{"id":16559,"date":"2026-05-01T04:59:10","date_gmt":"2026-05-01T04:59:10","guid":{"rendered":"https:\/\/www.hnjournal.net\/?page_id=16559"},"modified":"2026-05-02T15:48:26","modified_gmt":"2026-05-02T15:48:26","slug":"7-5-17","status":"publish","type":"page","link":"https:\/\/www.hnjournal.net\/en\/7-5-17\/","title":{"rendered":""},"content":{"rendered":"<div class=\"journal-article\" style=\"margin-bottom: 20px;\"><h3 style='text-align: right; font-family:Simplified Arabic;'>\u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0633\u0648\u062f\u0627\u0646\u064a: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0634\u0631\u0643\u062a\u064a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0648\u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646 \u0628\u0648\u0644\u0627\u064a\u0629 \u0627\u0644\u0628\u062d\u0631 \u0627\u0644\u0623\u062d\u0645\u0631 \u062e\u0644\u0627\u0644 \u0627\u0644\u0641\u062a\u0631\u0629 2020-2026\u0645<\/h3><p style='text-align:right; font-weight:bold; direction:rtl;'>\u0628\u062f\u0631\u0627\u0644\u062f\u064a\u0646 \u0623\u062d\u0645\u062f \u0645\u062d\u0645\u062f \u062d\u0627\u0645\u062f<sup>1<\/sup>\u060c \u062f. \u0639\u0628\u062f\u0627\u0644\u0631\u062d\u0645\u0646 \u0627\u0644\u0632\u064a\u0646 \u0627\u0644\u0646\u0648\u0631<sup>2<\/sup><\/p><div style='direction:rtl; text-align:right; font-size:12px; line-height:1.5;'><p><sup>1<\/sup>  \u0637\u0627\u0644\u0628 \u062f\u0643\u062a\u0648\u0631\u0627\u0629 \u0628\u062c\u0627\u0645\u0639\u0629 \u0646\u064a\u0627\u0644\u0627\u060c \u0627\u0644\u0633\u0648\u062f\u0627\u0646.  \u0628\u0631\u064a\u062f \u0627\u0644\u0643\u062a\u0631\u0648\u0646\u064a: Badralgubory@Gmail.Com<\/p><p><sup>2<\/sup> \u0643\u0644\u064a\u0629 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0648\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0628\u062c\u0627\u0645\u0639\u0629 \u0646\u064a\u0627\u0644\u0627\u060c \u0627\u0644\u0633\u0648\u062f\u0627\u0646.\u0628\u0631\u064a\u062f \u0627\u0644\u0643\u062a\u0631\u0648\u0646\u064a:Bdalrhmnalzyn.685708@Gmail.Com<\/p><\/div><h4 style='text-align:left; direction:ltr; unicode-bidi:embed; font-family:Times New Roman;'>The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026<\/h4><p style='text-align:left; font-weight:bold; direction:ltr; margin-top:12px;'>Badr Al-Din Ahmed Mohammed Hamed\u00b9, Dr. Abdulrahman Al-Zein Al-Noor\u00b2<\/p><div style='direction:ltr; text-align:left; font-size:12px; line-height:1.7; margin-bottom:10px;'><p style='margin:0 0 8px 0;'><sup>1<\/sup> PhD Candidate, University of Nyala, Sudan.<br><span style=\"font-size:12px;\">Email:<\/span> Badralgubory@Gmail.Com;<\/p><p style='margin:0 0 8px 0;'><sup>2<\/sup> Faculty of Economics and Commercial Studies, University of Nyala, Sudan.<br><span style=\"font-size:12px;\">Email:<\/span> Bdalrhmnalzyn.685708@Gmail.Com<\/p><\/div><p style='text-align:left;'><strong>DOI:<\/strong> <a href='https:\/\/doi.org\/https:\/\/doi.org\/10.53796\/hnsj75\/17' target='_blank' rel='noopener'>https:\/\/doi.org\/10.53796\/hnsj75\/17<\/a><\/p><p style='text-align: right;'><strong>\u0627\u0644\u0645\u0639\u0631\u0641 \u0627\u0644\u0639\u0644\u0645\u064a \u0627\u0644\u0639\u0631\u0628\u064a \u0644\u0644\u0623\u0628\u062d\u0627\u062b:<\/strong> <a href='https:\/\/arsri.org\/10000\/75\/17' target='_blank' rel='noopener'>https:\/\/arsri.org\/10000\/75\/17<\/a><\/p><p style='text-align: right;'><strong>\u0627\u0644\u0645\u062c\u0644\u062f (7) \u0627\u0644\u0639\u062f\u062f (5). \u0627\u0644\u0635\u0641\u062d\u0627\u062a:<\/strong> 326 - 347<\/p><p style='text-align: right;'><strong>\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0627\u0633\u062a\u0642\u0628\u0627\u0644:<\/strong> 2026-04-10 | <strong>\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0642\u0628\u0648\u0644:<\/strong> 