sports marketing
zeinab al sadat seyedabdollahi; Ali Mohammad Safania; Salah Naghshbandi; Mohsen Bagherian Farahabadi
Abstract
The goal of this study was to conduct scenario-based future studies of the advancement of equestrian sports in the horizon of 2031 using a scenario writing approach. This research involved both qualitative and quantitative data collection methods and employed a strategic future study approach. Participants ...
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The goal of this study was to conduct scenario-based future studies of the advancement of equestrian sports in the horizon of 2031 using a scenario writing approach. This research involved both qualitative and quantitative data collection methods and employed a strategic future study approach. Participants in this research were experts in the field of equestrian sports. In the qualitative section, purposive sampling was utilized, and 25 interviews were conducted based on theoretical saturation. In the quantitative section, sampling was criterion-based, and 10 out of the 25 participants from the first stage were selected as a strategic council for further work based on criteria chosen by the research group. Data collection tools included semi-structured interviews and matrices with dimensions of 38×38 and 9×9, the validity and reliability of which were confirmed. Qualitative data analysis utilized thematic analysis, while structural analysis and scenario writing were employed for quantitative data analysis. The findings indicated the existence of 4 uncertainties, represented by a total of 38 influential internal and external forces on equestrian sports. These uncertainties include "horse tourism," "female equestrianism," "increase in horse imports and decrease in exports," and "emerging technologies," which form the basis of 2 scenarios: "leaping out of isolation" and "the deadlock." Understanding the narratives of each scenario and comparing their desirability can serve as a basis for designing future equestrian sports activities to help maintain Iran's competitive edge in a flexible and responsive manner.
sports marketing
Hanieh Gholami; Saeed Sadeghi Boroujerdi; ABED MAHMUODIN; Hesam Kamanger
Abstract
In this regard, the present research was conducted with the aim of identifying and prioritizing the challenges of Iranian professional Sportswomen's activities in this social media. The method of the present research is mixed and of the type of sequential exploratory design. The qualitative phase ...
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In this regard, the present research was conducted with the aim of identifying and prioritizing the challenges of Iranian professional Sportswomen's activities in this social media. The method of the present research is mixed and of the type of sequential exploratory design. The qualitative phase was conducted using thematic analysis and the quantitative phase was conducted using hierarchical analysis. The sampling method was purposeful, and in the qualitative part, in-depth interviews were conducted with 13 participants until theoretical saturation, and in the quantitative part, questionnaire based on the findings of the qualitative section was distributed among 10 of them. For data analysis, coding technique was used in the qualitative part, and NVIVO10 software was used in the quantitative part, and Expert Choice software was used. The results showed that the challenges of Iranian female athletes in the Instagram social media are in two main themes of structural challenges with 4 sub-themes in the order of weight and priority; cultural challenge (,0274), legal challenge (0.255), gender challenge (0.249) and religious challenge (0.222) and individual challenges with 2 sub-themes in order of weight and priority; Content production challenge (0,459) and psychological challenge (0.541) are classified. According to the obtained results, it can be said that if the method of using Instagram social media is taught and managed to female athletes, they can overcome the existing challenges to some extent and make the most of the opportunities provided on Instagram.
sports marketing
sayyed jalil miryousefi; seyyed ahmad nezad sajadi; Yasser Zarkuipour
Abstract
The purpose of this study was to investigate the role of social-cultural factors on experiential marketing and purchase intention of professional athletes in Kerman province. This study was a descriptive-correlative type that was administered as a field study. The population of this study included all ...
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The purpose of this study was to investigate the role of social-cultural factors on experiential marketing and purchase intention of professional athletes in Kerman province. This study was a descriptive-correlative type that was administered as a field study. The population of this study included all professional athletes of Kerman Province (about 300), that among them 169 persons selected by cluster sampling method. After determining validity and reliability, in order to data gathering use of social cultural factors, experiential marketing and purchase intention questionnaires. The data analyzed by method Partial Least Square. Findings indicated that socio-cultural factors has a direct and significant impact on experiential marketing and purchase intention of professional athletes. According to the findings of this study, suggested to the organizations, companies, government institutions and even people involved in meeting the different needs of athletes should consider and implement programs in accordance with cultural and normative tastes to promote social-cultural capital and improve their social relations. .
sports marketing
ghodsyeh Sangtarash; vahid saatchian; javad mohammadkhani; Mohammad kashtidar
Abstract
The aim of this study was to identify sustainable revenue generation strategies for selected sports federations (karate, judo, wrestling, taekwondo, canoeing, shooting and equestrian federations). The present research is an applied type in terms of purpose and an exploratory analysis in terms of method, ...
