Sustained Model of Effective Competitive Advantage of Virtual Small and Medium-sized Sports Businesses based on UTAUT Model: Role of Management Innovation

Setting up of small and medium-sized sports businesses by focusing on creating innovation and social media capabilities in marketing processes has enabled many efficient businesses in the sports industry. Therefore, Purpose of research was sustained Model of Sustainable Competitive Advantage of Virtual Small and Medium-sized Sports Businesses based on UTAUT model: Role of Management Innovation. The present study is a mixed-type study. The statistical population in the qualitative phase consisted of active entrepreneurs, sports business startups and manager-owners (n = 17) and in the quantitative phases, the line managers and staff of active economic business were selected snowball and purposely method from three service, manufacturing and training areas. The research tool was a modified version of the Shockry competitive advantage questionnaire (2016), the Seo Yan creative small business questionnaire (2016), and the Sports Entrepreneurship Researcher-made questionnaire. After confirmation of internal reliability by expertise, good fit index of the model based on Fornell and Larker triple indices verified. Finally data were analyzed using Partial least Squares technique ) Smart PLS-2(.The results of factor analysis of data and dual indices of Z test indicated a significant effect of the four dimensions of virtual competitive advantage on sport entrepreneurship. Multiple regression test results also confirmed the mediating role of creative management on the development of sports businesses. Therefore, managers - owners of active sports business can create spaces conducive to sustainable entrepreneurship by providing infrastructure related to deploying cyberspace technology and applying it in marketing processes along with managers' entrepreneurial mindset.