2026-04-17 | <strong>\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0646\u0634\u0631:<\/strong> 2026-05-01<\/p><p><a href='\/volume7\/issue5\/7-5-17.pdf' target='_blank' rel='noopener' style='background-color:green;color:white;padding:10px 15px;text-decoration:none;border-radius:5px;'>Download PDF<\/a><\/p>\r\n<style>\r\n.hnsj-cite-btn{\r\n  display:inline-flex; gap:8px; align-items:center;\r\n  padding:10px 14px; border-radius:10px;\r\n  border:1px solid #0b5ed7; background:#0b5ed7; color:#fff;\r\n  cursor:pointer; font-weight:700;\r\n}\r\n.hnsj-cite-btn:hover{background:#084bb0;border-color:#084bb0}\r\n.hnsj-cite-note{display:block;margin-top:6px;font-size:13px;opacity:.85}\r\n\r\n.hnsj-modal-backdrop{\r\n  position:fixed; inset:0; background:rgba(0,0,0,.55);\r\n  display:none; z-index:99998;\r\n}\r\n.hnsj-modal{\r\n  position:fixed; left:50%; top:50%; transform:translate(-50%,-50%);\r\n  width:min(760px,94vw); background:#fff; border-radius:14px;\r\n  box-shadow:0 12px 35px rgba(0,0,0,.28);\r\n  display:none; z-index:99999; overflow:hidden;\r\n  border:1px solid rgba(0,0,0,.08);\r\n}\r\n\r\n.hnsj-modal-header{\r\n  display:flex; justify-content:space-between; align-items:center;\r\n  padding:14px 16px; border-bottom:1px solid #eee; background:#f8fafc;\r\n}\r\n.hnsj-modal-title{font-size:16px;font-weight:800;color:#111827}\r\n.hnsj-modal-close{\r\n  border:1px solid #d1d5db; 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A. M., Al-Noor A. Z.. (2026). The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026. Humanities &amp; Natural Sciences Journal, 7(5). https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;Chicago&quot;:&quot;Hamed Badr Al-Din Ahmed Mohammed, Al-Noor Abdulrahman Al-Zein. 2026. \\&quot;The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026.\\&quot; Humanities &amp; Natural Sciences Journal 7, no. 5. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;Harvard&quot;:&quot;Hamed B. A. M., Al-Noor A. Z.. 2026. The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026. Humanities &amp; Natural Sciences Journal. [Internet] 2026-05-01. [Cited 2026-05-21]. 7(5). Available at: https:\\\/\\\/www.hnjournal.net\\\/ar\\\/7-5-17\\\/. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;Vancouver&quot;:&quot;Hamed B. A. M., Al-Noor A. Z.. The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026. Humanities &amp; Natural Sciences Journal. [Internet]. 2026-05-01; 7(5). Available from: https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;IEEE&quot;:&quot;Hamed B. A. M., Al-Noor A. Z., \\&quot;The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026,\\&quot; Humanities &amp; Natural Sciences Journal, vol. 7, no. 5, 2026. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;MLA&quot;:&quot;Hamed Badr Al-Din Ahmed Mohammed, Al-Noor Abdulrahman Al-Zein. \\&quot;The Impact of Strategic Vigilance on Marketing Performance in the Sudanese Insurance Sector: A Field Study on the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State during the Period 2020\u20132026.\\&quot; Humanities &amp; Natural Sciences Journal, vol. 7, no. 5, 2026-05-01, https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;}' data-cit-ar='{&quot;APA&quot;:&quot;\u062d\u0627\u0645\u062f \u0628. \u0623. \u0645\u060c \u0627\u0644\u0646\u0648\u0631 \u0639. \u0632. (2026). \u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0633\u0648\u062f\u0627\u0646\u064a: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0634\u0631\u0643\u062a\u064a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0648\u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646 \u0628\u0648\u0644\u0627\u064a\u0629 \u0627\u0644\u0628\u062d\u0631 \u0627\u0644\u0623\u062d\u0645\u0631 \u062e\u0644\u0627\u0644 \u0627\u0644\u0641\u062a\u0631\u0629 2020-2026\u0645. