دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 The Effect of Reference Groups on Online Shopping Style with the mediating Role of Trust and Awareness of Sports Products Consumers تأثیر گروه‌های مرجع بر سبک خرید آنلاین با نقش میانجی اعتماد و آگاهی مصرف‌کنندگان محصولات ورزشی 1 22 12054 10.30473/arsm.2025.71657.3897 FA فاطمه علی بلندی کارشناسی ارشد، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا (س)، تهران، ایران. نجف آقایی دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه خوارزمی، تهران ایران. مریم مختاری دینانی دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه الزهرا (س)، تهران، ایران. Journal Article 2024 08 09 Introduction Until a long time ago, people used to go to stores or markets to buy the products they needed and spent some time shopping for the goods they wanted in different stores (Shankar et al., 2021). Today, a newer and more attractive method has entered the world of shopping and selling, which is completely dependent on the Internet and cyberspace, without any physical communication in society. Currently, businesses are moving towards becoming electronic, and e-commerce is taking on a new face every day. One of the emerging aspects in this field is the emergence of online stores (Ahghar Bazargan and Mohammad Shafiee, 2017); because the traditional marketing approach can no longer meet the needs of the Internet age, especially in the field of sports. Understanding the buying style of sports products by online buyers and virtual networks can enable e-commerce companies to better understand the needs of consumers (Lee, 2021). With the passage of time and the emergence of online stores, people were able to shop online, and today people can easily and simply purchase the goods they need without spending time or money (Pei et al., 2020). Online shopping is a necessity in today's life and most people prefer to easily make their purchases online due to lack of time; but still many customers do not have enough trust in this type of shopping and perhaps prefer in-person shopping more than online shopping. But the question is, how do people trust online stores? Trust in online stores is perhaps the only issue that makes people hesitate in online shopping. Trust is considered a fundamental concept in online shopping for many reasons. Another important element in online shopping is consumer awareness. Therefore, identifying ways to increase consumer trust has long been a concern of commercial companies, and companies have made large investments in identifying ways to increase consumer awareness. (Sabrian, 2022). Therefore, one of the measures that online stores take to eliminate consumer lack of awareness and confidence in online shopping is to pay attention to reference groups. For this reason, a large number of sports companies use the names of sports stars to advertise their products, which shows that the concept of reference groups has advantages for professional marketers as a tool to win over their competitors (Zhou et al., 2020). Reference groups are those who somehow influence the values, beliefs, and behavior of others. The impact of face-to-face presence and interaction is, in some cases, much greater than advertising methods. This is especially true for the marketing of industrial products and services. Experts, knowledgeable, and knowledgeable people in any society are those whose opinions are accepted by many others. For this reason, they are considered a reference group for some products (Fernandes & Panda, 2019). Chetioui et al. (2021) conducted a study on “Investigating factors affecting consumer attitudes towards online shopping: the mediating effect of trust”. The results showed that first, comparative advantage, electronic word-of-mouth, and trust significantly affect consumer attitudes towards online shopping. At the same time, trust is influenced by comparative advantage and electronic word-of-mouth. Second, trust mediates the effects of comparative advantage and electronic word-of-mouth on attitudes towards online shopping. Third, multigroup analysis shows that female consumers tend to show a stronger effect of electronic word-of-mouth on trust and attitudes towards online shopping. Qalati et al. (2021) conducted “The Effect of Perceived Service Quality, Website Quality, and Reputation on Purchase Intention: The Mediating and Moderating Role of Trust and Perceived Risk in Online Shopping”. The results indicate the moderating role of perceived risk on trust in online shopping and purchase intention. Mothodology The purpose of this study was to investigate the effect of reference groups on online shopping style with the role of mediating trust and awareness of consumers of sports products. The present study is a survey in terms of its applied purpose, descriptive correlation method with structural equation approach, and data collection method. The statistical population of the study was all people who have an official account of the online store Digikala and have purchased sports products from the online store Digikala at least once. Given the uncertainty of the size of the population, 384 people were selected using the Cochran formula, using a purposive and available sampling method. The tools used in the present study are the following standard questionnaires: Standard Reference Group Questionnaire: The Reference Group Influence on Product Purchase Questionnaire was designed by Park & Lessig (1977) and consists of 14 items and 3 subscales of informational influence, usefulness, and value, which are used to measure the influence of the reference group on product purchase. The reliability of the questionnaire was reported by Park et al. with Cronbach's alpha method as above 70%, and the validity of this scale in the source was reported as desirable. Standard Online Shopping Questionnaire: The online shopping questionnaire was developed by Borjian (2013) and was designed to measure online customer purchasing behaviors. This questionnaire has 13 questions and 2 components and evaluates customers' online shopping based on a 5-point Likert scale with questions such as (Are you familiar with the process of purchasing products online?). Standard Customer Trust Questionnaire in Online Shopping: This questionnaire was designed and validated by Chiu et al. (2012) and includes 4 closed-ended response items based on a 5-point Likert scale. This questionnaire was validated in Iran by Karami (2015). Consumer Awareness Questionnaire: The consumer awareness questionnaire was designed and validated by Hamburg et al. (2010). This questionnaire includes 5 closed-ended response items based on a 5-point Likert scale and its validity and reliability were validated in 2019. To conduct the research, first, in cooperation with Digikala Company, a complete and comprehensive list of all people who had an official Digikala online store account and had purchased sports products from Digi-Kala online store at least once was provided to the researcher, along with their contact numbers and emails. Then, based on the aforementioned list and with the consent of the people and through the Cochran formula, 384 questionnaires were provided to the people through a purposeful sampling method and were available electronically. In this way, the researcher and colleagues provided the link to the research questionnaires virtually (on the website https://avalform.com) to the people via email and Eitaa, WhatsApp and Telegram software. After completing the questionnaires, they were collected and analyzed. Descriptive statistics methods (frequency calculation, percentage), confirmatory factor analysis tests and structural equation modeling were used to analyze the data. In addition, SPSS version 26 software was used to test all hypotheses at a significance level of α=0.05, and Smart PLS version 3 software was used for structural equation modeling. Fingdings The results of path analysis of structural equations showed that reference groups on online shopping style with path coefficient of 0.274 and T value of 3.684, reference groups on online shopping style trust with path coefficient of 0.552 and T value of 8.046, groups Reference on the awareness of online shopping style with a path coefficient of 0.488 and T value of 7.646, consumers' trust in online shopping style with a path coefficient of 0.367 and a T value of 3.634 and consumer awareness of online shopping style with a path coefficient of 358 0.0 and T value 3.771 has had a positive and significant effect. Also, the results showed that the research model has a good fit. Discussion and Conclusion According to the results of the research, based on the influence of reference groups on the online shopping style of consumers of Digikala sports products, it is necessary for the Digikala online store to pay attention to the factors and paths that affect customer purchasing behavior in its marketing and customer-oriented strategy. Also, according to the results of the research, based on the positive influence of reference groups on the online shopping trust of consumers of Digikala sports products, it is suggested that Digikala company be more honest with its customers so that this honesty becomes self-promotion for profitability and more product sales. Also, providing high-quality goods and creating secure portals for payment and entering customer information are effective in building trust. It is better for Digikala to inform customers about the purposes for which the personal information entered, such as their email and contact number, is used. According to the research results, based on the positive impact of reference groups on the awareness of online shopping style of consumers of Digikala sports products, it is suggested that Digikala Company pay attention to increasing the awareness and familiarity of its customers towards the benefits of online shopping. Based on the results, it is suggested that Digikala sports store in its marketing and customer orientation strategy should pay attention to the factors and paths affecting the customer's buying behavior. هدف از این پژوهش بررسی تأثیر گروه‌های مرجع بر سبک خرید آنلاین با نقش میانجی اعتماد و آگاهی مصرفکنندگان محصولات ورزشی بود. جامعه آماری پژوهش شامل تمامی افرادی بودند که حساب کاربری رسمی فروشگاه آنلاین دیجی‌کالا داشتند و حداقل یک‌بار از فروشگاه آنلاین دیجی‌کالا محصولات ورزشی خرید کرده باشند. با توجه به نامشخص بودن جامعه آماری، با استفاده از فرمول کوکران، ۳۸۴ نفر با استفاده از روش نمونه‌گیری هدفمند و در دسترس از بین جامعه آماری تحقیق انتخاب شدند. به‌منظور پاسخگویی به فرضیه‌های پژوهش از پرسشنامه‌های استاندارد گروه‌های مرجع، خرید آنلاین مشتریان، اعتماد مشتری در خرید آنلاین و آگاهی مصرف‌کننده و به‌منظور تحلیل داده‌‏های تحقیق، از مدل‌سازی معادلات ساختاری استفاده شد. براساس یافتههای به دست آمده، گروه‌های مرجع بر سبک خرید آنلاین با ضریب مسیر 274/0، گروه‌های مرجع بر اعتماد سبک خرید آنلاین با ضریب مسیر 552/0، گروه‌های مرجع بر آگاهی سبک خرید آنلاین با ضریب مسیر 488/0، اعتماد مصرف‌کنندگان بر سبک خرید آنلاین با ضریب مسیر 367/0 و آگاهی مصرف‌کنندگان بر سبک خرید آنلاین با ضریب مسیر 358/0 تأثیر مثبت و معناداری داشته است. همچنین، مدل پژوهش از برازش مطلوبی برخوردار بود. به‌طور کلی، نتایج این پژوهش از نظریه تأثیر اجتماعی حمایت می‌کند. براساس نتایج به دست آمده، پیشنهاد می‌شود فروشگاه ورزشی دیجیکالا در استراتژی بازاریابی و مشتری مداری خود به عوامل و مسیرهای اثرگذار بر رفتار خرید مشتری توجه نماید.

https://arsmb.journals.pnu.ac.ir/article_12054_94f90ffc5b5f0e5f3025ccdf26199693.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Residents' Perception of the Sporting Event of Horse Beauty Contests: An Importance-Performance Analysis ادراک ساکنان از رویداد ورزشی مسابقات زیبایی اسب: تحلیل اهمیت- عملکرد 23 38 12022 10.30473/arsm.2025.71356.3886 FA فائزه اسدیان اردکانی استادیار، گروه مدیریت جهانگردی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران. فاطمه عزیزی استادیار، گروه مدیریت جهانگردی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران Journal Article 2024 05 17 Introduction Sports has become a vital component of tourism, which is rapidly developing in the tourism industry and is influenced by the inherent connection between sports and travel (Ishac, 2024: 1). Sports and tourism are related in different sectors of economy and culture (Yun et al., 2024: 1). At the global level, sports event tourism is considered a tool to enhance the tourism experience, strengthen the destination brand, reach broader tourism markets, achieve sustainable development goals and optimal use of tourism resources (Daniels & Tichaawa, 2024: 1). In recent decades, hosting sports events has become an essential strategy among destination marketers, which plays a vital role in tourism development (Duan & Wu, 2024: 1). Host communities are the main beneficiaries of sporting events. To strengthen their support for events, the interests of local communities should be considered and enhanced (Kennelly et al., 2022: 1260). Hence, residents' views are an essential factor in gaining support for events at the community level (Polcsik & Perenyi, 2022, 749). To fill the gap in the literature and expand the existing knowledge in this field, the present research has comprehensively investigated the positive effects of holding the sports event of horse beauty contests in Ashkazar city, Yazd province, relying on the opinions of residents. The horse industry is one of the booming economic industries. Creating employment in this industry by raising and keeping horses, as well as attracting spectators and tourists to this field and various events that exist in this industry, provides a good opportunity to achieve long-term benefits. The results of this research lead to more and more detailed familiarization of the policy makers and those involved in this field with the different effects of holding the horse beauty event and understanding the importance of each. Therefore, the central question of the current research is, according to the residents of Ashkazar city, Yazd province, what is the importance and performance of the positive effects of holding horse beauty contests in this city? Methodology The current research is applied in terms of its purpose, a survey in data collection method, and descriptive-analytical in terms of method. The statistical population of this research includes residents of Ashkazar. Horse beauty contests are held in this city. The Arabian Horse Festival is held in Ashkazar City, where 120 of the highest-quality and beautiful Arabian horses from all over the country compete with judges from different countries. There are 330 equestrian and horse breeding clubs and more than 5000 purebred Arabian horses in Yazd province, and this province is known as the hub of purebred Arabian horses in the country (ISNA news, 1402). Due to the lack of a suitable sampling frame, available sampling was used. This research aims to determine the relative importance of the residents' perception of the effects of holding the sports event of horse beauty contests using the importance-performance analysis matrix. Therefore, in this research, the questionnaire was designed based on a five-point spectrum, so that the five-point Likert spectrum, from very low to very high, was used to measure the importance and from very weak to very good to check the performance of each factor. Sixteen factors were used in the research questionnaire. The intended sample in this research is an available sample, which includes selecting people who are readily available and willing to participate. This method of sampling allows the researcher to easily choose the participants who are available in a particular location (Bavuma, 2022: 200). Therefore, this method was selected by the purpose of this research, which was to investigate the residents' perception of the benefits of holding the sports event of horse beauty contests in Ashkazar city. Therefore, 27 residents of Ashkazar city were asked to rate each factor's importance and performance; finally, the data were analyzed using the IPA matrix. Findings Based on the results of the research, the effects of "increasing private investment and creating business opportunities by holding an event", "developing tourism by holding an event", and "solidarity and hospitality of citizens towards visitors by holding an event" are respectively of the highest average performance. And the dimensions of "creating an opportunity to show the city's tourism attractions by holding an event," and "increasing private investment and creating business opportunities by holding an event," and "solidarity and hospitality of citizens towards visitors by holding an event" are respectively the highest average importance. The effects of "strengthening and preserving the values and traditions of the local culture by holding the event" and "creating the opportunity for leisure and recreation for families by holding the event" have been determined as significant effects from the residents' point of view. Still, the performance is weak. As a result, managers and those involved in organizing events should focus their efforts on improving performance in the field of these effects, because otherwise they will suffer strategic deviation. The effects of "increasing job opportunities by holding an event", "creating economic benefits for the city by holding an event", "developing tourism by holding an event", "increasing private investment and creating business opportunities by holding an event", "brand Becoming a city as a tourist destination by holding an event", "Creating an opportunity to show the city's tourism attractions by holding an event" and "Citizens' solidarity and hospitality towards visitors by holding an event" are effects that are of great importance to people. Ashkazar also performs well in these fields. Therefore, they should take necessary measures to maintain the existing situation in these fields. The effects of "citizens' use of the infrastructure created by holding the event", "acceptance of "improving the transportation system by holding the event", "improving and revitalizing urban infrastructure (such as streets, urban furniture, etc.) by holding the event", "Increasing community pride due to increasing visibility at the national and international level by holding an event" and "improving the quality of life of residents by holding an event" are the effects that are of low importance and their performance is weak. Therefore, some priority should be given to these factors when allocating resources. The importance of the effects of "introducing the city at the international level by holding an event" and "improving and developing local businesses by holding an event" is low in people's opinion, but their performance is high. Discussion and Conclusion Based on the results of this research, residents of Ashkazar city of Yazd province have little satisfaction with the effects of "strengthening and preserving the values and traditions of local culture by holding events" and "creating opportunities for leisure and entertainment for families by holding events" and the performance in this field is favorable. They don't know whether these effects are important to them. Therefore, managers and event planners who want to increase performance and obtain positive consequences from it should make a lot of effort to improve the situation of these effects and change the current situation towards reaching the desired situation. In relation to "promoting and preserving the traditions of local culture", event organizers need to consider the local community's culture and the residents' preferences so that the event can be appropriate for its location. Therefore, it is recommended to consider organizing horse beauty contests, festivals, local ritual ceremonies, and showcasing traditional handicrafts. Planning and designing various tourism programs to familiarize and use the host society's customs and special cultural features adds to the region's attractiveness. The proper cooperation of Cultural Heritage, Handicrafts, and Tourism Organization of Yazd Province with the organizers of the horse beauty event can be the beginning of a new development in the development of tourism, and attract and influence tourists to encourage them to come back to Yazd Province, and especially Ashkazar to watch the competitions. The results of this research show that, from the point of view of residents, it is important to create opportunities for leisure and entertainment for families by holding events. This case refers to the leisure and educational opportunities the event can bring to the community. This result is directly related to spreading happiness and social vitality in the community and creating fun and excitement for the local people. This is especially important when there are not enough recreational facilities for residents in small Iranian cities like Ashkazar city, and holding sports events can help revive these areas. It is suggested to develop and attract tourists to see horse beauty contests by building entertainment places, hotels, and places to provide food. امروزه با توجه به منافع برگزاری رویدادهای ورزشی برای مقصدها، توجه زیادی به ادراک ساکنان ازاین‌رویدادها معطوف شده است. ازاین‌رو هدف تحقیق حاضر بررسی جامع‌ تأثیرات مثبت برگزاری رویداد ورزشی مسابقات زیبایی اسب در شهرستان اشکذر استان یزد با تکیه بر نظرات ساکنان محلی می‌باشد. این تحقیق از نظر هدف، کاربردی و از حیث شیوه‌ گردآوری داده‌ها پیمایشی و با استفاده از پرسشنامه بوده و از لحاظ روش نیز از نوع توصیفی- تحلیلی است. جامعه آماری این تحقیق شامل ساکنان شهرستان اشکذر می‌باشد. با بهره‌گیری از شیوه نمونه‌گیری در دسترس از 27 نفر از ساکنان خواسته شد که به اهمیت و عملکرد 16 مورد از تأثیرات برگزاری رویداد ورزشی مسابقات زیبایی اسب در این شهرستان امتیاز دهند. اثرات «افزایش سرمایه‌گذاری خصوصی و ایجاد فرصت‌های کسب‌وکار» و «ایجاد فرصت برای نشان دادن جذابیت‌های گردشگری شهر» به ترتیب از بیشترین میانگین عملکرد و اهمیت برخوردارند. همچنین در این تحقیق با استفاده از چارچوب اهمیت- عملکرد، انواع تأثیرات برگزاری رویداد ورزشی که اهمیت بالا اما سطوح رضایت و عملکردی پایینی دارند، مشخص شده است. این تأثیرات شامل «تقویت و حفظ ارزش‌ها و سنت‌های فرهنگ محلی» و «ایجاد فرصت فراغت و تفریح برای خانواده‌ها» است که نیازمند تلاش‌های لازم برای بهبود هستند. اثراتی مانند «افزایش فرصت‌های شغلی»، «ایجاد منافع اقتصادی»، «توسعه گردشگری به‌واسطه برگزاری رویداد» و «همبستگی و مهمان‌نوازی شهروندان نسبت به بازدیدکنندگان» نیز تأثیراتی هستند که اهمیت بالا و عملکرد خوبی دارند. بنابراین، بایستی اقدامات لازم در جهت حفظ وضعیت موجود انجام شود.

