Presenting an analytical model of e-commerce in Iran's educational industries

Article Type:
Research/Original Article (بدون رتبه معتبر)

E-commerce is the performance of commercial activities including the process of buying, selling or exchanging products, services and information through computer networks and the Internet. The purpose of this study was to provide an analytical model of e-commerce in the educational industries required by the schools in Iran.

research methodology

the research method was Grounded theory, which was done qualitatively through in-depth interviews, with the help of a systematic data recording process. The sampling method was purposive stratified and statistical population consisted of 15 professors and experts of marketing and 13 marketing and online sales managers of companies producing educational goods who were interviewed through snowball method. Then, the data obtained from the interviews were analyzed using the grounded theory method and through three stages of coding. Finally, the designed model was a contextual model that deals with macro contexts and infrastructures to explain the implementation process of e-commerce in the country's educational industry.


Include 6 main categories, i.e. causal conditions (supervision-policy-making-occupational-economic), contextual conditions (role modeling-lifestyle-ICT development-environmental learning), intervening conditions (information-technical-legal-cultural), strategies (manpower-equipment- localization), consequences (economic - structural - cultural - environmental) and the central phenomenon was the implementation of e-commerce in the production sector of the educational industry.


The qualitative results of this study indicated that the world of Internet and e-commerce in the production sector of Iran's educational industry will lead to targeted customer-oriented activities.

Journal of Transcendental Education, Volume:2 Issue: 2, 2022
46 to 58  
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