تحلیل مدل ارتباطی پذیرش فناوری اطلاعات و کیفیت خرده‌فروشی در مشتریان برندهای ورزشی

نویسندگان

1 کارشناسی ارشد دانشگاه آزاد تهران

2 استادیار مدیریت ورزشی دانشگاه آزاد تهران

چکیده

این پژوهش با هدف تحلیل مدل ارتباطی پذیرش فناوری اطلاعات و کیفیت خرده‌فروشی در مشتریان برندهای ورزشی انجام شد. روش تحقیق، به‌صورت توصیفی- همبستگی است. جامعۀ آماری پژوهش، کلیۀ مشتریان نمایندگی برندهای آدیداس، نایک، ریباک، پوما هستند که عضو صفحه اینستاگرام آن برند بودند. شرط شرکت آزمودنی‌ها در این پژوهش علاوه بر خرید آن برند خاص، عضویت در صفحه اینستاگرام آن برند نیز باشد. بر اساس جدول مورگان تعداد 385 نفر به‌عنوان نمونه انتخاب شدند. ابزار مورد استفاده تحقیق، پرسش‌نامه‌‌های استاندارد کیفیت خدمات خرده‌فروشی (کیم و لین، 2002) و پذیرش فناوری اطلاعات بر اساس مدل دیویس (1989) بود. برای تجزیه‌وتحلیل داده‌ها از آمار توصیفی و استنباطی استفاده‌ شد. ابزار مورد استفاده SPSS نسخه 25 و LISREL نسخه 80/8 بود. یافته‌های تحقیق نشان داد پذیرش فناوری اطلاعات با کیفیت خرده‌فروشی در میان مشتریان برندهای منتخب پوشاک ورزشی ارتباط دارد؛ ازاین‌رو در جهت ارتقای کیفیت خرده‌فروشی به‌کارگیری روش‌های مناسب در فرایند پذیرش فناوری اطلاعات برای ارتقای کیفیت خرده‌فروشی؛ ترویج و ترغیب افراد به استفاده و پذیرش فناوری اطلاعات برای ارتقای کیفیت خرده‌فروشی؛ ایجاد آگاهی‌های لازم به افراد در خصوص فواید بهره‌مندی از فناوری اطلاعات و کیفیت خرده‌فروشی از طریق رسانه پیشنهاد می‌شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Analysis of communication model of IT acceptance and retail quality in sports brands

نویسندگان [English]

  • Fatemeh Eini 1
  • Maryam Aghakhanbabaei 2
1 M.Sc., Azad University, Tehran
2 Assistant Professor of Sport Management, Tehran Azad University
چکیده [English]

The aim of this study was to analyze the communication model of information technology acceptance and retail quality in customers of sports brands. The research method is descriptive-correlation. The statistical population of the study is all the customers representing Adidas, Nike, Reebok, Puma brands who were members of the brand's Instagram page. The condition for the participation of the subjects in this research, in addition to buying that particular brand, is to be a member of that brand's Instagram page. According to Morgan's table, 385 people were selected as the sample. The research instruments used were standard questionnaires for retail service quality (Kim and Lane, 2002) and information technology acceptance based on the Davis model (1989). Descriptive and inferential statistics were used to analyze the data. The tools used were SPSS version 25 and LISREL version 80/8. The research findings showed that the acceptance of information technology is related to the quality of retail among the customers of selected sportswear brands; Therefore, in order to improve the quality of retail, using appropriate methods in the process of accepting information technology to improve the quality of retail; Promoting and encouraging people to use and adopt information technology to improve the quality of retail; It is recommended to raise the necessary awareness of people about the benefits of using information technology and the quality of retail through the media.

کلیدواژه‌ها [English]

  • Acceptance
  • Information Technology
  • Quality
  • Retail
  • Sports Customers

