طراحی مدل تشکل‌یابی و رونق بازار خدمات فرهنگی.

شاه‌نظری درچه, علی; اسدی‌کرد, غلامرضا

doi:10.30473/ipom.2020.54372.4166

نوع مقاله : توصیفی

نویسندگان

¹ استاریار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

² دکتری، گروه مدیریت بازرگانی (گرایش بازاریابی)، دانشگاه علمی کاربردی، تهران، ایران.

https://doi.org/10.30473/ipom.2020.54372.4166

چکیده

هدف اصلی پژوهش ارائه مدل تشکل‌یابی و رونق بازار خدمات فرهنگی است. این پژوهش به لحاظ کیفی یک پژوهش اکتشافی و از نـظر هـدف، کاربردی و دارای ماهـیت، توصیفی-پیمایشی و کمی است. مبانی نظری به روش کتابخانه‌ای و داده‌های آن به وسیله نمونه‌گیری تصادفی و با استفاده از پرسشنامه محقق‌ساخته به تأیید خبرگان رسیده است. روایی محتوا از نوع صوری و از نوع همگرا با تأیید عاملی است. همچنین در تمامی موارد میزان آلفای کرونباخ برای پایایی کل پرسشنامه مطلوب و مورد تأیید است. جامعة آماری هدف این پژوهش مصرف‌کنندگان خدمات فرهنگی از بین افراد 15 تا 60 سال اعم از زن و مردِ مراجعه‌کننده به مراکز فرهنگی منطقه شش تهران در مقطع زمانی سال 1398 شامل 288 نفر است که به‌طور تصادفی انتخاب شده‌اند. در انجام فرایند دلفی روش نمونه‌گیری برای انتخاب خبرگان قضاوتی است. برای پاسخ به سؤال‌های پژوهش، بررسی فرضیه‌ها و تحلیل یافته‌ها، از آمار توصیفی و استنباطی با نرم‌افزار اس. پی. اس. اس. نسخه 22 و برای مدل‌سازی معادلات ساختاری از نرم‌افزار لیزرل استفاده شده است. براساس نتایج به دست آمده تمامی فرضیه‌های پژوهش در سطح اطمینان 95% تأیید شد است.

کلیدواژه‌ها

20.1001.1.2322522.1400.9.0.14.4

عنوان مقاله [English]

Designing a Model for the Organization and Prosperity of the Cultural Services Market

نویسندگان [English]

Ali Shahnazari Dorcheh ¹
Golamreza Asadikord ²

¹ Assistant Professor, Department of Business Management Payame Noor University, Tehran, Iran

² Ph.D, Department of Business Management (Marketing), University of Applied Sciences, Tehran, Iran

چکیده [English]

The main purpose of the research is to provide a model for the organizing and prosperity of the cultural services market. This qualitative research is an exploratory and purposeful research, applied and has a nature, descriptive-survey and quantitative. The theoretical foundations of the library method and its data have been confirmed by experts through random sampling and using a researcher-made questionnaire. Content validity is formal and convergent with factor validation. Also, in all cases, Cronbach's alpha level is desirable and valid for the overall reliability of the questionnaire. The statistical population of this study is the consumers of cultural services from 15 to 60 years old, both men and women referring to cultural centers in the sixth district of Tehran in the period of 1398, including 288 people, who were randomly selected. In the Delphi process, the sampling method is judgmental for selecting experts.To answer the research questions, review the hypotheses and analyze the findings, descriptive and inferential statistics were used with SPSS software version 22 and for structural equation modeling, LISREL software was used. Based on the results, all research hypotheses were confirmed at 95% confidence level.

کلیدواژه‌ها [English]

Cultural Market
Organization
Cultural services
prosperity
Market capabilities

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مدیریت سازمان‌های دولتی

طراحی مدل تشکل‌یابی و رونق بازار خدمات فرهنگی.

مراجع

مراجع

دوره 9، شماره 2 (پیاپی 34) - شماره پیاپی 34
فروردین 1400
صفحه 93-104

طراحی مدل تشکل‌یابی و رونق بازار خدمات فرهنگی.

مراجع

مراجع

دوره 9، شماره 2 (پیاپی 34) - شماره پیاپی 34فروردین 1400صفحه 93-104

دوره 9، شماره 2 (پیاپی 34) - شماره پیاپی 34
فروردین 1400
صفحه 93-104