تدوين مدل پياده سازي بازاريابي الكترونيكي در حوزه ي كسب و كار ورزشي

Preparation Of Electronic Marketing Implementation Model In The Field Of Sports Marketing

اين مطالعه به منظور تدوين مدل پياده سازي بازاريابي الكترونيكي در حوزه ي كسب و كار ورزشي انجام شد. براي تدوين مدل، يك پرسشنامه ي محقق ساخت تهيه شد. روايي پرسشنامه توسط آزمون تحليل عاملي تأييدي و اكتشافي بررسي شد و توسط 15 استاد تربيت بدني تاييد شد و پايايي آن از آزمون آلفاي كرونباخ تأييد شد. پرسشنامه تحقيق در اختيار 252 نفر از اساتيد تربيت بدني در سراسر كشور قرار گرفت و برگشت داده شد . داده ها توسط نرم افزار SPSS و AMOS تجزيه و تحليل شدند. بر اساس نتايج به دست شبكه هاي اجتماعي بيشترين سهم را در مدل بازاريابي كسب و كار حوزه ورزشي و خدمات الكترونيك كمترين سهم را در اين مدل بازاريابي دارد. در مجموع اين نتايج نشان مي دهد كه در مدل بازاريابي كسب و كار حوزه ورزشي، بايد توجه ويژه اي به شبكه هاي اجتماعي شود.

This study was performed on the structural equation of factors affecting e-marketing in the prevailing environment in the field of sports business. The statistical population is the physical education faculty members of Islamic Azad universities, which numbered 1000 people. Sampling using Morgan table and using cluster random sampling method to clusters of north, south, east, west, center for units University and professors were sampled randomly. The statistical sample size was 252 people. For the model, a researcher-made questionnaire was prepared that includes 55 items and components of social networks. Product design. Electronic services. Marketing communications, value chain and knowledge sharing. Its validity was confirmed by confirmatory and exploratory factor analysis and its reliability was confirmed by Cronbach's alpha of 0.91. The questionnaire was given to 252 physical education teachers across the country. Data were analyzed by SPSS21 and AMOS software. The results for the structural equation model showed that path coefficients for social networks, product design, e-services, marketing communications, value chain and knowledge sharing were 0.79, 0.76, 0.57, 0.72, 71, respectively. 0 and 0.73. The results obtained social networks have the highest share and electronic services have the lowest share in this model.