مطالعه تأثير كيفيت وبگاه و سرمايه اجتماعي بر هم آفريني و نوآوري: با توجه به نقش اشتراك دانش

A Study on the Effect of Website Quality and Social Capital on Co-creation and Innovation: Considering the Role of knowledge Sharing

اﻣﺮوزه ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ روﻧﻖ ﯾﺎﻓﺘﻦ ﺻﻨﺎﯾﻊ ﺧﺪﻣﺎﺗﯽ، ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي ﺑﺴﯿﺎر ﺣﺎﺋﺰ اﻫﻤﯿﺖ ﺷﺪه و از آن ﺑﻪ ﻋﻨﻮان ﺻﺎدرات ﻧﺎﻣﺮﺋﯽ ﯾﺎد ﻣﯽ ﺷﻮد. ﺑﺎ رﺷﺪ ﮔﺮدﺷﮕﺮان ﺑﯿﻦ اﻟﻤﻠﻠﯽ، ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﻪ ﮔﺮدﺷﮕﺮان ﺑﯿﺸﺘﺮ، ﭼﺎﻟﺸﯽ ﺑﺮاي ﺻﻨﻌﺖ ﺗﻮرﯾﺴﻢ ﻣﯽ ﺑﺎﺷﺪ. ﯾﮑﯽ از روﯾﮑﺮدﻫﺎي ﺑﺎزارﮔﺮا ﮐﻪ ﻣﯽﺗﻮاﻧﺪ ﺑﻪ اﯾﻦ ﭼﺎﻟﺶ ﭘﺎﺳﺦ ﺑﺪﻫﺪ، ﻫﻢ آﻓﺮﯾﻨﯽ اﺳﺖ. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﻣﻄﺎﻟﻌﻪ ﻧﻘﺶ ﻫﻢ آﻓﺮﯾﻨﯽ و اﺷﺘﺮاك ﮔﺬاري داﻧﺶ ﺑﺮ ﻇﺮﻓﯿﺖ ﻧﻮآوري در ﺻﻨﻌﺖ ﮔﺮدﺷﮕﺮي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، اﻓﺮادي ﻫﺴﺘﻨﺪ ﮐﻪ ﺣﺪاﻗﻞ ﯾﮏ ﺑﺎر ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ ﻣﺮﺑﻮط ﺑﻪ ﮔﺮدﺷﮕﺮي از وﺑﮕﺎه ﻫﺎي ﮔﺮدﺷﮕﺮي داﺷﺘﻪ اﻧﺪ. ﮔﺮدآوري اﻃﻼﻋﺎت ﺑﻪ ﺻﻮرت ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ ﮐﻪ از اﺑﺰار ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺒﺘﻨﯽ ﺑﺮ ﻃﯿﻒ ﻟﯿﮑﺮت اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﺑﺮاي ﺗﻮﺻﯿﻒ ﺟﻤﻌﯿﺖ ﺷﻨﺎﺧﺘﯽ ﻧﻤﻮﻧﻪ ﻣﻮرد ﻣﻄﺎﻟﻌﻪ از ﻧﺮم اﻓﺰار ﺑﺮﻧﺎﻣﻪ ﺗﺤﻠﯿﻞ آﻣﺎري ﺑﺮاي ﻋﻠﻮم اﺟﺘﻤﺎﻋﯽ1 و ﺑﺮاي ﺗﺄﯾﯿﺪ ﻣﺪل و آزﻣﻮن ﻓﺮﺿﯿﻪ ﻫﺎ از ﻣﺪل ﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺑﺎ ﻧﺮم اﻓﺰار ﺣﺪاﻗﻞ ﻣﺮﺑﻌﺎت ﺟﺰﺋﯽ2 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﯾﺎﻓﺘﻪ ﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ ﻫﻢ آﻓﺮﯾﻨﯽ ﻣﻮﺟﺐ اﻓﺰاﯾﺶ ﻇﺮﻓﯿﺖ ﻧﻮآوري ﺷﺪه و اﺷﺘﺮاك ﮔﺬاري داﻧﺶ ﻧﯿﺰ اﯾﻦ اﻓﺰاﯾﺶ را ﺗﺸﺪﯾﺪ ﻣﯽ ﮐﻨﺪ. ﻫﻤﭽﻨﯿﻦ در اﯾﻦ ﭘﮋوﻫﺶ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ ﺳﻪ ﺑﻌﺪ ﮐﯿﻔﯿﺖ وﺑﮕﺎه )ﮐﯿﻔﯿﺖ ﻧﻈﺎم، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت و ﮐﯿﻔﯿﺖ اﻃﻼﻋﺎت( و دو ﺑﻌﺪ ﺳﺮﻣﺎﯾﻪ اﺟﺘﻤﺎﻋﯽ )ﺳﺮﻣﺎﯾﻪ اﺟﺘﻤﺎﻋﯽ ﭘﯿﻮﻧﺪﻣﺪار و ﺳﺮﻣﺎﯾﻪ اﺟﺘﻤﺎﻋﯽ ﭘﯿﻮﻧﺪﺑﺨﺶ( ﺑﺮ ﻫﻢ آﻓﺮﯾﻨﯽ ﻣﻮرد ﺗﺎﺋﯿﺪ ﻗﺮار ﮔﺮﻓﺖ.

Nowadays due to the boom in the service industry, the Tourism Industry has become important and it is called invisible export. As international tourism grows responding to more tourists is a challenge for tourism industry. One of the market-oriented approaches that can meet this challenge is co-creation. The purpose of this paper is to study the role of co-creation and knowledge sharing on the capacity for innovation in tourism industry. The statistical population of the present study is people who have at least once had online shopping related to tourism from tourism websites. Data collection is a survey using a Likert scale-based questionnaire. Statistical analysis program software for social sciences (SPSS) was used to describe the demographic of the study sample and structural equation modeling with partial least squares (PLS) software was used to confirm the model and test the hypotheses. Research findings show that co-creation increases the capacity for innovation and knowledge sharing intensifies this increase. Also in this study, the positive effect of three dimensions of website quality (system quality, service quality and information quality) and two dimensions of social capital (linked social capital and linking social capital) on co-creation was confirmed.