مطالعات مدیریت رفتار سازمانی در ورزش

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طراحی مدل رفتار مصرف کننده در فضای بازاریابی دیجیتال کسب و کارهای ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی. دانشکده تربیت بدنی. دانشگاه تبریز

2 گروه مدیریت ورزشی. دانشکده تربیت بدنی . دانشگاه تبریز

3 گروه مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه تبریز

چکیده

هدف از تحقیق حاضر طراحی مدل رفتار مصرف کننده در فضای بازاریابی دیجیتال کسب و کارهای ورزشی بود که به شیوه مطالعات کیفی و از روش اشتراوس و کوربین انجام گرفت. نمونه آماری پژوهش خبرگان و صاحب‌نظران در حوزه مدیریت ورزشی بودند که به روش هدفمند و گلوله‌برفی انتخاب شدند و حجم نمونه با در نظر گرفتن فرض اشباع نظری انجام گرفت. جهت جمع‌آوری داده‌ها از مصاحبه نیمه ساختاریافته استفاده شد که محقق با انجام 15 مصاحبه به اشباع نظری رسید. روایی سؤالات مرحله به مرحله مورد تایید خبرگان قرار گرفت و پایایی سؤالات مصاحبه به روش بازآزمون %92 بدست آمد. با تجزیه و تحلیل داده‌ها450 کد اولیه، 56 مقوله فرعی و 8 مقوله اصلی بدست آمد که طی سه مرحله کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی، مدل تحقیق طراحی گردید. نتایج نشان داد که در رفتار مصرف‌کننده ورزشی در بازاریابی دیجیتال کسب و کارعوامل مؤثر شامل عوامل علی (بازاریابی دیجیتال)، عوامل زمینه‌ای (عوامل سازمانی و عوامل روانشناختی)، عوامل مداخله‌گر (پیشرفت تکنولوژی و عوامل محیطی)، راهبردها (استراتژی سازمانی) و پیامدها (رشد و تعالی سازمانی) می‌باشد و مقوله اصلی، رفتار مصرف‌کننده دیجیتال است که این مقوله کلیه مقولات دیگر را تحت پوشش قرار می‌دهد، بنابراین بهتر است مسئولین و مدیران بازاریابی دیجیتال دیدگاه استراتژی محور و فرآیند محور بر رفتار مصرف‌کننده دیجیتال داشته باشند و ساختار سازمان مبتنی بر دانش، یادگیری، عملکرد باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a consumer behavior model in the digital marketing space of sports business

نویسندگان [English]

  • Tayebe Valipoor Tayebi 1
  • Yaghoob Badriazarin 2
  • Vajihe Javani 3

1 Department of sport management. Faculty of physical education and sport sciences. University of Tabriz

2 Department of sport management. Faculty of physical education and sport sciences. University of Tabriz

3 Department of sport management. Faculty of physical education and sport sciences. University of Tabriz

چکیده [English]

purpose of the current research was to designing a consumer behavior model in the digital marketing space of sports business which was carried out using the method of qualitative studies and the method of Shtrauss and Corbin. The statistical sample of the research was experts and experts in the field of sports management, who were selected by the targeted bullet and snowball method, and the sample size was also determined by considering the assumption of theoretical saturation. . A semi-structured interview was used to collect data, and the researcher reached theoretical saturation by conducting 15 interviews. The validity of the questions was confirmed step by step by experts, and the reliability of the interview questions was 92% by retest method. By analyzing the data, 450 primary codes, 56 sub-categories and 8 main categories were obtained, and the research model was designed through three stages of open coding, central coding and selective coding.The results showed that in sports consumer behavior in digital business marketing, effective factors include causal factors (digital marketing), contextual factors (organizational factors and psychological factors), intervening factors (technological progress and environmental factors), strategies (organizational strategy) and consequences (organizational growth and excellence) and the main category is digital consumer behavior, which covers all other categories. so digital marketing officials and managers should have a strategy-oriented and process-oriented view on digital consumer behavior, and the structure of the organization should be based on knowledge, learning, and performance.

کلیدواژه‌ها [English]

  • "Consumer behavior"
  • "Digital marketing space"
  • "Sports business"
مراجع
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مطالعات مدیریت رفتار سازمانی در ورزش
دوره 10، شماره 2 - شماره پیاپی 38
شهریور 1402
صفحه 71-83
فایل ها
هم رسانی
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