شناسایی و اعتباریابی الگوی تجارت الکترونیک در بازاریابی خدمات ورزشی

The purpose of this study was to identify and validate the pattern of e-commerce in the marketing of sports services. The research method is mixed or in combination, according to the purpose of the research. The statistical population consisted of two parts. The statistical population in the qualitative part included university professors, experts and thinkers. Field of study and having relevant scientific writings related to the subject, having managerial positions and executive experiences in the field of e-commerce were among the criteria for selecting the initial list of experts. The sample size in this study was based on the theoretical saturation index of 17 people. Also, the statistical community in the quantitative section, sports experts and physical education students, as well as customers of sports clubs. Hence, 370 people were selected as the sample. The measurement tool was open in the qualitative stage of the interview and was analyzed with Maxqda software. In the quantitative part, the research tool included a questionnaire extracted from the codes of the qualitative part, which was analyzed with AMOS software. Based on data analysis, 84 basic concepts, 20 main categories and 5 main cores were identified. In the quantitative part, the results obtained confirmed the items and factors in the first and second order confirmatory factor analysis tests, meaning that the factor loads of items and factors were higher than 0.4. E-commerce is one of the most important and necessary items in the next few years for the development of sports and the sports industry will become dependent on the development of items such as e-commerce to apply.