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629\u060c 7(5). https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;Chicago&quot;:&quot;\u062d\u0627\u0645\u062f \u0628\u062f\u0631\u0627\u0644\u062f\u064a\u0646 \u0623\u062d\u0645\u062f \u0645\u062d\u0645\u062f\u060c \u0627\u0644\u0646\u0648\u0631 \u0639\u0628\u062f\u0627\u0644\u0631\u062d\u0645\u0646 \u0627\u0644\u0632\u064a\u0646. 2026. \u00ab\u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0633\u0648\u062f\u0627\u0646\u064a: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0634\u0631\u0643\u062a\u064a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0648\u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646 \u0628\u0648\u0644\u0627\u064a\u0629 \u0627\u0644\u0628\u062d\u0631 \u0627\u0644\u0623\u062d\u0645\u0631 \u062e\u0644\u0627\u0644 \u0627\u0644\u0641\u062a\u0631\u0629 2020-2026\u0645\u00bb. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629\u060c 7(5). https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;Harvard&quot;:&quot;\u062d\u0627\u0645\u062f \u0628. \u0623. \u0645\u060c \u0627\u0644\u0646\u0648\u0631 \u0639. \u0632. \u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0633\u0648\u062f\u0627\u0646\u064a: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0634\u0631\u0643\u062a\u064a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0648\u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646 \u0628\u0648\u0644\u0627\u064a\u0629 \u0627\u0644\u0628\u062d\u0631 \u0627\u0644\u0623\u062d\u0645\u0631 \u062e\u0644\u0627\u0644 \u0627\u0644\u0641\u062a\u0631\u0629 2020-2026\u0645. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629. [\u0627\u0646\u062a\u0631\u0646\u062a] 2026-05-01. [\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0648\u0635\u0648\u0644 2026-05-21]. 7(5). \u0645\u062a\u0627\u062d \u0639\u0644\u0649: https:\\\/\\\/www.hnjournal.net\\\/ar\\\/7-5-17\\\/. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj75\\\/17&quot;,&quot;Vancouver&quot;:&quot;\u062d\u0627\u0645\u062f \u0628. \u0623. \u0645\u060c \u0627\u0644\u0646\u0648\u0631 \u0639. \u0632. \u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0633\u0648\u062f\u0627\u0646\u064a: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0634\u0631\u0643\u062a\u064a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0648\u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646 \u0628\u0648\u0644\u0627\u064a\u0629 \u0627\u0644\u0628\u062d\u0631 \u0627\u0644\u0623\u062d\u0645\u0631 \u062e\u0644\u0627\u0644 \u0627\u0644\u0641\u062a\u0631\u0629 2020-2026\u0645. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629. 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\u0627\u0644\u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0639\u0631\u0641\u0629. \r\n<\/p><p style='text-align:right;'><strong>\u0627\u0644\u0643\u0644\u0645\u0627\u062a \u0627\u0644\u0645\u0641\u062a\u0627\u062d\u064a\u0629: <\/strong> \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u0623\u0645\u064a\u0646\u060c \u0627\u0644\u0633\u0648\u062f\u0627\u0646\u060c \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629\u060c \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/p><p style='text-align:justify; direction:ltr;'><strong>Abstract: <\/strong> This study aimed to examine the impact of strategic vigilance, represented by its dimensions of technological vigilance, competitive vigilance, environmental vigilance, and commercial vigilance, on marketing performance, represented by profitability, market share, customer satisfaction, brand strength, and sales growth. The study was applied to the Islamic Insurance Company and Al-Salamah Insurance Company in Red Sea