The aim of this study was to provide a 3-dimensional model of e-commerce development challenges in the sport industry in Iran. This study was a descriptive survey. The population consisted of professionals and experts familiar with e-commerce and sport marketing (N=220). Given the population size, all population was selected as the sample. One-sample t test was used to analyze data and Friedman analysis of variance was applied to rank the challenges. The results showed that technical challenges as well as sociocultural challenges were not barriers to implementing e-commerce in sport industry but management challenges were barriers to implementing e-commerce in sport industry in Iran. The triple challenges were ranked as follows:
1- Management challenges,
2- Sociocultural challenges,
3- Technical challenges.
In the end, the 3-dimensional model of the challenges of implementing e-commerce in the sport industry was presented. Given that today the market has changed from its traditional form to an e-commerce, clubs and federations and all jobs related to sport must accept this change.
Barriers , challenge , e-commerce , industry , sport
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