لیلا شهبازپور

Online customers' purchase experience has become significant because of the emergence of the Internet as the primary network for the supply of products and services. The study aimed to introduce critical and influential factors in the progress of online sales of sports products through qualitative and quantitative processes.

The participants in the qualitative section include 17 managers of sports production companies and sport management experts and sport product consumers. The questionnaire was made through open questionnaires and interviews and weighting of Delphi. And 564 online customers participated in the quantitative section and were analyzed by confirmatory factor analysis.

The findings showed that the components of online retail development include digital strategy, predicting the subsequent purchase of customers, creating value through the marketing mix, providing a dynamic information matrix of goods and equipment, tracking customer-level data, Financial, and information security, website content quality, product and service information evaluation, service tools, and customer value dynamics. As a result, for the development of online retail sales, it is necessary to plan separately for these variables to provide the grounds for the formation of development. Respecting the law of the "chain of businesses" creates an environment rich in interaction and economic synergy, benefiting all aspects of a healthy and dynamic economic puzzle. The dimensions of the development of online retail sales includes digital strategy, predicting the subsequent purchase of customers, creating values through marketing mixes, and evaluating product and service information, service tools, and customer value dynamics.

Originality: 

The study's creativity is to use quantitative and qualitative methods to show the online retail development dimensions of sports goods and equipment.

The current research was carried out with the aim of investigating the effective factors on increasing the empowerment of employees based on new information (a case study of sports and youth departments in the western provinces of the country).The statistical population in the qualitative part included prominent professors in the field of sports management, who were interviewed by using the purposeful sampling method and the theoretical saturation technique, and in the quantitative part, the statistical population was the employees of the sports and youth departments in the west of the country, based on the statistics Their number is 800 people, of which 300 people were identified as a sample based on Dole Morgan. The tools of the current research included a semi-structured interview and a researcher-made questionnaire. In order to analyze the findings of the present study, open, axial and selective coding was used, as well as the use of the structural equation method using PLS software. In order to analyze the findings of the current research, open, axial and selective coding was used, as well as the structural equation method using PLS software. The results of the measurement model indicated the insignificant effect of technology infrastructure on empowerment. The value of information technology infrastructure is not hidden to anyone today. As a result, information technology infrastructure plays a fundamental role in operationalizing other elements of information technology by providing a common basis for creating commercial applications, and the results of the research also showed that environments with high information and technology Empowerment has no meaningful effect. The results of the measurement model indicated a non-significant effect of information systems on empowerment. The results of the measurement model indicated a non-significant effect of information and communication technology on empowerment.

The aim of this research was to predict procrastination based on empowerment among the employees of sports and youth departments in Kermanshah province. The statistical population included all employees of sports and youth departments of Kermanshah province (400 people), among whom 123 people were randomly selected based on Morgan's table. Badie et al.'s procrastination questionnaire (2011) and Marquardt's employee empowerment questionnaire (2018) were used to collect the data required for the research. Independent t-test and one-way analysis of variance were also used for comparison between groups, Pearson's correlation coefficient test was used to examine the relationship between variables, and standard regression test was used to predict procrastination based on ability at a significant level (p≤0.05). Based on the results of the research, the average score related to procrastination was significantly lower than the hypothetical average value and the average score related to empowerment was significantly higher than the hypothetical average value. The difference in the scores of empowerment, procrastination and its sub-scales, taking into account the gender, marital status and age of the employees, was not significant (p≤0.05). There was a significant negative relationship between empowerment, procrastination and its subscales (p=0.001). Also, the results showed that part of the employees' procrastination can be predicted based on their empowerment. The results showed that the amount of procrastination decreases with the increase of ability. The findings show that the employees of sports and youth departments avoid procrastination in their behavior in a relatively appropriate manner and are in a good and appropriate situation in terms of empowerment.

The aim of this study was to investigate the effect of aesthetic factors and service quality on perceived value, loyalty and customer satisfaction of pools in Kermanshah province.The research method is descriptive-correlational in nature. The statistical population of the study consisted of customers of Kermanshah pools who were selected using simple random sampling method. After distributing the questionnaires, 274 questionnaires were returned. To collect data, Soleimani (2012) Aesthetic Questionnaire, Liu (2008) Quality of Service, Kim et al. (2009) Perceived Value (2009), Lim (2006), Victor (2002) Customer Satisfaction Questionnaire were used. They were validated by supervisors and academic experts, and their reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Amos statistical software and Spss statistical software. Findings showed that aesthetics has a significant effect on perceived value and customer loyalty. Also, the direct effect of service quality on loyalty, service quality on perceived value, perceived value on customer satisfaction and customer satisfaction on loyalty was positive and significant.Due to the effectiveness of aesthetic dimensions in attracting people to the sports pool and the effective effect of service quality on customer retention, pool managers and planners can maintain and improve their loyalty by improving the quality of service and providing ancillary services to customers. So that the customers themselves act as advertisers of the pools and attract new customers subconsciously.