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The aim of this study was to identify sustainable revenue generation strategies for selected sports federations (karate, judo, wrestling, taekwondo, canoeing, shooting and equestrian federations). The present research is an applied type in terms of purpose and an exploratory analysis in terms of method, and also this research is based on the type of operations used of the combined type. The statistical population of the study includes professors of sports management and managers of karate, judo, wrestling, taekwondo, rowing, shooting and equestrian federations and the National Olympic Committee. And based on the collected information, 22 people were examined. In the Delphi stage, the components and subcomponents of the research were determined. Then extracted factors were leveled by using Q modeling. The findings showed that the most important revenue-generating factors of selected federations include providing non-sporting products used by athletes by the federation, athlete sponsors, revenues from the World Federation for the development of basic sports, revenues from world competitions, annual contributions of the World Federation, Income from coaching classes, membership fees for basic teams, annual contributions from the Ministry of Sports, and income from participation in world competitions. Therefore, it can be concluded that economic activities under the supervision of the federation to provide products and services needed by athletes and rely on sponsors, as well as external support such as the World Federation and government assistance are the most important sources of permanent funding for federations.
sports marketing
Salah Naghshbandi; Ali Dehghani; Parivash Norouzi
Abstract
The main purpose of the present study was to analyze the explanation of the transfer model of the players of the Iranian Football League. The present research is applied in terms of the purpose of qualitative methodology using the data theory of the foundation. The statistical population of this study ...
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The main purpose of the present study was to analyze the explanation of the transfer model of the players of the Iranian Football League. The present research is applied in terms of the purpose of qualitative methodology using the data theory of the foundation. The statistical population of this study was the documents published about the transfer of Iranian Football League players and 15 of the protagonists. To select a sample from such a community, a targeted sampling was used that was non-inferential sampling. Subsequent sampling was used for sampling adequacy. The instrument for collecting data in this study was a deep interview. For validity and reliability of the measurements, a review was carried out during the coding; categorization or confirmation of the results was made by referring to the interviews; the qualitative analysis was carried out; finally, the referenced resources required the adequacy Had. 2018 version of Maxqda software was used to analyze the data. The open coding results indicated that 52 open-source codes were obtained from the analysis of interviews and documents. The central coding results indicated that 8 categories of this encoding were obtained, which included, respectively: 1) Market Bonding, 2) Player Price, 3) Economic Factors, 4) Legal Construction, 5) Marketing Measures, 6) Future Negotiation Club, 7) relations and cooperation, and 8) formal contract. Finally, the findings of selective coding included three factors: (1) economic perspective, (2) legal and legal view, and (3) development perspective.
sports marketing
daryush marefat; akbar faridfathi; maryam farid fathi
Abstract
The present study was conducted with the aim of identifying and ranking the factors influencing the promotion of the personal brand image among the champion athletes of East Azarbaijan province. The research is applied research in terms of purpose and descriptive-analytical research in terms of execution ...
