تاثير نمونه سازي بر موفقيت محصول جديد با نقش تعديل گر دخالت مشتري و سرعت انتشار اطلاعات (مورد مطالعه: شركت هاي مستقر در پارك علم و فناوري خراسان رضوي)

The effect of prototyping on the success of new product success with moderator role of customer involvement and Speed of information dissemination (case study: companies located in Khorasan Razavi Science and Technology Park)

موفقيت محصول جديد به عنوان برترين عامل براي موفقيت شركت ها و حتي بقاي آن¬ها محسوب مي شود. هدف از اين پژوهش بررسي تأثير نمونه سازي و دخالت مشتري بر موفقيت محصول جديد در شركت هاي دانش بنيان مستقر در پارك علم و فناوري استان خراسان رضوي است. اين پژوهش از نوع هدف كاربردي بوده و روش پژوهش، توصيفي- همبستگي است كه در آن جامعه آماري 250 نفر از مديران شركت هاي مستقر در پارك علم و فناوري خراسان رضوي در نظر گرفته شده و طبق فرمول مورگان نمونه پژوهش 150 نفر است. به منظور جمع آوري داده ها از يك پرسشنامه محقق ساز 33 سوالي استفاده شده است. روايي پرسشنامه به روش روايي سازه از طريق تحليل عاملي تاييدي و پايايي آن از طريق آلفاي كرونباخ> 0/7 سنجيده شد. آزمون فرضيه هاي تحقيق با روش رگرسيون خطي و نرم افزار ليزرل انجام شد. نتايج بدست آمده نشان داد كه نمونه سازي تاثير مثبت و معناداري بر موفقيت محصول جديد دارد و همچنين نقش تعديل گر دخالت مشتري در رابطه نمونه سازي بر موفقيت محصول جديد مورد تأييد قرار گرفته است.

One of the effective factors on the success of a new product is the concept of prototyping and customer involvement that has gained importance in marketing literature in recent years. Currently, capability in the success of a new product is among the advantageous capabilities and the focal point of the competitiveness of most knowledge-based companies. Moreover, newer products make the continuation of growth and profit making in today's competitive markets possible and bring about competitive advantage for companies. The success of a new product is considered as the ultimate factor for the success of the companies and even their survival. The purpose of the study was to examine the impact of prototyping and customer involvement on the success of a new product in knowledge-based companies based in Science and Technology Park of Khorasan Razavi. The study was applied in terms of purpose and the research method was descriptive-correlational where the population was 250 managers of companies in Science and Technology Park of Khorasan Razavi; and according to Morgan formula, the sample was determined to be 150 subjects. A researcher-made 33-question questionnaire was used to collect data. The validity of the questionnaire was evaluated using structural validation method by confirmatory factor analysis and its reliability was tested using Cronbach’s alpha. Hypothesis testing was performed using regression method and Lisrel. The results showed that prototyping has a significant impact on the success of a new product, and the moderating role of customer involvement in the relationship between prototyping and the success of a new product was confirmed.