نشریه کسب و کار در ورزش

نشریه کسب و کار در ورزش

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مستندسازی هم آفرینی ارزش برند مشتری مبتنی بر ریسک زمانی جوامع برند آنلاین در صنعت پوشاک ورزشی

نوع مقاله : پژوهشی

نویسنده

استادیار، گروه مدیریت بازرگانی، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران.

چکیده

هدف: هدف از اجرای پژوهش، تحلیل نقش مستندسازی هم آفرینی ارزش برند مشتری مبتنی بر ریسک ادراک شده در صنعت پوشاک ورزشی بود.
روش: در این پژوهش به تحلیل کیفی مصاحبه با 11 نفر از خبرگان و صاحبنظران حوزه تجارت الکترونیک در ایران پرداخته است. این افراد به صورت هدفمند انتخاب شدند و از طریق مصاحبه‌های نیمه ساختاریافته داده‌ها گردآوری شدند. پس از تحلیل داده‌ها 62 مضمون پایه استخراج، و از میان این مضامین 19 مضمون سازمان دهنده و 6 مضمون فراگیر به دست آمدند.
یافته‌ها: یافته‌های این پژوهش بیانگر این است که پیشایندهای هم آفرینی ارزش برند مشتری مبتنی بر ریسک ادراک شده در صنعت پوشاک ورزشی شامل 6 مضمون فراگیر شامل رفتارهای مشتری ساز، برندسازی شرکتی، ادراک عاطفی مشتری، خلق ارزش، بازاریابی  ارتباطی، ریسک مورد انتظار می‌باشند. بنابراین، ابعاد مختلف هم آفرینی ارزش مشتری می‌تواند در توسعه کسب و کارهای آنلاین به‌ویژه صنعت پوشاک ورزشی نقش موثری داشته باشد.
اصالت و ابتکار مقاله: این پژوهش مستندسازی ارزش برند مشتری را بر اساس ریسک زمانی جوامع برند آنلاین در صنعت پوشاک ورزشی مورد بحث قرار داده است.

کلیدواژه‌ها

موضوعات

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نشریه کسب و کار در ورزش
دوره 3، شماره 2 - شماره پیاپی 6
اردیبهشت 1402
صفحه 27-47
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