بررسی عوامل موثر بر ارزش ویژه نام تجاری و قصد گذراندن دوره‌های آنلاین پلتفرمهای آموزش الکترونیکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار رشته مدیریت موسسه آموزش عالی غیر انتفاعی غیر دولتی راه دانش– بابل – مازندران – ایران

2 استادیار گروه مدیریت بازرگانی، پیام نور ایران

3 دانش‌ آموخته کارشناسی ارشد مدیریت بازرگانی موسسه آموزش عالی غیر انتفاعی غیر دولتی راهیان نوین دانش

چکیده

هدف اصلی از انجام این پژوهش بررسی عوامل موثر بر ارزش ویژه نام تجاری و قصد گذراندن دوره‌های آنلاین پلتفرمهای آموزش الکترونیکی در دانش آموزان مقطع متوسطه دوم شهرستان ساری بود. این پژوهش از لحاظ ماهیت از نوع توصیفی- پیمایشی و از لحاظ هدف کاربردی است . جامعه آماری این پژوهش را کلیه دانش آموزان مقطع متوسطه دوم شهرستان ساری تشکیل می دهند که تعداد آنها 11248 می باشد. جهت تعیین حداقل حجم نمونه لازم، از جدول مورگان به شیوه نمونه‌گیری تصادفی طبقه ای هرمنطقه آموزش و پرورش یک طبقه محاسبه شد و 384 نفر به عنوان حجم نمونه انتخاب شدند که به جهت اطمینان از بازگشت این تعداد پرسشنامه، تعداد 450 پرسشنامه در جامعه توزیع شد. جهت گردآوری اطلاعات در این پژوهش از پرسشنامه استاندارد رای و همکاران(2020) استفاده شد. برای سنجش روایی از روایی سازه، روایی همگرا و روایی واگرا و برای محاسبه پایایی از پایایی ترکیبی(CR) و ضریب آلفای کرونباخ استفاده شد.

یافته ها حاصل از تجزیه و تحلیل داده ها توسط نرم افزارهای Smart PLS نشان داده است بود که ارائه نام تجاری، ارتباطات نام تجاری خارجی و تجربه گیرنده خدمات از نام تجاری تأثیر مثبت قابل توجهی در آگاهی از نام تجاری دارد. همچنین ارائه نام تجاری و ارتباطات نام تجاری خارجی تأثیر مثبت قابل توجهی بر معنای نام تجاری دارد. آگاهی از نام تجاری و معنی نام تجاری تأثیر مثبت قابل توجهی بر ارزش ویژه نام تجاری دارد. اما آگاهی از نام تجاری تأثیر مثبت قابل توجهی بر رضایت گیرنده خدمات ندارد. تجربه گیرنده خدمات از نام تجاری تأثیر مثبت قابل توجهی بر رضایت گیرنده خدمات دارد. رضایت گیرنده خدمات و ارزش ویژه نام تجاری تأثیر مثبت قابل توجهی بر قصد گذراندن دوره‌های آموزشی آنلاین دارد بر اساس یافته های تحقیق می توان اینگونه نتیجه گرفت از طریق ارائه نام تجاری و تقویت ارتباطات خارجی برند معنی نام تجاری و تجربه نام تجاری را تحت تاثیر قرار داد و از این طریق با افزایش ارزش ویژه نام تجاری رضایت استفاده کنندگان نام خدمات آن لاین و قصد شرکت در دوره های آموزش پلتفرم های مجازی را افزایش داد

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect on brand equity and intention to take online courses on e-learning platforms

نویسندگان [English]

  • neda tahmasbi roshan 1
  • Aliakbar Aghajani afrozi 2
  • Abdollah Hamidi Kolaii 3
1 Assistant Professor of Management, Rahedanesh Institute of Higher Education- Babol - Mazandaran - Iran
2 Assistant Professor of Business Management, Payame Noor Iran
3 Master of Business Administration, Rahian Novin Danesh Non-Profit Higher Education Institute
چکیده [English]

The main purpose of this study was to investigate the factors affecting brand equity and the intention to pass online courses on e-learning platforms in high school students in Sari.

This research is descriptive-survey in nature and applied in terms of purpose . The statistical population of this research consists of all high school students in Sari, whose number is 11248. In order to determine the minimum required sample size, one class was calculated from Morgan table by stratified random sampling method of each education area and 384 people were selected as the sample size. To ensure the return of this number of questionnaires, 450 questionnaires in the community Was distributed. The standard questionnaire of Ray et al. (2020) was used to collect information in this study. Structural validity, convergent validity and divergent validity were used to assess validity, and combined reliability (CR) and Cronbach's alpha coefficient were used to calculate reliability. To analyze the data, Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation test were used.Findings from data analysis by Smart PLS software showed that brand presentation, brand external communication and service experience of the brand have a significant positive effect on brand awareness. Also, brand presentation and brand external communication has a significant positive effect on the brand meaning. brand awareness and the brand meaning e has a significant positive effect on brand equity. But brand awareness does not have a significant positive effect on service satisfaction. The service recipient brand experience has a significant positive effect on the service recipient satisfaction. Satisfaction of services and brand equity have a significant positive effect on the intention to take online training courses

Conclusion: It seems that to improve the response of lipid profile to one session aerobic exercise, 15 days’ cinnamon supplementation can be used

کلیدواژه‌ها [English]

  • Brand awareness
  • Brand equity
  • Customer satisfaction
  • e-learning services
  • Purchase intentio
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