شناسایی عوامل شکل گیری تمایل فرد به پیگیری ایده‌های کارآفرینانه

نوع مقاله : مقالات پژوهشی- کیفی

نویسندگان

گروه کسب و کار، دانشکده کارآفرینی، دانشگاه تهران، تهران ایران.

چکیده

هدف: ایده‌های کارآفرینانه، نقشی اساسی و اجتناب‌ناپذیر در فرآیند کارآفرینی دارند و اصطلاحاً قلب این فرآیند نامیده می‌شوند. تحقیقات نشان می‌دهد با وجودی که برخی کارآفرینان نوپا در فرآیند به‌ عینیت‌ رساندن ایده، سطح یکسانی از انگیزه را تجربه می‌کنند، اما در هنگام پیگیری ایده، ترکیبی از فاکتورهای مختلف بر تصمیم آنها برای ادامه‌ دادن یا ندادن آن ایده نقش دارد. به‌طوریکه برخی تصمیم به ادامه‌ دادن مسیر تا رسیدن به مرحله تأسیس کسب‌ و کار می‌گیرند، اما برخی در میانه راه همه‌ چیز را رها می‌کنند. بر همین اساس پژوهش حاضر به این سوال پاسخ می‌دهد که چه عواملی در شکل‌گیری تمایل فرد به پیگیری ایده و پافشاری‌اش برای پیشبرد آن نقش داشته و مانع از رهاسازی ایده توسط فرد می‌شوند.
روش پژوهش: پژوهش حاضر، از نظر هدف کاربردی بوده و دارای ماهیت اکتشافی می‌باشد و در راستای اکتشاف عوامل شکل‌گیری تمایل فرد به پیگیری ایده، بر استفاده از تحلیل مضمون در راستای داده‌های اسنادی تاکید دارد. جامعه آماری پژوهش، مجموعه مقالاتی هستند که به صورت صریح یا ضمنی به موضوع تمایل فرد به پیگیری ایده‌های کارآفرینانه پرداخته‌‌‌ بودند. گردآوری داده‌ها به شیوه اسنادی انجام شد و به منظور انتخاب مقالات معتبر و تاثیرگذار با بار دانشی بالا، جستجوی مقالات، به نشریات انگلیسی‌ زبان مبتنی بر داوری دقیق در حوزه مطالعاتی مدیریت و کارآفرینی و بدون در نظر گرفتن بازه زمانی خاصی محدود گردید. به ‌این ‌ترتیب، پس از جستجوی سیستماتیک اسناد، تعداد 29 مقاله از طریق بررسی‌های نظام‌مند انتخاب و سپس بر اساس رویکرد شش‌ مرحله‌ای براون و کلارک تجزیه و تحلیل شد.
یافته‌ها و نتیجه‌گیری: پنج مضمون اصلی در رابطه با شکل گیری تمایل فرد برای پیگیری ایده‌های کارآفرینانه شناسایی شد که عبارتند از: احساسات موثر، ادراک کارآفرینانه، شناخت کارآفرینانه، انگیزه و چرخه ارزیابی و اصلاح ایده. نتایج پژوهش نشان می‌دهد چهار مولفه کلیدی شامل: احساسات فرد، ادراک فرد از ایده، رویکرد شناختی و انگیزه، در تمایل فرد برای پیگیری ایده‌های کارآفرینانه نقش دارند؛ به‌طوریکه ارتباطات درونی و تعاملات بیرونی این چهار مولفه باعث افزایش علاقه و توجه فرد به ایده شده و در نهایت با ایجاد برانگیختگی در وی، کارآفرین انرژی کافی برای غلبه بر چالش‌ها و پافشاری در ادامه دادن با ایده را بدست می‌آورد. همچنین در فرآیند توسعه و تکامل ایده، نتایج حاصل از سه عامل شبکه‌‌ اجتماعی فرد، تیم ‌‌سازی و تحلیل بازخوردها باعث تقویت یا تضعیف چهار مولفه فوق شده و بر میزان تمایل فرد برای پیگیری و توسعه ایده‌اش نقش دارند. این فرآیند به صورت یک چرخه تا تکامل نهایی ایده و تبدیل آن به فرصتی قابل ‌اجرا در بازار ادامه می‌یابد و مرتباً تکرار می‌شود. در انتهای پژوهش و براساس یافته‌های بدست آمده، پیشنهاداتی برای مطالعات آتی ارائه گردیده ‌است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying the Factors that form an Individual's Willingness to Pursue Entrepreneurial Ideas

نویسندگان [English]

  • vajihe vafaie
  • ghanbar mohammadi elyasi
  • mahmoud Ahmadpour Daryani
  • Seyed Mojtaba Sajadi
Department of new business, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
چکیده [English]

Objective: The objective of this study was to design a digital marketing model for small online retail businesses in Iran using a mixed approach.
Methods: A mixed approach was used in this study, involving 11 experts in the qualitative section and 240 managers, entrepreneurs, and experts of small online retail businesses in the quantitative section. Data collection tools included semi-structured interviews and researcher questionnaires. Qualitative data analysis was conducted using the foundational data theory method and Max QDA software, while the partial least squares technique and SmartPLS 2.0 software were used to test hypotheses.
Findings: The study identified six categories of factors affecting digital marketing in small online retail businesses in Iran, including causal conditions, contextual factors, strategies, central phenomenon, intervening factors, and consequences. The study proposed a digital marketing model based on these factors and found that the model had sufficient validity based on the results of the quantitative part of the study. The study identified targeted marketing as the main category of background conditions, time and cost management as the main categories of causal conditions, and indicators related to giving customers the right to choose, maintaining and retaining customers, providing services according to customers' needs, appropriate relationships with customers, and creating value as the main categories of digital marketing factors. The study also identified the competitiveness of companies as the most important intervening factor and economic development and service quality improvement as the main categories of outcomes.
Conclusion: The study's findings can be used to help small online retail businesses in Iran develop effective digitalmarketing strategies. The mixed approach used in this study, combining qualitative and quantitative methods, was effective in identifying the factors affecting digital marketing in small online retail businesses in Iran. The proposed digital marketing model can be a useful tool for small online retail businesses to improve their digital marketing performance and compete in the market. The study's findings highlight the importance of targeted marketing, time and cost management, and customer-focused digital marketing strategies in small online retail businesses in Iran. The model's validity was confirmed by the results of the quantitative part of the study. Overall, the study provides valuable insights into the development of digital marketing strategies for small online retail businesses in Iran.

کلیدواژه‌ها [English]

  • Affective emotions
  • cognition
  • motivation
  • perception
  • idea pursuing

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