E-commerce model design in sports services marketing
Subject Areas : Sport Marketingmohammadhosin nafar 1 , shiva azadfada 2 , Ali Mohammad Safania 3 , elahe haidaryan 4
1 - PhD Student, Department of Sports Management Department, North Tehran Branch , Islamic Azad University, Tehran, Iran
2 - Assistant Professor of Sports Management Department , North Tehran Branch , Islamic Azad University, Tehran, Iran
3 - Professor of Sports Management Department, Science and research Branch, Islamic Azad University, Tehran, Iran
4 - Assistant Professor, Department of Sports ManagementDepartment, , Damavand Branch,Islamic Azad University Damavand, Iran
Keywords: Sports Services Marketing, E-Commerce, Model Design,
Abstract :
The purpose of this study was to design an e-commerce model in the marketing of sports services using data theory. The research method is qualitative and exploratory. Statistical population included university professors and experts. Degrees and academic backgrounds related to the subject, having management positions and executive experience in the field of e-commerce were among the criteria for selecting the top list of experts. The sampling method was non-probability sampling with purposeful selection with maximum diversity or heterogeneity. The sample size in this study was 17 persons based on theoretical saturation index. The interview instrument was open-ended and analyzed based on three stages of open coding, axial and selective coding. Based on the data analysis, 84 primary concepts, 20 main categories and 5 core concepts were identified. Then, five theoretical theories were proposed based on the paradigm model of the Foundation Data Theory for e-commerce modeling in sport service marketing. From these results it can be deduced that the design of the e-commerce model is not accomplished in the marketing of sporting services by chance but is a purposeful process that is rooted in many features and modes.
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