علی وفایی مقدم

Background: In the past few years, the increasing importance of the impact of exercise on physical and mental health has caused mobility wave around the world. Nevertheless, in Iran, a few people participate in physical activities. Aim: This study aimed to assess the reasons of nonparticipation in physical activity in Iran. Materials and Methods: This research is a descriptive and analytical approach conducted as a field study. The population of this research includes all people in Iran. Results: The results revealed that this factors are effective: three factors in individual characteristics variable (lack of sports skills, fatigue and impatience, fear of injury), four factors in inhibitor variable (lack of access to sports facilities and venues, poor quality of sports facilities and venues, being too busy, low income), four factors in environmental driving variable (lack of proper planning for sports, lack of awareness of the advantage of sport activities, feeling embarrassed after the loss, low number of exclusive sports facilities) and two factors in sports features variable (fear of winning and losing in sports, high intensity and duration of sport activities). Conclusion: Findings indicated that the environmental variable and inhibitor variable were more effective than two other variables, hence authorities and planners should pay more attention to these obstacles and problems with better management and provision of infrastructure facilities. These problems must be solved and strategies must be developed for promotion of sports in the country.

The purpose of this study was to investigate the effect of market orientation on the job attitudes of employees in sports stores in Mazandaran, IRAN. This research was a descriptive-correlational and applied study. The statistical population consisted of all employees in Nike, Adidas, Reebok, Puma, and Majid sports store. Based on Structural Equation Modeling (SEM), the research sample included 200 subjects. Standard questionnaires were used for data collection. Linear regression and structural equation modeling (SEM) with Spss18 and Lisrel version 8.3 software have been used to investigate the research hypotheses. According to the research findings, market orientation affects employees' attitudes toward the sports stores and market orientation explains 69 percent of the variance of job attitudes. Moreover, market orientation components were effective on job satisfaction, organizational commitment, role conflict, and turnover intention. Market orientation components were also effective on job attitudes of the sports store employees. Therefore, the special attention to market orientation in promoting productivity, satisfaction and increasing commitment of employees, can be critical in achieving the goals and strategies of sports stores.