بررسی تاثیر همه گیری کووید-19 و شدت رقابت بر عملکرد کسب و کار با نقش میانجی بازاریابی دیجیتال
محورهای موضوعی : مدیریت عملیات
سید کامران یگانگی
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سینا شاهرضا گماسائی
2
1 - استادیار گروه مهندسی صنایع ، واحد زنجان ، دانشگاه آزاد اسلامی ، زنجان ، ایران
2 - گروه مدیریت ،واحد علوم وتحقیقات ، دانشگاه آزاد اسلامی ، تهران ، ایران
کلید واژه: پاندمی کووید-19, شدت رقابت, بازاریابی دیجیتال, عملکرد مالی, عملکرد غیر مالی ,
چکیده مقاله :
اين پژوهش با هدف بررسي تاثیر پاندمی کووید-19 و شدت رقابت بر عملکرد کسب و کار با نقش میانجی بازاریابی دیجیتال انجام شده است، روش پژوهش از نظر هدف كاربردي بوده و از نظر ماهيت توصيفي ـ پيمايشي است. در اين تحقيق ابزار گردآوري اطلاعات پرسشنامه استاندارد بوده كه پس از ترجمه و بومي سازي شدن، روايي و پايايي آن بررسي شده است. براي پايايي از آلفاي كرونباخ و ضريب پايايي تركيبي استفاده شده و روايي محتوايي آن توسط اساتيد و روايي سازه با روش تحليل بارهاي عاملي تاييد شده است. جامعه آماری پژوهش کلیه کارکنان و مدیران شرکتهای کسب و کار کوچک در شهر تهران بودند. با توجه به نامشخص بودن تعداد اعضای جامعه آماری از جدول مورگان جهت تعیین حجم نمونه آماری استفاده شد و حداقل تعداد 384 نمونه آماری تعیین گردید. روش نمونهگيري در اين تحقيق در دسترس بوده است. براي بررسي فرضيهها از مدليابي معادلات ساختاري و نرم افزار اسمارت پي ال اس استفاده شده است. نتایج نشان داد همهگیری کووید-19 تأثیر منفی و قابل توجهی بر عملکرد مالی و غیرمالی دارد. همچنین تأثیر مثبت و قابل توجهی بر بازاریابی دیجیتال دارد و شدت رقابت تجاری بر عملکرد مالی و غیرمالی تأثیر منفی و معناداری دارد. همچنین شدت رقابت تجاری تأثیر مثبت و معناداری بر بازاریابی دیجیتال دارد. در نتیجه براساس نتايج بدست آمده، پاندمی کووید-19 و شدت رقابت بر عملکرد کسب و کار با نقش میانجی بازاریابی دیجیتال تاثيرگذار است.
This research has been conducted with the aim of investigating the impact of the Covid-19 pandemic and the intensity of competition on business performance with the mediating role of digital marketing. The research method is applied in terms of purpose and descriptive-survey in terms of nature. In this research, the data collection tool was a standard questionnaire, which was checked for validity and reliability after being translated and localized. Cronbach's alpha and composite reliability coefficient were used to measure the reliability, and the content validity of the questionnaire was confirmed by the professors and the construct validity was confirmed by the method of factor analysis. The statistical population of the research was all employees and managers of small business companies in Tehran. Considering the uncertainty of the number of members of the statistical population, Morgan's table was used to determine the size of the statistical sample and the minimum number of 384 statistical samples was determined. In this research, available sampling method has been used. Structural equation modeling and SmartPLS software have been used to examine the hypotheses. The results showed that the covid-19 epidemic has a significant negative effect on financial and non-financial performance. It also has a positive and significant effect on digital marketing, and the intensity of commercial competition has a negative and significant effect on financial and non-financial performance. Also, the intensity of commercial competition has a positive and significant effect on digital marketing. As a result, the covid-19 pandemic and the intensity of competition have an effect on business performance with the mediating role of digital marketing.
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