رهبری دیجیتال؛ راهحل کسب مزیت رقابتی در عصر دیجیتال
کلمات کلیدی:
رهبری دیجیتال, کسب مزیت رقابتی دیجیتال, مدلسازی معادلات ساختاریچکیده
ظهور چهارمین انقلاب صنعتی و اختلالات دیجیتالی آن نیازمند سبک جدیدی از رهبری برای ادارۀ سازمانها میباشد، تا متضمن پایداری و رقابتپذیری شرکتهای تجاری باشد. لذا، در این پژوهش حاضر به بررسی تأثیر ابعاد رهبری دیجیتال بر کسب مزیت رقابتی در خرده فروشیهای آنلاین پرداخته میشود. بدین منظور، بر مبنای الگوی پیشنهادی توسط مونسامی (2022)، شش فرضیه تدوین گردیده است. روششناسی در پژوهش حاضر توصیفی از نوع همبستگی است، که جامعه آماری آن کلیۀ کارکنان خردهفروشیهای آنلاین در شهر تهران است، و از طریق روش نمونهگیری غیرتصادفی در دسترس 390 مورد به عنوان انتخاب گردید. برای گردآوری دادهها از روشهای کتابخانهای و میدانی (پرسشنامه الکترونیکی) استفاده شده است. روایی پرسشنامهها با نظر خبرگان تأیید و مقدار آلفای بیش از 7/0 برای سازهها نشانگر پایایی مناسب پرسشنامهها میباشد. در نهایت، برای آزمون فرضیههای پژوهش، روش مدلیابی معادلات ساختاری مورد استفاده قرار گرفت. یافتهها در این پژوهش نشانگر آنست که هر شش فرضیه پژوهش در سطح اطمینان 95 درصد تأیید شده است. همچنین، از میان ابعاد رهبری دیجیتال، استقبال از فضای دیجیتال، هوش رقابتی دیجیتال و رهبری تسهیلگر محرک دیجیتال از ابعاد رهبری دیجیتال به ترتیب دارای بیشترین نقش در کسب مزیت رقابتی دیجیتال میباشند.
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مراجع
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