Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

The Impact of Entrepreneurial Psychological Capital on the Quality of Perceived Services with the Mediating Role of Consumer Purchasing Tendency(Case study: Narcissus flower production and distribution cooperatives in Darrehshahr city)

Document Type : Original Article

Authors
zahra zeinivand
yasanollah Pourashraf
Zeinab Toulabi
Department of Management, Faculty of Literature and Humanities, Ilam University, Ilam, Iran
10.52547/JABM.2.4.1
Abstract
Today, production and distribution cooperatives in the country is one of the goals of economic development, which are responsible for providing services to villagers and farmers in the city, in this regard, focusing on service quality and customer desire plays an important role. Therefore, the purpose of this study was to investigate the effect of entrepreneurial psychological capital on the quality of perceived services with the mediating role of consumer tendency to purchase daffodils in the production and distribution of daffodils in Darrehshahr. The statistical population of this study was 422 members of narcissus flower production and distribution cooperatives in Darrehshahr city, and the sample size was determined by Cochran's formula of 201 people. Structural modeling and testing of hypotheses were performed by structural equation modeling using SPSS21 and LISREL8.5 software. The results of testing the research hypotheses showed that at the 95% confidence level, the entrepreneurial psychological capital variable has a significant effect on the quality of perceived services through the mediation of the consumer's desire to buy. It was also found that there is a significant relationship between psychological capital, entrepreneurship and quality of services, perceived, entrepreneurial psychological capital and consumer willingness to buy, and quality of perceived services and consumer willingness to buy at 95% confidence level. has it.
Keywords
Willingness to buy
consumer
psychological capital
entrepreneurship
quality of service

Subjects