سرمایه اجتماعی و رفتار هم خلقی ارزش: تحلیل نقش میانجی سرمایه ساختاری

نوع مقاله : پژوهشی

نویسندگان

1 استاد دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم‌آباد، ایران

2 دانشجوی دکترا، دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم‌آباد، ایران

چکیده

عصر مشتری­‌مداری، توجه به آن و اهمیت مفاهیم مرتبط با آن همچون سرمایه اجتماعی را دوچندان نموده است. بر این اساس و با توجه به نقش تعیین­‌کننده سرمایه اجتماعی در ایجاد رفتارهایی که منجر به ارزش‌­آفرینی مشترک میان مشتریان و سازمان­‌ها در جهت موفقیت سازمان­‌ها و بهره­‌مندی از مزایای حاصله توسط مشتریان می­‌شوند، موجب شد تا هدف از انجام مطالعه حاضر، بررسی تاثیر سرمایه اجتماعی بر رفتار هم­‌خلقی ارزش با تاکید بر نقش میانجی سرمایه ساختاری باشد. این مطالعه بر اساس هدف، کاربردی و از نظر نحوه جمع­‌آوری داده‌­ها در حوزه مطالعات توصیفی از نوع پیمایشی قرار دارد. جامعه آماری پژوهش را مدیران و سرپرستان شرکت­‌های کاشی و سرامیک استان یزد تشکیل داده‌­اند که با استفاده از روش نمونه­‌گیری طبقه‌­ای تصادفی تعداد 183 نفر تعیین شدند. در این راستا، داده­ های موردنیاز جهت تحلیل روابط با استفاده از پرسشنامه­ که روایی آن با استفاده از نسبت روایی محتوا و شاخص روایی محتوا و پایایی آن به کمک ضریب آلفای کرونباخ ارزیابی و تایید شد، جمع­‌آوری شد. تحلیل فرضیه­‌ها با استفاده از روش مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی به کمک نرم‌­افزار SMART- PLS انجام گرفت که نتایج حاصل‌­شده نشان می­‌دهد که سرمایه اجتماعی علاوه بر اثرگذاری مستقیم بر رفتار هم­‌خلقی ارزش، از طریق سرمایه ساختاری نیز تاثیر مثبت و معناداری بر رفتار هم‌­خلقی ارزش دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Social Capital and Value Co- Creation: Analyzing the Mediating Role of Structural Capital (Case Study: Export companies of ceramic tiles in Yazd province)

نویسندگان [English]

  • Reza Sepahvand 1
  • Saber Taghipour 2
  • Masoome Momeni mofrad 2
1 Professor, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
2 PhD student, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
چکیده [English]

The determining role of social capital in creating behaviors that lead to shared value creation for the success of organizations led to the purpose of this study to investigate the impact of social capital on the Value Co- Creation with emphasis on the mediating role of capital Be structural. This study is applied in the field of descriptive survey studies in terms of purpose, application and in terms of data collection. The statistical population of the study consisted of managers and supervisors of Export companies of ceramic tiles in Yazd province. Using random stratified sampling method using Cochran's formula, 183 people were selected as the research sample. The data needed to analyze the relationships were collected using a questionnaire whose validity was assessed and confirmed using content validity ratio and content validity index and its reliability was assessed using Cronbach's alpha coefficient. Hypothesis analysis was performed using structural equation modeling with partial least squares approach using SMART-PLS software. The results show that social capital, in addition to having a direct effect on value co-creation behavior, also has a positive and significant effect on value co-creation behavior through structural capital.

کلیدواژه‌ها [English]

  • Social Capital
  • Value Co- Creation Behavior
  • Structural Capital
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دوره 13، شماره 49
فروردین 1401
صفحه 57-72
  • تاریخ دریافت: 01 آذر 1399
  • تاریخ بازنگری: 03 فروردین 1400
  • تاریخ پذیرش: 25 خرداد 1400
  • تاریخ اولین انتشار: 25 خرداد 1400