Thesis:

Analysis and Review of Successful Online Business Models and How They Adapt to Market Changes

The present study was conducted with the aim of determining the relationship between successful business models in the online space and how they adapt to market changes. The statistical population of the qualitative part of the research for data collection includes academic experts and specialists who are proficient in the research topic in the field of using successful business models in the online space and how they adapt to market changes. In this study, 20 people were considered as interviewees according to the saturation principle. Also, the statistical population in the quantitative part is all managers and senior experts in planning, business management, etc. in the city of Sabzevar, whose number is 200 people based on the statistics provided, and based on the Cochran formula, the number of sample individuals was 132 people. The sampling method in this study was random stage. In the first stage, all managers and senior experts related to internet business were selected using a random stage cluster sampling method. Employees and managers were randomly selected and participated in the research. Subsequently, in the field section, information was collected using semi-structured interviews and presence at the interview site. Data collection tool: A questionnaire designed by the researcher. After being reviewed by professors and experts and confirming the questions, the questionnaire was provided to the statistical sample in person and online as a research tool. It consists of two sections: demographic information and a researcher-made health tourism questionnaire. This questionnaire consists of 101 items with a five-point Likert scale that has been developed by reviewing theoretical and practical foundations as well as the results of exploratory interviews (with open and axial coding of exploratory interview texts). In the inferential section, tests such as one-sample t-test, structural equation modeling to examine relationships and the extent of effect and examine validity and reliability, and confirmatory factor analysis using SPSS-v21 and Smart Pls-v2 software have also been used to answer the research questions. The results showed that examining the path coefficient of the effect of successful business models in the online space and how they adapt to market changes shows that approximately 68 percent of successful business models in the online space can be predicted by market changes.

Keywords: Keywords: Successful business models, online space, adaptation to market changes.