State, Sudan, during the period 2020\u20132026. The study adopted the descriptive analytical approach and used a questionnaire as the main tool for collecting data from administrative and technical leaders in the two companies. A comprehensive enumeration method was employed, and 198 valid questionnaires were obtained for statistical analysis. To analyze the data and test the hypotheses, Structural Equation Modeling and path analysis were conducted using AMOS. The validity and reliability of the instrument were verified using Cronbach\u2019s Alpha, Exploratory Factor Analysis, and Confirmatory Factor Analysis. The study found no statistically significant direct effect of strategic vigilance as an overall variable on marketing performance, as the total effect coefficient reached (-0.003) with a significance level of (0.977). However, the results revealed statistically significant positive effects of most dimensions of strategic vigilance on marketing performance indicators. Environmental vigilance emerged as the most influential dimension in sales growth, while technological and commercial vigilance contributed clearly to enhancing market share and brand strength. These findings indicate that strategic vigilance does not generate a direct marketing impact merely through information collection; rather, its effectiveness depends on companies\u2019 ability to transform monitoring and analytical outputs into actionable marketing decisions and plans. The study recommended establishing specialized strategic vigilance units within insurance companies, investing in information systems and strategic analysis, linking vigilance practices to clear performance indicators, and developing human resource capabilities in data analysis and knowledge-based marketing decision-making.<\/p><p style='direction:ltr; text-align:left;'><strong>Keywords: <\/strong> : Strategic Vigilance, Marketing Performance, Insurance Sector, Sudan, Market Share, Customer Satisfaction.<\/p><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u0642\u062f\u0645\u0629:<\/strong> <br \/>\u062a\u0634\u0647\u062f \u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u062a\u0637\u0648\u0631\u0627\u062a \u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0648\u062a\u063a\u064a\u0631\u0627\u062a \u062c\u0630\u0631\u064a\u0629 \u0641\u064a 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\u062a\u0645\u0643\u064a\u0646\u0647\u0645 \u0645\u0646 \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0633\u062a\u0646\u064a\u0631\u0629 \u062a\u062a\u0639\u0644\u0642 \u0628\u0645\u0633\u062a\u0642\u0628\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Lesca, 1994, p. 31).<\/p>\n<p style=\"text-align: justify;\">\u0641\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a \u0639\u0645\u0644\u064a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0642\u0648\u0645 \u0628\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0628\u0647\u062f\u0641 \u0643\u0634\u0641 \u0628\u064a\u0626\u062a\u0647\u0627 \u0648\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u062a\u0627\u062d\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 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\u0628\u0627\u0644\u0643\u0627\u0645\u0644 (\u062d\u0633\u0627\u0645 \u0645\u062d\u0645\u0648\u062f \u062c\u0645\u064a\u0644 \u0623\u0628\u0648 \u062d\u0645\u0648\u0631\u060c \u0633\u0631\u0649 \u0639\u0644\u064a \u0627\u0644\u0639\u0646\u0627\u0633\u0648\u0629\u060c 2023\u060c \u0635 37).