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
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