تحلیل تاثیر کیفیت وب سایت بر شهرت دانشگاه با در نظر گرفتن نقش رفتار خلق ارزش مشترک با دانشجو و تصویر دانشگاه فردوسی مشهد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته کارشناسی ارشد مدیریت بازرگانی موسسه آموزش عالی عطار، مشهد، ایران

2 استادیار گروه مدیریت موسسه آموزش عالی عطار، مشهد، ایران

10.22034/hel.2023.708433

چکیده

هدف: پژوهش حاضر با هدف تحلیل تاثیر کیفیت وب سایت بر شهرت دانشگاه با در نظر گرفتن نقش رفتار خلق ارزش مشترک با دانشجو و تصویر دانشگاه فردوسی مشهد انجام گرفت.
روش پژوهش: در این پژوهش کمی، داده­ها با استفاده از پرسشنامه استاندارد فرودی و همکاران (2019) در میان دانشجویان دانشگاه فردوسی مشهد پخش گردید و در نهایت براساس فرمول کوکران تعداد 384 پرسشنامه قابل قبول به دست آمد. جهت بررسی پایایی پرسشنامه ها از آلفای کرونباخ و پایایی ترکیبی و برای سنجش روایی، از روایی سازه و روش تحلیل عاملی تاییدی استفاده گردید که مقادیر به دست آمده، نشان دهنده پایایی و روایی مناسب پرسشنامه ها بود. تجزیه و تحلیل داده­ها با روش مدلیابی معادلات ساختاری و با استفاده از نرم افزارهای SPSS22 و Smart PLS2 انجام پذیرفت.
یافته‌ها: یافته­های پژوهش نشان داد ویژگی­ها و برنامه­های وب­سایت بر رفتارهای مشارکتی و شهروندی دانشجویان تاثیر مثبت و معناداری دارد. رفتارهای مشارکتی و شهروندی دانشجویان نیز بر تصویر دانشگاه فردوسی تاثیر معناداری دارد. همچنین تصویر دانشگاه بر شهرت دانشگاه فردوسی مشهد تاثیر مثبت و معناداری دارد. نقش­های میانجی رفتارهای مشارکتی و شهروندی دانشجویان و تصویر دانشگاه فردوسی مشهد نیز در پژوهش حاضر مورد تایید قرار گرفت.
نتیجه‌گیری: یافته­های پژوهش نشان می­دهد که وب­سایت عامل مهمی در شهرت یک سازمان به ویژه دانشگاه می­باشد. تلاش در جهت افزایش ویژگی­های وب سایت مانند طراحی منحصر به فرد، محتوای ارزشمند، دسترسی راحت و ... اقدام ارزشمندی در جهت بهبود کیفیت وب­سایت می­باشد که نقش موثری در جلب رضایت کاربران دارد. البته بایستی به این مهم نیز اشاره کرد که وب سایت مواردی مانند تولید دانش، ایجاد رتبه و ارزش و نمایی از کیفیت آن نهاد را نیز نشان می­دهد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Analyzing the Impact of Website Quality on the Reputation of the University By Considering the Role of the Behavior of Creating Common Value with Students and the Image of Ferdowsi University of Mashhad

نویسندگان [English]

  • Maryam Wadi'i Noghabi 1
  • Vajihe Hoshyar 2
1 Master of Business Administration graduate of Attar Institute of Higher Education, Mashhad, Iran
2 Assistant Professor of Management Department of Attar Institute of Higher Education, Mashhad, Iran
چکیده [English]

Objective: The present study was conducted with the aim of analyzing the impact of website quality on the reputation of the university, taking into account the role of the behavior of creating common value with students and the image of Ferdowsi University of Mashhad.
Methods: In this quantitative research, the data was distributed among the students of Ferdowsi University of Mashhad using the standard questionnaire of Farudi et al. To check the reliability of the questionnaires, Cronbach's alpha and composite reliability were used, and to measure the validity, construct validity and confirmatory factor analysis were used, and the obtained values indicated the appropriate reliability and validity of the questionnaires. Data analysis was done by structural equation modeling method and using SPSS22 and Smart PLS2 software.
Results: The findings of the research showed that the features and programs of the website have a positive and significant effect on the participation and citizenship behaviors of students. Participatory and citizenship behaviors of students also have a significant impact on the image of Ferdowsi University. Also, the image of the university has a positive and significant effect on the reputation of Ferdowsi University of Mashhad. The mediating roles of students' participation and citizenship behaviors and the image of Ferdowsi University of Mashhad were also confirmed in the present study.
Conclusion: The findings of the research show that the website is an important factor in the reputation of an organization, especially a university. Trying to increase website features such as unique design, valuable content, easy access, etc. is a valuable measure to improve the quality of the website, which plays an effective role in satisfying users. Of course, it should also be mentioned that the website shows things like knowledge production, ranking and value creation, and a view of the quality of that institution.

کلیدواژه‌ها [English]

  • Keywords: Website quality
  • Student value co-creation behavior
  • Brand image
  • Brand reputation

مراجع

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نامه آموزش عالی
دوره 16، شماره 63
مهر 1402
صفحه 105-123

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