Journal of Entrepreneurship and Innovation Research

Journal of Entrepreneurship and Innovation Research

Evaluating the needs of internet buyers from the sales websites of Iran's sports industry service sector

Document Type : Original Article

Authors
Taher Gordi Baghcheh mishe 1
Ahmad Mahmoudi 2
Fariba Askarian 3
1 Master of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
2 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
3 Department of sport management, Faculty of Sport and Health Sciences, University of Tehran, Tehran, Iran.
10.22034/eir.2025.494299.1140
Abstract
Objective: The purpose of this study is to identify and prioritize the key components influencing the needs of online buyers on websites offering sports service sales in Iran. Given the rapid growth of e-commerce and the transformation of purchasing and marketing patterns, the sports industry must adapt to digital platforms and enhance customer experience. This research aims to examine Iranian users’ perceptions and preferences, identify the gap between the current state of online sports service platforms and consumer expectations, and, based on the findings, propose strategies to improve digital competitiveness, increase customer satisfaction and loyalty, and enhance organizational performance in this sector.
Method: This study is applied in nature and employs a descriptive–survey research method. The statistical population consists of experts, practitioners, and customers in the sports industry familiar with the Internet and electronic marketing, among whom 258 participants were selected using random and purposive sampling methods. Data were collected through a researcher-made questionnaire, the validity of which was confirmed using first- and second-order factor analysis, and reliability was assessed through Cronbach’s alpha. Data analysis was performed using SPSS and AMOS software.
Findings: The results of the one-sample t-test indicated that all components related to customer needs in e-commerce within the sports services sector were considered significantly important by the respondents (p < 0.05). The measurement model demonstrated a good fit, and based on the Friedman test, the components were prioritized as follows: organizational performance, customer orientation, technological literacy, use of e-commerce, customer need adaptation through e-commerce development, security, after-sales services, organizational innovation, and organizational culture.
Conclusion: The findings revealed that simultaneous attention to all identified components particularly organizational performance and customer orientation is essential for success in e-commerce within the sports services sector. Accordingly, it is recommended that organizations active in the sports industry develop their digital marketing strategies based on enhancing customer experience, improving organizational performance, and strengthening trust and online security to achieve sustainable competitive advantage in today’s dynamic market environment.
 
Objective: 
Keywords
e-commerce
technology literacy
sports industry
customer orientation
customer needs

Subjects

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