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The present study was conducted with the aim of identifying and ranking the factors influencing the promotion of the personal brand image among the champion athletes of East Azarbaijan province. The research is applied research in terms of purpose and descriptive-analytical research in terms of execution method. The research tool is a researcher-made questionnaire, which was compiled by reviewing scientific texts and some preliminary interviews with veterans and sports experts of the province. The construct validity of the questionnaire was examined through confirmatory factor analysis and the reliability of the questionnaire was examined through the Cronbach's alpha test in an initial sample of 30 peoplevalidity of the questionnaire, 10 experts and professors of sports management were provided. The statistical population of the research included athletes, coaches, referees and veterans of championship sports of East Azarbaijan province. Due to the lack of easy access to the entire research community and the uncertainty of the exact number of the community, the sampling method used was the available method, based on which 210 people were considered as a sample. sports performance, lifestyle, personal appearance and clothing, citizenship behaviors and communication are effective factors in promoting the personal brand image of the champion athletes of East Azerbaijan province. The results of prioritization showed that the highest weight related to the social responsibility of the champion athletes was 0.297 and the lowest weight was related to the appearance and coverage of the champion athletes with a weight of 0.065.
sports marketing
abbas nazarian madavani; Masoomeh Shahbazi; Khadijeh norouzi
Abstract
This research aimed to identify the key components influencing the development of Iranian digital sports games using the RACE marketing model. The qualitative research method employed thematic analysis, employing a comparative approach and the creation of a thematic network. The study encompassed literature ...
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This research aimed to identify the key components influencing the development of Iranian digital sports games using the RACE marketing model. The qualitative research method employed thematic analysis, employing a comparative approach and the creation of a thematic network. The study encompassed literature review and semi-structured interviews with 15 experts in marketing, manufacturing, government management, academia, and professional gaming, all grounded in the RACE marketing model, until reaching theoretical saturation. For the "increasing brand awareness" theme, six interconnected elements emerged, including advertising and promotion content, promotion processes, promotion platforms, branding strategies, successful branding techniques, and essential supporting infrastructure. In the "audience interaction with the brand" theme, four integrated components were identified: product introduction appeal, gameplay platform attractiveness, game process engagement, and effective support and logistics.For "attracting potential audiences," five unified themes were recognized: game structure, domain-specific advertising, management prerequisites, game economics, and ensuring game security. In the "increasing customer relationship development" theme, six integrated elements surfaced: product and service quality, addressing customer needs, extensive advertising efforts, efficient communication channels, value chain integration within the game, and maintaining game security. Additionally, a thematic network was illustrated based on the RACE marketing model. The study recommends that Iranian digital game managers, producers, and marketers focus on all identified factors concurrently. The results underwent scrutiny for acceptance, transferability, and validity through scientific evaluation methods.
sports marketing
ABED MAHMUODIN; Saeed Sadeghi-Boroujerdi; bradley J. baker
Abstract
The concept of soccer fans' coping strategies against of the team identity threat is a new field in sports management literature and psychology that has recently attracted the interest of researchers in sports consumer behavior. In this regard, the present study was conducted with the aim of coping strategies ...
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The concept of soccer fans' coping strategies against of the team identity threat is a new field in sports management literature and psychology that has recently attracted the interest of researchers in sports consumer behavior. In this regard, the present study was conducted with the aim of coping strategies of national football team fans against of the team identity threat. The method of the present research was qualitative research in the form of content analysis and the statistical population included national team fans who followed the Football Federation's Instagram page. The sampling method was purposeful and in-depth interviews were conducted with 16 participants until theoretical saturation. Coding technique and NVivo software were used to analyze the data. The results showed the coping strategies of the national team fans in two themes; emotion- oriented and problem-oriented strategies and six sub-themes; distance from the team, reinforcement, past success and achievements, intra-group prejudice, optimism for the future, destructive behavior and explosion. The results of this research have provided important applications in both theoretical and practical parts. On the one hand, this is the first study on the coping strategies of national team fans in the face of the team identity threat, and it has partially bridged the huge gap in this field in domestic and foreign research. On the other hand, it provides a coherent view and a full understanding of the coping strategies of the national football team fans and a wide range of necessary management measures to better manage these strategies.
sports marketing
Zahra Sohrabi; mehrdad moharramzadeh; Rasool Nazari
Abstract
Introduction: The current research tries to identify the factors affecting the growth of professional sports clubs, which affect the development of the sports industry, by focusing on the strategic foresight of Iran's professional sports with a world-class approach.Methods: The data of this qualitative ...
