نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، مؤسسة آموزش عالی غیردولتی ادیب مازندران، ساری، ایران
2 استاد، گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
چکیده
هدف از این پژوهش، طراحی مدل بازاریابی الکترونیکی فدراسیون‌های حرفه‌ای منتخب ورزش گروهی کشور بود. پژوهش حاضر، از نوع توصیفی و به لحاظ هدف کاربردی است. پرسشنامه‌ای محقق‌ساخته طراحی و روایی آن توسط متخصصان و استادان دانشگاه تأیید شد و پایایی آن نیز با استفاده از آزمون آلفای کرونباخ به‌دست آمد. جامعۀ آماری متشکل از دو گروه شامل اعضای هیأت علمی دو رشتة مدیریت بازاریابی (20 نفر) و مدیریت ورزشی (60 نفر) بود. با توجه به محدود بودن جامعة آماری، تعداد نمونة آماری برابر با با جامعة آماری بود و روش نمونه‌گیری به‌صورت کل‌شمار درنظر گرفته شد. در این پژوهش از آمار توصیفی برای توصیف وضعیت جمعیت‌شناسی پاسخ‌دهندگان و همچنین پاسخ‌های آنان به پرسش‌های تحقیق و در بخش آمار استنباطی از آزمون‌های مدل‌یابی معادلات ساختاری و PLS استفاده شد. بدین‌منظور از نرم‌افزارهای MS-Excel، SPSS ver 18و PLS بهره گرفته شد. نتایج تحقیق نشان داد که مدل بازاریابی الکترونیکی طراحی‌شده برای فدراسیون‌های منتخب ورزشی گروهی ایران از برازش لازم برخوردار است.
کلیدواژه‌ها
عنوان مقاله [English]
Developing Electronic Marketing Model for Selected Professional Federations of Iran Team Sport
نویسندگان [English]
- Rasoul Tarighi 1
- Seyed Nasrolah Sajadi 2
1 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Adib Mazandaran Institute of Higher Education, Sari, Iran
2 Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]
The aim of this study was to develop the electronic marketing model of selected professional federations of team sport in Iran. This study was descriptive and applied in terms of objectives. A researcher-made questionnaire was developed; its validity was confirmed by professionals and university professors and its reliability was obtained by Cronbach α test. The statistical population involved professors of marketing management (N=20) and sport management (N=60). As the population was limited, the sample was equal to the population and census sampling method was used. Descriptive statistics were used to describe demographic features of respondents and their responses to research items and structural equation modeling and PLS were used in inferential statistics. MS-Excel, SPSS version 18 and PLS were used. Results showed that electronic marketing model designed for selected federations of team sport in Iran had a good fit.
کلیدواژه‌ها [English]
- Modeling
- professional sport
- sport federations
- sport marketing
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