مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تحول عملکرد صادراتی با پذیرش هوش مصنوعی: بر مبنای تحلیل نقش قابلیت نوآوری و شدت رقابت

نویسندگان
1 دانشیار، گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
2 دانشجوی دکتری، گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
زمینه پژوهش: در بستر انقلاب صنعتی چهارم، هوش مصنوعی به‌عنوان یکی از پیشران‌های اصلی تحول نوآورانه و رقابتی بنگاه‌ها مطرح شده است؛ با این حال، سازوکار اثرگذاری آن بر عملکرد صادراتی، به‌ویژه در کشورهای در حال توسعه، هنوز به‌طور کامل تبیین نشده است.
هدف پژوهش: هدف پژوهش حاضر بررسی تأثیر پذیرش هوش مصنوعی بر عملکرد صادراتی شرکت‌های صادراتی با تأکید بر نقش میانجی قابلیت نوآوری و نقش تعدیل‌گر شدت رقابت است.
طرح پژوهش و روش‌شناسی: این پژوهش از نظر هدف کاربردی و از نظر روش توصیفی–پیمایشی است. جامعه آماری شامل مدیران بازرگانی شرکت‌های صادراتی استان آذربایجان غربی بوده و نمونه‌گیری به روش غیرتصادفی در دسترس انجام شد. حجم نمونه با استفاده از نرم‌افزار G*Power حداقل ۱۷۶ شرکت برآورد گردید و در نهایت داده‌های ۱۸۹ پرسشنامه معتبر جمع‌آوری شد. تحلیل داده‌ها با روش مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی (PLS-SEM) و نرم‌افزار SmartPLS انجام گرفت.
یافته‌های پژوهش: پذیرش هوش مصنوعی تأثیر مثبت و معناداری بر قابلیت نوآوری و عملکرد صادراتی دارد. همچنین قابلیت نوآوری نقش میانجی معناداری در رابطه بین پذیرش هوش مصنوعی و عملکرد صادراتی ایفا می‌کند.
نتیجه‌گیری: نتایج حاکی از آن است که بهره‌گیری مؤثر از هوش مصنوعی از طریق تقویت قابلیت‌های نوآورانه می‌تواند به بهبود عملکرد صادراتی شرکت‌ها منجر شود و این اثر در شرایط رقابتی مختلف متفاوت است.
نوآوری پژوهش: نوآوری این پژوهش در تبیین هم‌زمان نقش میانجی قابلیت نوآوری و نقش تعدیل‌گر شدت رقابت در ارتباط میان پذیرش هوش مصنوعی و عملکرد صادراتی و ارائه شواهد تجربی از شرکت‌های صادراتی ایران است.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Transformation of export performance with the adoption of artificial intelligence: Based on an analysis of the role of innovation capability and competitive intensity

نویسندگان English

Hashem Aghazadeh 1
Mobina Rahmani Gohar 2
1 Associate Professor, Department of Marketing and Market Development, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
2 PhD student, Department of Marketing and Market Development, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
چکیده English

Background: In the context of the Fourth Industrial Revolution, artificial intelligence (AI) has emerged as a key driver of firms’ innovative and competitive transformation. However, the mechanisms through which AI adoption influences export performance, particularly in developing countries, remain insufficiently explored.
Purpose: This study examines the effect of AI adoption on export performance, emphasizing the mediating role of innovation capability and the moderating role of competitive intensity.
Research Design/Methodology: This research is applied in purpose and descriptive–survey in method. The statistical population consists of export managers of exporting firms in West Azerbaijan Province, Iran. Data were collected using a non-probability convenience sampling method. The minimum sample size was determined as 176 firms using G*Power, and 189 valid questionnaires were analyzed. Data analysis was performed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS.
Findings: The results show that AI adoption has a positive and significant effect on innovation capability and export performance, and that innovation capability plays a significant mediating role. Competitive intensity also significantly moderates the innovation capability–export performance relationship.
Conclusion: The findings indicate that AI adoption enhances export performance mainly through strengthening innovation capability, with varying effects across competitive conditions.
Originality/Value: This study simultaneously examines the mediating role of innovation capability and the moderating role of competitive intensity in the AI–export performance relationship, providing empirical evidence from exporting firms in a developing-country context.

کلیدواژه‌ها English

AI adoption
competitive intensity
innovation capability
export performance
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