اثر بازاریابی کارآفرینانه بر عملکرد مالی تولیدکنندگان محصولات ورزشی با نقش میانجی فناوری اطلاعات

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی، تهران، ایران

2 استادیار، گروه مدیریت ورزشی، دانشگاه پیام نور، ایران

https://www.doi.org/10.34785/J021.2021.438

چکیده

          روش تحقیق حاضر همبستگی و از نوع کاربردی بوده که به­صورت میدانی و با استفاده از معادلات ساختاری انجام گرفت. جامعه آماری شامل تولیدکنندگان محصولات ورزشی بود که 320 تولیدکننده به عنوان نمونه از کل کشور (ایران) از طریق نمونه­گیری در دسترس در نظر گرفته شد. در نهایت 292 پرسشنامه به صورت فیزیکی و الکترونیکی دریافت شد. برای گردآوری داده­ها از پرسشنامه­های استاندارد بازاریابی کارآفرینانه Morris (2002)، فناوری اطلاعات Noo (1990) و عملکرد مالی Azizi (2011) استفاده شد. روایی محتوایی و پایایی پرسشنامه با محاسبه ضریب آلفای کرونباخ مورد تایید قرار گرفت (بیشتر از 7/0). برای تحلیل داده­ها از نرم­افزار AMOS استفاده شد. نتایج نشان داد بازاریابی کارآفرینانه اثر مستقیم و غیرمستقیم(با میانجی­گری فناوری اطلاعات) و معنی داری بر عملکرد مالی داشته است. در نهایت مدل از برازش مطلوب برخوردار بود. به طور کلی، تولیدکنندگانی کـه تلفیقی از استراتژی بازاریـابی کارآفرینانه و فناوری اطلاعات را اتخـاذ کرده بودند، با بهره­گیری از فرصـت­هـای کارآفرینانه جذاب، عملکرد مالی بهتر و منطقی­تری داشتند. با توجه به نتایج پژوهش پیشنهاد می­شود که تولیدکنندگان برای ارتقای عملکرد مالی خود به عوامل نهفته در فناوری اطلاعات جهت ارتقاء و به­روز­رسانی محصولات ورزشی توجه داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of entrepreneurial marketing on the financial performance of sports products manufacturers with the mediating role of Information Technology

نویسندگان [English]

  • mohsen esmaeili 1
  • Mohammad Hassan Ferdowsi 2
1 Assistant Professor in sport management. Sport Sciences Research Institute of Iran
2 Assistant professor, Sport Management department, Payame –Noor University, Iran
چکیده [English]

Deploying information technology in marketing with the entrepreneurial mentality of managers will create a sustainable entrepreneurial infrastructure. This study aimed to study the effect of entrepreneurial marketing on the financial performance of sports product manufacturers with the mediating role of information technology. The present study is correlational research. The statistical population was the producers of sports products that 320 producers from the whole country (Iran) were considered through available sampling. Finally, 292 questionnaires were received physically and electronically. To collect data were used standard questionnaires of entrepreneurial marketing Morris (2002), information technology Noo (1990), and financial performance Azizi (2011). Twelve professors of sports management confirmed content validity. The reliability of the questionnaire was confirmed by calculating Cronbach's alpha coefficient (exceed 0.7). To evaluate the effects between variables used the structural equation method and analyze the data was used the AMOS software. The results showed that entrepreneurial marketing had a direct and significant effect on financial performance. Also, entrepreneurial marketing mediated by information technology had an indirect and significant effect on financial performance. Finally, the model had a good fit. In general, manufacturers who adopted a combination of entrepreneurial marketing strategy and information technology had a better and more rational financial performance by taking advantage of attractive entrepreneurial opportunities. According to the results, it is suggested that manufacturers pay attention to the hidden factors in information technology to upgrade and update sports products to improve their financial performance.

کلیدواژه‌ها [English]

  • Entrepreneurship
  • Information technology
  • Risk-taking
  • Marketing
  • Cost control

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