Turkiye Klinikleri Journal of Sports Sciences

.: ORIGINAL RESEARCH
Measuring the Experience Economy Approach in a Festive Sport Event
Spor Festivali Etkinliğinde Deneyim Ekonomisi Yaklaşımının Ölçülmesi
Tuba YAZICIa, M. Settar KOÇAKa
aDepartment of Physical Education and Sports, Middle East Technical University, Ankara, TURKEY
Turkiye Klinikleri J Sports Sci. 2020;12(3):369-78
doi: 10.5336/sportsci.2020-75921
Article Language: EN
Full Text
ABSTRACT
 Objective Providing satisfactory experience to participants has critical importance for the long-term success and sustainability of any recreational event. To provide a practical tool for festive sport event organizers the validity and reliability of the Experience Economy Scale were evaluated based on the Dragon Fest experience. Material and Methods The sample consisted of 358 Turkish festival participants including, 240 males (67%) and 118 females (33%). The Experience Economy Scale consists of four subscales: entertainment, education, escapist, and esthetics. In each of the experience subscales there are four items composed of 16 experiential items. Construct validity of the Experience Economy Scale was tested by employing exploratory factor analysis. Confirmatory factor analysis (CFA) was carried out to investigate whether or not the four-factor structure of the scale would be confirmed in the Turkish Dragon Fest sample. Results The scale was found to have a four-factor structure. According to the confirmatory factor analysis results of the Experience Economy Scale, the model has adequate fit values (χ2 =39.27, df=14, χ2 /df=2.81; GFI=0.96, CFI=0.98; RMSEA=0.08). The scale was found to be a reliable and valid instrument in a festive sports event context. Conclusion: Experience Economy Scale not only provides us with a tool for the design of recreational events but also it may be beneficial when making promotional and marketing strategies. Therefore, leisure event organizers should consider the four experience dimensions for staging successful experiences. As the more experiential aspects an event contains, the more participants are pleased and repeat their attendance for the following events.

Keywords: Festival; recreational event management; experience economy; validity and reliability
ÖZET
 Amaç Rekreasyonel etkinliklerin uzun süreli başarısı ve sürdürülebilirliği için katılımcılara tatmin edici deneyim sağlamak kritik öneme sahiptir. Bu çalışmada festival organizatörlerine pratik bir ölçüm aracı sağlamak için Deneyim Ekonomisi Ölçeği'nin geçerliliği ve güvenilirliği Dragon Fest deneyimine göre değerlendirilmiştir. Gereç ve Yöntemler: Örneklem 240 erkek (%67) ve 118 kadın (%33) olmak üzere 358 festival katılımcısından oluşmaktadır. Deneyim Ekonomisi Ölçeği; eğlence, eğitim, kaçış ve estetik olmak üzere dört alt boyuttan oluşmaktadır. Deneyim boyutlarının her biri için ankette dört madde vardır ve toplam 16 maddeden oluşmaktadır. Deneyim Ekonomisi Ölçeği'nin yapı geçerliliği açımlayıcı faktör analizi kullanılarak test edilmiştir. Ölçeğin dört faktörlü yapısının Dragon Fest Türkiye örnekleminde doğrulanıp doğrulanmayacağını araştırmak için doğrulayıcı faktör analizi (DFA) yapılmıştır. Bulgular Deneyim Ekonomisi Ölçeği'nin dört faktörlü bir yapıya sahip olduğu bulunmuştur. Doğrulayıcı faktör analizi sonuçlarına göre, model yeterli uyum değerlerine sahiptir (χ2 =39,27, df=14, χ2 /df=2,81; GFI=0,96, CFI=0,98; RMSEA=0,08). Ölçek spor festival etkinliği bağlamında güvenilir ve geçerli bir araç olarak bulunmuştur. Sonuç: Deneyim Ekonomisi Ölçeği bize sadece rekreasyonel etkinliklerin organizasyonu için bir araç sağlamakla kalmaz, aynı zamanda tanıtım ve pazarlama stratejileri yaparken de faydalı olabilir. Bu nedenle, boş zaman etkinliği düzenleyicileri, başarılı deneyimler tasarlamak için dört deneyim boyutunu göz önünde bulundurmalıdır. Bir etkinliğin içerdiği deneyim boyutu arttıkça, katılımcılar daha fazla tatmin olmakta ve sonraki etkinliklere katılım olasılıkları artmaktadır.