<\/p>\n<p style=\"text-align: justify;\">\u0648\u062a\u0639\u0648\u062f \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u0642\u062f\u0631\u062a\u0647\u0627 \u0639\u0644\u0649 \u0627\u0633\u062a\u064a\u0639\u0627\u0628 \u0647\u0630\u0647 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0648\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a\u060c \u062d\u064a\u062b \u062a\u064f\u0645\u0643\u0651\u0646 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0639\u062f\u0627\u062f \u0644\u0644\u0645\u0633\u062a\u0642\u0628\u0644 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0642\u062f\u0631\u062a\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0648\u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0626\u0647\u0627 \u0641\u064a \u0628\u064a\u0626\u0629 \u0645\u062a\u063a\u064a\u0631\u0629 (\u0643\u0644\u062b\u0648\u0645 \u0642\u0627\u062f\u0631 \u0643\u0631\u0633\u0648\u060c \u0645\u062d\u0645\u0648\u062f \u0645\u062d\u0645\u062f \u0627\u0645\u064a\u0646 \u0639\u062b\u0645\u0627\u0646\u060c 2020\u060c \u0635 167). \u0648\u062a\u0642\u0648\u0645 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0631\u0635\u062f \u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u062d\u064a\u062b \u062a\u0642\u0648\u0645 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0628\u0646\u0634\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u0646\u062a\u0642\u0627\u0629 \u0628\u0639\u062f \u0623\u0646 \u064a\u062a\u0645 \u062a\u062d\u0644\u064a\u0644\u0647\u0627 \u0648\u0645\u0639\u0627\u0644\u062c\u062a\u0647\u0627 \u0628\u063a\u0631\u0636 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629:<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u062a\u0636\u0645\u0646 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0641\u0642\u0627\u064b \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0622\u062a\u064a\u0629:<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 (Technological Vigilance):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u0647\u064a \u0628\u0645\u062b\u0627\u0628\u0629 \u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0644\u0646\u0634\u0627\u0637 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u0647\u0627 \u0648\u0628\u0646\u0634\u0627\u0637 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u062d\u0627\u0644\u064a\u0627\u064b \u0648\u0645\u0633\u062a\u0642\u0628\u0644\u0627\u064b (\u062d\u0633\u064a\u0646\u060c 2015)\u060c \u0648\u0647\u064a \u0623\u064a\u0636\u0627\u064b \u062a\u0639\u0646\u064a \u0645\u062a\u0627\u0628\u0639\u0629 \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646\u062a \u0641\u0631\u0635\u0627\u064b \u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u0623\u0648 \u062a\u0647\u062f\u064a\u062f\u0627\u062a \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u062c\u062f\u064a\u062f\u0629 \u0645\u0646 \u0634\u0623\u0646\u0647\u0627 \u062a\u0642\u0648\u064a\u0636 \u0627\u0644\u0633\u0648\u0642. \u0648\u062a\u0634\u064a\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0625\u0644\u0649 \u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0627\u0644\u0630\u064a \u062a\u0648\u0644\u064a\u0647 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u062a\u0628\u0639 \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0641\u064a \u0645\u062c\u0627\u0644\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629\u060c \u0645\u062b\u0644 \u0627\u0644\u0627\u0643\u062a\u0634\u0627\u0641\u0627\u062a \u0627\u0644\u0639\u0644\u0645\u064a\u0629\u060c \u0627\u0644\u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u062a\u0637\u0628\u064a\u0642\u064a\u0629\u060c \u0648\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0633\u0644\u0639 \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0623\u0648 \u0638\u0647\u0648\u0631 \u062a\u0642\u0646\u064a\u0627\u062a \u062c\u062f\u064a\u062f\u0629\u060c \u0645\u0645\u0627 \u064a\u0633\u0647\u0644 \u0639\u0644\u064a\u0647\u0627 \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a (\u062c\u0645\u064a\u0644\u0629 \u0642\u0627\u062f\u0645\u060c 2023\u060c \u0635 510).