تاثیر تجربه هم‌آفرینی بر رفتار سبز با نقش میانجی کیفیت زندگی و تعدیلگری نگرش سبز در صنعت گردشگری استان مازندران
محورهای موضوعی : توسعه پایدارمحمد باشکوه اجیرلو 1 , ایمان قاسمی همدانی 2
1 - استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران. *(مسوول مکاتبات)
2 - دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران.
کلید واژه: تجربه هم آفرینی, رفتار سبز, کیفیت زندگی, نگرش سبز.,
چکیده مقاله :
زمینه و هدف: مطالعه حاضر با هدف تاثیر تجربه هم‌آفرینی بر رفتار سبز با نقش میانجی کیفیت زندگی و تعیدلگری نگرش سبز، انجام شده است.
روش بررسی: این مطالعه از لحاظ هدف کاربردی است که از لحاظ روش اجرا در قالب یک پژوهش توصیفی-پیمایشی با رویکرد مقطعی انجام شده است. جامعه آماری پژوهش، کلیه کارکنان شرکت‌های گردشگری استان مازندران می‌باشند که از این میان، نمونه‌ای متشکل از 384 نفر با استفاده از فرمول کوکران انتخاب شده است. در این مطالعه برای جمع‌آوری اطلاعات جهت آزمون فرضیات از پرسشنامه محقق ساخته اقتباسی از مطالعه لو (2021) شامل 4 بعد و 33 سوال استفاده شده است که بر مبنای طیف لیکرت پنج درجه تدوین شده است. روایی پرسشنامه با استفاده از روش روایی محتوا مورد تایید قرار گرفت. برای ارزیابی پایایی پرسشنامه، ضریب آلفای کرونباخ محاسبه شد. ضریب آلفای کرونباخ بیش از 7/0 بدست آمد که نشان می‌دهد پرسشنامه از پایایی مطلوبی برخوردار است. برای آزمون فرضیات از تکنیک حداقل مربعات جزئی و نرم افزار اسمارت پی.ال.اس استفاده شده است.
بحث و نتیجه گیری: نتایج حاصل از آزمون فرضیه‌های تحقیق نشان داد که تجربه هم آفرینی تاثیر مثبت و معناداری بر رفتار سبز و کیفیت زندگی دارد؛ کیفیت زندگی تاثیر مثبت و معناداری بر رفتار سبز دارد. علاوه بر این، مشخص شد که کیفیت زندگی، رابطه بین تجربه هم آفرینی و رفتار سبز را میانجی گری؛ و نگرش سبز رابطه بین رابطه بین تجربه هم آفرینی و رفتار سبز را میانجیگری میکند.
Background and Objective: The present study was conducted with the aim of the effect of co-creation experience on green behavior with the mediating role of quality of life and normalization of green attitude.
Material and Methodology: This study is applied in terms of its purpose, which was carried out in the form of a descriptive-survey research with a cross-sectional approach. The statistical population of the research is all employees of tourism companies in Mazandaran province, from which a sample of 384 people was selected using Cochran's formula. In this study, to collect information to test hypotheses, a researcher-made questionnaire adapted from Luo's study (2021) including 4 dimensions and 33 questions was used, which was developed based on a five-point Likert scale. The validity of the questionnaire was confirmed using the content validity method. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire. Cronbach's alpha coefficient was more than 0.7, which shows that the questionnaire has good reliability. Partial least squares technique and SmartPLS software were used to test the hypotheses.
Findings: The results of the research hypotheses test showed that the experience of co-creation has a positive and significant effect on green behavior and quality of life; Quality of life has a positive and significant effect on green behavior.
Discussion and Conclusion: In addition, it was found that quality of life mediates the relationship between co-creation experience and green behavior; And green attitude mediates the relationship between co-creation experience and green behavior.
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