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Introduction: The current research tries to identify the factors affecting the growth of professional sports clubs, which affect the development of the sports industry, by focusing on the strategic foresight of Iran's professional sports with a world-class approach.Methods: The data of this qualitative research, which had an exploratory-fundamental nature, was collected through targeted sampling with the snowball technique and based on semi-structured in-depth interviews with 20 experts in the field of professional sports clubs. A detailed interpretative understanding and preliminary and theoretical codings determined that professional sports clubs can build their desired future based on the requirements of shaping the future, by overcoming the weight of the past, the pressure of the present and in line with the tension of the future and the choice of proactive behavior in facing the future, set a perspective for it.Results: In this research, a total of fifteen main factors affecting the strategic foresight of Iran's professional sports with a world-class approach include: sports structure, foundational factors, hardware infrastructure, background factors, key stakeholders, development with a global approach, actors Key, human resource development, and possible consequences, global development consequences, preferred future, uncertainties, drivers and surprises were identified.Conclusion: In general, economic considerations are described in world-class professional sports more than anything else, although cultural elements also play a role in this field. Despite the importance of culture in globalization discourses in sports, economic considerations play an important role.
sports marketing
Masoud Karimi; HOMAYOUN ABBASI
Abstract
The purpose of this research is to identify the strategic management factors of financial sponsors in sports and provide a model. The research method is mixed and sequential exploratory. The statistical population in the qualitative section was sports management spicialist, managers and employees sport ...
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The purpose of this research is to identify the strategic management factors of financial sponsors in sports and provide a model. The research method is mixed and sequential exploratory. The statistical population in the qualitative section was sports management spicialist, managers and employees sport team in super leagues, also top and board managers, financial and sail managers of large hndustry unit in Kermanshah province, who were sampled by snowball method. In order to collect qualitative data, the researcher reached theoretical saturation by conducting 15 semi-structured interviews. In a small part of all employees of sports federations, based on Morgan's table, 248 people were selected as a statistical sample and sampling was done by simple random sampling. Through the information received from the interviews and coding through the MAXQDA software, the design and construct validity of the questionnaire was confirmed through confirmatory factor analysis. Using AMOS software, the final research model was presented. The results showed that the sponsor's image plays the biggest role in the strategic management of sponsors in sports, and beliefs do not play a role in the strategic management of sponsors, and the factors of participation, attachment, honesty, performance, image, attitude, and knowledge predict 91% of management. Supporters in sports have a strategy.
sports marketing
Mahdi Zarif; Hassan Fahim Devin; Hossin Peymanizad; Mohammad Reza Esmaeilzadeh Ghandehari
Abstract
Aquatic parks have always been welcomed by the community in leisure time. The purpose of this study was to examining the model of internal and external factors affecting the satisfaction and loyalty of customers of recreational-sports services. The present research was applied research, in terms of analytical, ...
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Aquatic parks have always been welcomed by the community in leisure time. The purpose of this study was to examining the model of internal and external factors affecting the satisfaction and loyalty of customers of recreational-sports services. The present research was applied research, in terms of analytical, descriptive-correlational method. The statistical population included all customers of aquatic parks in the country. The sample size was considered to be simple random using Morgan's table formula for the unlimited population. Data were collected through researcher-made questionnaire to measure internal and external factors affecting customers’ satisfaction and loyalty on a 5-point Likert scale. Descriptive statistics and inferential statistics were used to analyze the data. The results of examining the relationships between the observed variables and the current variable showed that the structure of the tool is suitable for testing the model. Also, the Findings of the research showed that internal and external factors model affecting customers’ satisfaction and loyalty of recreation- sport service has a strong and good fit. According to the results of the research and considering the effective internal and external factors, Aquatic parks managers can take steps to increase the level of satisfaction and loyalty of their customers.
sports marketing
asgar abdollahi; yaghob badriazarin; Mohammad Khodadadi
Abstract
This research has developed a model of revenue generation in university sports. In terms of the applied goal, in terms of the type of qualitative data, in terms of the method of collecting field data, and in terms of the research strategy, it was of the type of foundation data with Strauss and Corbin ...
