The Development Model of Digital Sports Businesses

The emerging of communication technology has replaced the business model as an alternative unit of industry analysis so that organizations can select a more appropriate business model by continuously assessing market and technology needs. Therefore, the purpose of this study is to present a model for the development of digital sports businesses in small and medium sports companies.The present study is applied in terms of purpose and in terms of analytical and exploratory nature, which was done in a mixed way (qualitative and quantitative) and is a method of collecting documentary and library information. Therefore, in the first step, after studying the background, semi-structured interviews and qualitative method of content analysis to identify the factors influencing the development of digital businesses in the field of sports and create an initial framework for use and Then, using interpretive structural modeling, thematic modeling was performed.Purposeful sampling was used to select research samples and form an expert panel. The information required was theoretically saturated by in-depth semi-structured interviews with ۱۰ experts; but the interviews continued until the twelfth expert. In order to confirm the validity of the research in the qualitative stage, the identified factors were made available to three community experts and all factors were approved. To calculate the reliability, kappa coefficient and agreement of two evaluators were used, which in this study was equal to ۰.۸۱.The results of the research show six effective factors in the development of digital sports business model including innovation strategy, environmental factors, individual factors, organizational factors, supportive factors and digital ecosystem in three structural, contextual and content dimensions. Individuals in terms of content and environmental factors and digital ecosystem in the context of the most influential in the development of digital entrepreneurship in small and medium sports businesses.According to the components of the research model, it develops to develop digital sports businesses, improve management and entrepreneurial skills, expand networking with customers and partners to identify opportunities, have relevant education and technical skills, motivate لازم Necessary to be present and active in the digital entrepreneurship ecosystem, strengthen IT infrastructure, etc.

کلیدواژه ها:

sports businesses ، digital ، Ecosystem ، information technology