تأثیر قابلیت های فناوری اطلاعات بر رقابت پذیری فروشگاه های ورزشی با نقش میانجی نوآوری اجتماعی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف این پژوهش، بررسی تأثیر قابلیت های فناوری اطلاعات بر رقابت پذیری فروشگاه های ورزشی با نقش میانجی نوآوری اجتماعی بود. این پژوهش به لحاظ هدفْ کاربردی و ازنظر روشْ توصیفی و از نوع پیمایشی است. ازنظر ارتباط بین متغیرها نیز از نوع همبستگی و به لحاظ زمانی مقطعی است. جامعه آماری موردمطالعه تمامی فروشنده های فروشگاه های ورزشی محله منیریه تهران در سال ۱۴۰۰ بودند. تعداد جامعه آماری بررسی شده نامعلوم بود که ازطریق نرم افزار جی پاور، ۱۲۷ نفر برآورد شد. روش نمونه گیری، غیراحتمالی دردَسترس و ابزار گردآوری اطلاعات، پرسشنامه بود. روایی و پایایی پرسشنامه های استفاده شده، بررسی و تأیید شده است. درمجموع، ۱۲7 پاسخ دهنده به صورت بی نقص به پرسشنامه های توزیع شده پاسخ دادند. از مدل سازی معادلات ساختاری شامل تحلیل عاملی تأییدی و تحلیل مسیر برای تجزیه وتحلیل داده ها استفاده شد. نرم افزارهای استفاده شده برای تجزیه وتحلیل داده ها SPSS و SMART PLS بود. نتایج نشان داد نوآوری اجتماعی نقش میانجی در رابطه قابلیت های فناوری اطلاعات با رقابت پذیری فروشگاه های ورزشی دارد؛ ازاین رو، استفاده از فناوری اطلاعات و نوآوری اجتماعی توسط فروشندگان فروشگاه های ورزشی برای دست یابی به موقعیت بهتر نسبت به رقبا امری اساسی استInvestigating the Effects of Information Technology Capability on the Competitiveness of Sports Stores with the Mediating Role of Social Innovation
The purpose of the present study was to investigate the effects of information technology capabilities on the competitiveness of sports stores with the mediating role of social innovation. This research is applied in terms of purpose and descriptive and survey in terms of method. The statistical population studied were all the sellers of sports stores in the Monirieh district of Tehran in 2021. The number of the statistical population under study was unknown. The number of statistical samples was estimated to be 127 people through G-Power software. The sampling method was available. The tool for collecting the data was a questionnaire. The validity and reliability of the questionnaires were checked and confirmed. A total of 127 respondents answered the distributed questionnaires perfectly. Structural equation modeling including confirmatory factor analysis and path analysis was used for data analysis. The software used for data analysis was SPSS and SMART PLS. The results showed that social innovation plays a mediating role in the relationship between information technology capabilities and the competitiveness of sports stores. Therefore, the use of information technology and social innovation by sports store sellers is necessary to achieve a better position than competitors. Introduction One of the characteristics of successful companies is competitiveness (Zandhasami & Ashtianipour, 2012). Competitiveness is one of the most important concerns of business and activity in a dynamic and competitive environment (Bălan, Balaure & Vegheş, 2009). In the meantime, information technology capabilities can be used as organizational capabilities to achieve competitive advantages (Wade & Hulland, 2004). Information technology capabilities alone are not enough to achieve competitiveness (Doğan, 2016). In fact, one of the distinctive features of our society is the continuous effort to create, adopt, and spread innovations (Cajaiba-Santana, 2014). There are different types of innovation: example commercial, social, and artistic. Most of these innovations are no longer limited to the field of technology, and a broader concept includes dynamic management, new marketing methods, external cooperation, intelligent activity, and human resource management. These innovations are called “social innovation” (Pol &Ville, 2009). Social innovations can bring many benefits, including increasing the level of trust in the government and improving decision-making processes (Vasin, Gamidullaeva & Rostovskaya, 2017). Therefore, according to the above material and referring to the importance of the discussed variables in all areas, especially marketing and sports stores, the current research seeks to answer two research questions: Do information technology capabilities have an effect on the competitiveness of sports stores or not? And what is the role of social innovation in this connection? Methodology The current research is applied in terms of purpose and descriptive and survey methods in terms of fieldwork. In terms of the relationship between the variables, it is of the correlation type and in terms of time, it is cross-sectional. The statistical population was all the sellers of sports stores in the Monirieh district of Tehran in 2021. The number of statistical population was unknown. Based on the uncertainty of the number of the statistical population, G-Power software was used to estimate the size of the statistical sample. Then, 127 samples were considered as the minimum sample size. Data collection was done in two library and field phases. In the library phase, books, articles, and theses were used, and in the field phase, a questionnaire was used. A total of 147 questionnaires were distributed among sports sellers in the Monirieh area of Tehran by the non-probability sampling method. Finally, 127 complete questionnaires were used for case analysis. After collecting information through questionnaires, descriptive statistics were used to describe sample sizes. In the continuation of the analysis, parametric statistical methods were used. That is, to determine the construct validity of the questionnaires, confirmatory factor analysis was used, and structural equation modeling was used to predict the contribution and role of the predictor variable on the criterion variable and the mediator variable. In this regard, SMART PLS and SPSS software were used. Findings The descriptive statistics of the present study showed that most people in the age group of 21 to 25 years and 26 to 30 (34 people in each category) were males (120 people) and have Bachelor's degrees (45 people). The results showed that technological capability has a positive and significant effect on the competitiveness of sports stores, and the amount of this effect is equal to 0.28. Technology capability has also a positive and significant effect on the social innovation of sports stores and the amount of this effect is 0.48. Social innovation also has a positive and significant effect on the competitiveness of the sports store and the amount of this effect is 0.27. Also, social innovation plays a mediating role in the relationship between technology capabilities and the competitiveness of sports stores. That is, part or all of the effect of technological capabilities on the competitiveness of sports stores depends on the presence of the social innovation variable. Conclusion In general, the main finding of the current research was that social innovation plays a mediating role in the relationship between information technology capabilities and the competitiveness of sports stores. As a result of the capabilities of information technology and social innovation, it affects the competitiveness of sports stores in the Monirieh area of Tehran. Therefore, the sellers of sports stores in the Monirieh area of Tehran should effectively use information technology capabilities, new and updated websites, and new innovations in order to provide the products needed by consumers with the desired quality. In general, it is suggested that the sellers of sports stores introduce their quality and more diverse products through new technologies, including websites and virtual networks. Sports marketers should raise awareness about social innovation and plan to create social innovation activities. It is also suggested that sports stores use information and communication technology for activities related to the design of the store's products. Acknowledgments This study is taken from the Master's thesis of Physical Education and Sports Sciences, Sports Management, Shahrood University of Technology, under the title of the effect of information technology capabilities on the competitiveness of sports stores with the mediating role of social innovation.
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