بررسی تأثیر قصد تولید مشترک و مشارکت در آینده بر قصد هم‌آفرینی ارزش در تجارت الکترونیک | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 7، دوره 15، شماره 32، شهریور 1402، صفحه 167-192 اصل مقاله (778.83 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2023.19090.4226 | ||
| نویسندگان | ||
| مهتاب غنی تفرشی* 1؛ علی ملاحسینی2؛ سعید ده یادگاری3 | ||
| 1کارشناسی ارشد مدیریت کسب و کار گرایش سیستم های اطلاعاتی مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران | ||
| 2استاد گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران. | ||
| 3بخش مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان | ||
| چکیده | ||
| هدف پژوهش حاضر، بررسی عوامل مؤثر بر قصد هم‌آفرینی ارزش در تجارت الکترونیک در شرکت‌های فناور پارک علم و فناوری کرمان است. روش پژوهش، توصیفی از نوع همبستگی و از نظر هدف کاربردی است. جامعه آماری پژوهش حاضر، شامل مدیران و معاونان شرکت‌های فناور مستقر در پارک علم و فناوری کرمان است. در این پژوهش از روش نمونه‌گیری تصادفی ساده استفاده شده است. حجم نمونه با استفاده از فرمول کوکران برابر با 230 نفر برآورد شد. پرسشنامه‌ها با استفاده از رویکرد معادلات ساختاری و نرم افزار Spss و PLS Smart مورد تجزیه و تحلیل قرار گرفتند. نتایج نشان داد از نظر مدیران و معاونان شرکت‌های فناور مستقر در پارک علم و فناوری کرمان، شناخت مشتری و ارتباط بر قصد تولید مشترک و همچنین تجربه مشتری (با دو بعد شخصی‌سازی و مزیت نسبی) و توانمندسازی مشتری بر قصد مشارکت در آینده به طور مثبت و معنادار تأثیر دارند. همچنین، دو متغیر قصد تولید مشترک و قصد مشارکت در آینده تأثیر مثبت و بسزایی بر قصد هم‌آفرینی ارزش دارند. | ||
| کلیدواژه‌ها | ||
| هم‌آفرینی ارزش؛ قصد تولید مشترک؛ قصد مشارکت در آینده؛ تجارت الکترونیک؛ شرکت‌های فناور پارک علم و فناوری کرمان | ||
| عنوان مقاله [English] | ||
| Investigating the effect of co-production intention and future participation intention on value co-creation intention in e-commerce: A case study of Kerman Science and Technology Park | ||
| نویسندگان [English] | ||
| Mahtab Ghani Tafreshi1؛ Ali Molahosseini2؛ Saeid Dehyadegari3 | ||
| 1Master of Business Administration majoring in Management Information Systems, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran | ||
| 2Professor of Management, Faculty of Management and Economic, Shahid Bahonar University of Kerman, Kerman, Iran. | ||
| 3Department of Management, Shahid Bahonar University of Kerman, Kerman, Iran | ||
| چکیده [English] | ||
| Introduction: Considering the conditions of the new era, the topic of two-way interactions and co-creation has become increasingly important to enhance service quality and maintain or create value for customers. As the end users of products and services, customers are the most valuable source of information and new ideas for business products and services. Customer participation in new product development is a way to listen to what customers want and respond to their needs. As a result, it helps to understand the obvious and hidden needs of customers and produce quality products according to customers' tastes. Although the participation of customers in production and service activities in the company's process is not a new concept, an analysis of the intention to co-produce and participate in the future can simultaneously influence the intention to co-create business value leading to business profit. It has not been investigated in the literature of marketing and information systems. It should be noted that co-production refers to the participation of customers in the product development process, while co-creation pays attention to the commitment of customers towards the product improvement process. In addition, an interesting field of special interest for studying value co-creation processes is e-commerce. The idea that customers and firm resources must be considered jointly to properly explain perceived value is attractive, especially in e-commerce. This type of business expresses the exchange of services with services, which leads to the integration of resources and the creation of common value. One of the main drivers in the knowledge-based economy is technological companies that provide a platform for the development of emerging technologies and create high-skilled employment. Science and technology parks are the institutions that support technological companies. Therefore, considering the existing research gap, the main question of the current research is how the intention of co-production and the intention of participating in the future of customers can simultaneously influence the intention of co-creating business value in the field of e-commerce. Another question is ‘will it affect technology companies based in Kerman Science and Technology Park?’ Methodology: This research is applied in terms of its purpose. Because it describes the situation of the studied society through a field survey, it is classified as a descriptive-survey research. In order to collect the data and measure different dimensions of the model, a questionnaire was used. The statistical population of the research was all the managers and vice presidents of the technology companies based in Kerman Science and Technology Park. Due to their unlimited population in the year 2021, the desired sample was selected by a simple random sampling method. The sample of this research was 520 people. Cochran's formula was used to determine the sample size, and 221 people were selected. Finally, by adding to the sample size and many follow-ups, 230 acceptable questionnaires were examined. A 5-point Likert scale was used in the questionnaire. Due to the use of this standardized questionnaire, there was no need to confirm its content validity. In the current research, Cronbach's alpha coefficient was used to measure the reliability of the questionnaire. This was done using the SPSS software. Cronbach's alpha coefficient of the whole questionnaire was 0.882. Because this value was higher than 0.7, it is concluded that the mentioned questionnaire has good reliability. In order to test the hypotheses and fit the proposed model, SPSS and SMART PLS were used, and the analysis of variance examined the statistical population. Results and discussion: The purpose of this research is to investigate the factors affecting the intention to co-create value in e-commerce. According to the managers and vice-presidents of the technology companies located in Kerman Science and Technology Park, Customer recognition and communication have positive and significant effects on the intention of joint production as well as customer experience (with the two dimensions of personalization and relative advantage). Also, customer empowerment affects the intention to participate in the future. Finally, the two variables of joint production intention and the intention to participate in the future have positive and significant effects on the intention of value co-creation. Conclusion: In general, the findings of this research help to understand how co-production activities and customer participation in the business process create the possibility of increasing co-creation of value, which ultimately brings profitability to enterprises. | ||
| کلیدواژه‌ها [English] | ||
| Co‐creation, Co-production intention, Future participation intention, E-commerce, Kerman | ||
| مراجع | ||
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Acharya, A., Singh, S. K., Pereira, V., & Singh, P. (2018). Big data, knowledge cocreation and decision making in fashion industry. International Journal of Information Management, 42, 90-101. Barrutia, J. M., Paredes, M. R., & Echebarria, C. (2016). Value co-creation in ecommerce contexts: does product type matter?. European Journal of Marketing, 50(3/4), 442-463. Busser, J. A., & Shulga, L. V. (2019). Role of commercial friendship, initiation and co-creation types. Journal of Service Theory and Practice, 29(4), 488-512. Chaney, D. (2019). A principal–agent perspective on consumer co-production: Crowdfunding and the redefinition of consumer power. Technological Forecasting and Social Change, 141, 74-84. Chatterjee, S., Rana, N. P., & Dwivedi, Y. K. (2021). Assessing Consumers’ Co‐ production and Future Participation On Value Co‐creation and Business Benefit: an FPCB Model Perspective. Information Systems Frontiers, 1-20. Chepurna, M., & Rialp Criado, J. (2018). Identification of barriers to co-create online: the perspectives of customers and companies. Journal of Research in Interactive Marketing, 12(4), 452-471. Danai Fard, H; Alwani, S., M; & Azar, A. (2012). Quantitative research methodology in management, a comprehensive approach, Tehran, Safar-Eshraghi. (in persian) Dargahi, R., Namin, A., & Ketron, S. (2020). Co-production or DIY: an analytical model of consumer choice and social preferences. Journal of Product & Brand Management, 30(2), 306-319. Ebrahimi, S., A; Bagheri Qarabalag, H. (2017). Analyzing the role of brand experience, motivation and customer citizenship behavior on co-creation attitude and mental norms. Brand Management Quarterly, 5(14), 5-24. (in persian) | ||
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آمار تعداد مشاهده مقاله: 324 تعداد دریافت فایل اصل مقاله: 145 |
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