شناسایی و اولویتبندی عوامل مؤثر بر بازاریابی کارآفرینانه دیجیتال در نسل هزاره سوم در صنعت بیمه
کلمات کلیدی:
طراحی مدل, بازاریابی کارآفرینانه, بازاریابی دیجیتال, صنعت بیمهچکیده
هدف این پژوهش، شناسایی، تبیین و اولویتبندی عوامل مؤثر بر بازاریابی کارآفرینانه دیجیتال در نسل هزاره سوم در صنعت بیمه و ارائه یک مدل مفهومی-ساختاری معتبر برای این حوزه است. این پژوهش از نظر هدف کاربردی و از حیث روش، آمیخته اکتشافی (کیفی-کمی) است. در بخش کیفی، دادهها از طریق مصاحبههای نیمهساختاریافته با 19 نفر از خبرگان، اساتید و متخصصان صنعت بیمه گردآوری شد که با روش نمونهگیری گلولهبرفی تا رسیدن به اشباع نظری انتخاب شدند. تحلیل دادههای کیفی با استفاده از رویکرد نظریه دادهبنیاد و طی سه مرحله کدگذاری باز، محوری و انتخابی انجام گرفت که منجر به استخراج 90 مفهوم و 18 مقوله شد. در بخش کمی، بر اساس مفاهیم و مقولههای شناساییشده، پرسشنامهای 90 سؤالی طراحی گردید و با استفاده از روشهای تحلیل عاملی تأییدی و مدلسازی معادلات ساختاری، برازش مدل و روابط بین سازهها مورد آزمون قرار گرفت. نتایج نشان داد سه مقوله «نوآوری در محصولات بیمه»، «استفاده از دادهها و تحلیل دادهها» و «ارتباطات دیجیتال» بهعنوان مقولههای محوری شناسایی شدند. ضرایب مسیر نشان داد شرایط علی با ضریب 0.51 بر مقوله محوری اثرگذار است و مقوله محوری نیز با ضریب 0.54 بر راهبردها تأثیر دارد. اثر راهبردها بر پیامدها برابر با 0.46، اثر شرایط مداخلهگر بر پیامدها 0.43 و اثر بستر بر پیامدها 0.40 برآورد شد. تمامی ضرایب معناداری بزرگتر از 1.96 بوده و شاخصهای برازش از جمله RMSEA، CFI، NFI و SRMR حاکی از برازش مناسب و مطلوب مدل بودند. یافتهها نشان میدهد بازاریابی کارآفرینانه دیجیتال در صنعت بیمه پدیدهای چندبعدی است که بر تعامل میان شرایط علی، بستر، عوامل مداخلهگر، راهبردها و پیامدها استوار است. نوآوری محصول، تحلیل داده و ارتباطات دیجیتال بهعنوان هسته مرکزی مدل، نقش کلیدی در شکلدهی راهبردهای بازاریابی و تحقق پیامدهایی نظیر افزایش رضایت مشتری، توسعه بازار و دسترسی به اطلاعات دارند. مدل ارائهشده میتواند مبنایی برای تصمیمگیری راهبردی در تحول دیجیتال صنعت بیمه باشد.
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