Developing a Structural Pattern of E-commerce in Iran Sport Businesses

Authors

1 Department of Sport Media and Marketing Management, Islamic Azad University Science and Research Branch, Tehran, Iran

2 Sports Management Department, South Tehran Branch, Islamic Azad University, Tehran, Iran

3 Department of Sport Management, Payam-e-Noor University, Tehran, Iran

4 Department of Physical Education and Sport Science, Islamic Azad University Science and Research Branch, Tehran, Iran

10.22098/jast.2023.2222

Abstract

Electronic business is one of the main tools which has revolutionized and renovated the field of commerce and economy. The present research has been accomplished to identify the elements influencing development of sport business structural patterns with e-commerce approach. The present research, by purpose, is applied and in regard to data gathering is analytic descriptive. The statistical population of research include e specialists and experts acquainted with research in the field of sport business and entrepreneurship who responded the researcher-made questionnaire. Based on the number of questionnaire factors (7), at least 20 samples were estimated for each component as sample volume of research statistical sample. 220 questionnaires were distributed and 198 questionnaires were evaluated. Sampling was accomplished as stratified random sampling, so that all classified groups related to statistical population may have enough number of representatives in the sample. In order to gather data required for present research, researcher made questionnaire was used to study factors influencing sport businesses with focus on e-commerce. In data analysis section, descriptive and inferential statistics (exploratory and confirmatory factor analysis test for assessing questionnaire construct validity, T-test to study status-quo (the existing status), Cronbach alpha test to assess reliability, Friedman test to rank presentation of a rank- based pattern) were used. Findings indicated that the model of factors influencing development of sport electronic businesses consists of 7 factors: cultural and social, training and awareness raising, environmental, innovation and creativity, regulatory, managerial and organizational. Furthermore, it seems that regulatory, managerial and organizational conditions influence the mentioned development more than other factors; so, it is recommended that sport businesses’ managers, besides considering the model drawn, pay more attention to the importance of these three factors in order to enter the field of e-commerce.

Keywords

Main Subjects


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