Anahtar Kelimeler: Festival; rekreasyonel etkinlik yönetimi; deneyim ekonomisi; geçerlik ve güvenirlik
REFERENCES:
  1. Winkle CMV, Bueddefeld JNH. Service-dominant logic and the festival experience. Int J Event and Fest Man. 2016;7(3):237-54. [Crossref] 
  2. Manthiou A, Lee SA, Tang LR, Chiang L. The experience economy approach to festival marketing: vivid memory and attendee loyalty. J Serv Market. 2014;28(1):22-35. [Crossref] 
  3. Ziakas V, Boukas N. Contextualizing phenomenology in event management research: deciphering the meaning of event experiences. Int J Event Fest Man. 2014;5(1):56-73. [Crossref] 
  4. Morgan M. Making space for experiences. J Retail Leisure Prop. 2006;5(4):305-13. [Crossref] 
  5. Jain R, Aagja J, Bagdare S. Customer experience - a review and research agenda. J Serv Theory Prac. 2017; 27(3):642-62. [Crossref] 
  6. Pine BJ, Gilmore JH. The Experience Econ­omy: Work is Theatre and Every Business a Stage. 1st ed. Boston: Harvard Business School; 1999. p.254.
  7. Ellis GD, Rossman JR. Creating value for participants through experience staging: parks, recreation, and tourism in the experience industry. J Park Rec Admin. 2008;26(4):1-20. [Link] 
  8. Pine BJ, Gilmore JH. Welcome to the experience economy. Harvard Business Review. 1998;76(4):97-105. [Link] 
  9. Same S, Larimo J. Marketing theory: experience marketing and experiential marketing. 7th International Scientific Conference "Business and Management 2012". 2012;480-7. [Crossref] 
  10. Hosany S, Witham M. Dimensions of cruisers' experiences, satisfaction, and intention to recommend. J Travel Res. 2010;49(3):351-64. [Crossref] 
  11. Ferreira H, Teixeira AAC. Welcome to the experience economy: assessing the influence of customer experience literature through bibliometric analysis. Working Papers (FEP) -- Universidade do Porto. 2013;(481):1-28. [Crossref] 
  12. Oh H, Fiore AM, Jeoung M. Measuring experience economy concepts: tourism applications. J Travel Res. 2007;46(2):119-32. [Crossref] 
  13. De Geus S, Richards G, Toepoel V. Conceptualisation and operationalisation of event and festival experiences: creation of an event experience scale. Scand J Hosp Tourism. 2016;16(3):274-96. [Crossref] 
  14. Harper W. The experience of leisure. Leisure Sci. 1981;4(2):113-26. [Crossref] 
  15. Kivel BD, Johnson CW, Scraton S. (Re)Theorizing leisure, experience and race. J Leisure Res. 2009;41(4):473-93. [Crossref] 
  16. Rossman JR, Ellis GD. Thoughts on experience: introduction to the special issue. J Park Recreation Admin. 2012;30(3):1-6. [Link] 
  17. Duerden MD, Ward PJ, Freeman PA. Conceptualizing structured experiences. J Leisure Res. 2015;47(5):601-20. [Crossref] 
  18. Knutson BJ, Beck JA, Kim SH, Cha J. Identifying the dimensions of the experience construct: development of the model. J Hosp Leisure Market. 2006;15(3):31-47. [Crossref] 
  19. Hirschman EC, Holbrook MB. Hedonic consumption: emerging concepts, methods and propositions. J Market. 1982;46(3):92-101. [Crossref] 
  20. Zajonc RB, Markus H. Affective and cognitive factors in preferences. J Cons Res. 1982;9(2):123-31. [Crossref] 
  21. Schmitt B. Experiential marketing. J Mark Man. 1999;15(1-3):53-67. [Crossref] 
  22. Addis M, Holbrook MB. On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. J Cons Behav. 2001;1(1):50-66. [Crossref] 
