amir ali rahnema; Ali Saberi; Hamidreza Irani
Abstract
Objective: The purpose of this study was to investigate the effect of social media capabilities on the intention of customers to buy sports services with respect to the mediating role of trust.Methodology: The research method was descriptive-correlational which was done using structural equation method. ...
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Objective: The purpose of this study was to investigate the effect of social media capabilities on the intention of customers to buy sports services with respect to the mediating role of trust.Methodology: The research method was descriptive-correlational which was done using structural equation method. The statistical population of the study was all users of sports services of Palladium Club in Isfahan, which was randomly selected. The sampling method was simple that the sample size in this study was 313. The research tool was a researcher-made questionnaire based on a standard questionnaire whose validity and reliability were confirmed. Data analysis was performed at two levels of descriptive statistics (mean, standard deviation and percentage) and inferential statistics (path measurement and analysis model) using then software spss and LISREL.Results: The results showed that social media capabilities can positively affect customers' intention to buy and increase their willingness to buy. The results also showed that trust can play a decisive role in using social media to buy.Conclusion: According to the research results, it is suggested that sports club managers have a positive view on the use of various social media to provide services and create the necessary awareness and motivation to buy customers.
reza fathi; mohammad hossine maleki; Ali Saberi; atefe zandagahi
Abstract
Objective: The main goal of this research is Future Studies of University Sports of Iran Methodology: In this study, using two future research methods including structural analysis and scenario writing, we first identified the key uncertainties of University Sports of Iran and then developed future scenarios ...
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Objective: The main goal of this research is Future Studies of University Sports of Iran Methodology: In this study, using two future research methods including structural analysis and scenario writing, we first identified the key uncertainties of University Sports of Iran and then developed future scenarios for University Sports of Iran. Initial data were collected using interviews with Collegiate athleticsexperts and reviewing the literature. The questionnaire was analyzed by using the Mic-Mac software. Results: Of the seventeen effective factors, ten important factors were identified and by analyzing the Mic-Mac software, finally, two key factors of financial, economic and lifestyle support were identified. Based on these factors, four scenarios were identified using the Wizard scenario software and Cross Impact Matrix. These scenarios include the age of happiness, the world of indifference, the lazy world and the depressed world. Conclusion: In the age of happiness scenario, which shows the best situation, high financial support and a good lifestyle lead to a good future for college sports. The depressed world scenario also illustrates the worst situation in which underfunding, inadequate infrastructure, and lack of culture for a dynamic life style lead youth and students to not exercising. By identifying the best and most desirable future, current programs can drive that realization.
Ali Saberi; GHodratallah Bagheri; Hamidreza yazdani; Ebrahim Alidoust; Mohammad Hossein Ghorbani
Abstract
Objective: The purpose of this research was to designing social marketing mix model for the development of the sport.Methodology: The research method was a combination of quantitative and qualitative methods and according to qualitative data collection in the first step and quantitative validation it ...
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Objective: The purpose of this research was to designing social marketing mix model for the development of the sport.Methodology: The research method was a combination of quantitative and qualitative methods and according to qualitative data collection in the first step and quantitative validation it in the next phase was mixed exploration. The statistical population in this research were all experts in the academic or executive. Method of sampling in qualitative section in the present research initially was judgment and targeting and continuing for the purpose to collect data was used a snowball sampling method .In this research, with interviewing of 13 people from samples was reached to theoretical saturation. The data collection tools in the first step was interview and after coding and identifying themes and indexes A questionnaire was Was drafted and used to design and validate the model. Data analysis was done in the qualitative section with using theme analysis and in the quantitative part with using SPSS and LISREL software.Results: The results of the themes analysis showed that Social marketing mix consisted of 6 P (Product, place, price, promotion, people, and physical evidence). Also the results of confirmatory factor analysis showed that model was good fit, also, Quantitative results of the research showed that the identified factors were not in desirable conditions for the development of sport for all.Conclusion: According to the results of this study, having a marketing and customer orientation view for the purpose of developing sport for all is necessary, One of the effective factors in this area is attention to the elements of marketing mix that officials and practitioners involved in the development of sport for all and promotion of health in the country In order to increase people participation in sport and physical activity can make use it.