https://arsmb.journals.pnu.ac.ir/article_12022_74ae4809942c58c7b417ac3c02a115e6.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Designing Urban Sports Venues with a Crime Prevention Approach: A Case Study of Tehran طراحی اماکن ورزشی شهری با رویکرد پیشگیری از جرم، مطالعه موردی شهر تهران 39 58 12023 10.30473/arsm.2025.70303.3853 FA سیده طاهره موسوی راد استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. نورالله حیاتی خانقاه کارشناس ارشد، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. Journal Article 2024 02 26 Introduction Urban sports venues, as a key component of public infrastructure, play a vital role in promoting community health and social cohesion. These spaces are the foundation for sports activities, hosting training sessions, competitions, and community-based events. Their accessibility and design influence how effectively the population, across various age groups and social strata, engages in physical activity. However, the environments in which these facilities are situated also impact safety and public well-being. Crime remains a consistent feature of human societies, and researchers have long explored the environmental and social conditions that enable or prevent criminal behavior. Among these, the design and spatial structure of urban areas — including sports venues — are crucial factors in either deterring or facilitating crime. Research in criminology and environmental psychology shows that the physical layout of urban spaces can influence behaviors, offering either visibility and safety or hiding places and vulnerability. Sports complexes, often accommodating large numbers of people, require careful design that accounts not only for aesthetics and usability but also for safety, surveillance, and accessibility. This study explores how urban sports facilities can be planned with a crime prevention approach, using Tehran as a case study. Methodology This research is applied in nature and employs a mixed exploratory method to investigate the design of urban sports venues from a crime prevention perspective. The study integrates qualitative and quantitative approaches to provide a comprehensive understanding of the issue.In the qualitative stage, a purposive sampling method was used to select experts from a wide range of disciplines, including:- Urban planning and geography (location analysis)- Environmental engineering (sustainability)- Architecture (aesthetics, safety, and spatial design)- Sports management (economic feasibility)- Criminology and criminal law (crime prevention principles) A total of 18 specialists participated in interviews until theoretical saturation was achieved. The insights gained were used to identify the major factors influencing crime prevention in sports venue design. In the quantitative phase, the statistical population comprised managers of public and private sports facilities in Tehran. Based on the municipality's reports, over 2,800 active sports venues exist in the city. Using the Cochran formula, 337 managers were randomly selected as the sample. A researcher-developed questionnaire, grounded in literature review and expert interviews, was used for data collection. The finalized instrument consisted of 96 questions grouped under 8 main factors. - Face and content validity were confirmed by a panel of 10 experts. - Construct validity was assessed using both exploratory and confirmatory factor analyses. - Reliability was verified via Cronbach's alpha (α = 0.89), using a pilot study on 30 participants. Data analysis included:- Descriptive statistics (frequency, mean, standard deviation, min/max)- Normality testing via the Kolmogorov-Smirnov test- Exploratory and confirmatory factor analysis to validate constructs and design models- Friedman test for prioritization of influencing factors SPSS v22 and AMOS v16 software were used for statistical calculations. Findings The results of the exploratory factor analysis indicated that the dataset was suitable for analysis. The Kaiser-Meyer-Olkin (KMO) index was 0.950, which is considered excellent, and Bartlett’s Test of Sphericity confirmed the adequacy of the sample. From the factor analysis, 8 key components were identified that affect the design of urban sports venues with a crime prevention approach:1. Aesthetics 2. Economic sustainability 3. Social sustainability 4. Environmental comfort and revitalization 5. Outdoor landscaping 6. Environmental sustainability 7. Location 8. Safety Together, these components accounted for 63.76% of the total variance, indicating a strong explanatory model. Factor Relationships and Prioritization Using confirmatory factor analysis, all 8 components showed a significant relationship with the central concept of crime prevention in design. To test the null hypothesis — that no significant difference exists among these factors — the Friedman test was applied. Results showed statistically significant differences (p ≤ 0.01, χ² = 364.86). The prioritization of factors according to participant responses was as follows:1. Aesthetics (5.43)2. Economic sustainability3. Social sustainability4. Environmental revitalization5. Outdoor landscaping6. Environmental sustainability7. Location8. Safety (3.95) Interestingly, while aesthetics was ranked highest, safety received the lowest average rank - a finding that warrants further investigation. Discussion and Conclusion The study identified eight major dimensions that influence the design of urban sports venues with crime prevention in mind. Among them, aesthetic considerations were given the highest importance by stakeholders, while safety, surprisingly, was perceived as less prioritized, despite its essential role in crime deterrence. This reflects a broader tension in urban design between visual appeal and functional security. While aesthetics attract users and promote social cohesion, they must not come at the cost of user safety. Architects and planners need to balance these objectives through integrated design strategies. Effective crime prevention in sports venues involves attention to spatial clarity, visibility, and circulation:- Clear sightlines should be maintained by avoiding tall shrubs, obstructive kiosks, or excessive partitions.- Lighting must be ensured 24/7 in key circulation areas: entrances, exits, hallways, stairwells, and lobbies.- Emergency exits should be well-marked and directly accessible.- Corridors should be short, straight, and visible from multiple angles.- Windows and walls must be placed strategically to eliminate blind spots and reduce hiding places. On a broader scale, the use of natural elements such as green spaces, water features, and open plazas can enhance both the visual and psychological safety of users. However, materials, landscaping, and forms must support visibility and not impede movement or oversight. In many developed countries, the design of public spaces - including sports venues - increasingly incorporates crime prevention through environmental design (CPTED) principles. These strategies not only reduce crime but also improve the quality and attractiveness of urban environments. In contrast, sports facility development in Iran over the past three decades has often focused more on functionality and quantity, rather than design sophistication or safety. Many venues resemble large sheds, with minimal attention to architectural detail or user experience. This study emphasizes the need for a comprehensive, research-based design model for sports venues in Iran. The proposed framework, grounded in interdisciplinary insights, offers valuable guidance for architects, municipal planners, investors, and policymakers. It enables them to align design efforts with safety, sustainability, and aesthetic quality. هدف پژوهش طراحی اماکن ورزشی شهری با رویکرد پیشگیری از جرم (مطالعه موردی شهر تهران) بود، روش پژوهش از نوع آمیخته و اکتشافی می‌باشد که در بخش کیفی جهت شناسایی عوامل مؤثر در رویکرد پیشگیری از جرم مصاحبه به صورت هدفمند با کلیه صاحب‌نظران در رشته‌های جغرافیا و برنامه‌ریزی شهری، عمران، محیط‌زیست، معماری و مدیریت ورزشی و شهرسازی و حقوق کیفری و جرم‌شناسی و مدیران اماکن ورزشی بود که با 18 نفر به اشباع نظری رسید و پرسشنامه محقق ساخته با 8 عامل (بعد مکان‌یابی، بعد پایداری اجتماعی، بعد پایداری زیست‌محیطی، بعد پایداری اقتصادی، بعد محوطه‌سازی بیرونی، بعد ایمنی، بعد زیبایی‌شناسی، بعد شاداب‌سازی محیط ورزشی) طراحی شد. جامعه آماری در بخش کمی شامل کلیه مدیران اماکن ورزشی شهر تهران بود که با توجه به گزارش شهرداری تهران تعداد 2800 مکان ورزشی دولتی و خصوصی فعال هستند و براساس فرمول کوکران تعداد 337 نفر به صورت تصادفی نمونه‌گیری شدند. ابزار مورد استفاده پرسشنامه برگرفته شده از مطالعات ادبیات پژوهش و مصاحبه با صاحب‌نظران که با رسیدن به اشباع نظری پرسشنامه 96 سؤالی تنظیم گردید. با توجه به نتایج مجموع درصد واریانس تجمعی عامل‌ها 763/63 درصد به دست آمد که نشان‌دهنده توان پیشگویی این مدل است با توجه به نتایج آزمون آلفای کرانباخ پایایی پرسشنامه طراحی اماکن ورزشی شهری با رویکرد پیشگیری از جرم، (82/0) و در حد قابل‌قبول است. با مقایسه میانگین فرضی و میانگین مشاهده شد (3≤018/5) مشخص گردید که وضعیت طراحی اماکن ورزشی شهری با رویکرد پیشگیری از جرم در نمونه پژوهش از وضعیت فرضی آن مطلوب‌تر است. نتیجه آزمون فریدمن نشان داد بالاترین میانگین رتبه مربوط به مؤلفه زیبایی‌شناسی (43/5) و پایین‌ترین رتبه مربوط به مؤلفه ‌ایمنی (95/3) است. با توجه به این نتایج پیشنهاد می‌شود رویکرد طراحی و ساخت‌وسازهای مدرن و پیشرفته در کشور با توجه به تلاش مسئولین مبنی بر پیشگیری از جرم در بخش زیرساخت‌های ورزشی از جمله اماکن و فضاهای ورزشی استاندارد و به‌روز بسیار مهم و حیاتی به نظر می‌رسد.

