مطالعه بخش بندی مشتری و تجارت الکترونیک فروشندگان در بازار کفش ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه تبریز، تبریز، ایران

2 استاد مدیریت ورزشی دانشگاه فردوسی مشهد، مشهد، ایران

3 استادیار مدیریت ورزشی دانشگاه فردوسی مشهد، مشهد، ایران

10.22034/jsmk.2025.65437.1081

چکیده

هدف از پژوهش حاضر، بررسی بخش‌بندی مشتریان و نقش تجارت الکترونیک در رفتار فروشندگان بازار کفش ورزشی تولید داخل ایران است. این مطالعه از نظر هدف، کاربردی و از نظر روش، توصیفی-پیمایشی بود. جامعه آماری شامل فروشندگان کفش‌های ورزشی ایرانی و مشتریانی بود که از فروشگاه‌های اینترنتی در شهر مشهد خرید کرده‌اند. نمونه‌گیری به‌صورت در دسترس انجام شد و ۲۳۵ پرسش‌نامه به‌طور کامل و صحیح جمع‌آوری گردید. برای تحلیل داده‌ها از آزمون فریدمن و آزمون کای اسکوئر استفاده شد. یافته‌های حاصل از آزمون فریدمن نشان داد که بین مؤلفه‌های مختلف بخش‌بندی مشتریان تفاوت معناداری وجود دارد؛ به‌طوری که مؤلفه «سرگرمی» بالاترین رتبه و میانگین را به خود اختصاص داد و مؤلفه «تردید» در پایین‌ترین جایگاه قرار گرفت. نتایج آزمون کای اسکوئر نیز بیانگر آن بود که بخش‌بندی مشتریان بر اساس ویژگی‌های جمعیت‌شناختی مانند جنسیت، سطح تحصیلات و میزان درآمد، دارای تفاوت معنادار است. نتایج کلی پژوهش نشان می‌دهد که تولیدکنندگان داخلی کفش ورزشی هنوز به سطح مطلوبی از نظر کیفیت، تنوع و رضایت مشتریان نرسیده‌اند. از این رو، توصیه می‌شود تولیدکنندگان با در نظر گرفتن ویژگی‌های جمعیت‌شناختی و روان‌شناختی مشتریان، محصولات خود را متناسب با نیازهای هر گروه طراحی و عرضه کنند. توسعه تجارت الکترونیک در این حوزه می‌تواند بستری مناسب برای ارتقاء تجربه مشتری و افزایش رقابت‌پذیری محصولات داخلی فراهم سازد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Customer Segmentation and E-Commerce Strategies in Iran’s Domestic Sports Shoe Market

نویسندگان [English]

  • Ali Alabid 1
  • Mohmad Keshtidar 2
  • Zahra Sadat Mirzazadeh 3
  • Seyed Morteza Azimzadeh 3
1 Ph.D Student of Sports Management, University of Tabriz , Tabriz, Iran
2 Professor of Sports Management, University of Ferdowsi Mashhad, Mashhad, Iran
3 Assistant Professor of Sports Management, University of Ferdowsi Mashhad, Mashhad, Iran
چکیده [English]

There The purpose of this study is to investigate customer segmentation and the role of e-commerce in the behavior of sellers within Iran’s domestic sports shoe market. This research is applied in terms of its objective and descriptive-survey in terms of its method. The statistical population included sellers of Iranian sports shoes and customers who had purchased through online stores in Mashhad. Convenience sampling was employed, and a total of 235 valid questionnaires were collected. Data analysis was performed using the Friedman ranking test and Chi-square. The findings from the Friedman test revealed a significant difference among the various customer segmentation components. Specifically, the “entertainment” component had the highest mean and rank, while the “hesitation” component had the lowest. Results from the Chi-square test also indicated that customer segmentation significantly varied based on demographic characteristics such as gender, education level, and income. Overall, the study concludes that domestic sports shoe manufacturers have not yet reached an optimal level in terms of product quality, variety, and customer satisfaction. Therefore, it is recommended that producers design and offer their products based on the demographic and psychological traits of different customer segments. The development of e-commerce in this sector can provide a suitable platform for enhancing customer experience and improving the competitiveness of domestic products.

کلیدواژه‌ها [English]

  • Customer segmentation
  • Sports shoes
  • E-commerce
  • Purchase behavior
  • Iran

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