چکیده:
Background. Information and communication Technology, allows institutions and organizations that doing their
business activities and exchanges, with high speed and flexibility. In fact, electronic-commerce has created a massive
revolution in Business style and global trading. Objectives. The goal of this study was identifying of Effective
Factors on Development of the Electronic Marketing Capacity of Professional Sport Federations of Iran. Methods.
Methodology of This study is mixed. A questionnaire, which made by the researcher, based on Likert 5 option scale,
and its validity is confirmed by professionals and professors; moreover, its reliability is examined by Cronbach’s
alpha test (0.843). Statistics sample consist, which involve Faculty members of Marketing Management field (20
peoples) and Faculty members of Sport Management (60 people) field. Sampling method is non-random, available
and purposeful. Partial least squares regression test and Fuzzy Analytic Hierarchy Process for factors Ranking are
used in inferential statistics. Results. The Results Showed that factor’s include, Management Factors, knowledge
Management, Customer Relationship Management, Strategies, Environmental and Competitive Factors, Website
features, Organizational Culture, Supply Chain Management, Brand Factors and resources, with significant Priorities
respectively, were effective factor’s on Electronic marketing capability of Professional Sport Iran. Also, The Results
of Fuzzy Analytic Hierarchy Process Showed that factor’s include, Management Factors, resources, knowledge
Management, Environmental and Competitive Factors, Organizational Culture, Strategies, Supply Chain
Management, Customer Relationship Management, Brand Factors and Website features were In the first place to
tenth. Conclusion. According to the results, from Interview with experts in the field of study, It seems that managers
of professional sports federations should Pay more attention to identified factors of electronic marketing
development that Which ranked respectively had the highest impact factor (Such as management factors, resources
and knowledge management).
خلاصه ماشینی:
"The Results Showed that factor’s include, Management Factors, knowledge Management, Customer Relationship Management, Strategies, Environmental and Competitive Factors, Website features, Organizational Culture, Supply Chain Management, Brand Factors and resources, with significant Priorities respectively, were effective factor’s on Electronic marketing capability of Professional Sport Iran.
According to the results, from Interview with experts in the field of study, It seems that managers of professional sports federations should Pay more attention to identified factors of electronic marketing development that Which ranked respectively had the highest impact factor (Such as management factors, resources and knowledge management).
In addition, since the ultimate goal of this study is to create a platform for the development of e-commerce, e- business, and e-marketing for the country's professional sports, paying attention to the fact that the authorities and managers of the country's sports are not adequately focused on electronic marketing in order to achieve higher incomes and create a more relevant relationship with customers; thus, the researcher decided to identify the factors influencing the development of the e-marketing capability of professional sports federations in the country, and then, the researcher began to rank them.
The results showed that in the order of prioritization of the significance of management factors, knowledge management, customer relationship management, strategies, environmental and competitive factors, website features, organizational culture, supply chain management, brand factors, and resources are the variables which affect the e-marketing capabilities of professional sports in Iran."