مطالعات نوین در مدیریت و سازمان

مطالعات نوین در مدیریت و سازمان

بررسی عوامل مؤثر بر ارزش ویژه برند و قصد شرکت در دوره‌های آموزشی برخط آموزش الکترونیکی در استان سیستان و بلوچستان

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی کارشناسی ارشد، گروه مدیریت، دانشگاه آزاد اسلامی واحد زاهدان، زاهدان، ایران.
2 استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد زاهدان، زاهدان، ایران.
چکیده
پژوهش حاضر با هدف بررسی عوامل مؤثر بر ارزش ویژه برند و قصد شرکت در دوره‌های آموزشی برخط آموزش الکترونیکی در استان سیستان و بلوچستان انجام شده است. این پژوهش از نظر هدف کاربردی، از نظر روش توصیفی پیمایشی و از نظر تحلیل از نوع معادلات ساختاری بوده است. جامعه آماری پژوهش حاضر شامل کلیه ارائه دهندگان آموزش برخط در استان سیستان و بلوچستان، شامل: آموزش الکترونیکی در زمینه‌های مختلف علمی، آشپزی، بهداشتی، ورزشی و ... می‌باشند که ضمن نامشخص و نامحدود بودن تعداد اعضای جامعه و با توجه به فرمول کوکران تعداد 384 نفر از این اعضای با روش نمونه گیری در دسترس و با ابزار پرسشنامه استاندارد از طریق شبکه‌های اجتماعی مختلف انتخاب شدند. برای تحلیل داده‌ها از مدل معادلات ساختاری با کمک نرم افزارهای SPSS و SMART-PLS استفاده شد. نتایج نشان داد برند ارائه شده بر آگاهی برند و معنای برند؛ آگاهی برند و معنای برند بر ارزش ویژه برند؛ ارزش ویژه برند بر قصد مشتری در بین مشتریان مورد مطالعه تأثیر داشتند. علاوه بر این میانگین تمام گویه‌ها بالاتر از میانگین فرضی(5/3) است و گویه‌های برند ارائه شده با میانگین رتبه‌ای 47/5، معنای برند با میانگین رتبه‌ای 02/5 و آگاهی از برند با میانگین رتبه‌ای 76/4 رتبه‌های اول تا سوم را کسب نموده‌اند که در اولویت بالاتری نسبت به گویه‌ها قرار دارند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating Factors Affecting Brand Equity and Intention to Participate in Online E-learning Courses in Sistan and Baluchistan Province

نویسندگان English

Hedayat Alah Malekzadeh Kohkan 1
Alireza Sargolzaei 2
1 Master student, Department of Management, Islamic Azad University, Zahedan Branch, Zahedan, Iran.
2 Assistant Professor, Department of Management, Islamic Azad University, Zahedan Branch, Zahedan, Iran.
چکیده English

The present study was conducted with the aim of investigating the factors affecting brand equity and the intention to participate in online e-learning courses in Sistan and Baluchistan province. This research was applied in terms of purpose, in terms of descriptive survey method and in terms of analysis, structural equations type. The statistical population of the current research includes all online education providers in Sistan and Baluchistan province, including: electronic education in various fields of science, cooking, health, sports, etc., while the number of community members is uncertain and unlimited and according to Cochran's formula 384 of these members were selected by available sampling method and standard questionnaire tool through different social networks. Structural equation model was used for data analysis with the help of SPSS and SMART-PLS software. The results showed that the presented brand affects brand awareness and brand meaning; brand awareness and brand meaning on brand equity; Brand equity had an effect on customer intention among the studied customers. In addition, the average of all the items is higher than the hypothesized average (3.5) and the presented brand items with an average rating of 5.47, brand meaning with an average rating of 5.02 and brand awareness with an average rating of 4.76 are the first to have won the third; which are in higher priority than objects.

کلیدواژه‌ها English

Brand Equity
Corporate Intent
Online Courses
E-platform
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  • تاریخ دریافت 10 فروردین 1403
  • تاریخ بازنگری 20 اردیبهشت 1403
  • تاریخ پذیرش 28 خرداد 1403
  • تاریخ انتشار 28 خرداد 1403