https://arsmb.journals.pnu.ac.ir/article_12023_a7f7106bf1dfb2377efea9ab926754a5.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Qualitative Analysis of The Management of Cases of Abuse of Drugs and Sports Supplements in Non-Professional Athletes تحلیل کیفی مدیریت موارد سوءمصرف داروها و مکمل‌های ورزشی در ورزشکاران غیرحرفه‌ای 59 72 12067 10.30473/arsm.2025.70635.3867 FA رحمان سوری استاد،، گروه فیزیولوژی ورزشی، دانشگاه تهران، تهران، ایران. محمد محمدی مربی، گروه علوم ورزشی، دانشگاه ملایر، ملایر، ایران. Journal Article 2024 04 07 Introduction Over the past three decades, public attitudes toward sports have shifted significantly. The rise of sports schools, active athletic federations, increased investments in sports, and the expansion of physical education programs highlight this transformation. However, the inflated growth of competitive sports has led to negative consequences, such as the commercialization of athletes and excessive rewards, fueling unhealthy ambitions in young athletes (Shahbazi et al., 2019). A major challenge in sports is the misuse of performance-enhancing drugs (PEDs) and dietary supplements, which pose serious health risks and have even caused fatalities (Kabiri et al., 2018). According to the World Anti-Doping Agency (WADA, 2015), any substance or method that artificially enhances performance violates anti-doping regulations. The issue is so critical that UNESCO adopted the International Convention Against Doping in Sport in 2005, which Iran later joined (UNESCO, 2014). Doping is defined as the use of unnatural substances or techniques to boost athletic performance artificially. Research indicates that both Iranian and global sports are tainted by doping, though in Iran, it is often disorganized and driven by individual decisions or misguided coaching (Biranvand et al., 2021). Factors like career uncertainty, pressure to win, peer influence, and lack of awareness about banned substances contribute to doping among athletes (Hosseini et al., 2021). Studies such as Badiua et al. (2016) suggest that social factors—family, club environments, and socioeconomic status—also play a role in doping tendencies. While anti-doping measures like drug testing and education have been implemented, education remains the most cost-effective solution (Shahbazi et al., 2019). However, research on athletes' attitudes across different sports remains limited, calling for deeper behavioral and social analyses (Shakeri et al., 2020). Evidence shows that PED and supplement misuse leads to poisoning, nutritional imbalances, and psychological harm (Daher et al., 2021). Unfortunately, the lack of a comprehensive national anti-doping strategy is evident. Thus, this study qualitatively examines the management of drug and supplement misuse among non-professional athletes. Methodology This study employed a qualitative approach using thematic analysis. The process began with transcribing recorded interviews verbatim. The target population comprised 450 individuals, including sports science experts, researchers, coaches, physicians, sports club managers, and officials from provincial sports and youth departments across Iran. Participants were selected for semi-structured interviews following qualitative research principles, where sampling continued until theoretical saturation was achieved—that is, until no new insights emerged from subsequent interviews. Saturation occurred after interviewing 50 participants. All interviews were conducted by the lead researcher, with strict adherence to ethical guidelines. Participants were informed of the study's objectives, their right to withdraw at any stage, and the confidentiality of their responses. Data Analysis The analysis followed a three-phase coding process: Open Coding: Extracting raw data from interview transcripts and generating initial codes. Axial Coding: Grouping codes into categories and subthemes. Selective Coding: Identifying core themes and their interrelationships. The goal was to develop a nuanced understanding of PED and supplement misuse, with follow-up questions tailored to participants' responses to deepen insights. Validity and Reliability Internal Validity: Ensured through alignment with qualitative research paradigms and theoretical frameworks. External Validity: Achieved via rich data description, cross-case analysis, and systematic coding procedures. Reliability: Maintained through standardized interview protocols, structured data collection, and convergent analysis of interviews. The analytical process thus involved two key stages: Open Coding: Data extraction and preliminary label generation. Axial Coding: Theme development and category formation. Results The findings revealed that 71.82% of participants were male, and 28.18% were female. Regarding professional experience, 40.28% had over 15 years of work experience, while 59.72% had fewer than 15 years. Academically, 86.94% held a Ph.D. in sports sciences. Three key factors influencing substance misuse were identified: Structural Factors: - Media influence (Codes P1, P2, P10) and athlete-endorsed educational programs (P8, P9, P15) played pivotal roles. - Easy access through pharmacies (P43, P44, P8) and supplement stores (P34, P36, P17) was reported. Contextual (Financial/Material) Factors: - 80% of athletes (P10, P13, P19, P6) believed supplements enhanced performance. - Proposed solutions included incentives for "clean" athletes (P49, P50, P37) and increased anti-doping funding (P2, P3, P17, P20). Content-Based (Educational/Cultural) Factors: - Family education (P15, P16, P17, P25) and mandatory coach training (P8, P32, P33, P46) were deemed essential. - Cultural initiatives (P22, P32, P12, P42) and prioritizing health over medals (P12, P24, P17) were highlighted as key strategies. In summary, a combination of structural policies, financial support, and continuous education is vital to reducing doping among non-professional athletes. Discussion and Conclusion The present study aimed to qualitatively analyze the misuse of drugs and sports supplements among non-professional athletes. Participants elaborated on relevant factors in response to questions aligned with the research objectives. Through the analysis of their statements and perspectives, 46 concepts were extracted, which were later categorized into 8 main themes during secondary coding: audiovisual media, accessibility, material and financial factors, athletes' attitudes, education and research, ethical and cultural factors, supervision, and recommenders. These themes were further classified into three major categories: structural, contextual, and content-related factors. The findings of this study confirm that the use of performance-enhancing substances is an undeniable reality among both professional and non-professional athletes. Structural Factors Regarding the role of audiovisual media in the misuse of drugs and sports supplements among non-professional athletes, the results align with previous studies (Biranvand et al., 2021; Shahbazi et al., 2019; Kakhki et al., 2019; Safari Takieh et al., 2018; Joram et al., 2006; Bahrami, 2018). Media serves as one of the most significant phenomena of the information age, helping audiences enhance their knowledge and awareness. However, media consumption should not be habitual or merely for entertainment; instead, it should involve critical engagement with content (Joram et al., 2006). Higher media literacy in society can act as a barrier against many health-related issues, including the misuse of supplements. Mass media can promote public health by educating individuals on the risks of self-administered sports supplements and performance-enhancing drugs. Concerning accessibility, the study found that coaches, friends, teammates, and gym managers (with mean scores of 3.1, 3.2, and 3, respectively) had the most significant influence on athletes' decisions to use these substances. This highlights that individuals closely associated with sports play a crucial role in promoting or discouraging substance misuse. The findings are consistent with studies by Alidosst Ghafarkhi et al. (2017), Arazi & Salehi (2013), Hozouri et al. (2011), Daher et al. (2019), and Shahbazi et al. (2019). Many coaches believe that the benefits of performance-enhancing drugs outweigh the risks, leading them to overlook educating athletes about potential harms—a perspective that contrasts with that of nutrition specialists (Alshammari et al., 2017). The Australian Sports Medicine Federation (Garad, 2015) emphasizes that coaches' beliefs significantly influence athletes' nutritional choices. Supervision also plays a critical role, as evidenced by studies (Hosseini et al., 2021; Safari Takieh et al., 2019; Eskandaryoun et al., 2018; Alidosst Ghafarkhi, 2017; Arazi & Salehi, 2013). Given the widespread use of supplements among non-professional athletes, stricter regulations on production, import, and distribution are necessary. The illegal sale of these substances without prescriptions exacerbates the problem, suggesting that actual misuse rates may be higher than reported. Without proper oversight, irreversible harm may be inflicted on young athletes. Lazarus (2010) suggests that reducing the availability of anabolic steroids, enforcing strict sales regulations, and educating users about short- and long-term effects can curb misuse. Contextual Factors Material and financial factors significantly influence substance misuse, as supported by Habibi et al. (2016), Nakhaei & Pakravan (2013), and Shoushtari Zadeh et al. (2013). Implementing incentive programs for drug-free athletes and allocating anti-doping budgets (for educational workshops and increased testing) could help prevent misuse among non-professional athletes. Athletes' attitudes also play a pivotal role, as demonstrated by Kashi et al. (2018), Kakhki et al. (2019), Fallahi & Hemmat (2019), Hosseini et al. (2021), Shadmanfat (2020), and Daher et al. (2021). Sarkar et al. (2014) found that supplement use varies widely among athletes, influenced by multiple factors. Strengthening awareness of the adverse effects of anabolic steroids can reduce consumption. Shamsaei & Ahmadian (2020) highlight the preventive role of deep religious beliefs against performance-enhancing drug use. Without proper educational interventions, misconceptions among young athletes may proliferate. Content-Related Factors Education and research are crucial in mitigating misuse, as shown by Safari Takieh et al. (2019), Arazi & Salehi (2013), and Ghafarkhi et al. (2017). Since many supplements may contain banned substances, public awareness campaigns and stricter regulations on supplement production and importation are essential. Seminars and media programs on the dangers of these substances can foster informed decision-making. Ethical and cultural factors also significantly impact substance misuse (Biranvand et al., 2021; Kavussanu et al., 2016; Erickson et al., 2015). While society expects ethical behavior from athletes, modern sports often prioritize winning over integrity (Fallah & Hemmat, 2019). Moral disengagement has been linked to a higher tendency toward doping (Kavussanu et al., 2016). Cultural weaknesses contribute to substance misuse among athletes (Kabiri et al., 2018). Promoting clean sports and ethical behavior can enhance the positive societal impact of athletics. In summary, eight key factors influence the misuse of performance-enhancing substances among non-professional athletes: athletes' attitudes, ethical-cultural factors, media influence, recommenders, accessibility, financial factors, education, and supervision. Among these, athletes' attitudes, accessibility, and recommenders have the most substantial impact. Given the high prevalence of substance misuse in this population, policymakers and stakeholders must take urgent, coordinated action to implement preventive measures. Failure to address this issue may lead to severe, irreversible consequences for young athletes. This article is derived from research project No. 4005227, supported by the Iran National Science Foundation (INSF). We extend our gratitude to all individuals who contributed to this study. هدف از پژوهش حاضر تحلیل کیفی مدیریت موارد سوءمصرف داروها و مکمل‌های ورزشی در ورزشکاران غیرحرفه‌ای بود. تپژوهش حاضر یک پژوهش کیفی بود. برای جمعآوری دادهها، از مصاحبههای عمیق و نیمه ساختاریافته استفاده شد. جامعه آماری در این پژوهش شامل 450 نفر از مربیان، پژوهشگران، صاحب‌نظران، متخصصان علوم ورزشی، پزشکان، مدیران باشگاه‌های ورزشی و ادارات کل ورزش و جوانان استان‌های منتخب کشور بودند. نمونهها از روش نمونهگیری هدفمند و با تکنیک گلوله برفی انتخاب شدند و تا رسیدن به اشباع نظری پس از مصاحبه با 50 نفر به دست آمد. براساس تحلیل تماتیک، دادهها کدگذاری و تجزیه و تحلیل شدند. سپس در دو مرحله به تولید مفاهیم اولیه اقدام شد که در مرحلۀ اول 46 مفهوم درزمینة موارد سوءمصرف مواد نیروزا از مصاحبه با خبرگان استخراج شد. این مفاهیم در مرحلۀ دوم، جهت انسجام بیشتر و تحلیل و تفسیر بهتر در قالب 8 مفهوم انتزاعیتر تحت عناوین رسانههای سمعی بصری، دسترسی، عوامل مادی و مالی، نگرش ورزشکاران، آموزش و پژوهش، اخلاقی و فرهنگی، نظارت و پیشنهاددهندگان، کدگذاری شدند در مرحلۀ بعد 8 مفهوم تم در فرایند کدگذاری ثانویه در قالب 3 تم، طبقه‌بندی شدند. به‌طوری که این مقولات عمده (تم) از نظر انتزاعی بودن در سطح بالاتری نسبت به مفاهیم مرحلۀ قبل قرار گرفتند. با توجه به نتایج پژوهش مسئولین و برنامه‌ریزان زیرخط در ورزش میتوانند با توجه به عوامل ساختاری، زمینه‌ای و محتوایی شناسایی شده در برنامه‌ریزی‌های آتی خود جهت پیشگیری از سوءمصرف داروها و مکمل‌های ورزشی توسط ورزشکاران غیرحرفه‌ای کشور استفاده نمایند.

https://arsmb.journals.pnu.ac.ir/article_12067_34d2cd36ebf4830afd1fc737ee949a1a.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Development of a Structural-Interpretive Model of the Role of Start-Ups in Sports Businesses of Kermanshah Province تدوین مدل ساختاری – تفسیری نقش استارت‌آپ‌ها در کسب‌وکارهای ورزشی استان کرمانشاه 73 92 12056 10.30473/arsm.2025.69171.3806 FA حورا هادیان دانشجوی کارشناسی ارشد، گروه مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران. شیرین زردشتیان دانشیار، گروه مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران. حسین عیدی دانشیار، گروه مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران سمانه الماسی دکتری، گروه مدیریت ورزشی، دانشگاه رازی، کرمانشاه، ایران. Journal Article 2023 09 08 Introduction In today’s competitive world, possessing a strategic and entrepreneurial mindset is essential for business success. Entrepreneurship, by creating sustainable competitive advantages and contributing to wealth generation, plays a pivotal role in economic growth and employment development (1). In the knowledge-based economy, startups are regarded as one of the primary engines of innovation and economic growth, playing a significant role in job creation and economic development at national, regional, and industrial levels (2). The sports industry, as one of the key economic sectors, accounts for approximately 1% of global GDP. With the expansion of sports startups, its economic impact has increased substantially. In this domain, startups have successfully attracted considerable investment; for example, USD 152 billion in capital and 24,000 new jobs have been generated (3). This trend, particularly in developing countries such as Iran, provides an excellent opportunity to leverage modern technologies and innovative business models. However, Iranian sports startups face numerous challenges. Research has identified the main obstacles as insufficient financial support, strict regulations, shortage of skilled human resources, and managerial, socio-cultural, legal-regulatory, structural-commercial, and environmental barriers (4). Furthermore, most startups in the country are still in their early stages of operation, with over 90% having been active for less than three years. Factors influencing the growth and success of startups can be categorized into three dimensions: individual, organizational, and environmental (5). Individual factors include entrepreneurial characteristics such as experience, education, and skills; organizational factors involve company structure, ownership, and resources; and environmental factors encompass market conditions, competition, and legal support. Studies have emphasized that the presence of appropriate strategies, competent human resources, technical and cultural infrastructure, financial provision, marketing, and customer satisfaction are among the most critical components of startup success. Due to their innovative nature and high flexibility, sports startups can provide creative solutions to the challenges faced in the sports sector. These challenges include lifestyle changes, reduced physical activity, and urbanization, all of which have increased the demand for modern sports services. Moreover, the absence of traditional competitors in certain segments of this market creates additional opportunities for entrepreneurial growth. In Iran, and specifically in Kermanshah Province, the presence of a large number of unemployed sports graduates creates potential for the establishment and growth of sports startups. These businesses can utilize this specialized workforce to not only generate employment but also improve the economic situation and enhance the sports industry in the region. Overall, sports startups-owing to their high level of innovation, rapid growth potential, high return on investment, and capacity to create extensive job opportunities—can play a significant role in economic development. Nonetheless, realizing this potential requires addressing structural barriers, improving legal and financial support, and strengthening the culture of sports entrepreneurship. Targeted investment and effective management can transform these ventures into a key driver of economic growth and innovation in the sports industry. Methodology The present research is exploratory in nature (qualitative and quantitative) and applied in purpose. In the qualitative phase, the study was conducted using thematic analysis-a method employed by social science and humanities researchers to identify qualitative patterns and develop related codes (6). The thematic analysis process consisted of three stages: identifying concepts, developing sub-themes, and formulating main themes. In the quantitative phase, Interpretive Structural Modeling (ISM) was used to illustrate the model levels and the relationships among the identified indicators. The statistical population consisted of experts and specialists in sports management familiar with the research topic. A snowball sampling method was employed, and