Presenting an intellectual capital development model in network marketing using confirmatory factor analysis and ISM techniques
Subject Areas : Journal of Iranian Social Development Studies
غیاثیان Ghiasian
1
(
Ph.D Student
)
Keywords: Human Capital, Network Marketing, Structural Capital, Intellectual Capital, Physical Capital,
Abstract :
The main purpose of this study is to present an intellectual capital development model in network marketing using confirmatory factor analysis method and ISM technique. According to the general purpose of this research, this research is applied in terms of purpose and descriptive data collection method - The statistical population of this study includes 6900 marketers and activists in the field of network marketing in Tehran. In this study, according to Morgan's table, 367 people were randomly selected as the sample. The tool used in this study, the standard questionnaire for measuring intellectual capital BONTIS (2004) included 37 questions and three questions related to network marketing. Due to the standard nature of this questionnaire, only formal validity is sufficient. Cronbach's alpha method was used to calculate the reliability of the questionnaire. For the questionnaire performed on a sample of 30 people, Cronbach's reliability in the intellectual capital measurement questionnaire was calculated to be (0.899).The results of the confirmatory factor analysis test show that the main components of intellectual capital in network marketing include physical capital, human capital and structural capital. In addition, the results of the structural model show the most important components affecting The development of intellectual capital in network marketing is in a favorable position in the dimension of human capital with a path coefficient of 0.89 in the first place, structural capital with a path coefficient of 0.74 in the second place and finally physical capital with a path coefficient of 0.68 in the third place.
_||_
