مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

طراحی مدل هوش مصنوعی برای بهبود فرایند خرید آنلاین محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه مدیریت ورزشی، دانشگاه تبریز، تبریز، ایران
2 گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
چکیده
این تحقیق با هدف طراحی مدل هوش مصنوعی برای بهبود فرایند خرید آنلاین محصولات ورزشی در عراق انجام شده است. روش پژوهش به‌صورت کیفی و با رویکرد گلیزر بوده و جامعه آماری شامل خبرگان در حوزه بازاریابی ورزشی و صاحبان شرکت‌های تولیدی و فروشندگان محصولات ورزشی در عراق بوده است. با استفاده از نمونه‌گیری هدفمند و براساس معیار اشباع نظری، مجموعاً 13 مصاحبه انجام شد. ابزار اصلی جمع‌آوری داده‌ها، مصاحبه‌های اکتشافی نیمه‌ساختاریافته بود که تحلیل داده‌ها در سه مرحله کدگذاری صورت گرفت و روایی و پایایی نتایج تأیید شد. نتایج نشان داد که عوامل کلیدی مانند شخصی‌سازی توصیه‌ها، سهولت استفاده و امنیت در تجربه کاربری، تأثیر زیادی بر رضایت و تصمیم‌گیری خرید مشتریان دارند. در زمینه تعاملات هوشمند، استفاده از چت‌بات‌ها و سیستم‌های پاسخ‌دهی خودکار به مشکلات خرید، به بهبود تجربه مشتری کمک می‌کند. همچنین، تأثیرات روان‌شناختی و اجتماعی، از جمله اعتبار اجتماعی و تبلیغات هوشمند، نقش مهمی در رفتار خرید ایفا می‌کنند. در حوزه داده‌کاوی، تحلیل رفتار مشتری و هوش تجاری به‌عنوان ابزارهای مؤثری برای بهبود استراتژی‌های بازاریابی شناسایی شدند. همچنین، عوامل اعتماد و اعتبار برند، از جمله تقویت برند از طریق هوش مصنوعی و شفاف‌سازی اطلاعات، به افزایش اعتماد مشتریان کمک می‌کند. نوآوری‌های تکنولوژیکی مانند واقعیت افزوده و اتوماسیون در خدمات نیز به بهبود فرآیند خرید اشاره دارند. برای بهینه‌سازی رفتار خرید محصولات ورزشی آنلاین با استفاده از هوش مصنوعی، کسب‌وکارها نیاز دارند یک پلتفرم هوشمند ایجاد کنند که شامل چت‌بات‌های پیشرفته، شخصی‌سازی توصیه‌ها بر اساس تحلیل رفتار مشتری و سیستم‌های امنیتی قوی باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing an AI model to enhance the online purchasing process of sports products

نویسندگان English

Sajjad Pashaie 1
Fatemeh Abdavi 2
Haidar Abdul Amir Hossein Al-Azawi 2
1 Department of Sports Management,, University of Tabriz , Tabriz, Iran
2 Department of Sport Management, Faculty of Physical Education and Sport Science, University of Tabriz, Tabriz, Iran
چکیده English

This research aims to design an AI model to improve the online purchasing process of sports products in Iraq. The study employs a qualitative research method using a Glaser approach, targeting experts in the field of sports marketing as well as owners of manufacturing companies and retailers of sports products in Iraq. Utilizing purposeful sampling and based on the criterion of theoretical saturation, a total of 13 interviews were conducted. The primary data collection tool was semi-structured exploratory interviews, and data analysis was carried out in three coding stages, confirming the validity and reliability of the results. The findings revealed that key factors such as personalized recommendations, ease of use, and security in user experience significantly influence customer satisfaction and purchasing decisions. In terms of smart interactions, the use of chatbots and automated response systems to address purchasing issues contributes to enhancing customer experience. Additionally, psychological and social influences, including social credibility and intelligent advertising, play a significant role in purchasing behavior. In the domain of data mining, customer behavior analysis and business intelligence were identified as effective tools for improving marketing strategies. Furthermore, factors related to trust and brand credibility, such as strengthening the brand through artificial intelligence and transparency of information, help increase customer trust. Technological innovations like augmented reality and service automation also contribute to improving the purchasing process. To optimize the purchasing behavior of online sports products using artificial intelligence, businesses need to create a smart platform that includes advanced chatbots, personalized recommendations based on customer behavior analysis, and robust security systems.

کلیدواژه‌ها English

Artificial Intelligence
Sports Products
Security
User Experience
Customer Behavior Analysis
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