Analyzing Social and Managerial Dimensions Affecting the Success of Electronic Businesses in the Sports Sector: A Hybrid Modeling Approach

Document Type : Original Article

Authors

1 Department of Industrial Engineering, Bam Higher Education Complex, Bam, Iran.

2 Department of Management, University of Science and Arts, Yazd, Iran.

3 Department of Tourism and Hospitality, Faculty of Tourism, Bam Higher Education Complex, Bam, Iran.

Abstract

Organizations must pay close attention to their environment in order to maintain social legitimacy and achieve growth in competitive markets. The digital transformation and the rapid spread of the Internet have significantly reshaped commerce and customer interaction. This study aimed to propose a model for the success of electronic businesses in the sports sector. In the first stage, the conceptual model was developed using Interpretive Structural Modeling (ISM) based on the judgments of 11 experts. In the second stage, the model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 189 valid questionnaires collected from 240 distributed surveys. The findings showed that leadership and management have a positive and significant effect on information technology infrastructure, which in turn affects innovation and information management. Additionally, information management and innovation improve the quality of services and products, which in turn enhances customer trust, effective communication, and perceived ease of use. Finally, it was found that social factors such as trust, customer communication, and perceived ease of use have a direct positive and significant effect on the perceived advantages of sports e-businesses. The model fit indices also indicated that the R² values ranged between 0.566 and 0.721, and Q² values ranged between 0.361 and 0.458, all of which are at the desired level. These results provide a framework for improving the performance of online sports stores.

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