open-ended interviews were conducted with 14 participants until theoretical saturation was reached. To ensure the validity and reliability of the qualitative phase, the criteria of Guba and Lincoln (7) were applied: Credibility: Selection of participants with diverse experiences, continued sampling until saturation, application of face validity through confirmation by supervisors and advisors, and participant review of codes, with revisions made in case of discrepancies. Transferability: Detailed reporting of participants’ views, characteristics, data collection, and analysis processes to enable judgments about applicability in other contexts. Dependability: Use of external auditing to increase the stability of results. Confirmability: Full description of research steps and submission of the research process to several other researchers for verification. In the quantitative phase, instrument validity was assessed through face and content validity. The initial questionnaire-developed based on the identified factors-was reviewed by eight faculty members in sports management to provide feedback on the wording and categorization of items. Following revisions based on the suggestions of supervisors and advisors, the final questionnaire was approved. The factors influencing the role of startups in sports businesses in Kermanshah Province were identified and compiled in a matrix questionnaire. Participants were then asked to complete the questionnaire using the ISM method. Finally, to determine the causal relationships between the indicators, an Interpretive Structural Model was constructed, illustrating the levels and interconnections among key factors affecting the development of sports startups in the province. Fingdings This study aimed to design an Interpretive Structural Model of the indicators influencing the role of startups in sports businesses in Kermanshah Province. First, the influential indicators were identified, and the research model was developed. To this end, in-depth interviews were conducted with the study sample, and the resulting data were analyzed using thematic analysis. The process included open coding of the interviews, yielding 87 initial concepts, which were grouped into 16 sub-themes and, ultimately, four main themes: market orientation enhancement, improvement of product and service quality, economic growth of sports businesses, and increased foresight and value creation. The identified sub-themes included: needs assessment, market orientation, customer orientation, improvement of product and service quality, differentiation in products and services, globalization of products and services, improvement of the labor market for elites, sustainable job creation, increased return on investment, support for domestic products and services, development of the sports economy, strategic planning, reduction of uncertainty, strengthening business management, enhancement of competitive advantage, and promotion of innovation. After identifying these sub-themes, their relationships were determined using the Structural Self-Interaction Matrix (SSIM) and expert opinions. Converting this matrix into the initial reachability matrix and applying transitivity yielded the final reachability matrix, enabling the calculation of each indicator’s driving power and dependence. The findings showed that the highest driving power (16) belonged to sub-themes such as needs assessment, customer orientation, globalization of products and services, strategic planning, and strengthening business management. These indicators exert the greatest influence on other sub-themes and are considered foundational driving factors. Conversely, the lowest driving power (3) was associated with sustainable job creation, which functions primarily as an outcome dependent on the realization of other factors. The highest dependence was observed for improvement of the labor market for elites, indicating its strong susceptibility to other factors. According to the hierarchical structuring in the ISM model, highly dependent indicators-such as improvement of the labor market for elites and sustainable job creation-were positioned at the upper levels of the model, while high-driving indicators occupied the lower levels. Intermediate indicators-such as development of the sports economy, strategic planning, and reduction of uncertainty-played a dual role, acting as both influencers and influenced elements, thereby serving as a bridge between foundational and outcome factors. Discussion and Conclusion The purpose of this research was to construct an Interpretive Structural Model outlining the role of startups in sports businesses in Kermanshah Province. The results revealed that these ventures can contribute across multiple dimensions, including market focus, quality enhancement, economic growth, foresight, and value creation. In terms of market orientation, startups can, through precise needs assessments, identification of customer lifestyles and preferences, and recognition of existing market gaps, deliver products and services tailored to the needs of diverse groups—from the general public to professional athletes. This process, reinforced by customer orientation and market-driven approaches, fosters close engagement with target audiences, offers diverse and personalized services, and incorporates pricing strategies and after-sales services that lead to greater customer satisfaction and loyalty. Regarding quality improvement, sports startups can leverage innovation to elevate product and service standards to a global level, introduce distinctive ideas, and avoid imitation. Adoption of cutting-edge technologies and alignment with international standards enable these businesses to compete in global markets. However, achieving this requires government support, removal of legal barriers, provision of technical infrastructure, and access to skilled human resources. Product diversification and creative service delivery not only enhance customer appeal but also strengthen competitive positioning. Economic growth is another key outcome of sports startup activity. These ventures can generate employment for talented graduates, expand the private sector, increase self-sufficiency in production, reduce imports, and promote exports, thus playing a vital role in advancing the sports economy. Focusing on low-risk, market-driven ideas facilitates rapid return on investment and stimulates domestic business growth. Supporting local brands and bolstering domestic markets are additional benefits of this approach. The foresight dimension in the model emphasizes strategic planning, reduction of uncertainty, and strengthening of business management. Startups that formulate precise, flexible, and data-driven plans can minimize operational risks and enhance business sustainability. Optimal resource utilization, organizational agility, and the ability to adapt strategies in dynamic market conditions are key characteristics. Furthermore, incorporating entrepreneurship and management skills training into universities and incubators can improve performance and ensure long-term success. Finally, value creation-through enhancing competitive advantage and fostering innovation-emerges as a cornerstone of sports startup success. By delivering greater value to customers, offering reasonably priced and easily accessible products and services, and utilizing creative, interdisciplinary ideas, startups can discover new market opportunities and present innovative solutions to pressing problems. Cultivating an ideation culture and learning from successful domestic and international examples can foster sustainable development in this sector. With comprehensive support, sports startups can become a driving force for the development of the sports industry and the broader economic growth of the country. هدف کلی این پژوهش تدوین مدل ساختاری–تفسیری نقش استارت‌آپ‌ها در کسب‌وکارهای ورزشی استان کرمانشاه بود لذا پژوهش حاضر از نوع ترکیبی است. جامعه آماری این تحقیق خبرگان و صاحب‌نظران حوزه کارآفرینی ورزشی بودند که در هر دو بخش کیفی و کمی، 12 نفر به‌عنوان نمونه پژوهش انتخاب شدند. در بخش کیفی، تحلیل داده‎ها با استفاده تحلیل مضمون و در بخش کمی تحلیل داده‌ها با استفاده از مدل‌سازی ساختاری-تفسیری انجام شد. جهت بررسی روایی و پایایی نتایج بخش کیفی تحقیق از معیارهای گوبا و لینکلن (1989) و در بخش کمی پژوهش نیز از روایی صوری و مح توایی استفاده شد. نتایج بخش کیفی پژوهش نشان داد که نقش استارت آپ ها در کسب‌وکارهای ورزشی استان کرمانشاه دارای 87 مفهوم، 16 مضمون فرعی و 5 مضمون اصلی (افزایش توجه به بازار، ارتقای سطح کیفی محصولات و خدمات، رشد اقتصادی کسب‌وکارهای ورزشی، افزایش آینده‌نگری و ارزش‌آفرینی) است. همچنین سطح‌بندی مضمون‌های فرعی نقش استارت‌آپ‌ها در کسب‌وکارهای ورزشی استان کرمانشاه نشان داد بهبود بازار کار برای نخبگان، اشتغال‌زایی پایدار و حمایت از محصولات و خدمات داخلی در سطح یک، افزایش بازده سرمایه‌گذاری، توسعه اقتصاد ورزشی، برنامه‌ریزی راهبردی و کاهش عدم اطمینان در سطح دوم، مشتری‌گرایی، بهبود کیفیت محصولات و خدمات ورزشی، تفاوت در محصولات و خدمات، جهانی‌سازی محصولات و خدمات، افزایش مزیت رقابتی و افزایش نوآوری در سطح سوم و نیازسنجی، بازارگرایی در کسب‌وکارهای ورزشی و تقویت مدیریت کسب‌وکار در سطح چهارم سطح‌‌بندی قرار داشتند.

https://arsmb.journals.pnu.ac.ir/article_12056_7baed9fea8bf61bc2bfbe7b235f79328.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Examination and Analysis Theory of Acceptance and Use of Technology (UTAUT2) In Esports واکاوی و تحلیل نظریه پذیرش و استفاده از فناوری (UTAUT2) در ورزش‌های الکترونیک 93 114 12057 10.30473/arsm.2025.70557.3863 FA زهرا عسگری گندمانی دکتری، گروه مدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران. 0000-0001-8127-2187 نوشین بنار دانشیار، گروه مدیریت ورزشی، دانشگاه گیلان، دانشکده تربیت بدنی و علوم ورزشی، گیلان، ایران. یعقوب محمدی دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه خوارزمی، دانشکده تربیت بدنی و علوم ورزشی، تهران، ایران. Journal Article 2024 02 10 Introduction In recent years, electronic sports (Esports) have emerged as a prominent dimension of leisure, recreation, and competition, particularly among younger generations. The rapid growth and widespread popularity of Esports globally have transformed them from casual gaming activities into organized, professionalized, and monetized events with international audiences. This dynamic shift has captured the attention of researchers, marketers, educators, and sports administrators alike, calling for a deeper understanding of the factors driving user engagement and behavioral intention in this emerging domain. As Esports continue to blur the boundaries between traditional sports and digital entertainment, the field of sport management must adapt to these technological and cultural changes. Recognizing this trend, the present study aims to investigate the determinants that influence individuals' behavioral intention to engage in Esports, specifically focusing on university students as a critical demographic group. University students are both technologically savvy and culturally immersed in digital interactions, making them ideal representatives for studying patterns in Esports adoption and usage. To achieve this, the study employs the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) model, an extension of the original UTAUT framework developed by Venkatesh et al. (2012), which integrates key psychological and behavioral constructs to predict technology adoption. This model is particularly well-suited for examining consumer contexts, including leisure-based digital platforms such as Esports. ObjectivesThis research seeks to: Methodology This study is applied in nature and follows a descriptive-survey approach for data collection. The research instrument was an electronic questionnaire consisting of 19 five-point Likert-scale items, ranging from "very important" to "very unimportant."To measure the constructs of hedonic motivation, habit, price value, effort expectancy, and social influence, items were adapted from the questionnaire developed by Venkatesh et al. (2012). For assessing behavioral intention to engage in Esports, the instrument developed by Jang and Byon (2020) was used. To ensure the content validity of the questionnaire, it was reviewed by a panel of eight academic experts. A two-step approach was adopted to evaluate content validity, while construct validity was assessed through structural equation modeling (SEM) and confirmatory factor analysis (CFA).In addition, the reliability of the instrument was confirmed using Cronbach’s alpha coefficients, which were as follows: To assess actual Esports behavior, participants were also asked to indicate the number of times they play Esports per week. The statistical population of the study consisted of all students from public universities in Tehran. A convenience sampling method was employed due to the accessibility of the population. Since the PLS method is relatively robust to sample size limitations, the required sample size was determined based on the guidelines of Barclay et al. (1995). Nonetheless, to enhance the generalizability of the findings and reduce statistical error, 200 questionnaires were randomly distributed among students who voluntarily agreed to participate in the study. Ultimately, 195 valid and analyzable responses were collected. For data analysis, PLS software was used to assess the reliability and validity of the measurement model and to test the structural model hypotheses. Findings The structural model assessment revealed several statistically significant relationships among the UTAUT2 constructs and the behavioral intention to engage in Esports. Key findings include: Effort Expectancy (EE → BI): t = 347/2, indicating that students are more likely to engage in Esports when the games are perceived as easy to learn and interact with. Social Influence (SI → BI): t = 593/2, suggesting that peer influence and social trends significantly impact Esports participation. Price Value (PV → BI): t = 558/2, highlighting the perceived trade-off between cost (monetary or time-based) and benefits of Esports engagement. Hedonic Motivation (HM → BI): t = 143/3, showing that the pleasure and enjoyment derived from gaming play a strong role in motivating users. Habit (HT → BI): t = 753/2, emphasizing the influence of repeated behavior and routine on sustained Esports participation. Interestingly, performance expectancy and facilitating conditions were found to be non-significant predictors in this specific sample, which may reflect the non-utilitarian, recreational nature of Esports compared to task-oriented technologies. Discussion and Conclusion The findings of this study offer several theoretical and practical insights. From a theoretical standpoint, the validation of UTAUT2 in the context of Esports provides empirical support for the model's adaptability in non-traditional, leisure-oriented technological domains. The results reinforce the importance of hedonic motivation and habit, which are often underemphasized in utilitarian technology adoption studies. The non-significance of performance expectancy implies that users may not prioritize functional outcomes (e.g., improving skills, winning tournaments) as the main driver for engagement. Instead, social dynamics and personal enjoyment are more dominant motivators. This aligns with the broader literature on consumer entertainment behavior, where affective experiences frequently outweigh instrumental objectives. From a managerial perspective, the findings suggest that Esports developers, marketers, and organizers should: Emphasize ease of use and user-friendly interfaces in game design. Leverage social platforms and influencers to create hype and communal engagement. Offer free-to-play options or value-added pricing strategies to improve perceived value. Integrate habit-forming mechanisms, such as daily rewards and tournaments, to enhance user retention. Promote the fun and immersive aspects of the experience to appeal to intrinsic motivations. This research represents a pioneering effort to apply the UTAUT2 framework to the study of Esports participation among university students in Tehran. By highlighting the significant impact of effort expectancy, social influence, price value, hedonic otivation, and habit on behavioral intention, the study provides a nuanced understanding of sports engagement dynamics in an emerging digital culture.In summary: The study confirms the relevance of UTAUT2 in explaining technology-mediated sports behaviors. Behavioral intention toward Esports is more strongly influenced by affective and social constructs than by traditional utility-focused variables. Practical applications include developing tailored marketing strategies, game features, and engagement initiatives that align with user motivations. Limitations and Future Research Although the findings are insightful, the study is not without limitations: The sample is restricted to students in Tehran, which may limit generalizability. The cross-sectional design precludes causal inferences. Gender differences and genre preferences were not deeply explored. Future research could expand the geographic scope, adopt longitudinal designs, or incorporate qualitative methods to capture richer insights into gaming cultures. Additionally, researchers may explore how cultural values or psychographic profiles moderate the UTAUT2 relationships in the Esports domain. امروزه ورزش‌های الکترونیک به یکی از جنبه‌های مهم از گذران اوقات فراغت افراد تبدیل شده است؛ بنابراین بررسی و شناخت عوامل مؤثر بر انجام این‌گونه جدید از ورزش‌ برای بازاریابان امری ضروری است؛ ازاین‌رو در پژوهش حاضر از نظریة یکپارچة پذیرش و استفاده از فناوری برای بررسی این موارد استفاده شده است. جامعه آماری پژوهش کلیه دانشجویان دانشگاه‌های دولتی تهران بود، که به‌ صورت پیمایشی از پرسشنامه برای جمع‌آوری داده‌های اولیه استفاده شد. حجم نمونه با استفاده از شاخص بارکلای و همکاران (1995) تعیین شد. پس از جمع‌آوری داده‌ها، فرضیه‌های پژوهش توسط مدل‌سازی معادلات ساختاری و نرم‌افزارPLS4 تجزیه و تحلیل شدند. نتایج بررسی‌ها نشان داد، انتظار تلاش (347/2=t)، تأثیر اجتماعی (593/2=t)، ارزش قیمت (558/2=t) انگیزه لذت‌جویانه (143/3=t) و عادت (753/2=t) عوامل تعیین‌کننده مهمی برای قصد انجام بازی‌های الکترونیک ورزشی بودند. بر اساس بررسی‌های انجام شده این مقاله می‌تواند اولین تلاش برای توضیح عوامل مؤثر در انجام ورزش‌های الکترونیک درزمینة پذیرش فناوری در مدیریت ورزشی باشد. به‌طور کلی مدل تحقیقاتی ایجاد شده محرک‌های مختلف ناشی از قصد انجام ورزش‌های الکترونیک را توضیح می‌دهد. در عمل، این مفاهیم می‌تواند اطلاعات ارزشمندی را در مورد رفتار بازی بر مصرف‌کنندگان ورزش‌های الکترونیک به ناشران رویدادها و لیگ‌های ورزشی ارائه دهد.