The purpose of this study was to design a model for attracting and involving people in sports tourism and to present factors, challenges and strategies. The research method was qualitative with a systematic exploratory approach. The statistical population consisted of two sections: human resources (professors, managers and analysts) and information resources (books, articles, documents, media, etc.). The statistical sample was selected in a purposeful and accessible manner and polled. (52 people and 38 documents). Research tools included the study of systematic libraries and structured exploratory interviews. The validity of the instrument was evaluated and confirmed based on the legal and scientific validity of the sample, the opinion of experts and the agreement between the correctors. In order to analyze the findings, multi-stage conceptual coding method with system analysis approach was used. The final conceptual framework consisted of 100 components, 22 dimensions, and 6 levels identified, and about 70% of the categories had a frequency of 5 or more. The six levels of the model include personal level, contextual level, organizational level, participation level, service level and outcome level, which have successive variables affecting each other. Finally, the most important challenges and strategies for attracting and developing the tourism participation of the people of Guilan in sports were presented based on a conceptual framework. Based on the general findings, it can be said that people's participation in tourism and sports activities requires comprehensive attention to all aspects at different levels.

The aim of this study was to investigate the effect of social responsibility of sports teachers on optimizing leisure time and preventing social harms of students. The study method was descriptive- correlative. The statistical population of the study included all 2950female high school students in the seventh district of Tehran. The sample size was determined based on Krejcie and Morgan table of 370 students who were selected by means of cluster random sampling method. Data collection tools included the standard questionnaire of Barton Goff (2012), the researcher-made questionnaire of Kashefi and Nazari (2018) and the questionnaire of Aaghaii and Timurtash (2009). The validity of the questionnaires in terms of form and content was confirmed by sports management professors and their reliability was confirmed by Cronbach's alpha coefficient test. Data analyzing was accomplished by Spss statistical software. Findings showed that the social responsibility of sports teachers is effective in optimizing students' leisure time and social harms. Furthermore, leisure time is effective in preventing students' social harms. Favorable ‌ spending of leisure time ‌ in a comprehensive and essential form ‌ ‌ ‌allows young people ‌ to meet the aspects of life; ‌ experience of teamwork; ‌ skills; ‌ and design a bright and promising future.

The present study investigated the effect of experimental marketing on brand equity and reputation in Tehran Municipality sports venues.

The statistical population includes all users of sports facilities in Tehran Municipality. According to the Morgan table, the statistical sample was 384 customers selected by random clustering. This research tool included Schmidt (2016) Experimental Marketing Questionnaire, Sarmad and Bazargan Brand Value Questionnaire (2005), and Fembran et al. (2019) Brand Reputation Questionnaire. Structural equation modelling test of Smart PLS statistical software was used to analyze the data. According to the results, the path coefficient for the experimental marketing relationship on the brand equity is positive, and the T-value is more than 1.96. Therefore, practical marketing has a significant effect on the brand equity of Tehran Municipality sports venues. Also, the path coefficient for the experimental marketing relationship is positive for reputation, and the T-value is more than 1.96.

As a result, experimental retrieval can lead to the reputation of places and increase their brand value. These factors indicate the need for more attention of managers of sports venues using the current research model and practical use of experimental marketing.

 Finding helps predict customers' behavioral tendencies.

Ensuring customer satisfaction is one of the basic requirements of quality management systems and excellence models, is obtained by comparing before the customer buys the expected performance with the actual perceived performance. This study aimed to investigate the relationship between quantitative and physical evidence and service quality with customer satisfaction of sports facilities in District 5 of Tehran.

The research method is correlational in terms of implementation method. The statistical population includes all those who have used the services of sports facilities in District 5. 395 subjects were selected using cluster sampling as research samples. To collecting data, three questionnaires include quantitative and physical evidence (researcher-made), SERVQUAL (Parasuraman and Zithamel, 1988) and customer satisfaction (Kooshesh, 2014), was used. The validity of which was determined by 12 experts in the field of sports management was confirmed. Also, in a pilot study on 40 subjects using Cronbach's alpha, the reliability of the questionnaires was 0.86, 0.89 and 0.91, respectively.

After the data collection, descriptive statistics, Kolmogorov-Smirnov tests, Pearson correlation, and multistage regression in SPSS software were used. The results showed a significant relationship between physical and quantitative characteristics and service quality with customer satisfaction. Also, there is an important relationship between customer satisfaction and the components of perceived factors, reliability, responsiveness, reliability and empathy. In addition, the variables of physical and quantitative characteristics and quality of services are significant predictors of the variable of customer satisfaction. Finally, suppose the quantitative and physical evidence and the quality of services of health clubs are at a suitable level. In that case, it can lead to customer satisfaction and more customer membership in that sports space.

We showed the correlations between physical evidence, satisfaction, and loyalty in sports centres which were less noticed in previous studies.

The purpose of this study was to investigate the effect of service experience on future attendance of spectators in stadiums, with mediator role of their satisfaction. This study was descriptive-correlative type. The population of the research was all of the Iran Football Premier League spectators in 2018-19 season. According to Kline (2011), 200 to 300 samples are favorable for structural equation modeling. Thus, 282 people were selected by the convenience sampling method from the spectators of Esteghlal and Persepolis teams of Tehran. Three questionnaires were used to collect data including of service experience questionnaire from Pine and Gilmore (1998), spectators’ satisfaction and future attendance questionnaires from Oh et al. (2007). The data analyzed by Partial Least Square method. Findings showed that service experience has a direct and significant impact on satisfaction and future attendance of spectators. Also satisfaction has a positive and significant impact on future attendance of spectators. Furthermore, the results showed that service experience has an indirect and significant impact on future attendance of spectators through the mediator role of satisfaction. In general, service experience can intensely predict the behavioral intention of spectators; hence, it seems that designing meaningful experiences for spectators can be a new approach to sport event organizers to gain more market share in the tourism and leisure market.