصیلی (94ـ93­) (به تعداد 3196 نفر) تشکیل دادند که از­این ­میان،­ 436 نفر بر­اساس جدول مورگان و با روش نمونه‌گیری خوشه‌ای انتخاب گردیدند. نتایج تحلیل عاملی اکتشافی نشان می­دهد که 88/49 درصد از کل واریانس‌ها مربوط به شش عامل می­باشد. نتایج بیانگر این است که تمامی عوامل، تأثیر معناداری بر توسعۀ خرید اینترنتی کالاهای ورزشی دارند. همچنین، اولویت‌بندی عوامل به روش فرایند تحلیل سلسله مراتبی ­­به ­ترتیب عبارت است از: ریسک خرید، فرایند خرید، ویژگی کالای ورزشی، ویژگی‌های مشتریان، ادراک مشتریان از خرید و فناوری. با توجه به یافته‌های پژوهش می­توان چنین نتیجه گرفتکه با برنامه‌ریزی و تمرکز روی عوامل تأثیرگذار بر توسعۀ خرید اینترنتی کالاهای ورزشی می­توان شرایطی ایجاد کرد تا مشتریان کالاهای ورزشی با رغبت بیشتری به خرید اینترنتی روی آورند.

کلیدواژه‌ها

عنوان مقاله English

Identifying and Prioritization of Factors Affecting Development of Purchasing Sport Goods by Internet

نویسندگان English

  • Somaye Mohammadi 1
  • Tahmoores Nooraee 2
  • Esmail Sharifian 2
1 Postgraduate Student, University of shahid bahonar Kerman
2 Asistant Professor of Sport Management University of shahid bahonar Kerman
چکیده English

This study has identifying and prioritized the factors that influence the development of internet purchasing sports goods. The research method is a survey and its target is applicable. The population of the research faculty and graduate students and Ph.D. in Physical Education (N=3196) In the first semester of the academic year 94-93 public universities across the country; A total of 436 according to Morgan table patients with cluster were selected. Exploratory factor analysis revealed that 49.88% of the total variances of the six factors. Results showed significant impact of all factors on the development of online shopping sporting goods. AHP method was also prioritizing the factors which are, respectively: risk purchasing, purchasing process, product features sports, features customer acquisition and technology - savvy customers. According to the results, we can conclude that generally focus on factors affecting the planning and development of internet purchasing; sports goods could create conditions to customers, sporting goods and more willing to make purchases on the Internet.

کلیدواژه‌ها English

  • Internet Purchasing
  • Sport Goods
  • Prioritization
  • Analytic Hierarchy
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مطالعات مدیریت ورزشی
دوره 8، شماره 37
مرداد و شهریور 95
مرداد و شهریور 1395
صفحه 109-126

  • تاریخ دریافت 01 شهریور 1393
  • تاریخ بازنگری 05 اردیبهشت 1394
  • تاریخ پذیرش 05 خرداد 1394

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