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This research has developed a model of revenue generation in university sports. In terms of the applied goal, in terms of the type of qualitative data, in terms of the method of collecting field data, and in terms of the research strategy, it was of the type of foundation data with Strauss and Corbin approach. In this research, the interviewees were among the university professors and experts and activists in the field of university sports and sports revenue generation, and 15 people were selected and participated in the interview using the targeted criteria-based method. In this research, in-depth semi-structured interviews were used to collect data, and at the same time as data was collected, their analysis was done in three stages of open, central, and selective coding. Maxqda software was used to classify the extracted codes. To achieve the validity of the research, Guba and Lincoln's four criteria were used. The results of the research showed that the mechanism of sports culture and the mechanism of income generation as causal factors, the design of support mechanisms and the design of financial mechanisms as background factors, knowledge challenges, support challenges and basic limitations as intervening factors, revenue generating mechanisms were identified as the central phenomenon, persuasion and management principles as strategy and sports development and economic development as the consequences of revenue generation in university sports. Therefore, using the model compiled in this research can improve revenue generation and, as a result, the development of university sports.
sports marketing
azad besharati; najaf aghaei
Abstract
The purpose of this study was to investigate the factors affecting the attraction of sponsors for domestic sports events in the state of sanctions. This study is descriptive-correlational, and in terms of purpose is applied and in terms of method of collecting data is in field. The population of this ...
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The purpose of this study was to investigate the factors affecting the attraction of sponsors for domestic sports events in the state of sanctions. This study is descriptive-correlational, and in terms of purpose is applied and in terms of method of collecting data is in field. The population of this study was the professors of sports management, senior and middle managers of the general departments of sports and youth, managers of sports clubs of the governorates of Kurdistan and Kermanshah provinces and the managers of the companies that have supported sports events in recent years. Sampling was done in a purposeful and accessible way. The reliability of the instrument was confirmed using Cronbach alpha (0/84) method and construct validity. Data analysis was done using SPSS and PLS software at the level of P≤0.05. Based on the route analysis, it was found that the variables of environmental factors of events and sponsorship have a direct positive and significant effect on the factors of organizing the event, the factors of applicants for financial support and the effectiveness of financial support of events and explains 74, 45, and 23% of their variables, respectively. The proposed model can well show the capacity of different dimensions of attracting sponsors to participate in sporting events for promoting sports. The present model shows the basic constructs of the relationship between environmental factors, factors of financial support applicants, event organizers and the effectiveness of financial support and at its level, it is able to explain its predicted functions.
sports marketing
arash zamanidehkordi; mahdi kohandel; parivash noorbakhsh
Abstract
This research was conducted with the aim of investigating the causal relationship of organizational reputation on e-loyalty with the mediating role of satisfaction and customer experience management of Sports equipment online stores. The information considered from 492 people and through data collection ...
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This research was conducted with the aim of investigating the causal relationship of organizational reputation on e-loyalty with the mediating role of satisfaction and customer experience management of Sports equipment online stores. The information considered from 492 people and through data collection tools including organizational reputation questionnaire from Loma-Aho questionnaire (2008) and electronic satisfaction questionnaire based on Lee and Turin model (2001) and customer experience management questionnaire from electronic shopping as a researcher made and the electronic loyalty questionnaire was extracted by Durmus et al. (2013). The results of the research using the structural equation modeling method showed that all research hypotheses are confirmed and there are significant relationships between organizational reputation and electronic loyalty with the mediating role of electronic satisfaction and customer experience management of electronic shopping. Organizational reputation, e-satisfaction and customer experience management of e-shopping are all effective in making customers loyal And the positive relationship between them can be a guide to attract and attract customer loyalty.
sports marketing
Ata Golshani; Mehdi Kohandel; Seyed Nemat Khalifeh; Parivash Nourbakhsh
Abstract
Open government data is a new issue that is on the agenda of international institutions and developed governments and seeks to use the capacity of the people in policy-making. Achieving this requires identifying the status quo, explaining the status quo, and analyzing the gap between the status quo and ...