https://arsmb.journals.pnu.ac.ir/article_12057_d8c6885dc863d67d2421ca6ddcd61a17.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Designing a Model for Creating Brand Equity for Private Sports Clubs, A Qualitative Approach طراحی مدل خلق ارزش ویژه برند برای باشگاه های ورزشی خصوصی(رویکردی کیفی) 115 134 12026 10.30473/arsm.2025.69855.3837 FA فرهاد فرزان مقدم دانشجوی دکتری، گروه مدیریت ورزشی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران. رسول نوروزی سید حسینی دانشیار، گروه علوم ورزشی، دانشگاه تربیت مدرس، تهران، ایران. مینا مستحفظیان دانشیار، گروه مدیریت ورزشی، مرکز تحقیقات طب ورزشی، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران. Journal Article 2023 12 02 Introduction In recent years, brand equity has emerged as a critical strategic asset in the sports industry, shaping customer behavior, financial performance, and long-term competitiveness (Chatzipanagiotou et al., 2016). For private sports clubs-operating without government support-developing sustainable brand equity is essential for success and growth in increasingly dynamic and competitive markets (Giroux et al., 2017). These clubs function as service-oriented organizations, offering athletic development and recreational experiences to various stakeholders, including athletes, fans, and sponsors (Robinson, 2010). Despite the extensive study of brand equity, most existing models are either generalized or developed for large-scale corporate and professional sports contexts (Ansary & Hashim, 2018). Brand equity is widely recognized as a multidimensional construct, shaped by factors such as brand awareness, brand personality, brand image, and emotional attachment (Dwivedi et al., 2019; Su & Tong, 2015). However, there remains a lack of frameworks specifically aligned with the structural realities and stakeholder dynamics of private sports clubs. Recent research has also emphasized the importance of emotional branding, perceived value, and digital engagement-particularly through social media-as key drivers of brand strength and customer loyalty (Kammerer et al., 2021; Verma, 2021; Ahiabor et al., 2023). Therefore, the purpose of this study is to develop a qualitative, context-sensitive model that guides private sports clubs in building and maintaining sustainable brand equity through the creation of customer value. Methodology This research is developmental in nature and employs a qualitative approach using grounded theory methodology. Grounded theory was selected for its effectiveness in developing context-specific theoretical frameworks, especially in areas lacking prior models-such as brand equity creation in private sports clubs. The study population comprised experts in marketing and sports marketing, identified as key informants. Purposeful sampling was used, and data collection continued until theoretical saturation was reached, resulting in 15 in-depth semi-structured interviews. Each interview lasted between 30 to 60 minutes and was transcribed immediately after completion. Data coding and analysis began concurrently with data collection, following grounded theory procedures. Participants included doctoral-level specialists in marketing management, sports management, and business administration with both academic and practical experience. To ensure research rigor and validity, the study applied Lincoln and Guba’s (1985) criteria-credibility, transferability, dependability, and confirmability. Credibility was enhanced through data triangulation and member checking. Transferability was supported by detailed documentation of procedures and participant demographics. Dependability was ensured via intercoder reliability, where a second researcher independently coded two interviews, achieving an 81% agreement rate. Confirmability was reinforced by external review from independent physical education scholars and transparent reporting of research processes. The analysis followed grounded theory’s three coding phases: open coding, axial coding, and selective coding, resulting in the identification of core themes and the development of a conceptual model for brand equity creation in private sports clubs. Findings During the open coding phase, 84 initial codes were extracted from interview transcripts. These were grouped into 24 secondary concepts and subsequently classified into 11 subcategories, including club brand architecture, emotional branding, customer mindset, expanding market share, enhancing customer brand commitment, environmental and industry contexts, direct and indirect club activities, financial brand value, and brand power enhancement. For example, the subcategory "customer mindset" included concepts such as brand awareness, brand image, brand personality, and customer perceptions-reflecting how customers cognitively and emotionally relate to the club’s brand. The subcategory "enhancing customer brand commitment" encompassed elements like brand attachment, satisfaction, loyalty, and behavioral intentions, including repurchase and recommendation. "Emotional branding" highlighted dimensions such as ethical responsibility, educational initiatives, and philanthropy, which contribute to emotional value creation. Through axial and selective coding, the researchers identified the core category of the model: customer mindset, which emerged as the central driver of brand equity. This mindset influences two major interactive processes: (1) enhancing customer brand commitment and (2) increasing the club’s potential market share. These are, in turn, shaped by contextual and intervening variables such as club activities and environmental dynamics. The resulting outcomes include increased financial brand value and brand market power. The model thus outlines a complex system of cognitive, emotional, and behavioral interactions that collectively generate brand equity. It offers a comprehensive, integrated framework tailored to the specific characteristics of private sports clubs. Discussion and Conclusion This study presents a context-specific model for brand equity creation in private sports clubs, placing customer mindset at its core. This mindset encompasses four essential elements: brand awareness, brand image, brand personality, and brand perception. Unlike general brand equity frameworks, this model is developed based on grounded insights from domain experts and tailored to the unique dynamics of the sports industry. Findings demonstrate that both structural factors (e.g., brand architecture) and emotional strategies (e.g., emotional branding) significantly influence customer mindset. Increased customer commitment-driven by satisfaction, loyalty, and emotional attachment-translates into greater market share and purchase intentions. Environmental variables, such as competitive dynamics and socio-cultural factors, also affect how customers engage with and evaluate the club’s brand. Overall, the research underscores that building sustainable brand equity in private sports clubs requires a holistic strategy encompassing cognitive recognition, emotional engagement, and strategic branding actions. The proposed model offers practical guidance for managers and contributes to academic discussions by integrating theoretical and operational dimensions of brand value creation in the sports context. مطالعه حاضر با هدف طراحی مدل خلق ارزش ویژه برند برای باشگاه های ورزشی خصوصی با استفاده از نظریه داده بنیاد انجام شده است. این پژوهش به لحاظ هدف توسعه ای و به لحاظ روش گردآوری در زمرۀ پژوهش های کیفی است و با استفاده از رویکرد نظریه داده بنیاد انجام شد. مشارکت کنندگان این پژوهش را کارشناسان و خبرگان حوزه بازاریابی و بازاریابی ورزشی (مطلعین کلیدی) تشکیل میدادند. جهت نمونهگیری از روش نمونه گیری هدفمند استفاده شد و نمونه گیری تا رسیدن به حد اشباع نظری ادامه پیدا کرد، بر این مبنا تعداد 15 مصاحبه انجام گرفت. برای جمعآوری اطلاعات، از مصاحبه نیمه ساختاریافته و برای تجزیه و تحلیل دادهها از سه فرایند همپوش کدگذاری باز، کدگذاری محوری و کدگذاری گزینشی استفاده شد. در مرحلۀ کدگذاری باز تعداد 84 مفهوم اولیه، در مرحله کدگذاری محوری با در نظر گرفتن قرابت معنایی مفاهیم شناسایی شده 24 مفهوم ثانویه و 11 مقوله فرعی شناسایی و ایجاد شد و در شرایط، راهبردها و پیامدهای مدل نظاممند اشتراوس و کوربین جاگذاری شدند. نتایج این تحقیق میتواند آگاهی مدیران باشگاههای ورزشی خصوصی را در سطوح کلان، میانی و خرد در مورد خلق ارزش ویژه برند افزایش دهد.

https://arsmb.journals.pnu.ac.ir/article_12026_4faaf8291f3548c30dd6f7db22d7cfa3.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Identifying Solutions and Consequences of Segmenting the Market of Sports Events in Iran based on Audience Motivation شناسایی راهکارها و پیامدهای بخش‌بندی بازار رویدادهای ورزشی ایران بر مبنای انگیزه تماشاگران 135 154 11589 10.30473/arsm.2025.70336.3855 FA محمد رحیمی استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. علی ابوالحسینی دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه علامه طباطبائی، تهران، ایران. احمد محمودی استادیار، گروه مدیریت ورزشی، دانشگاه تهران، تهران، ایران. رضا امین‌زاده استادیار، گروه تربیت بدنی و علوم ورزشی، دانشگاه بین‌المللی امام رضا (ع)، مشهد، ایران. 0000-0002-9720-6309 Journal Article 2024 01 20 Introduction Nowadays, hosting sports events has received a lot of attention and the importance of sports events for urban development has been highlighted, but most studies have focused on large-scale sports events and there is increasing disagreement about the benefits of hosting large-scale sports events (Lu, 2021). Every year, many sports events are held in different parts of the world, and the media, politicians, industry owners and other national and international stakeholders have become interested in sports events due to the attractive nature of sports and the interest of people to watch these events (Watenbe, Gilbert, Aman, & Zhang, 2018). Although marketers of athletic footwear and apparel such as Nike and Adidas have pioneered their own versions of one-to-one marketing, the reality is that most marketing efforts for spectator sports and participation sports focus on different strategies designed to satisfy specific segments. They are designed from the market that has been determined as the target market. In other words, marketers of spectator sports and participatory sports rarely engage in mass marketing or one-to-one marketing. Now the question arises that how the market segmentation strategies that are expressed in the literature capture the essence of these two significant and heterogeneous markets. But instead of focusing on a spectator or participatory sport, it encompasses a broad market for each of these two categories of sports products. In other words, it will not only focus on the specific characteristics of soccer fans, but also on the characteristics and motivations of sports spectators regardless of which sport a person follows (Fullerton et al., 2013). Therefore, according to these cases, in this research, an attempt is made to identify the motivation of the spectators of sports events and competitions in Iran and other parts of the world, and provide solutions for the segmentation of the country's sports events market, and examine its consequences. Methodology This research is interpretative in terms of philosophy and inductive in terms of approach, and is cross-sectional in time and practical in terms of purpose. It was conducted using a qualitative method with a thematic (theme) analysis approach and with an exploratory nature. The thematic (theme) method is the most conventional and practical method of analyzing qualitative data and, in fact, is based on inductive analysis; that is, the findings are both the product of the goals that the researcher has set and the product of the analysis of what was heard (Mohammadpour, 2009). In our research, Brown and Clark's six-step method was used, which is one of the methods of qualitative content analysis and examining texts in a systematic and hierarchical manner in order to extract codes. the statistical population consisted of all professors of physical education and sports sciences at national universities (specifically sports management and sports marketing), managers of sports events, experts and workers in the field of sports marketing and tourism, spectators and companies. Participants were sports events. In-depth and semi-structured interviews were used, the sampling method was purposeful, and the sampling continued until theoretical saturation was reached. During a process and interviews with 19 people, the interviews reached the point of theoretical saturation. Based on thematic analysis, the data were coded and analyzed. In the thematic analysis, the data obtained from the interviews with experts were coded according to the research topic. Findings As mentioned in the methodology section, the research findings were collected through semi-structured interviews with 19 experts and specialists in sports technology. The table shows the demographic characteristics of the study participants. Based on the findings related to the strategies for segmenting the Iranian sports events market based on the audience's motivation, 37 concepts, 7 sub-themes and 3 main themes were identified in the strategies section (motivational strategies, specialized strategies and macro strategies). In this regard, the first main theme, motivational strategies, included three sub-themes. The first sub-theme means providing special facilities, the second sub-theme includes paying special attention to the audience, and the third sub-theme is establishing proper security. The second main theme, i.e. specialized strategies, included two sub-themes. The first sub-theme is culturalization of the event and the second sub-theme was diversity in holding the event. The third main theme of macro strategies, which included two sub-themes. The first sub-theme was the correction of basic defects and the second sub-theme was the spread of meritocracy.Based on the findings related to the consequences of segmenting the market of sports events in Iran based on the motivation of spectators, 32 concepts, 7 sub-themes and 3 main themes were identified in the consequences section (growth and development of sports fans, improvement of the condition of sports spectators and development of sports events). In this regard, the first main theme, i.e. the growth and development of sports fandom, included two sub-themes of the development of fan status in sports and the increase in the attendance of spectators. The second main theme in the field of consequences is related to improving the condition of sports spectators, which has three sub-themes of personal and social development of spectators, increasing satisfaction with events and improving coping with personal problems. Finally, the third and last main theme related to consequences, development there were sports events, which were two sub-themes of the development of event services and facilities and the development of the sports industry. Discussion and Conclusion Organizations concerned with the subject can focus on the fundamental factors influencing the motivation of spectators in meeting the needs and desires of spectators, tourists and potential participants and use it as a diagnostic and logical criterion for segmenting the relevant market. Today, in the world of sports, competition is not only about winning championships and taking possession of the cup, but the circle of competition has been extended to various issues such as attracting spectators, the number of fans, spectators' satisfaction and satisfying their needs, because in fact, sports clubs and organizations gain their credibility from spectators and fans, and the two are necessary and indispensable to each other. By segmenting the sports consumer market, marketers can adjust market activities, modify pricing strategies and sports products, customize sports experiences for each segment and ultimately emerge as a market leader and be the undisputed leader in their path. Given that our country has very little experience in hosting major sporting events and, as a result, there was not enough information in this field, an attempt was made to use people who have experience attending major sporting events as managers and supervisors.It can be said that by dividing the sports events of the country based on the motivations of the spectators, it is possible to provide services and facilities according to their motivations and diversify the sports events, and finally, help the growth and development of event tourism and the country's sports industry. هدف پژوهش حاضر، شناسایی راهکارها و پیامدهای بخش‌بندی بازار رویدادهای ورزشی ایران بر مبنای انگیزه تماشاگران بود. پژوهش کیفی حاضر با روش تحلیل تماتیک انجام گرفت و جامعه آماری کلیه استادان تربیت بدنی و علوم ورزشی دانشگاه‌های سطح کشور (به‌طور خاص مدیریت ورزشی و بازاریابی ورزش)، مدیران رویدادهای ورزشی، متخصصان و شاغلین حوزه بازاریابی و گردشگری ورزشی، تماشاگران و شرکت‌کنندگان رویدادهای ورزشی بود. از مصاحبه عمیق و نیمه ساختاریافته استفاده و روش نمونه‌گیری به صورت هدفمند و تا رسیدن به اشباع نظری ادامه یافت. طی یک پروسه و مصاحبه با 19 نفر، مصاحبه‌ها به نقطه اشباع نظری رسید. براساس تحلیل تماتیک، داده‌ها کدگذاری و مورد تجزیه و تحلیل قرار گرفتند. در تحلیل تماتیک داده‌های حاصل از مصاحبه با خبرگان براساس موضوع پژوهش کدگذاری شدند. بر پایه یافته‌های حاصل از نتایج کیفی، 37 مفهوم، 7 تم فرعی و 3 تم اصلی در بخش راهبردها (راهبردهای انگیزشی، راهبردهای تخصصی و راهبردهای کلان) و 32 مفهوم، 7 تم فرعی و 3 تم اصلی در بخش پیامدها (رشد و توسعه هواداری ورزشی، بهبود وضعیت تماشاگران ورزشی و توسعه رویدادهای ورزشی) شناسایی شدند. در نهایت، ‌می‌توان گفت که با بخش‌بندی رویدادهای ورزشی کشور براساس انگیزه‌های تماشاگران، می‌توان خدمات و امکاناتی متناسب با انگیزه‌های آنان فراهم آورد و به رویدادهای ورزشی تنوع بخشید و در نهایت، به رشد و توسعه گردشگری رویداد و صنعت ورزشی کشور کمک نمود و سیاست‌گذاران به برنامه‌ریزی سیاست‌های فرهنگی، حمایتی و کنترلی پرداخته و باعث جلب اعتماد مشتریان بالقوه خود بشوند.