  23. Yazıcı T, Koçak S, Altunsöz IH. Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event. Eur Sport Man Quarterly. 2017;17(2):171-92. [Crossref] 
  24. Prahalad CK, Ramaswamy V. The Future of Competition: Co-Creating Unique Value with Customers. 1st ed. Boston, MA: Harvard Business School Press; 2004. p.257.
  25. Park M, Oh H, Park J. Measuring the experience economy of film festival participants. Int J Tourism Sci. 2010;10(2):35-54. [Crossref] 
  26. Kim JH. Determining the factors affecting the memorable nature of travel experiences. J Travel Tourism Market. 2010;27(8):780-96. [Crossref] 
  27. Getz D. Event Studies: Theory, Research and Policy for Planned Events. 2nd ed. New York: Routledge; 2012. p.442.
  28. Andersson TD, Armbrecht J. Factors explaining the use-value of sport event experiences. Int J Event Fest Man. 2014;5(3):235-46. [Crossref] 
  29. Nunnally JC. Psychometric Theory. 2nd ed. New York: McGraw-Hill. 1978. p.701.
  30. Mccartney G, Osti L. From cultural events to sport events: a case study of cultural authenticity in the dragon boat races. J Sport Tourism. 2007;12(1):25-40. [Crossref] 
  31. Travel China Guide. 2013rd Anniversary. [Link] 
  32. Picard D, Robinson M. Remaking Worlds: Festivals, Tourism and Change. In: Picard D, Robinson M. eds. Festivals, Tourism and Social Change: Remaking Worlds. 1st ed. Vol. 8. Clevedon: Channel View Publications; 2006. p.1-31. [Crossref] 
  33. Kline P. An Easy Guide to factor Analysis. 1st ed. New York: Routledge; 1994. p.208. [Link] 
  34. Tabachnick BG, Fidell LS. Using Multivariate Statistics. 6th ed. Boston, MA: Pearson Education; 2013. p.983.
  35. Kim HY. Statistical notes for clinical researchers: Assessing normal distribution (2) using skewness and kurtosis. Restorative Dentistry & Endodontics. 2013;38(1):52-54. [Crossref]  [PubMed]  [PMC] 
  36. Snedecor GW, Cochran WG. Statistical Methods. 8th ed. Ames: Iowa State University Press; 1989. p.503.
  37. Fabrigar LR, Wegener DT, MacCallum RC, Strahan EJ. Evaluating the use of exploratory factor analysis in psychological research. Psychol Methods. 1999;4(3):272-99. [Crossref] 
  38. Costello AB, Osborne JW. Best practices in exploratory factor analysis: four recommendations for getting the most from your analysis. Pract Assessment Res Eval. 2005;10(7):1-9. [Link]  [PubMed]  [PMC] 
  39. Child D. The Essentials of Factor Analysis. 2nd ed. London: Cassell Educational Limited; 1990. p.120.
  40. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. J Mark Res. 1981;18(1):39-50. [Crossref] 
  41. Williams P, Soutar GN. Value, satisfaction and behavioral intentions in an adventure tourism context. Ann Tourism Res. 2009;36(3):413-38. [Crossref] 
  42. Mehmetoglu M, Engen M. Pine and Gilmore's concept of experience economy and its dimensions: an empirical examination in tourism. J Qual Assur Hospit Tourism. 2011;12(4):237-55. [Crossref] 
  43. Lemke F, Clark M, Wilson H. Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. J Academy Mark Sci. 2011;39(6):846-69. [Crossref] 
  44. Carù A, Cova B. Revisiting consumption experience: a more humble but complete view of the concept. Marketing Theory. 2003;3(2):267-86. [Crossref] 
  45. Ha J, Jang SC. Perceived values, satisfaction, and behavioral intentions: the role of familiarity in Korean restaurants. Int J Hosp Man. 2010;29(1):2-13. [Crossref] 

