شناسایی معیارهای موثر بر توسعه خرید اینترنتی کالاهای ورزشی در بین دانشجویان تربیت بدنی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد اردبیل

2 استادیار گروه مدیریت ورزشی دانشکده علوم انسانی دانشگاه آزاد اسلامی واحد اردبیل

چکیده

چکیده
هدف از این تحقیق، شناسایی معیارهای مؤثر بر توسعه خرید اینترنتی کالاهای ورزشی در بین دانشجویان تربیت‌بدنی استان اردبیل بود. روش پژوهش به‌صورت پیمایشی بوده و به لحاظ اهداف نیز کاربردی هست. جامعه آماری پژوهش، دانشجویان تربیت‌بدنی استان اردبیل بودند که از بین آن‌ها 206 نفربر اساس جدول مورگان و به روش نمونه‌گیری تصادفی خوشه‌ای انتخاب‌شده است. پایایی پرسشنامه 0/84 گزارش شد. برای اولویت‌بندی عوامل از آزمون فریدمن و عوامل تأثیرگذار بر خرید اینترنتی از روش تحلیل عاملی استفاده شد. به‌منظور اینکه آیا داده‌های مربوط به عوامل مؤثر در خرید اینترنتی برای تحلیل عاملی اکتشافی مناسب هستند و همچنین برای بررسی کفایت نمونه‌برداری از آزمون کیزر- می یر- الکین استفاده شد. نتایج تحلیل عاملی نشان داد که 59/54 درصد از کل واریانس‌ها مربوط به 8 عامل می‌باشد. همچنین، اولویت‌بندی عوامل به روش فریدمن به ترتیب عبارت‌اند از: درک مشتریان از خرید، فناوری، فرآیند خرید، ریسک خرید، ویژگی کالاهای ورزشی و ویژگی‌های مشتریان؛ بنابراین، می‌توان نتیجه گرفت که با بهبود وضعیت و ایجاد زیرساخت اینترنت ودقت روی عوامل مؤثر بر خرید اینترنتی کالاهای ورزشی می‌توان مشتریان را بیشتر به سمت خرید اینترنتی سوق داد.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying and prioritization of factors affecting on development of purchasing sport goods by internet in physical education students Ardebil province

نویسندگان [English]

  • Ziba Vatankhah 1
  • Masood Imanzadeh 2
1 Master's degree in sports management, Islamic Azad University, Ardabil branch
2 Assistant professor of the sports management group, faculty of humanities, Islamic Azad University, Ardabil branch.
چکیده [English]

The purpose of this study was Identifying and prioritization of factors affecting on development of online purchase of sport goods by physical education students in Ardebil province. The research method is survey and is applied in terms of purpose. Statistical population was physical education students in Ardebil province, from which 206 people were selected based on Morgan table and random cluster sampling. The reliability of the questionnaire was 0.84. Factor analysis were used to analyze the data. Exploratory factor analysis revealed that 59.54% of the total variances of the eight factors. The Results showed that all factors have a significant impact on the development of online shopping for sport goods. Also prioritizing factors according to Friedman method are: customers' perception of purchase, technology, purchase process, purchase risk, characteristics of sports goods and characteristics of customers, respectively. Therefore, it can be concluded that by improving the situation and creating the Internet infrastructure and focusing on the factors affecting the development of online shopping for sports goods, customers can be more directed to online shopping.

کلیدواژه‌ها [English]