https://arsmb.journals.pnu.ac.ir/article_11589_1edfd0f5c39bde13d8b3e90cde1017a9.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 The Effect of Brand Personality, Consumer and Endorser on the Effectiveness of Endorsement of Famous Athletes with the Approach of Congruence Theory کاربرد شخصیت برند، مصرف‌کننده و صحه‌گذار در اثربخشی صحه‌گذاری ورزشکاران مشهور با رویکرد نظریه تجانس 155 172 12152 10.30473/arsm.2025.70035.3843 FA علیرضا امیرعلائی دانشجوی دکتری، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران. حسین اکبری یزدی استادیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران. علیرضا الهی دانشیار، گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران. 0000-0002-4810-1949 Journal Article 2023 12 21 Introduction In today’s globalized economy, the sports industry faces unprecedented challenges as manufacturers of sporting goods strive to achieve competitive advantage and sustain their presence in international markets (Dwivedi et al, 2021). Social media (SM) platforms such as Facebook, Instagram, YouTube, and Twitter have rapidly become the preferred channels for brand communication and advertising (De Mooij, 2021). With their extensive reach, these platforms serve as vital spaces where businesses can promote products and engage with consumers. For instance, Nike has elevated social media marketing to new heights by cultivating an iconic brand image. The proliferation of social media and the growing influence of celebrity athletes have introduced new dynamics into sports marketing. The use of brand personality and athlete endorsers to promote health and fitness has emerged as a critical focus for marketers (Moreno et al, 2023). Research suggests that the effectiveness of brand associations with major sporting events like the Olympics may be mediated by brand personality traits, though the strength of these associations varies (Ahn & Kang, 2022). Modern consumers tend to shop at outlets offering a comprehensive range of sports products, making brand preference a decisive factor in purchasing behavior (Kelman, 2017). Brands have become invaluable intellectual assets that drive growth and revenue (Friedman & Friedman, 1979). Internet-based advertising, particularly via athlete endorsers, is now a cornerstone of sports marketing strategy, meriting rigorous investigation of its effectiveness (Till & Busler, 2000). Brand personality fosters emotional connections between consumers and brands, resembling interpersonal relationships (Hung, 2014). With a saturated sports goods market, managers increasingly focus on enhancing brand personality to strengthen consumer-brand bonds (Abeza, et al, 2014). In Iran, the use of athlete endorsers has gained traction across industries. Examples include prominent figures like Ali Karimi (Arian Sazeh), Alireza Beiranvand (Pars Oil), and Behdad Salimi (Kalleh Products). However, little is known about how congruence between brand personality, endorsers, and consumers affects endorsement effectiveness. This study seeks to integrate these dimensions into a unified model and assess their impact on four key outcomes: brand awareness, brand attitude, behavioral intentions, and brand commitment. Mothodology This study employed a descriptive-correlational design with an applied purpose, conducted using a survey-based approach. The target population comprised consumers of products endorsed by prominent Iranian athletes, including Ali Karimi (Arian Sazeh, My Products), Alireza Beiranvand (Pars Oil, Flow Max Engine Oil), Mehdi Rahmati and Mehdi Mahdavikia (Mihan Products), Behdad Salimi (Kalleh Products), Seyed Mohammad Mousavi (Rexona Products), Pejman Jamshidi (Shahr Farsh), Ahmadreza Abedzadeh (KWC Faucets), and Mohammadreza Geraei (MVM Products). The sample size was estimated based on recommendations for partial least squares structural equation modeling (PLS-SEM), suggesting 10–20 times the number of parameters in the conceptual model. Given 22 latent variables in the model, a minimum sample size of 220 was required. Ultimately, 427 respondents were selected using a convenience sampling method. Data were collected via a structured questionnaire consisting of two sections. The first section captured demographic characteristics, while the second section measured core study variables using established scales. Brand personality, consumer personality, and endorser personality congruence were assessed using the scale developed by Sirgy et al. (1991), previously adapted in Aghazadeh et al. (2015). Congruence was calculated as: Endorsement effectiveness was measured using four indicators: brand awareness (4 items; Escalas & Bettman, 2003), brand attitude (3 items; Park et al., 2010), brand commitment (5 items; Fullerton, 2005), and behavioral intentions (6 items; Park et al., 2010). All items employed a five-point Likert scale (1 = strongly disagree, 5 = strongly agree). Content and face validity were confirmed by a panel of 12 experts. Construct validity was assessed using confirmatory factor analysis (CFA), and reliability was verified with Cronbach’s alpha (α = 0.803), exceeding the recommended threshold of 0.70 (Nunnally & Bernstein, 1994). Data were analyzed using SPSS v24 for descriptive statistics and SmartPLS v4 for hypothesis testing via PLS-SEM (Ringle et al., 2023). Fingdings The demographic profile of the participants revealed that 40.7% were female and 59.3% male. The age distribution indicated that the largest proportion of respondents (32.7%, n=140) were under 20 years, whereas only 11% (n=47) were aged 51 years and above. Regarding educational attainment, 29.7% (n=127) held less than a high school diploma, while only 4.6% (n=20) reported holding an associate degree. In terms of income, 41.7% (n=178) earned less than 50 million IRR per month, whereas 19.9% (n=85) reported monthly earnings exceeding 100 million IRR. The structural equation modeling (SEM) process began with the evaluation of the measurement model using SmartPLS 4. All factor loadings exceeded the threshold of 0.50, with no items requiring removal based on Henseler et al. (2009). Reliability and convergent validity were assessed using four indices: Cronbach’s alpha, rho_A (Spearman’s reliability coefficient), composite reliability (CR), and average variance extracted (AVE). Table 1 summarizes these metrics. All Cronbach’s alpha coefficients surpassed the recommended threshold of 0.70 (Nunnally & Bernstein, 1994). Similarly, rho_A values exceeded 0.60, meeting the criterion suggested by Ringle et al. (2015). The composite reliability (CR) for all constructs was above 0.70, and the AVE values were all greater than 0.50, supporting convergent validity (Hair et al., 2021). Discriminant validity was assessed using the Fornell-Larcker criterion. Square roots of AVE values exceeded inter-construct correlations, indicating satisfactory discriminant validity. The structural model was then evaluated. Moderator analyses examined the interaction effects of congruence variables. Results revealed that congruence between endorser personality and consumer personality significantly moderated the relationship between consumer personality and endorsement effectiveness (β=0.164, T=1.709, p<0.10). Similarly, congruence between brand and consumer personality had a significant moderating effect (β=0.528, T=9.725, p<0.001). However, no significant moderation was observed for congruence between brand and endorser personality on the paths examined.The model’s explanatory power was evaluated using R². According to Cohen (1998), R² values of 0.19, 0.33, and 0.67 indicate weak, moderate, and substantial effects, respectively. The R² value of 0.529 for endorsement effectiveness suggests a moderate-to-strong explanatory power. The f² effect size showed that brand personality had the largest effect (f²=0.317). Predictive relevance (Q²) was assessed using the Stone-Geisser criterion, yielding values in the range of 0.15–0.32, indicating medium to high predictive relevance. Model fit was evaluated using the standardized root mean square residual (SRMR). The SRMR value of 0.0789 fell below the recommended threshold of 0.08 (Henseler et al., 2016), suggesting an acceptable model fit. These findings confirm the robustness of the measurement and structural models and support the hypothesized relationships and moderating effects, with some exceptions noted in the moderator analyses. Discussion and Conclusion The findings of this study confirmed that the endorser’s personality had a direct, positive, and significant impact on endorsement effectiveness. This aligns with Kelman’s (1961), conceptualization, which posits two underlying social processes for effective endorsements: identification and internalization. Identification suggests that consumers adopt the behaviors and recommendations of celebrities because of admiration and perceived affinity, while internalization reflects their belief in the validity of the endorsed attitudes or behaviors .Consequently, the successful selection of a celebrity endorser is not merely a tactical decision but a strategic one, which can shape consumer perceptions of brand personality and drive market growth. Friedman et al. (1979), further distinguish between two endorsement types: attractiveness-based endorsements, effective for low-involvement purchases, and expertise-based endorsements, which are more effective for high-involvement products. For instance, Michael Jordan’s endorsements of Nike products resonate more effectively with consumers due to congruence between his sports expertise and the product domain, compared to less relevant categories like telecommunications. Similarly, the present findings underscore the importance of aligning celebrity expertise with the endorsed product category to maximize credibility and consumer trust. Interestingly, the moderating effects of brand personality and consumer personality on endorsement effectiveness were not significant. This result suggests that congruence between brand, endorser, and consumer personalities-known as the "match-up hypothesis" may not uniformly enhance endorsement outcomes. However, Hong (2014) contends that perceptual fit between the celebrity and product enhances believability and consumer acceptance, indicating the need for further nuanced exploration of this relationship. The study also emphasizes the evolving role of celebrities in sports marketing in the digital era. Social media platforms such as Instagram, Twitter, and YouTube enable closer, more dynamic interactions between celebrities and their fans, thereby increasing the influence of endorsements. Du et al. (2015) reported that brands leveraging social media endorsements demonstrated stronger consumer-brand relationships, supporting our findings regarding emotional attachment to endorsers and the impact on consumer behavior. Notably, this study found no significant effects of consumer personality on endorsement effectiveness via moderating variables. This indicates that consumers perceive endorsement effectiveness primarily when there is clear exposure to the celebrity and brand together. Moreover, the multidimensionality of athlete celebrity personalities-encompassing attractiveness, trustworthiness, and expertise-highlights their complex influence on consumer attitudes. Yet, as previous studies warn, missteps by celebrity endorsers, whether on or off the field, can severely damage brand image and credibility (18). Therefore, understanding consumer perceptions and responses to celebrity behavior is vital in developing resilient endorsement strategies. For marketing managers in the sports industry, these findings suggest the importance of strategic alignment between celebrity endorsers, brand personality, and target consumer profiles. Endorsement strategies should integrate celebrity selection with media strategy, creative alignment, and audience profiling to enhance effectiveness. Furthermore, managers must consider the potential risks of celebrity misbehavior and design contingency plans to safeguard brand equity. In culturally diverse markets like Iran, where demographic dynamics vary significantly, careful management of endorser-brand fit is crucial for optimizing endorsement outcomes. This study contributes to endorsement literature by integrating multidimensional personality congruence into a single framework, offering a comprehensive model for understanding and managing celebrity endorsement effectiveness in sports marketing. هدف این پژوهش بررسی تأثیر شخصیت برند، مصرف‌کننده و صحه‌گذار بر اثربخشی صحه‌گذاری ورزشکاران مشهور با رویکرد نظریه تجانس بود. پژوهش حاضر از نظر هدف کاربردی، از نظر ماهیت توصیفی-پیمایشی است. جامعه آماری شامل مصرف‌کنندگان محصولات ورزشی که به صورت نمونه‌گیری در دسترس 427 نفر انتخاب شدند. ابزار جمعآوری دادهها پرسشنامه‌های استاندارد شخصیت برند، مصرف‌کننده، صحه‌گذار جونز و همکاران (۲۰۰۹)؛ شناسایی برند اسکالاس و بتمن (2003)، نگرش به برند پارک و همکاران (2010)، تعهد به برند فولرتون (2005) و تمایلات رفتاری پارک و همکاران (2010) استفاده شد که روایی و پایایی این پرسشنامه مورد تأیید قرار گرفته است. جهت تجزیه و تحلیل دادهها از نرمافزار PLS4 و SPSS24 استفاده شده است. یافتههای پژوهش نشان داد که متغیر شخصیت برند به‌طور مستقیم دارای اثر مثبت و معناداری بر اثربخشی صحه‌گذار دارد و بعد شخصیت مصرف‌کننده و بعد شخصیت صحه‌گذار به صورت مستقیم بر اثربخشی صحه‌گذار تأثیرگذار نیست. سپس نتایج همخوانی نشان داد که تجانس شخصیت برند و مصرف‌کننده بر اثربخشی صحه‌‍‌گذار؛ تجانس شخصیت صحه‌گذار و مصرف‌کننده (از دیدگاه شخصیت مصرف‌کننده) بر اثربخشی صحه‌گذار؛ تجانس شخصیت صحه‌گذار و مصرف‌کننده (از دیدگاه شخصیت برند) بر اثربخشی صحه‌گذار و در نهایت تجانس شخصیت برند و مصرف‌کننده (از دیدگاه شخصیت صحه‌گذار) بر اثربخشی صحه‌گذار اثر معنادار دارد و سایر متغیرهای تعدیل گر بر اثربخشی صحه‌گذار معنی‌دار نبودند

https://arsmb.journals.pnu.ac.ir/article_12152_d9d35cc39b60385ef36a40114cff1aaa.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Identifying the Factors that Determine the Alignment of Information Technology with Organizational Strategies in Iranian Sports Federations شناسایی عوامل تعیین‌کننده هم‌راستایی فناوری اطلاعات با راهبردهای سازمان در فدراسیون‌های ورزشی ایران 173 190 12053 10.30473/arsm.2025.71972.3907 FA ابوالفضل فراهانی استاد، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. لیلا قربانی قهفرخی دانشیار، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. محمد محسن صدر استادیار، گروه علم اطلاعات و دانش‌شناسی، دانشگاه پیام نور، تهران، ایران. سید فرشید میرمحمدیان توتکله دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه پیام نور، تهران، ایران. Journal Article 2024 08 06 Introduction The alignment of information technology with organizational strategies shows the extent to which information technology and the organization's activities and processes are in harmony with each other (Chen, 2010). In the past decade, one of the biggest challenges facing Iranian organizations was the strategic alignment of information technology with the organization's leaders (Mahmoudi et al., 2009), and this challenge is currently also of concern to managers (Jalilvand et al., 2010). Given the nature of sports federations, working conditions and tasks in them change rapidly, so information technology strategies and organizational goals must complement and support each other based on the environment and nature of the work. The necessity of having a correct strategy for information technology in the organization to achieve the goals of any organization in the age of communications is undeniable, and different organizations, based on their nature and goals, must seek help from this tool in a way that they can achieve their goals as quickly as possible. Given the necessity of advancing strategic goals and improving the management and performance indicators of Iranian sports federations, the present study was designed and implemented to identify the determining factors of information technology alignment with organizational strategies in Iranian sports federations. Mothodology The type of research is applied based on the purpose and is exploratory and cross-sectional in terms of time based on the method of data collection. The statistical population of the research was composed of experts and scholars (authors of books and articles on sports communications, IT officials of the Ministry of Sports and Youth Headquarters and sports federations, university professors in the field of sports management and IT management) in this field. In the process of implementing this research, theoretical and technical saturation was achieved after interviewing 12 experts. The interview was between the two extremes of structured and unstructured. The interview protocol included predetermined questions and of course the researcher also raised new questions during the study. In this case, the researcher was responsible for coding the answers and classifying them. The interviews in the present study were conducted orally and individually. The interview was based on the variables of “communication, participation, competence/value, scope and architecture, level of exercise of authority and skills”, which are derived from the Luftman model (2000) and the questionnaire of Manian et al. (2009) for assessing the alignment of the IT strategy. The information obtained from the interview led to the development of the Luftman model and its customization for sports federations. This information was analyzed using Max Quda software and content analysis to identify appropriate and specific indicators for sports federations. The identified indicators were confirmed by the Delphi method. The Delphi method was followed and implemented in this study in four phases. In the first phase, the problem was formulated and the scope of discussion around the topics was determined. In the second phase, the opinions and opinions of experts were collected and the opposing and agreeing opinions were identified. In the third phase, the indicators related to the agreeing and disagreeing opinions were categorized and the reasons for the agreeing and