.: Up To Date

.: Process List

Login

 Forgot your password?

 New Registration  

Contact

Ortadoğu Reklam Tanıtım Yayıncılık Turizm Eğitim İnşaat Sanayi ve Ticaret A.Ş.

.: Address

Turkocagi Caddesi No:30 06520 Balgat / ANKARA
Phone: +90 312 286 56 56
Fax: +90 312 220 04 70
E-mail: info@turkiyeklinikleri.com

.: Manuscript Editing Department

Phone: +90 312 286 56 56/ 2
E-mail: yaziisleri@turkiyeklinikleri.com

.: English Language Redaction

Phone: +90 312 286 56 56/ 145
E-mail: tkyayindestek@turkiyeklinikleri.com

.: Marketing Sales-Project Department

Phone: +90 312 286 56 56/ 142
E-mail: reklam@turkiyeklinikleri.com

.: Subscription and Public Relations Department

Phone: +90 312 286 56 56/ 118
E-mail: abone@turkiyeklinikleri.com

.: Customer Services

Phone: +90 312 286 56 56/ 118
E-mail: satisdestek@turkiyeklinikleri.com

1. TERMS OF USE

1.1. To use the web pages with http://www.turkiyeklinikleri.com domain name or the websites reached through the sub domain names attached to the domain name (They will be collectively referred as "SITE"), please read the conditions below. If you do not accept these terms, please cease to use the "SITE." "SITE" owner reserves the right to change the information on the website, forms, contents, the "SITE," "SITE" terms of use anytime they want.

1.2. The owner of the "SITE" is Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc. (From now on it is going to be referred as "Turkiye Klinikleri", shortly) and it resides at Turkocagi cad. No:30, 06520 Balgat Ankara. The services in the "SITE" are provided by "Turkiye Klinikleri."

1.3. Anyone accessing the "SITE" with or without a fee whether they are a natural person or a legal identity is considered to agree these terms of use. In this contract hereby, "Turkiye Klinikleri" may change the stated terms anytime. These changes will be published in the "SITE" periodically and they will be valid when they are published. Any natural person or legal identity benefiting from and reaching to the "SITE" are considered to be agreed to any change on hereby contract terms done by "Turkiye Klinikleri."

1.4. The "Terms of Use" hereby is published in the website with the last change on March 30th 2014 and the "SITE" is activated by enabling the access to everyone. The "Terms of Use" hereby is also a part of the any "USER Contract" was and/or will be done with the users using "Turkiye Klinikleri" services with or without a fee an inseparable.

2. DEFINITIONS

2.1. "SITE": A website offering different kind of services and context with a certain frame determined by "Turkiye Klinikleri" and it is accessible on-line on http://www.turkiyeklinikleri.com domain name and/or subdomains connected to the domain name.

2.2. USER: A natural person or a legal identity accessing to the "SITE" through online settings.

2.3. LINK: A link enabling to access to another website through the "SITE", the files, the context or through another website to the "SITE", the files and the context.

2.4. CONTEXT: Any visual, literary and auditory images published in the "Turkiye Klinikleri", "SITE" and/or any website or any accessible information, file, picture, number/figures, price, etc.

2.5. "USER CONTRACT": An electronically signed contract between a natural or a legal identity benefiting from special services "Turkiye Klinikleri" will provide and "Turkiye Klinikleri".

3. SCOPE OF THE SERVICES

3.1. "Turkiye Klinikleri" is completely free to determine the scope and quality of the services via the "SITE".

3.2. To benefit the services of "Turkiye Klinikleri" "SITE", the "USER" must deliver the features that will be specified by "Turkiye Klinikleri". "Turkiye Klinikleri" may change this necessity any time single-sided.

3.3. Not for a limited number, the services "Turkiye Klinikleri" will provide through the "SITE" for a certain price or for free are;

- Providing scientific articles, books and informative publications for health industry.

- Providing structural, statistical and editorial support to article preparation stage for scientific journals.

4. GENERAL PROVISIONS

4.1. "Turkiye Klinikleri" is completely free to determine which of the services and contents provided in the "SITE" will be charged.

