نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران

2 دانشیار مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

3 کارشناس‌ارشد مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه اصفهان، اصفهان، ایران

4 دکتری مدیریت ورزشی، دانشکدۀ تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

چکیده

هدف کلی پژوهش حاضر تحلیل عوامل مؤثر بر تمایل به استفاده از خرید اینترنتی بلیت مسابقات ورزشی از طریق بسط مدل پذیرش فناوری است. در این پژوهش از امنیت، اعتماد، سازگاری و حریم خصوصی به‌عنوان باورهای دیگری که تأثیر بسزایی در پذیرش استفاده از خرید اینترنتی بلیت مسابقات ورزشی دارند، به‌منظور توسعۀ مدل پذیرش فناوری استفاده شده است. روش پژوهش توصیفی- پیمایشی و ابزار گردآوری اطلاعات، ترکیبی از پرسشنامۀ الجهتانی (2011)، لین (2007) و ویجایاساراثی (2004) است. جامعة آماری پژوهش هواداران تیم‌های فوتبال شهر اصفهان بودند که با استفاده از روش نمونه‌گیری تصادفی، 351 نفر از آنها با استفاده از فرمول کوکران به‌عنوان نمونۀ پژوهش بررسی شدند. پایایی سؤالات پرسشنامه با استفاده از آلفای کرونباخ 87/0 تعیین شد و به‌منظور سنجش روایی پرسشنامه‌ها از روایی محتوا توسط صاحب‌نظران و متخصصان تجارت الکترونیک و خرید الکترونیکی استفاده شد. همچنین به‌منظور سنجش روایی مدل از روش مدل‌یابی معادلات ساختاری استفاده شد و براساس نتایج مدلسازی معادلات ساختاری ارتباط متغیرهای پژوهش تأیید شد. به‌منظور تجزیه‌وتحلیل داده‌ها از نرم‌افزارهای SPSS و AMOS استفاده شد. نتایج نشان داد که سازگاری، مفید بودن، سهولت استفاده و امنیت بر نگرش نسبت به خرید اینترنتی بلیت مسابقات ورزشی تأثیرگذارند. یافته‌ها همچنین حاکی از تأثیر مثبت مفید بودن بر تمایل افراد نسبت به این نوع خرید است. 

کلیدواژه‌ها

عنوان مقاله [English]

An Analysis of the Factors Affecting the Acceptance to Purchase Tickets Online in Sport Events (Case Study: Football Fans in Isfahan City)

نویسندگان [English]

  • Akbar Jaberi 1
  • mohammad Khabiri 2
  • javad khazaei pool 3
  • mehdi moradi 4

1

2

3

4

چکیده [English]

 The aim of the current study was to analyze those factors affecting the tendency to purchase tickets online in sport events based on developed model of technology acceptance. In this study, security, trust, adoptability, and privacy as other beliefs that have a remarkable influence on the acceptance to purchase tickets online in sport events were applied to develop the technology acceptance model. The research method was descriptive – survey and the data were collected by a combination of Al-Gahtani (2011), Lin (2007) and Vijayasarathy (2004) questionnaires. The population consisted of football fans in Isfahan city and 351 fans were randomly selected by Cochran formula as the sample of this study. The reliability of the questionnaire was found to be 0.87 according to Cronbach’s alpha and the content validity of questionnaires was verified by viewpoints of experts of electronic purchasing and electronic business. In addition, to measure the validity of the model, structural equation modeling was applied. The relationship of the variables were verified based on SEM results. AMOS and SPSS were used for data analysis. The results showed that the adoptability, usefulness, convenience and security had significant effects on tendency to purchase tickets online in sport events. The findings also showed the positive effect of usefulness on tendency towards this kind of purchasing.

کلیدواژه‌ها [English]

  • online purchasing
  • sport events
  • Technology Acceptance Model
  • ticketing
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