Design and Testing Of Social Commerce Model in the Country's Sports Industry

This study aimed to designing and test a social commerce model in the country's sports industry. The research method was descriptive-correlational. This study was conducted on university lecturers and researchers in the field of the sports industry, members of the management team of sports businesses active in cyberspace, managers, and experts of organizations in the field of sports industry, and consultants and analysts of sports industry. Purposeful sampling was estimated using Cochran's formula and finally, 97 questionnaires were analyzed. Ten scientific and executive experts were consulted to evaluate the content validity. Then the reliability was calculated using Cronbach's alpha coefficient which was equal to 0.82. The validity of the structure was also checked using PLS software. The results of factor analysis showed that all components have a significant explanatory role. Path analysis also showed that the relationships between the fourteen main variables in a sequence of five levels (ecosystem capacity, management and development, strategic factors, social trade system and social trade consequences in sport) from independent variables to positive and significant dependent variables and conceptual model It has a good fit. Based on the findings, Therefore, it is recommended that social business in sports is a nascent and civilized system that can be systematized and developed through information and key frameworks of this research. Therefore, activists, trustees and stakeholders in the field of social business in sports are recommended to use the results of this study to decide, plan and evaluate business systems in the field of sports industry.