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پرورش همنوآوری از طریق همآفرینی ارزش و دانش مشتری در باشگاههای ورزشی: نقش تعدیلکننده پردازش شناختی و درگیری رفتاری مشتریان | ||
مطالعات بازاریابی ورزشی | ||
مقاله 3، دوره 5، شماره 1، اردیبهشت 1403، صفحه 19-34 اصل مقاله (1.14 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2024.140860.1319 | ||
نویسندگان | ||
فلاح حسن سفیح1؛ محسن بهنام* 1؛ رقیه سرلاب2 | ||
1دانشگاه ارومیه | ||
2استادیار مدیریت ورزشی دانشگاه ارومیه دانشکده علوم ورزشی | ||
چکیده | ||
همنوآوری به سازمانهای ورزشی این امکان را میدهد که با شرکای خارجی مانند مشتریان، برای ایجاد محصولات و خدمات جدید همکاری کنند. هدف تحقیق حاضر بررسی نقش تعدیلکننده پردازش شناختی و درگیری رفتاری مشتریان باشگاههای ورزشی بر رابطه بین همآفرینی ارزش، همنوآوری و دانش مشتری است. روش تحقیق حاضر همبستگی است که بصورت میدانی انجام شده است. جامعه آماری تحقیق مشتریان باشگاههای ورزشی شهر ناصریه در عراق بودند که تعداد 408 نفر به عنوان نمونه با استفاده از روش نمونهگیری طبقهای انتخاب شد. از پرسشنامههای همنوآوری آریاز-پرز و همکاران (2020)، دانش مشتری بهنام و همکاران (2020)، همآفرینی ارزش نیسوین و پدرسن (2014) و پردازش شناختی و درگیری رفتاری هولبیک و همکاران (2014) استفاده شد. برای تجزیه و تحلیل دادهها از از نرمافزارهای اسپیاساس نسخه 18 و پیالاس نسخه 4 استفاده شد. نتایج نشان داد که دانش مشتری بر همآفرینی ارزش تاثیر معناداری دارد اما بر همنوآوری تاثیر معناداری ندارد. این تحقیق نشان داد که همآفرینی ارزش بر همنوآوری اثر معناداری دارد. همچنین، با توجه به نتایج همآفرینی ارزش بر رابطه بین دانش مشتری و همنوآوری نقش میانجی دارد. در نهایت، این تحقیق برجسته کرد که پردازش شناختی نقش تعدیلی بر رابطه بین دانش مشتری و همآفرینی ارزش دارد. تحقیق حاضر نشان داد که دانش مشتری به عنوان یک منبع خارجی دانش، نقش کلیدی در همآفرینی ارزش داشته، که این منجر به همنوآوری با خدمات و باشگاهها بویژه در مشتریانی که سطح شناختی بیشتری دارند، میشود. | ||
کلیدواژهها | ||
همنوآوری؛ همآفرینی ارزش؛ دانش مشتری؛ پردازش شناختی؛ درگیری رفتاری | ||
مراجع | ||
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