ارائه مدل تأثیر ابعاد بازاریابی کارآفرینانه بر رفتار مصرف‌کننده در استارت آپ‌های حوزه فناوری نوین
محورهای موضوعی : مدیریت بازاریابیحمیده رشادت جو 1 , امیر ابراهیم پور 2
1 - دانشیار، گروه مدیریت آموزش عالی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 - کارشناسی ارشد مدیریت کارآفرینی- کسب و کار جدید، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: اعتماد, استارت آپ, رضایت, رفتار مصرف‌کننده, وفاداری, بازاریابی کارآفرینانه,
چکیده مقاله :
این پژوهش با هدف بررسی تأثیر ابعاد بازاریابی کارآفرینانه بر رفتار مصرف‌کننده در استارت آپ‌های حوزه فناوری نوین انجام شده است. این تحقیق از لحاظ هدف در زمره پژوهش‌های کاربردی بوده و از لحاظ نحوه گردآوری داده‌ها توصیفی-پیمایشی است. جامعه مورد بررسی کلیه مصرف‌کنندگانی هستند که از خدمات پنج استارت آپ (لینکپ، اسمارت فارور، پیگام،پیکتو، اونار) استفاده کرده‌اند. برای گردآوری اطلاعات با استفاده از جدول مورگان برای تعییم حجم نمونه تعداد 384 پرسش‌نامه با روش نمونه‌گیری تصادفی در بین اعضای نمونه، توزیع و اطلاعات به روش تحلیل معادلات ساختاری و از طریق نرم‌فزار pls تحلیل شده است. همه فرضیه‌های تحقیق مورد تأیید قرار گرفته است و تأثیر ابعاد بازاریابی کارآفرینانه (پیش دست بودن، ریسک‌پذیری، فرصت‌گرایی، نوآوری، اهرم منابع انسانی،ایجاد ارزش، گرایش بنگاه به بازاریابی، سرمایه فکری و اجتماعی) بر رضایت، وفاداری و اعتماد مصرف‌کننده به اثبات رسید. نتایج نشان داد که ابعاد بازاریابی کارآفرینانه با تأثیر بر رفتار مصرف‌کننده، بر درک بهتر استفاده از بازاریابی کارآفرینانه و خلاق در بین استارت آپ‌های حوزه فناوری نوین می‌تواند باعث افزایش رضایت، وفاداری و اعتماد در بین مصرف‌کنندگان شود. بهره‌گیری از مدل مورد معرفی به استارت آپ‌ها کمک می‌کند تا ابعاد بازاریابی کارآفرینانه را شناسایی و با رفع نقاط قوت و ضعف خود در زمینه‌های ذیربط، کارایی استارت آپ‌های خود را افزایش دهند و همچنین ضمن حفظ مصرف‌کنندگان فعلی، کاربران بیشتری را جذب نمایند.
The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all consumers who have used the services of five startups (Linkup, Smart Forever, Pigam, Picto, and Onar). To collect information using Morgan's table to determine the sample size, 384 questionnaires were analyzed by random sampling method among sample members, distribution and information by structural equation analysis method and through plus software. All research hypotheses have been confirmed and the effect of entrepreneurial marketing dimensions (pre-eminence, risk-taking, opportunism, innovation, human resource leverage, value creation, firm's tendency to marketing, intellectual and social capital) on consumer behavior to prove Receipt. The results showed that the dimensions of entrepreneurial marketing by influencing consumer behavior, on a better understanding of the use of entrepreneurial and creative marketing among IT startups can increase satisfaction, loyalty and trust among consumers.
Ali, F., Kim, W.G., Li, J. & Jeon, H.M. (2016). “Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks”, Journal of Destination Marketing & Management, 1-11. https://doi.org/10.1016/j.jdmm.2016.05.003.
Al Mamuna, A.; RosliMohamad, M.; Rafi BinYaacob, M. & Mohiuddinc, M. (2018). “Intention and behavior towards green consumption among low-income households”, Journal of Environmental Management, Vol. 227(1), PP. 73-86.
