Sport Advertising
zahra abdolvahabi; mehdi kohandel; Abas khodayari; Ali Zareai
Abstract
Electronic commerce is one of the technologies that encompasses a broad concept behind its seemingly simple name. The aim of the present research was to validate the identified factors affecting electronic commerce in the Iran Football Federation. The current research method is a combination of qualitative ...
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Electronic commerce is one of the technologies that encompasses a broad concept behind its seemingly simple name. The aim of the present research was to validate the identified factors affecting electronic commerce in the Iran Football Federation. The current research method is a combination of qualitative and quantitative approaches, with qualitative and then quantitative methods used in the study. The statistical population consisted of two parts: the qualitative section included university professors, experts, and stakeholders. The sampling method was non-probabilistic, using purposeful and maximum diversity or heterogeneity. The sample size in this research was determined to be 17 based on theoretical saturation, and in the quantitative section, marketing experts, sports marketers, IT professionals, and federation experts were included, resulting in a sample of 370 individuals. The measurement tool in the qualitative stage was open-ended interviews, which were analyzed based on three stages of open, axial, and selective coding. In the quantitative section, the research tool included a questionnaire derived from the qualitative section codes, which was further analyzed using AMOS software. Based on the data analysis, 99 initial concepts, 19 main categories, and 6 core categories were identified. Subsequently, 6 theoretical propositions based on the theoretical data foundation model were proposed for modeling electronic commerce in the Iran Football Federation.
Masomeh Babaei Mobarake; Mehdi Kohandel; Abas khodayari; Mahvash Noorbakhash; Ali Zarei
Abstract
The purpose of this study is to examine the relationship be-tween the motivation of sports program viewers through digital devices. After identifying the motivating variables of the sports programs viewers, nine hidden motive variables were investi-gated. To analyze the data, and to identify and extracting ...
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The purpose of this study is to examine the relationship be-tween the motivation of sports program viewers through digital devices. After identifying the motivating variables of the sports programs viewers, nine hidden motive variables were investi-gated. To analyze the data, and to identify and extracting Scales and items, orthogonal rotational exploratory analysis method was used using SPSS statistical software (SPSS software) at a significant level of 0.05 and two-way. The statistical popula-tion of this research is all students of Payame Noor University of Tehran, with a total number of 22,000. The statistical sample was determined based on the exploratory factor analysis (525 people) and classified by stratified random sampling method. Face and content validity were confirmed by experts, and con-struct validity were confimed using exploratory factor analysis. For data analysis, structural equation modeling (partial least squares method) was used by Smart PLS software. The results of the structural equation model showed that the motivations of viewers of sports programs through digital devices are as fol-low: pleasure (0/834), recreation and entertainment (0/815), sports information (0/804), sport information learning (0/666), and Composition (0/665), social interactions (0/560), rest (0/528) and emancipation and escape (0/108). Also, the good-ness of fit (GOF) was reported 0/693 and accordingly the model is fitted as a strong model.