چكيده به لاتين
The present study identifies and prioritizes the factors affecting entrepreneurial behavior: A case study of digital businesses. Digital entrepreneurship or “Startup” has gained attention as the main source of economic development in both eastern and western economies. It is necessary to study this matter in a national context as, firstly, digital entrepreneurship is a new concept in the business culture of Iran; and secondly, digital entrepreneurship itself and the processes related to it, enjoy a dynamic essence, although these are well-studied concepts. In this regard, studying digital entrepreneurship from different aspects plays a critical role in the enlightenment of both academic and entrepreneurial landscapes. The main purpose of this study is to make a comparison between different elements affecting success in startups. For this purpose, the factors were divided into 6 sections. For this purpose, by sampling the whole number and distributing the questionnaire to 45 people, using the TOPSIS method, the relevant criteria were prioritized, according to the results in the section. In strategy and policy making the most important factors were: Risk-taking and the ability to be flexible, to create ideas and creativity, and to focus on the type of service and the non-dispersion of products and services. In the field of efficient manpower, the most important factors were a modern organizational structure, the use of a strong team to negotiate and the ability to manage crises, and speed in decision making. In the field of technical and cultural infrastructure, the most important factors include increasing the level of welfare of society, identifying cultural, social, political, and technological limitations and sensitivities, and developing approaches and government-sponsored areas. In financial indicators and budgets, the most important factors include competitive pricing, taking advantage of multiple financial flows, and reducing organizational costs and lack of luxury. In marketing and sales, the most important factors include digital marketing, viral marketing, and social media management, choosing the right platform and choosing the right name and logo, and in the section on customer satisfaction indicators, the most important factors include data. Analysis of customer behavior, focus on customer loyalty and continuous improvement of the quality level of products and services were achieved. The results of this study can be used as a framework for educating entrepreneurial teams of digital businesses.