4.2. People benefiting from the services provided by "Turkiye Klinikleri" and using the website can use the "SITE" only according to the law and only for personal reasons. Users have the criminal and civil liability for every process and action they take in the "SITE". Every USER agrees, declares and undertakes that they will not proceed by any function or action infringement of rights of "Turkiye Klinikleri"s and/or other third parties', they are the exclusive right holder on usage, processing, storage, made public and revealing any written, visual or auditory information reported to Turkiye Klinikleri" and/or "SITE" to the third parties. "USER" agrees and undertakes that s/he will not duplicate, copy, distribute, process, the pictures, text, visual and auditory images, video clips, files, databases, catalogs and lists within the "SITE", s/he will not be using these actions or with other ways to compete with "Turkiye Klinikleri", directly or indirectly.

4.3. The services provided and the context published within the "SITE" by third parties is not under the responsibility of "Turkiye Klinikleri", institutions collaborated with "Turkiye Klinikleri", "Turkiye Klinikleri" employee and directors, "Turkiye Klinikleri" authorized salespeople. Commitment to accuracy and legality of the published information, context, visual and auditory images provided by any third party are under the full responsibility of the third party. "Turkiye Klinikleri" does not promise and guarantee the safety, accuracy and legality of the services and context provided by a third party.

4.4. "USER"s cannot act against "Turkiye Klinikleri", other "USER"s and third parties by using the "SITE". "Turkiye Klinikleri" has no direct and/or indirect responsibility for any damage a third party suffered or will suffer regarding "USER"s actions on the "SITE" against the rules of the hereby "Terms of Use" and the law.

4.5. "USER"s accept and undertake that the information and context they provided to the "SITE" are accurate and legal. "Turkiye Klinikleri" is not liable and responsible for promising and guaranteeing the verification of the information and context transmitted to "Turkiye Klinikleri" by the "USER"s, or uploaded, changed and provided through the "SITE" by them and whether these information are safe, accurate and legal.

4.6. "USER"s agree and undertake that they will not perform any action leading to unfair competition, weakening the personal and commercial credit of "Turkiye Klinikleri" and a third party,  encroaching and attacking on personal rights within the "SITE" in accordance with the Turkish Commercial Code Law.

4.7. "Turkiye Klinikleri" reserves the right to change the services and the context within the "SITE"  anytime. "Turkiye Klinikleri" may use this right without any notification and timelessly. "USER"s have to make the changes and/or corrections "Turkiye Klinikleri" required immediately. Any changes and/or corrections that are required by "Turkiye Klinikleri", may be made by "Turkiye Klinikleri" when needed. Any harm, criminal and civil liability resulted or will result from changes and/or corrections required by "Turkiye Klinikleri" and were not made on time by the "USER"s belongs completely to the users.

4.8. "Turkiye Klinikleri" may give links through the "SITE" to other websites and/or "CONTEXT"s and/or folders that are outside of their control and owned and run by third parties. These links are provided for ease of reference only and do not hold qualification for support the respective web SITE or the admin or declaration or guarantee for the information inside. "Turkiye Klinikleri" does not hold any responsibility over the web-sites connected through the links on the "SITE", folders and context, the services or products on the websites provided through these links or their context.

4.9. "Turkiye Klinikleri" may use the information provided to them by the "USERS" through the "SITE" in line with the terms of the "PRIVACY POLICY" and "USER CONTRACT". It may process the information or classify and save them on a database. "Turkiye Klinikleri" may also use the USER's or visitor's identity, address, e-mail address, phone number, IP number, which sections of the "SITE" they visited, domain type, browser type, date and time information to provide statistical evaluation and customized services.

5. PROPRIETARY RIGHTS

5.1. The information accessed through this "SITE" or provided by the users legally and all the elements (including but not limited to design, text, image, html code and other codes) of the "SITE" (all of them will be called as studies tied to "Turkiye Klinikleri"s copyrights) belongs to "Turkiye Klinikleri". Users do not have the right to resell, process, share, distribute, display or give someone permission to access or to use the "Turkiye Klinikleri" services, "Turkiye Klinikleri" information and the products under copyright protection by "Turkiye Klinikleri". Within hereby "Terms of Use" unless explicitly permitted by "Turkiye Klinikleri" nobody can reproduce, process, distribute or produce or prepare any study from those under "Turkiye Klinikleri" copyright protection.

