Pinpointing and identifying obstacles and implementation of Electronic Commerce (EC) in Iran Production sector of the sport industry

E-commerce has affected almost all manufacturers in all economies worldwide and companies now find it inevitable to launch such commerce. The aim of this research; however is to identify the hurdles in the way to implement e-commerce in sport manufacturing section in Iran. To do so, several problems have been identified and were then categorized into 6 major groups, namely: lack of financial resources, technical problems, cultural/behavioral problems, companies’ poor preparation, lack of sufficient competition and customers’ reluctance. The present study has been done using descriptive and survey methods. To do so, a questionnaire including 27 items was handed out among 220 managers of sport equipment manufacturing companies nationwide. Dynamic coefficient of questionnaire was calculated by method of Cronbach Alpha (?=0/86). Inferential statistics, using SPSS software and also AHP (Expert choice), were used to analyze the outcomes. Based on the findings of the research and AHP method, obstacles of E-commerce were prioritized as follows:1-Poor preparation of companies 2-Technical problems 3-Cultural/behavioral obstacles 4-Lack of sufficient competitiveness 5-Reluctance and poor preparation of customers and 6-Lack of financial resources