Proceedings of The 5th International Conference on Future of Business, Management and Economics (Part A)
Year: 2023
DOI:
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Determination Of Services Innovation’s Effect on The Function of New Product with The Moderation Role of Market Connectivity and Market Turmoil
Saman Bahraini, Azar Bahrami
ABSTRACT:
The purpose of the presented study is the determination of services innovation’s effect on the function of new product with the moderation role of market connectivity and market turmoil. In terms of purpose this study is applied and in terms of method it is descriptive-correlation. The statistical population of the presented study consisted of the entire statistical population of a number of 393 individuals of which 150 were selected as statistical sample based on Morgan’s table. Within the present study the selection of statistical sample was done under the employment of simple random sampling method. Ozcelic’s questionnaire (2014) was used as a research instrument. Formal and content method was employed in order to determine the validity. The stability of the instruments was determined a 79/0 using the Cronbach’s alpha coefficient which is an indication of appropriate stability of measuring instruments. After collecting the data the analysis of which was performed at both descriptive and inferential levels under the employment of the statistical version of SPSS and smart pls. findings indicated that the effect coefficient of 658/0 at a 95% confidence level was indeed significant and the effect of market connectivity on new product function was confirmed the effect coefficient of 266/0 at a 95% confidence level was significant and the effect of market connectivity on new product function was confirmed, however the market connectivity effect on the function of the new product with the moderation role of market turmoil is less than 96/1; thus the effect coefficient of 048/0 on the level of 95% was not significant and the market connectivity effect on the new product function with the moderation role was declined.
keywords: service innovation, new product function, market connectivity and market turmoil