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Open government data is a new issue that is on the agenda of international institutions and developed governments and seeks to use the capacity of the people in policy-making. Achieving this requires identifying the status quo, explaining the status quo, and analyzing the gap between the status quo and the status quo. One of the important areas that require the use of open data is the field of Iranian championship sports, which in previous research has been limited to this area, so the present study aimed to design a paradigm model of factors affecting open government data policy in the Iranian sports industry. This research is of qualitative type and is development-applied in terms of purpose and descriptive-survey in terms of nature and form of implementation. The statistical population of the study includes faculty members, policy makers and sports decision makers in the country at the macro level and sampling was done using the snowball method and finally occurred with 15 theoretical saturation interviews. Data collection tools included semi-structured interviews and coding and data theory theory method were used to analyze specialized interviews. Based on the findings, a model of factors affecting open government data policy in the Iranian sports industry was designed. The results indicate that this model has 6 main dimensions including causal conditions (lack of sports development, low participation, poor creativity and policy-making, etc.), intervenors (institutional factors, cultural and social factors, information distribution channels, etc.), Background conditions (environmental factors, legal and legal factors, technical infrastructure
sports marketing
roghayeh sarlab; zahra Alipour Nadinlouie
Abstract
The e-sports industry has as a business the necessary potential for development and revenue in Iran. So, it is very necessary to study this issue from the field of sports industry. The method of the present research is applied in terms of purpose and in terms of methodology it is of mixed type (qualitative-quantitative) ...
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The e-sports industry has as a business the necessary potential for development and revenue in Iran. So, it is very necessary to study this issue from the field of sports industry. The method of the present research is applied in terms of purpose and in terms of methodology it is of mixed type (qualitative-quantitative) and is done in the field. The statistical population includes computer game specialists, gamers, business actors and sports management professors. organized interviews were used to identify important indicators of the business environment. In the qualitative section, questionnaire Compiled with the help of experts (N=13) and in three stages of the Delphi method. In this way, the research findings were presented to the participants and the text of the theory was applied by them during three stages of study and their points of view. The number of case samples in the quantitative section was 82 people. The modeling was performed within the framework of the Osterwalder (2004) canvas model with the help of Smart PLS software. The results showed that the business environment of Iran's e-sports industry is positive and significant. Among the components studied, key partners have a strong and positive effect on the key activity, key resources and cost structure. The distribution channel also has a strong mediating role in the impact of value proposition on customer segments.
sports marketing
mehdi jokar; Rahim Ramzaninejad; mahmoud moradi; Mohammad Hasan Gholizadeh
Abstract
the Economic valuation of Esteghlal Tehran football club by Contingent Valuation Method (CVM) The required information was collected by completing an electronic Double-bounded Dichotomous Choice questionnaire. sampling 942 questionnaires were used for analysis. logit regression model by forward LR method, ...
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the Economic valuation of Esteghlal Tehran football club by Contingent Valuation Method (CVM) The required information was collected by completing an electronic Double-bounded Dichotomous Choice questionnaire. sampling 942 questionnaires were used for analysis. logit regression model by forward LR method, examined the willingness to pay of fans for the evaluation of Esteghlal Club and the factors affecting it. To analyze the data were used the software; SPSS21, MAPLE21 and Expert Choice. According to the results, the expected amount of willingness to pay annually for each fan for Esteghlal Club was equal to 134,235 Tomans. The annual value of the club for the fans is equal to 402,706,500,000 Tomans and the current value of the club was estimated at 2,237,258,333,333 Tomans. with Analytic Hierarchical Process, was found that the use values of Esteghlal Club with a weight of 0.764 and a price of 1,709,265,366,666 Tomans are almost nearly triple more important than non-use values with a weight of 0.236 and a price of 527,992,966,667 Tomans. In prioritizing use values, indirect use values with a weight of 0.355 and a price of 606,789,205,166 Tomans in the first priority and respectively direct use values and option values They are second and third priority with weights of 0.341 and 0.304, and prices of 582,859,490,033 Tomans and 519,616,671,467 Tomans. In prioritizing non-use values, existential values with a weight of 0.512 and a price of 270,332,398,934 were recognized as more important than bequest values with a weight of 0.488 and a price of 257,660,567,733 Tomans.
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.
