بررسی تأثیر گرایش کارآفرینانه و آمادگی الکترونیک بر عملکرد کسب وکارهای نوپای ورزشی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، گروه کارآفرینی سازمانی، دانشکدة کارآفرینی، دانشگاه تهران، تهران، ایران

2 کارشناسی ارشد کارآفرینی، دانشکدة کارآفرینی، دانشگاه تهران، تهران، ایران

چکیده

امروزه، کسب‌وکارهای ورزشی از طریق اتخاذ گرایش کارآفرینانه عملکرد خود را بهبود می‌بخشند و به‌منظور کسب مزیت رقابتی سعی در آمادگی الکترونیک خود برای اتخاذ استراتژی صحیح بازاریابی دارند. در این زمینه کسب‌وکارهای نوپای ورزشی برای رشد سریع نیازمند اقدامات کارآفرینانه به‌منظور ارتقای ظرفیت هوشمندی خود در بازارند. هدف پژوهش حاضر بررسی تأثیر گرایش کارآفرینانه و آمادگی الکترونیک بر عملکرد کسب‌وکارهای نوپای ورزشی است. این پژوهش از نظر هدف کاربردی و از نظر ماهیت توصیفی- پیمایشی است. جامعة آماری پ‍‍‍ژوهش شامل100 کسب‌وکارهای نوپای ورزشی است که از میان آنها با استفاده از روش نمونه‌گیری تصادفی تعداد 80 کسب‌وکار انتخاب شد. جمع‌آوری داده‌ها از طریق پرسشنامة استاندارد شامل 47 سؤال و طیف لیکرت پنج‌گزینه‌ای حاصل از مطالعات پیشین در حوزة گرایش کارآفرینانه و آمادگی الکترونیک صورت پذیرفت. برای تحلیل داده‌ها و تأیید مدل تحقیق نیز از تکنیک مدلسازی معادلات ساختاری و نرم‌افزارSmart PLS 3 استفاده شد. یافته‌های تحقیق رابطة مثبت و معنادار بین گرایش کارآفرینانه و عملکرد و همچنین آمادگی الکترونیک و عملکرد کسب‌وکارهای نوپای ورزشی را تأیید کردند. در این زمینه با توجه به یافته‌های تحقیق پیشنهاد می‌شود کسب‌وکارهای نوپای ورزشی باید به رویکرد شبکه‌سازی و نوآوری باز در زمینة تحقیقات و بازاریابی مشترک محصولات و خدمات خود اهتمام ورزند.

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