disagreeing opinions were examined. Finally, in the fourth phase, indicators that received favorable opinions were selected and indicators that received opposing opinions were eliminated. Findings After data collection, thematic analysis showed that a total of 439 concepts were obtained from 12 interviews and a number of common issues were raised in each interview. Finally, only 66 independent concepts were identified and were further examined in the Delphi stages. A total of 66 concepts were obtained and 6 categories were evaluated by experts in the first Delphi round. The fuzzy Delphi method was used to select concepts or eliminate concepts. Thus, the fuzzy number calculated from the values assigned by the experts determines the consensus or lack of consensus for each concept. In the first Delphi stage, 14 concepts were not agreed upon by the experts and were eliminated from the concept category. In the second Delphi round, 3 concepts were not agreed upon and in the third Delphi round, all 52 remaining concepts were agreed upon and agreed upon. Therefore, in this study, the Delphi method was implemented in three rounds to reach a final consensus and identify the determining factors of information technology alignment in Iranian sports federations. After implementing the Delphi method, 52 concepts were obtained in six categories. Therefore, it has been determined that these 52 concepts obtained can be classified into six categories: communication, competence/value, management/authority, participation, scope/architecture, and human resources/skills. This classification is consistent with Luftman's IT strategic alignment assessment model. Discussion and Conclusion Studies have shown that the alignment of information technology and its measurement dates back to the past two decades, and this field of study is still being tested, researched, and studied until it reaches maturity and stability. Since sports federations are among the organizations that use information technology hardware and software, but like many other organizations, the nature of their work is far from the nature of information technology construction and engineering (Lopez et al., 2021), there is a need to examine the productivity and success of strategic information technology projects in such organizations to prevent waste of cost, time, and numerous funds. The results of the present study showed that the main indicators of "communication, competence/value, management/authority, participation, scope/architecture, and human resources/skills" determine the strategic alignment of information technology in Iranian sports federations. Participation and mutual understanding in the organization include issues such as social and antisocial behaviors, aggression, superiority, high self-confidence, and communication with colleagues, which are of a social nature and necessarily require a suitable environment for appropriate and positive expression or development (Robbins et al., 2009). Managers, relying on their leadership ability, will ultimately lead to greater employee participation by creating opportunities for collective and individual participation and influence on the organization's work processes (Farahani et al., 2017). Experts believe that when the leadership style of managers is more relationship-oriented and less task-oriented, a participatory leadership style is created (Lee et al., 2015). According to the results of the present study, it was observed that the communication and participation of work areas with the IT unit in sports federations can lead to the growth of strategic alignment of IT in the organization. Managers who provide opportunities for employee empowerment have been called transformational leaders. Because a transformational leader is someone who empowers followers and motivates them to perform beyond their expectations and encourages them to follow collective goals rather than interests (Kantz, 2006). Management and authority and its related factors are positively related to the functions of information and communication technology in sports organizations. Strategic management benefits from linking human resource management with short-term and long-term strategic goals to improve organizational performance and create an organizational culture that can strengthen flexibility and creativity. Strategic management is a comprehensive, innovative and organized transformational foresight in providing the organization's human resources, nurturing and improving them, providing quality of work life for them, and finally, the appropriate and effective use of this strategic resource by recognizing and applying the aspects of the impact and influence of the internal and external organizational environment in order to explain strategies, in order to achieve the organization's mission and goals (Mirsepasi, 2019). The role of organizational architecture in the strategic alignment of information technology and its success in sports organizations was seen in the present study. When organizational architecture improves organizational performance, the organization has provided its employees with the necessary training to improve their knowledge, ability and skills, and thereby creates a sense of job self-efficacy resulting from acquiring the necessary expertise in employees. While training and acquiring job knowledge and skills, employees gain the opportunity to experience new work challenges and realize the importance and value of their professional duties, which comes from realizing the positive consequences of performing job duties using up-to-date expertise, skills, and technology, and feel empowered. on the other hand, improving the empowerment of the organization's employees causes a change in the practical behavior of the workforce (Abdi et al., 2018). In order for organizations to make their employees' performance more efficient and effective in terms of educational and specialized levels, they must encourage and motivate their employees to use technology in line with the speed of technological changes and raise their level of awareness and technological literacy. The issue of information literacy and how to achieve it in the context of society is one of the important points that enables the intelligent presence of society in this era (Mohammadi et al., 2016). While it has been observed that not only in Iranian sports federations but also in all Iranian sports organizations, the role of information technology in facilitating and succeeding the organization's functions is very important and fundamental (Mohammadi et al., 2016). Information technology and business alignment refers to the use of information technology in a competent manner and in balance with the organization's strategies, goals and business needs (Loftman, 2000). In this regard, hardware and software infrastructures and technical tools and methods determine alignment. In this study, it was observed that the most important technical indicators effective in strategic alignment of information technology among the obtained indicators are, respectively: 1- Integrated strategic planning of the organization 2- Appropriate prioritization of information technology projects 3- Leadership ability of information technology managers 4- Acceptance of risks, rewards and shared values 5- Existence of appropriate hardware 6- Participation of organization managers in strategic technology planning. Considering the results obtained and their alignment with models and results of past research, it is recommended that managers pay attention to the determining factors identified in this study in order to establish better alignment and achieve high levels of strategic alignment of information technology in Iranian sports federations. به‌منظور کارایی بیشتر فناوری اطلاعات در سازمان، نیاز است تا هم‌راستایی آن با وظایف سازمان برقرار و عوامل مؤثر بر آن شناسایی گردد. ازاین‌رو پژوهش حاضر با هدف شناسایی عوامل تعیین‌کننده هم‌راستایی فناوری اطلاعات با راهبردهای سازمان در فدراسیونهای ورزشی ایران انجام شد. نوع تحقیق حاضر بر اساس هدف کاربردی است و بر اساس نحوه گردآوری دادهها اکتشافی متوالی می‌باشد. جامعه آماری پژوهش را صاحب‌نظران و متخصصان حوزه مدیریت ورزشی و فناوری اطلاعات تشکیل دادند که با روش نمونه‌گیری گلوله برفی انتخاب شدند. داده‌ها با استفاده از مصاحبهای نیمه ساختاریافته از صاحب‌نظران و خبرگان این حوزه گردآوری شد. تجزیه و تحلیل داده‌ها با استفاده از روش تحلیل مضمون و روش دلفی فازی انجام گردید. نتایج نشان داد که 52 عامل که در 6 گروه «ارتباطات، شایستگی/ارزش، مدیریت/ اختیار، مشارکت، حیطه عمل/معماری و منابع انسانی/مهارت‌ها» دسته‌بندی شدند، تعیین‌کننده میزان هم‌راستایی راهبردی فناوری اطلاعات در فدراسیون‌های ورزشی می‌باشند. بر اساس نتایج پیشنهاد می‌شود، عوامل تعیین‌کننده هم‌راستایی راهبردی فناوری اطلاعات در فدراسیون‌های ورزشی جمهوری اسلامی ایران برای توسعه کارآمدی هزینه‌های فناوری اطلاعات و اثربخشی آن برای رسیدن به اهداف راهبردی سازمان مورد توجه مدیران قرار گیرد.

https://arsmb.journals.pnu.ac.ir/article_12053_e7de3735c50e3221aae17141ca56117f.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 The Relationship between Organizational Commitment Factors and Individual Characteristics of Iraqi Football Team Coaches with the Mediation Role of Job Satisfaction رابطه عوامل تعهد سازمانی بر ویژگی‌های فردی مربیان تیم‌های ورزشی فوتبال کشور عراق با میانجیگری نقش رضایت شغلی 191 206 12059 10.30473/arsm.2025.70376.3856 FA احمد غالب مهدی المسرجی دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه، ایران. میرحسن سیدعامری استاد، گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه ایران. رقیه سرلاب استادیار، گروه مدیریت ورزشی، دانشگاه ارومیه، ارومیه ایران. Journal Article 2024 01 24 Introduction The primary objective of sports coaching is to nurture athlete development, improve all aspects of their performance, and maximize their athletic achievements. Coaching is defined as a dynamic, social, and interpersonal process where coaches aim to positively influence athletes' physical, technical, tactical, and psychological growth. Sports coaches play a crucial educational role, contributing to the psychological well-being of youth by promoting enjoyment, self-esteem, and perceived health. Coaches who promote fair play and respect are associated with higher levels of enjoyment, self-esteem, and lower dropout intentions. This aligns with Meyer and Allen's affective commitment, defined by identification with organizational goals, willingness to exert effort for them, and an emotional desire to remain. Additionally, although a four-component commitment model has been proposed to address shortcomings of the three-component model, few studies have used it. Job satisfaction plays an extremely important role, becoming a central research topic in organizational management. It is among the most critical job-related factors, referring to the set of positive tendencies or feelings individuals hold about their work. Moreover, coaches are considered the most important human resource in a sports team, producing the product of sporting competition and playing the largest role in organizational performance. Job satisfaction is an attitude that extends beyond the organization into private life. For coaches, professional-level satisfaction can be considered a positive state experienced through a complex evaluation of structures, processes, and individual and team results. It is influenced by team social dynamics, relating to social interactions within the team, such as cohesion, club environment, culture, and relationships with athletes, management, and teammates. The job satisfaction of sports coaches is influenced by various factors, including work passion, flow experience, and organizational commitment. Coaches who show harmonious passion for their profession tend to perceive more positive experiences at work and feel greater satisfaction. Furthermore, job satisfaction is linked to motivation and is an indicator of sports organizational performance. Research showed that tennis coaches and full-time coaches reported higher job satisfaction compared to part-time coaches. Additionally, studies found that coaches' job satisfaction levels did not differ significantly based on gender, team gender, or tenure. These findings highlight the importance of factors like passion, commitment, and organizational support in promoting coaches' job satisfaction. Research concluded that increased job satisfaction leads individuals to exert more effort and consequently perform better. Accordingly, high job satisfaction can increase productivity, commit the individual to the organization, improve physical and mental health, boost morale, and provide grounds for life satisfaction. Similar research found that managerial behavior and organizational commitment can predict employee productivity. Other studies found that job satisfaction has a direct and strong effect on affective commitment; a one-unit change in employee job satisfaction creates a 0.61 unit change in their affective commitment. The relationship between corporate social responsibility and organizational commitment is not limited to the affective dimension; the normative dimension also plays an important role, and employees' perception of social responsibilities affects their job satisfaction. Since in football teams, as in any organization, human resources (coaches) are influential factors, and the more motivated coaches are, the better their efficiency will be. Therefore, having organizational commitment is a factor that can increase their commitment to the organization and team, thereby enhancing their efficiency and effectiveness. Ultimately, this research seeks to answer whether a relationship exists between the factors of organizational commitment and the individual characteristics of coaches of football teams in Iraq, with job satisfaction playing a mediating role. Methodology Regarding methodology, this research was descriptive-correlational, applied in purpose, and used a field method for data collection. The statistical population included Iraqi football experts, including coaches, referees, athletes, club presidents and managers, veterans, and sports management professors. Teams from the Iraqi League were considered. The sample size was estimated using Cochran's formula at 150 people, selected through stratified random sampling. A combined questionnaire was used, incorporating job satisfaction, organizational commitment, and individual characteristics questionnaires. After confirmation by the supervisor, it was distributed. Cronbach's alpha was used for reliability, which was suitable for all indices (above 0.7). For validity, structural equation modeling and partial least squares were used for analysis. Findings The results showed a direct, positive, and significant relationship between organizational commitment and the individual characteristics of coaches. There was also a direct, positive, and significant relationship between job satisfaction and the individual characteristics of coaches. Furthermore, job satisfaction played a mediating role in the relationship between organizational commitment and individual characteristics. It was also found that group cohesion has a direct, positive, and significant relationship with coaches' individual characteristics. Similarly, group cohesion has a direct, positive, and significant relationship with social attraction to the group, task attraction to the group, and task integration of the coaches. Discussion and Conclusion The discussion and conclusion state that the aim was to investigate and analyze the factors of organizational commitment with the individual characteristics of coaches of football teams in Iraq, considering the mediating role of job satisfaction. The results align with research showing that both harmonious and obsessive passion are positively related to absorption and intrinsic motivation experience, but only harmonious passion significantly relates to enjoyment and job satisfaction. Other research showed that job satisfaction and organizational commitment significantly influence organizational citizenship behavior, with organizational commitment contributing more than job satisfaction. Furthermore, individual characteristics, compensation, and job satisfaction affect organizational commitment, and job satisfaction positively impacts organizational commitment. Job satisfaction also mediates the effect of organizational climate on employee performance. These findings indicate job satisfaction's important role in the relationship between individual characteristics, organizational commitment, and performance outcomes in sports coaching. Given the results showing a direct, positive, and significant relationship between organizational commitment and individual characteristics of coaches, the discussion continues in line with consistent and inconsistent research. Consistent research, such as a study on organizational commitment in business environments, found organizational commitment linked to positive individual characteristics like job involvement, creativity, and high performance, suggesting this is generalizable to sports. However, inconsistent research, like another study, found no direct relationship between organizational commitment and coaches' individual characteristics in sports, possibly due to different variables, environmental conditions, or populations studied. Organizational commitment refers to an individual's psychological attachment and loyalty to the organization. For football coaches, this means dedication, loyalty, and identification with their teams or organizations, manifesting as willingness to go the extra mile, exert more effort, and maintain a long-term perspective despite challenges. Findings on the relationship between organizational commitment and coaches' individual characteristics have been mixed. These results are consistent with research reporting a positive and significant relationship between organizational commitment and desirable personal traits, while other research, found no direct