مراجع

  • Aghavan Kharazian, M., Sharif al-Husseini, S. H. (2016), “Identifying and Excelling the Functions of Social Media in Small and Medium Enterprises from the Perspectives of Iranian Experts”, Journal of Research in New Marketing Research, 4(27), 41-56. (Persian)
  • Ainin, A. M., Sulaiman, W. & Noor Ismawati Binti, j. (2015), “Investigating Business opportunities in Social Media”, PACIS, 2013 Proceedings.
  • Ajibade, P. (2018), “Technology Acceptance Model Limitations and Criticisms: Exploring the Practical Applications and Use in Technology-related Studies, Mixed-method, and Qualitative Researches”, Library Philosophy and Practice, http://digitalcommons.unl.edu/libphilprac/1941.
  • Ayass, T. (2009), “Investigation of the antecedents of an e-commerce trust model”, USA: ProQuest.
  • Azadi, R., Yousefi, B., & Eydi, H. (2017), “Evaluation of brand equity and its effective factors in sportswear industry (Comparison Authentic Iranian and foreign sports brands)”, Sport Management, 9(3), 515-529. (Persian)
  • chaudhry, G. N. (2016), “Using technology acceptance model to study adoption of online shopping in an emerging economy”, Journal of Internet Banking and Commerce, 21(2), 1-18.
  • Darvish pur, H., Najafi Zadeh, N. S., Kiani Rad, D. (2017), “The effect of attitudes and intent on retail customers' shopping on trust, pessimism and perceived benefits Case study: Etka Chain store in Arak”, Pars Manager Proprietary Marketing Quarterly. (Persian)
  • Davis, F. D. (1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Model”, Management Scienc, 8(35), 982-100
  • Ghasemi Kahrizsangi, P., Rahimi, Gh., Zamani Nukaabadi, A. (2017), “Investigating the Factors Affecting the Admission of New Information Technologies at the General Office of Sports and Youth of Isfahan Province Based on Model (TAM)”, Sport Management, 9(1), 129-144. (Persian)
  • Ghorbanian, P., Yavari, Z., Mohammad shafiee, M. (2015), “Analysis of retail value based on selected dimensions of the image of the store (Case study: Refah stores, Citsientar (Hyperstraat) and Kosar series)”, New Marketing Research, 5(3), 143-160. (Persian)
  • Hamidi, H., & Fazeli, K. (2016), “Ethics of electronic vendors and attracting electronic customers”, Journal of Ethics in Science and Technology, 1, 1-12. (Persian)
  • Hong, W., Thong, J.Y.L., Wong, W.M., & Tam, K.Y. (2001), “Determinants of user acceptance of digital libraries:an empirical examination of individual differences and system charachteristics”, Journal of Management Information Systems, 3(18), 97-124.
  • Hwang, G., Yoo, J., & Orr, T. J. (2018), “The Influence of Online Customer Reviews on Sport Consumers’ Purchase Intentions: The Mediating Effect of the Perceived Credibility of Website”. International Journal of Human Movement Science, 12(2), 53-68.
  • Khazaei, P., Verij Kazemi, R., Amani, M., & Kia Lashaki, J. (2016), “An Extension of the Technology Acceptance Model for the E-Repurchasing of Sports Match Tickets”, J. Managment. Bus. Res, 6(1), 1-12.
  • Knezek, G., & CHristanson, R. (2002), “Impact of new information technologies on teachers and student education”, Education and information technologies, 7(4), 369-76.
  • Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). “The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty”, Computers in Human Behavior, 28(5), 1755-1767.
  • Mohammadi, F. (2015), “Investigating factors affecting Internet shopping considering the effect of values and the role of consumer personality traits”, Master's Thesis, Yazd University, Faculty of Management and Accounting. (Persian)
  • Mohammadi, S., Nouraie, T., Sharifian, E. (2016), “Presentation of Structural equations model factors affecting Development of Purchasing Sport goods via Internet”, Applied Research of Sport Management, 4(9), 43-54. (Persian)
  • Plunkett, R. (2009), “Introduction to the sport industry sport industry trends”, Retrievd from; http:/www. com/industries/sports/ sports trends /tabid /274 /Default. Aspx.
  • Randy, V., Khun Siavash, M., Masumi, B. (2015), “Factors Affecting the Internet Customer's Online Shopping behavior in Iran according to the Information Technology Acceptance Model (TAM)”, Development Management Magazine (Special Note), 109-118. (Persian)
  • Sun,, & Zhang P. (2006), “The role of moderating factors in user technology acceptance”, International Journal Human-Computer Studies, 64, 53–78.
  • Turban, E., King, D., & Lee, J. (2010), “Ting Peng Liang Electronic Commerce, A Managerail Perspective”, 108-124.
  • Zakerian, A. R., Farahani, M. J., & Takali, H. (2017), “An Investigation of the Effect of Internet Advertising Factors on Purchase Intention of Sport Consumers”, Applied Research of Sport Management, 6(2), 11-19. (Persian)

فایل ها

سابقه مقاله

  • تاریخ دریافت: 17 مرداد 1399
  • تاریخ بازنگری: 18 آذر 1399
  • تاریخ پذیرش: 23 آذر 1399

هم رسانی

ارجاع به این مقاله

آمار