The main purpose of this study was to determine the causal conditions of e-commerce in the country's sports industry. To achieve this goal, a qualitative method and in-depth interviews with the elites in this field were used. The interviews continued in a targeted manne
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The main purpose of this study was to determine the causal conditions of e-commerce in the country's sports industry. To achieve this goal, a qualitative method and in-depth interviews with the elites in this field were used. The interviews continued in a targeted manner and in the manner of a snowball, and finally 12people were interviewed. Finally, the data obtained from the interviews were analyzed by data-based method through three stages of open, axial and selective coding. The concepts obtained from coding the signs in the causal section included fifteen items. This can be attributed to the lack of a specific trustee in e-commerce sports, lack of managerial stability, lack of comprehensive and coherent rules and regulations, lack of will of upstream sports organizations to organize e-commerce sports, lack of e-commerce structure in sports, lack of economic policy in clubs And federations, the lack of proper use of e-commerce in sports business processes and functions, the insistence on using traditional methods in sports business, the statehood of sports, the lack of copyright laws, the economic crisis and the reduction of financial resources in Sports organizations pointed out the role and importance of e-commerce, the lack of a specialized marketing force, the shortcomings in the evaluation system and the political conditions and atmosphere prevailing in the government and, consequently, the country's sports. Recognizing these factors can be a guide for policymakers in the field of sports in order to benefit from e-commerce benefits and sustainable revenue generation for the sports industry.
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