relationship or even a negative correlation. Conversely, conflicting findings have shown that organizational commitment may not consistently predict or influence coaches' personal characteristics. This could be due to various factors, including the specific study context, measurement tools used, sample size, or cultural and environmental factors affecting coaching in different settings. It is important to note that research is ongoing, and new studies continue to contribute to our understanding of this relationship, particularly in Iraqi football coaching. More research is essential for a comprehensive and nuanced understanding. Overall, the current results are consistent with a segment of previous research indicating organizational commitment can enhance coaches' individual characteristics, which could have significant importance for the development of football coaches in Iraq. The results showed a relationship between organizational commitment and the individual characteristics of coaches with the mediating role of job satisfaction. Evidence exists for a relationship between organizational commitment and job satisfaction, where job satisfaction mediates the effect of organizational commitment on performance. Furthermore, performance appraisal has a positive relationship with employee commitment, explained through the mediation of job satisfaction. Self-efficacy also mediates between job satisfaction and employee commitment, with positive relationships between self-efficacy, employee commitment, and job satisfaction. This theory suggests that employees who perceive higher levels of support, fairness, and positive exchange with their organization are more likely to experience higher job satisfaction. Organizational commitment, referring to an individual's psychological attachment and identification with the organization, acts as a mediator in this relationship. Individual characteristics, such as personality traits, self-efficacy, and locus of control, are known to influence organizational commitment and job satisfaction. For example, individuals with high self-efficacy tend to have higher levels of organizational commitment and job satisfaction because they believe in their ability to perform well and overcome challenges. Job characteristics and workplace quality also play a role in the relationship between organizational commitment, individual characteristics, and job satisfaction. Factors like autonomy, task variety, supportive leadership, and growth opportunities can increase organizational commitment and job satisfaction. Research has shown that organizational commitment positively influences job satisfaction. When employees feel committed to their organization, they are more likely to experience greater job satisfaction due to factors like increased motivation, engagement, and a sense of belonging. One effective study found that organizational commitment was positively and significantly associated with job satisfaction and played a mediating role. Another study showed that individual characteristics like self-efficacy, confidence, and willingness to improve efficiency play an important role in organizational commitment and job satisfaction. Another related study found that coaches who feel organizational commitment and have strong individual characteristics generally enjoy higher job satisfaction. Based on past research and the current results, it can be concluded that organizational commitment and individual characteristics of coaches significantly impact their job satisfaction. Therefore, in organizations and work environments, improving organizational commitment and strengthening coaches' individual characteristics can lead to improved job satisfaction. Organizational commitment in football coaches is influenced by various factors. Individual characteristics, rewards, and job satisfaction all play a role in determining organizational commitment. Furthermore, the level of managerial support provided to coaches has been identified as predictive of their organizational commitment. Person-organization fit, person-job fit, and person-environment fit all have strong positive correlations with organizational commitment among amateur sports coaches. Organizational commitment also has a significant positive correlation with the job satisfaction of football coaches. Therefore, it can be concluded that individual characteristics, compensation, job satisfaction, and managerial support all influence the organizational commitment of football coaches. هدف از پژوهش حاضر رابطه عوامل تعهد سازمانی بر ویژگی‌های فردی مربیان تیم‌های ورزشی فوتبال کشور عراق با میانجیگری نقش رضایت شغلی بود. با توجه به موضوع پژوهش، این پژوهش؛ از نوع توصیفی - همبستگی، از نظر هدف کاربردی و از نظر روش جمع‌آوری داده‌ها از نوع میدانی بود. جامعه آماری در این پژوهش شامل خبرگان فوتبال اعم از مربیان، داوران، ورزشکاران، رؤسا و مدیران باشگاه‏های فوتبال و پیشکسوتان این رشته ورزشی و استادان مدیریت ورزشی در کشور می‏باشد. در این پژوهش تمامی افراد مورد مطالعه با رویکرد تصادفی و با روش نمونه‌گیری طبقه‌ای برآورد گردید و همچنین از فرمول کوکران برای تعیین نمونه آماری استفاده شده است که در نهایت 150 نفر به‌عنوان نمونه انتخاب شدند. جهت اطمینان از پایایی پرسشنامه از آلفای کرونباخ و همچنین جهت بررسی روایی به تأیید استادان رسید و از تکنیک مدل معادلات ساختاری و روش حداقل مربعات جزئی برای تجزیه و تحلیل داده‌ها استفاده شد. نتایج نشان داد بین تعهد سازمانی بر ویژگی‏های فردی مربیان رابطه مستقیم، مثبت و معناداری وجود دارد. همچنین بین تعهد سازمانی و ویژگی‏های فردی مربیان با نقش میانجی رضایت شغلی ارتباط وجود داشت. در نهایت مشخص شد تعهد سازمانی بر رضایت شغلی تأثیر مثبت دارد. ازاین‌رو می‌توان نتیجه گرفت که تعهد سازمانی و ویژگی‌های فردی مربیان تأثیر قابل‌توجهی بر رضایت شغلی آن‏ها دارند. بنابراین، در سازمان‌ها و محیط‌های کاری، بهبود تعهد سازمانی و تقویت ویژگی‌های فردی مربیان می‌تواند بهبود رضایت شغلی آنان را به همراه داشته باشد.

https://arsmb.journals.pnu.ac.ir/article_12059_ea838ccb4c0bbc1cb1860c75b7349116.pdf

دانشگاه پیام نور فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی 2345-5551 14 1 (تابستان 1404) 2025 06 22 Effective Factors on Improving Attitude and Intention to Use Artificial Intelligence Services in Gym Users عوامل مؤثر بر بهبود نگرش و قصد استفاده از خدمات هوش مصنوعی در کاربران باشگاه‌های بدنسازی 207 222 12383 10.30473/arsm.2025.71921.3904 FA رضا نیک‌بخش استاد، گروه مدیریت ورزشی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران. عادل میرزایی دکتری، گروه مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران. مریم فخری کارشناس ارشد، گروه آﺳﯿﺐ‌ﺷﻨﺎﺳﯽ ورزﺷﯽ و ﺣﺮﮐﺎت اﺻﻼﺣﯽ، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه پیام نور، تهران، ایران. Journal Article 2024 08 02 Introduction Artificial intelligence has also emerged as an emerging phenomenon in the sports industry due to its pervasive application in various fields (Washoff et al., 2024). Many sports organizations and centers have begun to use AI to understand the needs of sports consumers and provide better solutions (Kiper et al., 2023). Using data generated through the application of AI technologies makes it easier for sports centers to do this, increases efficiency, and helps sports centers better address individual needs (Kitzman et al., 2018). Due to these benefits, sports companies and centers continue their efforts to increase consumer and user familiarity with AI. For example, sports brands (such as Nike and Adidas) and large technology giants (such as Samsung and Apple) are investing in AI to help consumers in the sports and healthcare sectors by developing marketing strategies using AI. Therefore, connecting with sports consumers using AI is becoming an important area of research (Farokhi et al., 2021). AI can help companies interpret data accurately and facilitate data-driven learning to enhance and improve their decision-making and operations (Wang et al., 2023). In the field of sports, AI can also help measure and analyze performance and movement, as well as provide services such as designing athletes’ nutrition and training plans and acting as an artificial coach (Lu et al., 2024). In addition to helping design athletes’ nutrition and training plans, AI can monitor science and technology and make many changes on the sports field. For example, in tennis, AI helps coaches design game strategies by analyzing players’ characteristics, physical strength, physical ability, and playing patterns through a deep learning-based prediction algorithm (Li, 2022). The role of AI in sports services and the attitudes of sports service users towards AI have been highlighted by the application of the Technology Acceptance Model, which considers components such as the importance of sports, perceived usefulness, and ease of use of AI-based services (Chin et al., 2022). One of the components of the Technology Acceptance Model is perceived usefulness, which is defined as the degree to which an individual believes that using a particular system will enhance his or her job performance (Lin and Bhattacharjee, 2010). Since perceived usefulness can enhance an individual's existing abilities, it is considered an important factor in technology evaluation. In addition, perceived usefulness has direct and indirect effects on attitudes towards technology use, which can have a positive effect on behavioral intention to use technology (Akbari and Poladian, 2021; Loni et al., 2016). AI systems can increase perceived usefulness by answering questions and drawing conclusions based on the collected data, thereby providing better services to consumers (Russell and Norvig, 2021). Therefore, AI services can provide consumer-friendly suggestions that lead to positive perceptions of these services by customers (Nika et al., 2022). In this regard, Chin et al. (2022) studying users of health centers and Nagy et al. (2021) studying consumers of online stores reported that perceived usefulness has a significant positive effect on behavioral intentions and attitudes towards AI services. Ease of use is another component of technology acceptance, which is defined as the degree to which users feel that using new technologies and systems does not require significant additional physical or mental effort (Davis, 1989). Several studies have shown that perceived usefulness and ease of use are important predictors of the intention to adopt or continue to use new technologies or services (Otwell and Bryson, 2021; Chin et al., 2022). Wang et al. (2023) showed that perceived ease of use has a significant positive effect on attitudes and willingness to use AI services. Furthermore, consumers' views on the ease of use of a product can determine their attitudes towards a brand. In the field of information technology, perceived ease of use is an important variable in encouraging users to adopt or use a system (Davis, 1989). Another component of the technology acceptance model is the importance of exercise. It is important for individuals to understand how to properly take care of their health through exercise. For example, people who prefer to exercise regularly have better mental health than those who do not (Taylor et al., 1985). Participants’ perception of the importance of exercise and training is an important variable related to athletic performance (Chin et al., 2022). According to a study by Ramos et al. (2022), students who took after-school physical education classes in elementary school showed high levels of class satisfaction and intention to exercise. Furthermore, Kuo (2009) analyzed the differences in school adjustment according to elementary school children’s perception of the importance of physical activity and reported that students who perceived it as important adjusted well to school. The results of these studies indicate that the perception of the importance of physical activity affects psychological satisfaction and behavioral outcomes. Many people consider exercise as a priority in their lives. To maintain this priority, it is necessary for people to use their time efficiently. Effective and correct time management is essential because people's daily lives are very busy, and time management is a task for which AI can be an effective tool. Using appropriate AI tools for time management can effectively support the user (Canales and Hoekamp, 2020). In this regard, customer data-driven training services will be an effective tool for busy people who care about exercise (Chin et al., 2022). Attitude towards using AI services refers to the user's subjective evaluation based on the latest technology or AI devices. When people perceive the benefits of using innovative technology, their attitude towards using innovative technology is positively affected. In this regard, identifying people's attitudes when introducing new technologies is essential (Mieuille, 2005). Recently, research has been conducted on the purchase behavior of sportswear that uses innovative technology. In this study, the authors applied the technology acceptance model to smart clothing and concluded that perceived usefulness and perceived enjoyment affect adoption intention (Kang and Jin, 2007). Finally, behavioral intention includes word-of-mouth, repurchase, price sensitivity, and revisit with a comprehensive concept (Chin et al., 2022). Behavioral intention has been used as the final variable in many studies and has been particularly emphasized as the main and most decisive factor for consumers (Eltz et al., 2024). Positive evaluation of new technologies can attract more new customers. Based on these previous studies, this study investigated the intention of fitness club users to use AI services. Using the Technology Acceptance Model, this study aimed to identify factors that influence fitness club users' attitudes toward AI, especially regarding the importance of exercise and the perceived usefulness and ease of use of AI-based services. The reason for using the Technology Acceptance Model in this study is that the Technology Acceptance Model is based on the Theory of Rational Action and is used to predict and understand individual behavior (Davis, 1989). Mothodology The main purpose of this study was to investigate the factors affecting the improvement of the attitude and intention to use artificial intelligence services in gym users. The present research was carried out using a quantitative method and 384 users of gym clubs in one distinct of Tehran city completed the questionnaire of the use of artificial intelligence in sports services by (Chin et al., 2022). The research constructs have variances of 0.81, 0.74, 0.61, 0.69 and 0.67 respectively and are in a desirable state. Also, the composite reliability (Dillon-Goldstein coefficient) was obtained as 0.93, 0.92, 0.86, 0.87 and 0.85 respectively, which is higher than the criterion of 0.70, indicating their acceptability. Also, the reliability of the questionnaires was obtained as 0.88, 0.88, 0.78, 0.77 and 0.75 respectively, indicating their desirability. In addition, examining the data distribution status with respect to the values obtained for skewness and kurtosis, which are outside the ±2 range, indicates that the data distribution is non-normal. Therefore, structural equation modeling with a partial least squares approach was used to test the research model. Findings The results of structural equation modeling with the partial least squares (PLS) approach showed that the perceived usefulness, ease of use and importance of exercise have a positive significant effect on the attitude towards the use of artificial intelligence services. Also, the attitude towards the use of artificial intelligence services has a positive significant effect on the intention to use artificial intelligence services. Considering the regression coefficient of 0.15 and the critical ratio of 2.47, which is outside the range of ±1.96 (based on the five percent error rule in the region of rejection of the null hypothesis for values outside the range of 1.96 to -1.96 for each model parameter), it can be said that perceived usefulness has a significant positive effect on the attitude towards using AI services. Also, considering the regression coefficient of 0.14 and a significance level of less than 0.05, ease of use has a significant positive effect on the attitude towards using AI services. In addition, the importance of exercise has a significant positive effect on the attitude towards using AI services with a regression coefficient of 0.51 and a significance level of less than 0.05. Finally, the attitude towards using AI services has a significant positive effect on the intention to use AI services with a regression coefficient of 0.73 and a significance level of less than 0.05. Discussion and Conclusion Therefore, with the increasing role of AI in sports, it is suggested that fitness clubs be developed in the field of hardware and software using AI. AI behaves and thinks in an ideal way or in a way similar to humans and constantly adapts to the environment to perform tasks just like a human, which leads to tasks that are usually performed by humans becoming more efficient and effective. As a result, people can make better use of their time and use resources for other tasks. هدف کلی پژوهش حاضر بررسی عوامل مؤثر بر بهبود نگرش و قصد استفاده از خدمات هوش مصنوعی در کاربران باشگاههای بدنسازی بود. پژوهش حاضر به روش کمّی انجام شد و تعداد 384 نفر از کاربران باشگاههای بدنسازی منطقه یک شهر تهران به روش در دسترس انتخاب و پرسشنامه کاربرد هوش مصنوعی در خدمات ورزشی توسط ‏‏(چین و همکاران، ۲۰۲۲) را تکمیل کردند. نتایج مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی نشان داد که سودمندی درک شده، سهولت استفاده و اهمیت ورزش بر نگرش نسبت به استفاده از خدمات هوش مصنوعی تأثیر مثبت معنادار دارد. همچنین، نگرش نسبت به استفاده از خدمات هوش مصنوعی بر قصد استفاده از خدمات هوش مصنوعی تأثیر مثبت معنادار دارد. بنابراین، با پررنگتر شدن نقش هوش مصنوعی در ورزش پیشنهاد میشود باشگاههای بدنسازی در حوزه سختافزار و نرمافزار با بهرهگیری از هوش مصنوعی توسعه پیدا کنند.

https://arsmb.journals.pnu.ac.ir/article_12383_d1ea248e21d9c6080215670ac73acf71.pdf