Agrawal, A.J. (2016). “Why influencer marketing will explode in 2017. Forbes.com. Retrieved from https: //www. Forbes. Com /sites /ajagrawal /2016 /12 /27 / whyinfluencer -marketing- will-explode -in-2017/#5715ddb520a9.
El-Adly, M & Eid, R. (2016). “An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context”, Journal of Retailing and Consumer Services, Vol. 31, PP. 217-227.
Hisrich, D.R. & Ramadani, V. (2018). “Entrepreneurial marketing”, Cheltenham: Edward Elgar.
Hamali, S. (2015). “The effect of entrepreneurial marketing on business performance: Small garment industry in Bandung City, Indonesia”, Developing Country Studies, Vol. 5(1), PP. 24-30.
Hoque, A.S.M.M., & Awang, Z.B. (2019). “Does gender difference play moderating role in the relationship between entrepreneurial marketing and Bangladeshi SME performance?”, Accounting, Vol. 5(1), PP. 35-52.
Hoque, A.S.M.M. & Awang, Z. (2016). “The Sway of Entrepreneurial Marketing on Firm Performance: Case of Small and Medium Enterprises (SMEs) in Bangladesh”, Terengganu International Business and Economics Conference (TiBEC-V), Terengganu, Universiti Teknologi Mara (UiTM), PP. 174-194.
Jiang, H. & Zhang, Y. (2016). “An investigation of service quality, customer satisfaction and loyalty in China’s airline market”, Journal of Air Transport Management, Vol. 57, PP. 80-88.
Jogchul, P., Hangoon, L. & Chankon, K. (2014). “Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives”, Journal of Business Research, Vol. 67(3), PP. 295-302.
Kandampully, J., Zhang, T. & Bilgihan, A. (2015). “Customer loyalty: a review and future directions with a special focus on the hospitality industry”, International Journal of Contemporary Hospitality Management, Vol. 27(3), PP. 379-414.
Kotler. P. & Amstrong, G. (2016). “Principle of marketing (Sixteenth edition Global version)”, Pearson Education. Inc., England.
Liu, Ch., Guo, Y. & Lee, Ch. (2011). “The effects of relationship quality and switching barriers on customer loyalty”, International Journal of Information Management, Vol. 5(4), PP. 71-79.
Mugambi, E.N. & Karugu, W.N. (2017). “Effect of entrepreneurial marketing on performance of real estate enterprises: A case of Optiven limited in Nairobi, Kenya”, International Academic Journal of Innovation, Leadership and Entrepreneurship, Vol. 2(1), PP. 46-70.
Morris, M., Schindehutte, M. & Laforge, R. (2002). “Entrepreneurial marketing: Construct for integrating emerging Entrepreneurship and marketing perspectives”, Journal of Marketing Theory and Practice, Vol. 10(4), PP. 1-19.
Morrish, S. & Deacon, J. (2011). “A tale of two spirits: Entrepreneurial marketing at 42 Below Vodka and Penderyn Whisky”, Journal of Small Business and Entrepreneurship, Vol. 24(1), PP. 113-124.
Nwaizugbo, I.C. & Anukam, A.I. (2014). “Assessment of entrepreneurial marketing practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and challenges”, Review of Contemporary Business Research, Vol. 3(1), PP. 77-98.
Nyadzayo, M.W. & Khajehzadeh, S. (2016). “The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image”, Journal of Retailing and Consumer Services, Vol. 30, PP. 262-270.
Njei, Z, (2018). “Relationship between Customer Satisfaction and Customer Loyalty”, Thesis, Centria University of Applied Science, Business Management.
Kumara, V. & Denish, S. (2004). “Building and sustaining profitable customer loyalty for the 21st century”.
Whalen, P., Uslay, C., Pascal, V.J., Omura, G., McAuley, A., Kasouf, C.J. & Gilmore, A. (2016). “Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing”, Journal of Strategic Marketing, Vol. 24(1), PP. 5-19.
_||_Ali, F., Kim, W.G., Li, J. & Jeon, H.M. (2016). “Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian theme parks”, Journal of Destination Marketing & Management, 1-11. https://doi.org/10.1016/j.jdmm.2016.05.003.
