اثر میانجی بازاریابی کارآفرینانه در رابطه بین گرایش کارآفرینانه و عملکرد کسب و کارهای گلخانه‌ای در شهرستان جیرفت

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار دانشکده کشاورزی، دانشگاه زنجان

2 دانشجوی دکتری دانشکده کشاورزی، دانشگاه زنجان

3 استادیار دانشکده کشاورزی، دانشگاه زنجان

چکیده

با توجه به اهمیت عملکرد به منزله‏ی شاخص اساسی موفقیت کسب و کارها، در سال­های اخیر محققان همواره به طور جدی به دنبال بررسی عوامل تأثیرگذار بر آن بوده­اند که در این میان، به دلیل لزوم گرایش کسب و کارها به سوی فعالیت­ های مخاطره ­آمیز و اقدامات نوآورانه از یک سو و افزایش تنوع در انتظارات و تقاضای مشتریان و تشدید رقابت در بازار از سوی دیگر، گرایش کارآفرینانه و بازاریابی کارآفرینانه بیش از سایر عوامل مورد توجه قرار گرفته ­اند. با توجه به اهمیت موضوع، تحقیق توصیفی- پیمایشی حاضر با هدف بررسی اثر میانجی بازاریابی کارآفرینانه در رابطه بین گرایش کارآفرینانه و عملکرد انجام گرفت. جامعه آماری این تحقیق را 1022 نفر از گلخانه­ داران شهرستان جیرفت در استان کرمان تشکیل دادند که تعداد 246 نفر از آنان از طریق روش نمونه­ گیری طبقه‌ای با انتساب متناسب انتخاب شد. برای گردآوری داده‌ها از پرسشنامههای استاندارد استفاده گردید. داده­های گردآوری شده با استفاده از تکنیک چند متغیره مدل­سازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفته و به منظور آزمون اثر میانجی، از روش چندمنظوره خودگردان­سازی استفاده شد. نتایج تحقیق نشان داد که گرایش کارآفرینانه اثر مثبت و معنی­داری بر عملکرد داشته (0/001=ρ-value= 0/780، β) و در حدود 61 درصد از واریانس آن را تبیین کرد. همچنین، نتایج تحقیق حاکی از آن بود که مجموع اثر غیرمستقیم گرایش کارآفرینانه بر عملکرد از طریق بازاریابی کارآفرینانه معنیدار بوده (0/001=ρ-value=0/465 ،β) و متغیر بازاریابی کارآفرینانه در رابطه بین گرایش کارآفرینانه و عملکرد اثر میانجی جزئی داشت. بر اساس نتایج این تحقیق می­ توان نتیجه گرفت، به منظور بیشینه کردن تأثیر گرایش کارآفرینانه بر عملکرد، بایستی بازاریابی کارآفرینانه و مؤلفه­ های آن در کسب و کارهای گلخانه­ ای تقویت شوند.

کلیدواژه‌ها


عنوان مقاله [English]

Mediation Effect of Entrepreneurial Marketing in the Relationship between Entrepreneurial Orientation and Performance of Greenhouse Businesses in Jiroft County

نویسندگان [English]

  • Roh-Allah Rezaei 1
  • Nasrin Mangeli 2
  • Leyla Safa 3
1 Associate Professor University of Zanjan
2 Ph.D. Student, University of Zanjan
3 Assistant Professor, University of Zanjan
چکیده [English]

Given the importance of performance as the main indicator of the success of businesses, in the recent years, researchers have always been seriously seeking to investigate the factors affecting it. Meanwhile, entrepreneurial orientation and entrepreneurial marketing have more attracted as compared with others factors due to the necessity of businesses tendency toward risky activities and innovative actions on the one hand and increasing diversification of customers’ expectations and demands and intensified competition in the market on the other hand. Considering the importance of issue, this descriptive survey research was undertaken to investigate the mediating effect of entrepreneurial marketing in relationship between entrepreneurial orientation and performance. The population of this study was all of greenhouse owners in Jiroft County in Kerman Province (N= 1022). A sample size of 246 was selected using a stratified sampling method with proportional allocation. Data was collected through the standard questionnair and was analyzed using Structural Equation Modeling (SEM) multivariate technique. The Bootstrapping method was used for testing mediating effect. The results showed that entrepreneurial orientation had a positive and significant effect on performance (p-value=0.001, β=0.780) and explained about 61 percent of its variances. In addition to this, the results indicated that sum of indirect effect of entrepreneurial orientation on performance through the variable of entrepreneurial marketing was significant (p-value=0.001, β=0.463) and entrepreneurial marketing partially mediated positive effect of entrepreneurial orientation on performance. Based on findings, it can be concluded that it is necessary for maximizing effect of entrepreneurial orientation on performance of greenhouse businesses to strengthen entrepreneurial marketing and its components.  

کلیدواژه‌ها [English]

  • Financial and Customer Performance
  • Innovation
  • Risk-Taking
  • Customer-Focused
  • Greenhouse

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