  • Internet Purchasing
  • Purchasing Process
  • Sport Goods
  • Physical Education Students
Abdolmaleki, H., Derakhshanfar, T., Salmanimoghadam, S., & Goodarzi, S. (2014). ‘The role of social capital in the creation of intellectual capital in IR Iranian sports federations’ staffs’, European Journal of Experimental Biology, Vol. 4, No. 3, pp.387–391. (In Persian)
Abdolmaleki, H., Mirzazadeh, Z.,& Alidoust Ghahfarokhhi, E. (2018). Identify and prioritise factors affecting sports consumer behaviour in Iran. Int. J. Sport Management and Marketing,Vol18, Nos. 1/2, 2018. DOI: 10.1504/IJSMM.2017.10012364. (In Persian)
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall, Englewood Cliffs, NJ.
Aladwani, Adel M. (2006).”An empirical test of the link between web site quality and forward enterprise integration with web consumers”, Business Process Management Journal,Vol.12No.2,pp.178-190
Alfat, L., Khosravani, F., & Jalli, R. (2011).Identifying factors affecting online shopping and prioritizing them with Using Fuzzy ANP.Faculty of Management, University of Tehran, Business Administration,Volume 3,Number 7. pp19-36. (Persian)
Anastasiadou, S.D. (2014). ‘A structural equation model describes factors affecting Greek students ’ consumer behavior’, Procedia Economics and Finance, Vol. 9, No. 1, pp.402–406.
Andrews, L., & Bianchi, C. (2013). Consumer internet purchasing behavior in chile. Journal of Business Research, 41(5): 58-640.
Ansar, A. (2017).Investigating the influencing factors on the online shopping behavior of athletes of Ardabil Province.Thesis Master's degree, Islamic Azad University, Ardabil branch. (Persian)
Armstrong, G.,& Kotler, P. (2000). Marketing: An introduction (5th ed). Upper Saddle River, New Jersey: Prentice Hall.
Azimi Rostgar, N. (2013). Examining the factors affecting the intention to buy online and its effect on customer behavior. thesis Master's degree, Islamic Azad University,Tehran branch. (Persian)
Azouzi, D. (2009). The adoption of electronic banking in Tunisia: An exploratory study. Journal of Internet Banking and Commerce, 14(3), 1-11.
Badie, A. Dehghan, A.,& Dastjerd, A. (2013). Offering a conceptual model of technology acceptance in electronic banking based on Iranian customer features. 4(4), 415-424.
Behnam, M. Goodarzi, M.,& Hamidi, M. (2015).‘The influence of advertising appeal on future intention and consumer’s attitude toward advertisement in sport service’, Sport Management Review’, article in Persian, Vol. 30, No.1, pp.35–54.
Bigne, E., Hernandez, B., Ruiz, C.,& Andreu, L. (2010). How motivation, opportunity and ability can drive online airline ticket purchases. Journal of Air Transport Management, 16: 346- 349.
Boisvert, J.,& Burton, S. (2009). The impact of perceived innovativeness, branding strategy and parent brand salience on the reciprocal transfer of core associations.International Journal of Business Excellence ,2(3), 346–359.
Chaffey. D. (2002). "E-Business and E-commerce Management". prentice- Hall, London, pp. 50.
Chang, M.K., Cheung, W.,& Lai, V. (2004)."Literature derived reference models for the adoption of online shopping", Information & Management, February 2, 2004, pp. 1-17.
Charles. D. (2009).”E-consumer behavior”,European journal of Marketing,Vol.43 No.9/10, pp.1121-1139.
Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention : A conjoint analysis. Journal of Business Research, 63: 1007–1014.
Chikhaoui, B.,Chiazzaro, M.,& Wang, S. (2011).An improved hybrid recommender system by combining predictions. In 2011 IEEE Workshops of International Conference on Advanced Informatio Networking and Applications pp. 644-649. IEEE. DOI: 10.1109/WAINA.2011.12
Clemes, M. D., Gan, C., & Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing , China. Journal of Retailing and Consumer Services, 21(3), 364-375.
Cohen Joe. B.,Dipankar. Ch. (1990).“Co nsum e r Psy c holog y ”, Annual Review o f Psychology, Vol. 41.
Corbitt, B. J., Thanasankit, T.,& Yi. H. (2003). Trust and e-commerce: a study of consumer perceptions. Commerce Research and Applications, 2(3), 203–215.
Davis, F. D., Bagozzi R. P.,& Warshaw P. R. (1989)."User Acceptance of Computer Technology: A Comparison of Two Theoretical Models, Management Science 35 (8), 982-1003.
Ebay. (2012).Available at: http://www.ebayinc.com/history.
Feng, S. (2010). “The theory of planned behavior: the role of descriptive norms and past behavior in the prediction of drivers’ intentions to violate”, Transportation Research Part F:Traffic Psychology and Behavior, 12, pp. 198– 207.
Forsythe, S. M.,& Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875.
Funk, D.C., Filo, K.,Beaton, A.A., & Pritchard, M. (2009).‘Measuring the motives of sport event Attendance:bridging the academic-practitioner divide to understanding’,Sport Marketing Quarterly, Vol. 18, No. 1, pp.126–138.
Ghahremani-Nahr, J.,Nozari, H.,& Bathaee, M. (2121). Robust Box Approach for Blood Supply Chain Network Design under Uncertainty: Hybrid Moth-Flame Optimization and Genetic Algorithm. International Journal of Innovation in Engineering,1(2), 62-41. https://doi.org/11552547/ijie.152541
Haque, A.,Khatibi, A.,& Mahmud, S. A. (2009).Factors determinate customer shopping behavior through Internet: the Malaysian case.Australian Journal of Basic and Applied Sciences, 3(4), 3452–3463.
Hassanzadeh, M. (2005).sports marketing.Tehran. (Persian)
Hausman.A.V.,Siekpe.J.S. (2009)."The effect of web interface features on consumer online purchase intentions".Journal of Business Research 62, pp.5-13.
Hawkins, Del; Kani, Kenneth and Best, Roger. (1385)."Consumer Behavior", Bahaei, Atieh and Rusta, Ahmad, Sargol Publishing House, Tehran.
Hoffman, D.,Novak, T. (1996)."Marketing in hypermedia computer-mediated environments: conceptual foundations", Journal of Marketing,Vol.60 pp.50-68.
Ismailpour. H., Goldouzian. A. (2011).Effective factors on consumer's online shopping motivation. Acquisition Management Quarterly And work, number 9. pp156-123. (Persian)
Jafarpour, M; Sarasht, H. (1388).Thesis on the study of the effect of trust on the intention to repurchase books and articles online.
Khosrupanah, E. (2013). examining the relationship between website quality and Customers' purchase intention through the mediating role of customer satisfaction (case study: Bank Mellat branches in Bojnord city. Master's thesis of Aliabad Katul University. (Persian)
Randy,V., Khoon Siavash,M.,&Masoumi,B. (2013).Factors affecting the buying behavior of Internet customers in Iran Considering the TAM technology acceptance model.Journal of Development and Transformation Management,118-119. (Persian)
Sajdi Far,A. A., Rahim Esfidani, M.,Vahdatzad,M. H., & Mahmoudi.A, Maysam. (2011). Impact assessment The quality of electronic services in building the trust of online customers of brokerage companies in Tehran. Information technology management, (11), 468-47. (Persian)
Sanyaei, A., Saleh Nia, M. (1386). Presenting a three-dimensional model of factors affecting online shopping from the customers' point of view.the first Electronic City International Conference, Tehran: Academic Jihad, University of Tehran. (Persian)
Sarmad, Z., Bazargan, A.,& Hejazi,E. (2010). Research methods in behavioral sciences. 19th edition,Tehran:Age Publishing House. (Persian)
Tavakoli, Z. (2014). Identifying factors affecting online shopping in Iran. International Conference on Economics, Accounting, Management and Social sciences.https://civilica.com/doc/367388). (Persian)