Al Mamuna, A.; RosliMohamad, M.; Rafi BinYaacob, M. & Mohiuddinc, M. (2018). “Intention and behavior towards green consumption among low-income households”, Journal of Environmental Management, Vol. 227(1), PP. 73-86.
Agrawal, A.J. (2016). “Why influencer marketing will explode in 2017. Forbes.com. Retrieved from https: //www. Forbes. Com /sites /ajagrawal /2016 /12 /27 / whyinfluencer -marketing- will-explode -in-2017/#5715ddb520a9.
El-Adly, M & Eid, R. (2016). “An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context”, Journal of Retailing and Consumer Services, Vol. 31, PP. 217-227.
Hisrich, D.R. & Ramadani, V. (2018). “Entrepreneurial marketing”, Cheltenham: Edward Elgar.
Hamali, S. (2015). “The effect of entrepreneurial marketing on business performance: Small garment industry in Bandung City, Indonesia”, Developing Country Studies, Vol. 5(1), PP. 24-30.
Hoque, A.S.M.M., & Awang, Z.B. (2019). “Does gender difference play moderating role in the relationship between entrepreneurial marketing and Bangladeshi SME performance?”, Accounting, Vol. 5(1), PP. 35-52.
Hoque, A.S.M.M. & Awang, Z. (2016). “The Sway of Entrepreneurial Marketing on Firm Performance: Case of Small and Medium Enterprises (SMEs) in Bangladesh”, Terengganu International Business and Economics Conference (TiBEC-V), Terengganu, Universiti Teknologi Mara (UiTM), PP. 174-194.
Jiang, H. & Zhang, Y. (2016). “An investigation of service quality, customer satisfaction and loyalty in China’s airline market”, Journal of Air Transport Management, Vol. 57, PP. 80-88.
Jogchul, P., Hangoon, L. & Chankon, K. (2014). “Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives”, Journal of Business Research, Vol. 67(3), PP. 295-302.
Kandampully, J., Zhang, T. & Bilgihan, A. (2015). “Customer loyalty: a review and future directions with a special focus on the hospitality industry”, International Journal of Contemporary Hospitality Management, Vol. 27(3), PP. 379-414.
Kotler. P. & Amstrong, G. (2016). “Principle of marketing (Sixteenth edition Global version)”, Pearson Education. Inc., England.
Liu, Ch., Guo, Y. & Lee, Ch. (2011). “The effects of relationship quality and switching barriers on customer loyalty”, International Journal of Information Management, Vol. 5(4), PP. 71-79.
Mugambi, E.N. & Karugu, W.N. (2017). “Effect of entrepreneurial marketing on performance of real estate enterprises: A case of Optiven limited in Nairobi, Kenya”, International Academic Journal of Innovation, Leadership and Entrepreneurship, Vol. 2(1), PP. 46-70.
Morris, M., Schindehutte, M. & Laforge, R. (2002). “Entrepreneurial marketing: Construct for integrating emerging Entrepreneurship and marketing perspectives”, Journal of Marketing Theory and Practice, Vol. 10(4), PP. 1-19.
Morrish, S. & Deacon, J. (2011). “A tale of two spirits: Entrepreneurial marketing at 42 Below Vodka and Penderyn Whisky”, Journal of Small Business and Entrepreneurship, Vol. 24(1), PP. 113-124.
Nwaizugbo, I.C. & Anukam, A.I. (2014). “Assessment of entrepreneurial marketing practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and challenges”, Review of Contemporary Business Research, Vol. 3(1), PP. 77-98.
Nyadzayo, M.W. & Khajehzadeh, S. (2016). “The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image”, Journal of Retailing and Consumer Services, Vol. 30, PP. 262-270.
Njei, Z, (2018). “Relationship between Customer Satisfaction and Customer Loyalty”, Thesis, Centria University of Applied Science, Business Management.
Kumara, V. & Denish, S. (2004). “Building and sustaining profitable customer loyalty for the 21st century”.
Whalen, P., Uslay, C., Pascal, V.J., Omura, G., McAuley, A., Kasouf, C.J. & Gilmore, A. (2016). “Anatomy of competitive advantage: Towards a contingency theory of entrepreneurial marketing”, Journal of Strategic Marketing, Vol. 24(1), PP. 5-19.