Electronic

The main purpose of the present study was to determine the factors affecting the establishment of sports knowledge-based companies based on electronic knowledge. To pursue this aim, Glaser's grounded theory was used as the qualitative research method. 16 in-depth and semi-structured interviews were conducted with academic and industry experts in the field of sports using purposeful and snowball sampling methods. Data analysis was performed in three stages: open coding, axial coding, and selective coding, and the preliminary list of factors was identified through initial library studies. The 105 values affecting the development of sports knowledge-based companies based on electronic knowledge were extracted through the open coding process. The final pattern was created using the results of axial coding, which revealed the identification of 12 subcategories, falling into two main categories: intra-organization (human resources, management, marketing, legal, and financial factors) and extra-organization (educational/creativity and innovation factors, economic, cultural-social, infrastructure, legal, policy-making, and support/protection). According to the findings of the study, the professional and comprehensive view of managers and scientific and executive officials on these mentioned factors can change the ecosystem of sports entrepreneurship in Iran, providing the necessary context and infrastructure, as well as the sports community's interest in entrepreneurship and the formation of knowledge-based companies. This is, of course, accompanied by long-term job opportunities for activists in this sector as well as the development of new and inventive ideas, goods, and services.

The basic objective of this study is to design the model of effectiveness of electronic advertisement on consumer buying behavior. The research population is customers and consumers of large food stores in Shiraz that used a store's website. The sample of this study is as big as 400 people. Cluster random sampling method based on visible traits in the population with the highest estimated number of customers with a cautionary view was carried out. To evaluate the reliability of the questionnaire in this study, Cronbach's alpha was used. Cronbach's alpha was estimated 92%for the whole questionnaires and fluctuated between76%and 98% for its subscales. In order to analyze the data of questionnaires and to test the hypotheses, factor analysis and structural equation modeling techniques were used. The results show that by rejecting the first hypothesis and confirming the rest of assumptions and other relationships between the independent, mediator and dependent variables, the whole model is generally acceptable. This means that content and communication stimuli would get to the behavioral reaction phase after the process of influencing.