Identifying and validating the e-commerce model in the marketing of sports services with a combined research approach

The purpose of this study was to identify and validate the e-commerce model in sports services marketing with a combined research approach. The research method is mixed according to the purpose of the research. The statistical population consisted of two parts. The statistical population in the qualitative part included university professors, experts and thinkers. Field of study and having relevant scientific writings related to the subject, having managerial positions and executive experiences in the field of e-commerce were among the criteria for selecting the initial list of experts. The sample size in this study was based on a theoretical saturation index of 17 people, experts in the field of physical education and students in the field of physical education as well as customers of sports clubs. Based on this, 370 people were selected as a sample. The measurement tool was open in the qualitative stage of the interview and was analyzed with Maxqda software. In the quantitative part, the research tool included a questionnaire extracted from the codes of the qualitative part, which was analyzed with AMOS software. Based on the data analysis, 84 basic concepts, 20 main categories and 5 main cores were identified. In the quantitative part, the obtained results showed the confirmation of items and factors in the first and second order confirmatory factor analysis tests, meaning that the factor loads of items and factors were higher than 0.4. Based on these results, it can be concluded that the design of e-commerce model in the marketing of sports services is not achieved by chance, but is a purposeful process that is rooted in many features and situations.