نوع مقاله : مقاله پژوهشی
نویسنده
استادیار، گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه تربیت دبیر شهید رجایی، تهران، ایران
چکیده
هدف اصلی این پژوهش، تعیین راهبردها و پیامدهای تجارت الکترونیک در صنعت ورزش کشور بود. برای دستیابی به هدف بیان‌شده و با توجه به تخصصی بودن موضوع پژوهش، مطالعة کیفی با استفاده از انجام مصاحبه‌های عمیق با نخبگان این موضوع استفاده شد. انجام مصاحبه‌ها به‌صورت هدفمند و به شیوة گلوله‌برفی ادامه یافت و در نهایت 12 نفر مورد مصاحبه قرار گرفتند. داده‌های حاصل از مصاحبه‌ها به روش داده‌بنیاد و از طریق سه مرحلة کدگذاری باز، محوری و انتخابی تجزیه‌وتحلیل شد. یافته‌های مربوط به راهبردها بیانگر چهار حیطة اصلی بود، به‌طوری‌که پوشش‌دهندة چالش‌های درونی و بیرونی تجارت الکترونیک در صنعت ورزش کشور باشند. این حیطه‌ها شامل موارد زیر می‌شود: مدیریتی، قانونی – حقوقی، فنی، فرهنگی-اجتماعی. همچنین پیامدهای شناسایی‌شده حاصل از راهبردها شامل توسعة اقتصادی، حقوقی، ساختاری و فرهنگی است که تا حدود زیادی منطبق بر راهبردها نیز بودند. براساس یافته‌های پژوهش، راهبردهای اجرایی ارائه‌شده می‌تواند کمک‌رسان مدیران ورزشی کشور در زمینة توسعة تجارت الکترونیک در صنعت ورزش کشور باشد.
کلیدواژه‌ها
عنوان مقاله [English]
Strategies and outcomes of E-Commerce in the Sport Industry
نویسنده [English]
- Meysam Rahimizadeh
Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Shahid Rajaei Teacher Training University, Tehran, Iran
چکیده [English]
The main objective of this study was to Strategies and outcomes e-commerce in sport Industry. Qualitative study using in-depth interviews with experts in the subject were used to achieve the stated purpose and with the expertise of subject. In this regard, the relevant research in the following areas were identified, including: Officials Marketing Committee, sports federations and sports clubs, Sports Marketing Committee of the Ministry of Sport and Youth, Experts in the field of e-commerce and faculty members. Interviews conducted purposefully and continued to snowball technique and finally 12 people were interviewed. Finally, the data obtained from interviews given by Ground theory and through three stages open, axial and selective coding were analyzed. The open coding results in identification sign and further analysis result of open coding at the Strategies have been identified in 4 areas so that cover internal and external challenges of e-commerce in the sports industry of the country. These areas were included: Management, Legal – Civil, Technical and cultural-social. Finally, Outcomes that were largely consistent, include the identification of strategies like: Economic Development, Legal, structural and cultural.
کلیدواژه‌ها [English]
- E-commerce
- sport industry
- Strategies
- outcomes
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