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Designing a Model to Measure the Effective Factors of Information Systems in the Marketing of Sporting Goods
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Abstract: (2580 Views) |
| The aim of the present study was to analyze the effect of information systems on sporting goods marketing based on the mix model. 440 students who had sport insurance were selected as the sample. A researcher-made questionnaire with 27 items was used; eventually, 23 items (mixed price 6 items, product 6 items, advertising 4 items, and distribution 7 items) were selected after its construct reliability was confirmed. Content and face validity of the questionnaire were confirmed by professors’ viewpoints; its reliability was confirmed by Cronbach’s alpha coefficient (0.91) and its construct validity was confirmed by measurement model test. Data were analyzed by 3 methods: Friedman, Topsis and SAW. In order to achieve a similar result, an aggregation of three prioritizing methods (average, Borda, Copland) was achieved by a minor ranking collection. The results showed that information systems had better performance than other items examined in mix marketing components in introducing products at different prices, introducing products tailored to the needs of customers, providing advertisements from different brands and finally introducing the easiest route to access the product in question. |
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| Keywords: information technology, internet, mix marketing, sport marketing. |
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Full-Text [PDF 695 kb]
(658 Downloads)
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Type of Study: Research |
Subject:
Special
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