دانش سرمایه‌گذاری

دانش سرمایه‌گذاری

تاثیر شایستگی‌های هوش مصنوعی بر عملکرد سازمانی و مزیت رقابتی سرمایه گذاری با تاکید بر قابلیت های بازاریابی

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد امارات ، دانشگاه آزاد اسلامی، دبی، امارات.
2 استادیار، گروه مدیریت بازرگانی، واحد بین المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران.
10.30495/jik.2024.77613.4539
چکیده
این پژوهش با هدف تعیین تاثیر شایستگی‌های هوش مصنوعی بر عملکرد سازمانی و مزیت رقابتی سرمایه گذاری با تاکید بر نقش قابلیت های بازاریابی انجام شد. پژوهش حاضر از لحاظ هدف کاربردی و از لحاظ روش پژوهش توصیفی به روش پیمایشی مبتنی بر مدل سازی معادلات ساختاری می باشد. جامعه آماری این پژوهش کلیه شرکت های کوچک و متوسط شهر تهران بودند که 115 نفر از مدیران این شرکت ها به عنوان نمونه انتخاب گردید. برای گردآوری داده از پرسشنامه استاندارد با روایی و پایایی مشخص و قابل قبول استفاده شد. همچنین روایی سازه شامل همگرا و واگرا نیز مورد تایید واقع شد. در نهایت نتایج تجزیه و تحلیل داده ها در سطح اطمینان 95 درصد و سطح خطای 5 درصد نشان داد مولفه شایستگی‌های هوش مصنوعی بر عملکرد سازمانی و مزیت رقابتی سرمایه گذاری با تاکید بر قابلیت های بازاریابی در میان شرکت های کوچک و متوسط شهر تهران تاثیر گذار است.
کلیدواژه‌ها

عنوان مقاله English

The impact of artificial intelligence competencies on organizational performance and competitive advantage of investment with emphasis on marketing capabilities

نویسندگان English

fahimeh hashemlo 1
leila Andervazh 2
1 PhD student, Department of Business Management, U.A.E Branch, Islamic Azad University, Dubai, Emirates.
2 Assistant Professor, Department of Business Management, khorramshr international Branch, Islamic Azad University, khorramshr, Iran.
چکیده English

This research was conducted with the aim of determining the impact of artificial intelligence competencies on organizational performance and competitive advantage of investment, emphasizing the role of marketing capabilities. The current research is applied in terms of purpose and descriptive research in terms of survey method based on structural equation modeling. The statistical population of this research was all the small and medium companies in Tehran, and 115 managers of these companies were selected as a sample. To collect data, a standard questionnaire with a certain and acceptable validity and reliability was used. Also, construct validity including convergent and divergent was confirmed. Finally, the results of data analysis at a confidence level of 95% and an error level of 5% showed that the competency component of artificial intelligence has an effect on organizational performance and competitive advantage of investment with an emphasis on marketing capabilities among small and medium-sized companies in Tehran.

کلیدواژه‌ها English

Artificial intelligence competencies
competitive advantage
organizational performance
marketing capabilities
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