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Ghaffarisadr, Seyyed Iman, Nobakht Sareban, Farzad. (1402). The Adoption of Virtual Fitting Rooms in Iranian Sportswear Industries: A Mixed-Methods Study Based on TAM Model. جلوه هنر, 4(1), 87-109. doi: 10.22051/sbj.2024.44757.1117
Seyyed Iman Ghaffarisadr; Farzad Nobakht Sareban. "The Adoption of Virtual Fitting Rooms in Iranian Sportswear Industries: A Mixed-Methods Study Based on TAM Model". جلوه هنر, 4, 1, 1402, 87-109. doi: 10.22051/sbj.2024.44757.1117
Ghaffarisadr, Seyyed Iman, Nobakht Sareban, Farzad. (1402). 'The Adoption of Virtual Fitting Rooms in Iranian Sportswear Industries: A Mixed-Methods Study Based on TAM Model', جلوه هنر, 4(1), pp. 87-109. doi: 10.22051/sbj.2024.44757.1117
Ghaffarisadr, Seyyed Iman, Nobakht Sareban, Farzad. The Adoption of Virtual Fitting Rooms in Iranian Sportswear Industries: A Mixed-Methods Study Based on TAM Model. جلوه هنر, 1402; 4(1): 87-109. doi: 10.22051/sbj.2024.44757.1117

The Adoption of Virtual Fitting Rooms in Iranian Sportswear Industries: A Mixed-Methods Study Based on TAM Model

Sports Business Journal
مقاله 6، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 87-109    اصل مقاله (1.12 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22051/sbj.2024.44757.1117
نویسندگان
Seyyed Iman Ghaffarisadr* 1؛ Farzad Nobakht Sareban2
1PhD Student in Sport Management, Department of Sport Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran.
2Associate Professor, Department of Sport Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده
Purpose: Virtual fitting rooms allow online sportswear consumers to try on clothes before shopping. This technology has recently received much attention due to its many benefits to sports consumers and commercial potential. Still, it has not yet entered Iran, and there is no information regarding its adoption by Iranian consumers. This research investigates the adoption of this technology by Iranian online sportswear consumers.
Methodology: This research is applied and developmental in terms of purpose and exploratory in terms of implementation method. In this research, a mixed method (quantitative, qualitative) has been used, in which the Delphi qualitative method precedes the quantitative method. In the qualitative phase, 20 experts in the sportswear industry were selected through snowball sampling. In the quantitative phase, a survey of 394 online shoppers of sportswear products was conducted on social networks. Structural equation modelling was used to test the hypotheses. SMART PLS and SPSS 23 software were used for data analysis.
Findings: The results supported the positive effect of the factors perceived ease of use, perceived usefulness, perceived enjoyment, and fashion leadership, as well as the negative impact of technology anxiety on adopting this technology. The results have practical implications for sports managers, retailers, and sportswear industries regarding adopting the best management and marketing strategies for virtual fitting rooms.
Originality: This study examines the innovation of virtual fitting room technology among Iranian sportswear consumers for the first time. Virtual fitting rooms play a significant role in saving time, energy, and money for sports consumers and protecting their privacy. Also, this technology is a fantastic promotional device for sports industries and retailers if Iranian sportswear consumers accept it.
کلیدواژه‌ها
Fashion Leadership؛ Perceived Ease of Use؛ Perceived Usefulness؛ Technology Anxiety؛ Virtual Fitting Room
عنوان مقاله [English]
پذیرش فناوری اتاق‌ پرو مجازی در صنایع پوشاک ورزشی ایران: مطالعه ترکیبی بر اساس مدل TAM
نویسندگان [English]
سید ایمان غفاری صدر1؛ فرزاد نوبخت ساربان2
1دانشجوی دکتری مدیریت ورزشی، گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2دانشیار، گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران.
چکیده [English]
هدف: اتاق‌های پرو مجازی این امکان را برای مصرف‌کنندگان آنلاین پوشاک ورزشی فراهم می‌آورند تا قبل از خرید پوشاک، آنرا به صورت مجازی پرو کنند. این فناوری اخیراً به دلیل منافع بسیار زیادی که برای مصرف‌کنندگان به ارمغان می‌آورد و همچنین پتانسیل تجاری آن بسیار مورد توجه قرار گرفته است، اما هنوز وارد ایران نشده است و در ارتباط با پذیرش آن توسط مصرف‌کنندگان ایرانی اطلاعاتی در دست نیست. هدف این تحقیق بررسی پذیرش این فناوری توسط مصرف‌کنندگان آنلاین پوشاک ورزشی در ایران می‌باشد.
روش: این تحقیق از نظر هدف کاربردی و توسعه‌ای است و از نظر شیوه اجرا اکتشافی می‌باشد. در این تحقیق از روش ترکیبی (کمی، کیفی) استفاده شده است که در آن روش کیفی دلفی بر روش کمی مقدم است. در مرحله کیفی، 20 نفر از طریق تکنیک گلوله برفی به عنوان افراد خبره در صنعت پوشاک ورزشی انتخاب شدند. در مرحله کمی، نظرسنجی از 394 خریدار آنلاین محصولات پوشاک ورزشی در شبکه‌های اجتماعی انجام شد. برای آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری استفاده گردید. برای تجزیه و تحلیل داده‌ها از نرم‌افزارهای SMART PLS و SPSS 23 استفاده گردید.
یافته‌ها: نتایج حاکی از تأثیر مثبت عوامل آسانی استفاده درک­‌شده، مفیدی درک­شده، لذت درک‌شده و رهبری مد و همچنین تأثیر منفی اضطراب فناوری بر پذیرش این فناوری بود. نتایج، دارای پیامدهای عملی برای مدیران ورزشی و خرده‌فروشان و همچنین صنایع پوشاک ورزشی در خصوص اتخاذ بهترین استراتژی‌های مدیریت و بازاریابی برای استفاده از اتاق‌های پرو مجازی می‌باشد.
اصالت و ابتکار مقاله: این پژوهش برای اولین بار به بررسی نوآوری فناوری اتاق‌های پرو مجازی در میان مصرف‌کنندگان پوشاک ورزشی در ایران می‌پردازد. اتاق‌های پرو مجازی نقش بسزایی در صرفه­جویی در زمان، انرژی و هزینه مصرف‌کنندگان ورزشی داشته و همچنین از حریم خصوصی آنها محافظت می‌کنند. همچنین این فناوری در صورتی که مورد قبول مصرف‌کنندگان پوشاک ورزشی در ایران واقع شود، یک وسیله تبلیغاتی عالی برای صنایع ورزشی و خرده‌فروشان در این عرصه می‌باشد.
کلیدواژه‌ها [English]
"اتاق پرو مجازی", "آسانی درک شده", "اضطراب فناوری", "رهبری مد", "مفیدی درک شده"
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