تحلیل محتوای سایت‌های فروش اینترنتی محصولات ورزشی

ﻫﺪف ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ وﺿﻌﯿﺖ ﻣﺤﺘﻮای ﺳﺎﯾﺖﻫﺎی ﻓﺮوش اﯾﻨﺘﺮﻧﺘﯽ ﻣﺤﺼﻮﻻت ورزﺷﯽ ﺑﻮد. روش ﺗﺤﻘﯿﻖ از ﻧﻈﺮ اﺳﺘﺮاﺗﮋی ﺗﻮﺻﯿﻔﯽ از ﻧﻈﺮ اﺟﺮا ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮای ﮐﻤﯽ و از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدی ﺑﻮد. ﺟﺎﻣﻌﻪ ﺗﺤﻘﯿﻖ ﺷﺎﻣﻞ ﺗﻤﺎﻣﯽ ﺳﺎﯾﺖﻫﺎی ﻣﻌﺮﻓﯽﺷﺪه در ﮔﻮﮔﻞ ﺑﺎ ﻋﻨﻮان ﻓﺮوﺷﮕﺎه ورزﺷﯽ اﯾﻨﺘﺮﻧﺘﯽ ﺑﻪ ﺗﻌﺪاد 160 ﻧﺸﺎﻧﯽ ﺑﻮد. ﻣﻼک اﻧﺘﺨﺎب ﻣﻌﺮﻓﯽ ﺳﺎﯾﺖ ﺑﺎ ﻫﻮﯾﺖ ﻓﺮوﺷﮕﺎه اﯾﻨﺘﺮﻧﺘﯽ ورزﺷﯽ ﺑﻮد. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻮاردی ﭼﻮن ﺗﮑﺮار ﺑﺮﺧﯽ ﻣﻮارد ﯾﺎ ﮐﺎﻣﻞ ﻧﺒﻮدن ﺑﺮﺧﯽ از ﺳﺎﯾﺖﻫﺎ درﻧﻬﺎﯾﺖ 50 ﺳﺎﯾﺖ ﻣﻨﺎﺳﺐ ﺑﻪﺻﻮرت ﻏﯿﺮ ﺗﺼﺎدﻓﯽ ﻫﺪﻓﻤﻨﺪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﭘﺎﯾﺎﯾﯽ اﺑﺰار ﺟﻤﻊآوری دادهﻫﺎ ﺑﻪ روش ﺿﺮﯾﺐ ﭘﯽ اﺳﮑﺎت و ﺑﺮاﺳﺎس ﻣﯿﺰان ﻫﻤﺒﺴﺘﮕﯽ دو ﮐﺪﮔﺬار از ﻧﻤﻮﻧﻪ واﺣﺪ، ﺑﺎ ﻣﻘﺪار 0/7 ﺗﺎﺋﯿﺪ ﺷﺪ. درﻧﻬﺎﯾﺖ دادهﻫﺎ ﺑﺎ آﻣﺎر ﺗﻮﺻﯿﻔﯽ و ﺷﺎﺧﺺﻫﺎی ﻓﺮاواﻧﯽ و آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ و آزﻣﻮن ﺧﯽ دو ﺗﺤﻠﯿﻞ ﺷﺪ. ﻧﺘﺎﯾﺞ ﮐﻠﯽ ﺗﺤﻘﯿﻖ ﻧﺸﺎن داد ﮐﻪ ﺑﯿﻦ ﻓﺮوﺷﮕﺎهﻫﺎ در زﻣﯿﻨﻪﻫﺎی ﻣﺎﻫﯿﺖ ﻓﺮوﺷﮕﺎه، ﺷﯿﻮه ﭘﺮداﺧﺖ ﻫﺰﯾﻨﻪ ﮐﺎﻻ، ﺳﺌﻮی ﺳﺎﯾﺖ، ﻧﺤﻮه اراﺋﻪ ﻗﯿﻤﺖ و ﺷﯿﻮهﻫﺎی ﺗﺸﻮﯾﻘﯽ ﺑﺮای ﺧﺮﯾﺪ اﺧﺘﻼف ﻣﻌﻨﺎدار وﺟﻮد دارد اﻣﺎ ﺑﯿﻦ وﯾﮋﮔﯽﻫﺎی ﺗﺼﺎوﯾﺮ ﻣﻮرداﺳﺘﻔﺎده، ﺷﺨﺼﯿﺖﻫﺎی ﻓﺎﻋﻠﯽ ﻣﻮرد ﭘﻮﺷﺶ، ارﮐﺎن ﻣﻘﺎﯾﺴﻪ ﺑﺎ ﮐﺎﻻﻫﺎی ﻣﺸﺎﺑﻪ، ﺷﯿﻮه ﻣﻌﺮﻓﯽ ﮐﺎﻻﻫﺎ و داﻣﻨﻪ ﺟﻐﺮاﻓﯿﺎﯾﯽ ﺗﺤﺖ ﭘﻮﺷﺶ ﻫﯿﭻ اﺧﺘﻼف ﻣﻌﻨﺎداری ﻣﺸﺎﻫﺪه ﻧﺸﺪ. درﻧﻬﺎﯾﺖ ﻣﯽﺗﻮان ﻧﺘﯿﺠﻪ ﮔﺮﻓﺖ ﮐﻪ ﻣﺤﺘﻮای ﻓﺮوﺷﮕﺎهﻫﺎی اﯾﻨﺘﺮﻧﺘﯽ ﺗﺨﺼﺼﯽ ﻓﺮوش ﮐﺎﻻی ورزﺷﯽ ﻧﺴﺒﺖ ﺑﻪ ﻓﺮوﺷﮕﺎهﻫﺎی اﯾﻨﺘﺮﻧﺘﯽ از ﻗﺎﺑﻠﯿﺖﻫﺎی ﺑﺎﻻﺗﺮی ﺑﺮﺧﻮردار اﺳﺖ.

Analysis the content of online sales sites of sports products

The purpose of this study was analysis the content of online sales sites of sports products. The research method was descriptive by content analysis and applied purpose. The research community included all sites introduced in the Google search engine called sports stores. Due to the infinity and lack of access to all these stores, the analysis sample including the first 50 sites introduced in the Google search engine was selected. View of experts used to assess the validity of coding sheet and the reliability was evaluated and confirmed by PScott coefficient method that is approved by 0.84. Finally, the analysis of research data in the form of the descriptive section with frequency measurement indices and inferential section, chisquare test used. The general results of the research showed that between stores in the fields of store type, method of payment for goods, site SEO, price presentation, and methods. There is a significant difference in incentives to buy, but no significant differences were observed between the characteristics of the images used, the characters involved, the elements of comparison with similar goods, the way goods are presented, and the geographical scope covered. Finally, it can be concluded that the content of online stores selling sports goods has higher capabilities than sports equipment stores.