5.2. Within hereby "Terms of Use", "Turkiye Klinikleri" reserves the rights for "Turkiye Klinikleri" services, "Turkiye Klinikleri" information, the products associated with "Turkiye Klinikleri" copyrights, "Turkiye Klinikleri" trademarks, "Turkiye Klinikleri" trade looks or its all rights for other entity and information it has through this website unless it is explicitly authorized by "Turkiye Klinikleri".

6. CHANGES IN THE TERMS OF USE

"Turkiye Klinikleri" in its sole discretion may change the hereby "Terms of Use" anytime announcing within the "SITE". The changed terms of the hereby "Terms of Use" will become valid when they are announced. Hereby "Terms of Use" cannot be changed by unilateral declarations of users.

7. FORCE MAJEURE

"Turkiye Klinikleri" is not responsible for executing late or never of this hereby "Terms of Use", privacy policy and "USER Contract" in any situation legally taken into account as force majeure. Being late or failure of performance or non-defaulting of this and similar cases like this will not be the case from the viewpoint of "Turkiye Klinikleri", and "Turkiye Klinikleri" will not have any damage liability for these situations. "Force majeure" term will be regarded as outside of the concerned party's reasonable control and any situation that "Turkiye Klinikleri" cannot prevent even though it shows due diligence. Also, force majeure situations include but not limited to natural disasters, rebellion, war, strike, communication problems, infrastructure and internet failure, power cut and bad weather conditions.

8. LAW AND AUTHORISATION TO FOLLOW

Turkish Law will be applied in practicing, interpreting the hereby "Terms of Use" and managing the emerging legal relationships within this "Terms of Use" in case of finding element of foreignness, except for the rules of Turkish conflict of laws. Ankara Courts and Enforcement Offices are entitled in any controversy happened or may happen due to hereby contract.

9. CLOSING AND AGREEMENT

Hereby "Terms of Use" come into force when announced in the "SITE" by "Turkiye Klinikleri". The users are regarded to agree to hereby contract terms by using the "SITE". "Turkiye Klinikleri" may change the contract terms and the changes will be come into force by specifying the version number and the date of change on time it is published in the "SITE".

 

30.03.2014

Privacy Policy

We recommend you to read the terms of use below before you visit our website. In case you agree these terms, following our rules will be to your favor. Please read our Terms of Use thoroughly.

www.turkiyeklinikleri.com website belongs to Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc. and is designed in order to inform physicians in the field of health

www.turkiyeklinikleri.com cannot reach to user’s identity, address, service providers or other information. The users may send this information to the website through forms if they would like to. However, www.turkiyeklinikleri.com may collect your hardware and software information. The information consists of your IP address, browser type, operating system, domain name, access time, and related websites. www.turkiyeklinikleri.com cannot sell the provided user information (your name, e-mail address, home and work address, phone number) to the third parties, publish it publicly, or keep it in the website. Gathered information has a directing feature to be a source for the website’s visitor profile, reporting and promotion of the services.

www.turkiyeklinikleri.com uses the taken information:

-To enhance, improve and maintain the quality of the website

-To generate visitor’s profile and statistical data

-To determine the tendency of the visitors on using our website

-To send print publications/correspondences

-To send press releases or notifications through e-mail

-To generate a list for an event or competition

By using www.turkiyeklinikleri.com you are considered to agree that;

-Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc. cannot be hold responsible for any user’s illegal and immoral behavior,

-Terms of use may change from time to time,

-It is not responsible for other websites’ contents it cannot control or the harms they may cause although it uses the connection they provided.

Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc. may block the website to users in the following events:

-Information with wrong, incomplete, deceiving or immoral expressions is recorded to the website,

-Proclamation, advertisement, announcement, libelous expressions are used against natural person or legal identity,

-During various attacks to the website,

-Disruption of the website because of a virus.

Written, visual and audible materials of the website, including the code and the software are under protection by legal legislation.

Without the written consent of Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc. the information on the website cannot be downloaded, changed, reproduced, copied, republished, posted or distributed.

All rights of the software and the design of the website belong to Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc.

Ortadoğu Advertisement Presentation Publishing Tourism Education Architecture Industry and Trade Inc. will be pleased to hear your comments about our terms of use. Please share the subjects you think may enrich our website or if there is any problem regarding our website.

info@turkiyeklinikleri.com