sports marketing
Ahmad Fallahi; jabar Seifpanahi Shabani; amin pournaghi
Abstract
The purpose of this study was to identify consumer decision-making styles in online sports goods purchase. Data were collected and analyzed using exploratory mixed (qualitative-quantitative) research method. The qualitative part was done through the analysis of the interview findings and the quantitative ...
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The purpose of this study was to identify consumer decision-making styles in online sports goods purchase. Data were collected and analyzed using exploratory mixed (qualitative-quantitative) research method. The qualitative part was done through the analysis of the interview findings and the quantitative part was done through the second-order confirmatory factor analysis. Sampling in the qualitative part of the research was done purposefully untill theoretical data saturation through interviews with three groups of samples (15 sports management and marketing specialists, 12 business owners and 18 customers with a history of online shopping of sports products). In the quantitative part of the research, data were collected from 414 samples using an electronic questionnaire. The reliability and validity of the data were confirmed in both parts of the study. Qualitative data were analyzed by interpretive analysis and the data obtained from the questionnaire were analyzed using exploratory factor analysis and second-order confirmatory factor analysis tests. Divergent validity, convergent validity, and combined reliability of data were calculated. The results of the study led to the identification of 9 styles of online purchasing decision making styles including; quality sensitive, saving time and energy, optimization, information sensitive, information abundance, diversity, brand-loyal, advertising sensitive and reliable. This model can provide insight into online business marketing strategies as well as fill existing research gaps.
Abolfazl Farahani; amin pournaghi; Ghadir Mahdavi Kelishomi
Volume 6, Issue 4 , March 2018, , Pages 47-60
Abstract
This study was about comparative study on exposure methos of sports insurance between Iran and selected countries. The research method was applied with respect to objective and qualitative with respect to practical way. Data analysis done via structural analysis and Atlas.ti V.6 software was used for ...
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This study was about comparative study on exposure methos of sports insurance between Iran and selected countries. The research method was applied with respect to objective and qualitative with respect to practical way. Data analysis done via structural analysis and Atlas.ti V.6 software was used for data analyzing. Results showed that there is no plan for social security of professional sportsman, athletes, coaches and referees and therefore there is no plan for providing social insurance for this people. The results of comparative study showed that insurance companies in Iran are mature in providing commercial insurance, but they don’t have serious entry in sports insurance. The results showed that there are good tools among insurance companies in Iran for marketing of sports insurance, But due to lack of clear legal procedures and lack of integrity in sports insurance they are not able to spend all their might. There is no special commercial insurance in insurance of Iran. For improvement of insurance in sport proposed that insurance companies should set special units for sports insurance, Medical Committee of Sportmedical Federation should become specialty sports insurance company and Ministry of Sport and Social Security Organization should have a memorandum of understanding for Establishment of a comprehensive system of social insurance fund.