<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Competitive Vigilance):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u0639\u0646\u064a \u062a\u0642\u064a\u064a\u0645 \u0646\u0642\u0627\u0637 \u0642\u0648\u0629 \u0648\u0636\u0639\u0641 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0645\u0639\u0631\u0641\u0629 \u0645\u0627 \u064a\u0641\u0639\u0644\u0647 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0648\u0646 (\u062d\u0633\u064a\u0646\u060c 2015)\u060c \u0643\u0645\u0627 \u062a\u0639\u0646\u064a \u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0645\u060c \u0646\u0642\u0627\u0637 \u0642\u0648\u062a\u0647\u0645 \u0648\u0636\u0639\u0641\u0647\u0645\u060c \u0648\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0633\u0648\u0642\u0647\u0645 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641. \u0627\u0644\u0647\u062f\u0641 \u0647\u0648 \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u062a\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u0645\u0648\u0627\u062c\u0647\u062a\u0647\u0645. \u0648\u0647\u064a \u0639\u0645\u0644\u064a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u0645\u0631\u0627\u0642\u0628\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0628\u0634\u0643\u0644 \u062f\u0648\u0631\u064a \u0648\u0645\u0633\u062a\u0645\u0631\u060c \u0648\u062a\u0634\u0645\u0644 \u0647\u0630\u0647 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062d\u0648\u0644 \u0627\u0644\u0644\u0627\u0639\u0628\u064a\u0646 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0641\u064a \u0627\u0644\u0633\u0648\u0642\u060c \u0633\u0648\u0627\u0621 \u0643\u0627\u0646\u0648\u0627 \u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062d\u0627\u0644\u064a\u064a\u0646 \u0623\u0648 \u0644\u0627\u0639\u0628\u064a\u0646 \u062c\u062f\u062f (\u0625\u0628\u0631\u0627\u0647\u064a\u0645 \u0639\u0628\u0627\u0633 \u0627\u0644\u0632\u0647\u064a\u0631\u064a\u060c 2018\u060c \u0635 303).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c. \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (Environmental Vigilance):<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u062a\u0639\u0644\u0642 \u0628\u0645\u0627 \u062a\u0628\u0642\u0649 \u0645\u0646 \u0639\u0646\u0627\u0635\u0631 \u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0648\u0627\u0644\u062a\u064a \u0644\u0645 \u062a\u0634\u0645\u0644\u0647\u0627 \u0627\u0644\u0623\u0646\u0648\u0627\u0639 \u0627\u0644\u0633\u0627\u0628\u0642\u0629 \u0628\u0639\u064a\u0646 \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0645\u062b\u0644 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0634\u0631\u064a\u0639\u064a\u0629\u060c \u0627\u0644\u0645\u0627\u0644\u064a\u0629\u060c \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629\u060c \u0627\u0644\u062b\u0642\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u0625\u0630 \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u0623\u0646\u0648\u0627\u0639 \u0644\u0627 \u062a\u0642\u0644 \u0623\u0647\u0645\u064a\u0629 \u0639\u0646 \u0633\u0627\u0628\u0642\u0647\u0627 (\u062d\u0633\u064a\u0646\u060c 2015)\u060c \u0648\u0647\u064a \u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0645\u062b\u0644 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u062e\u064a\u0629\u060c \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629\u060c \u0623\u0648 \u0627\u0644\u0642\u0636\u0627\u064a\u0627 \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629. \u0648\u062a\u0639\u062a\u0628\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0645\u0646 \u0623\u0647\u0645 \u0627\u0644\u0646\u0648\u0627\u062d\u064a \u0627\u0644\u062a\u064a \u064a\u062c\u0628 \u0623\u0646 \u062a\u0648\u0644\u064a\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0647\u062a\u0645\u0627\u0645\u064b\u0627 \u062e\u0627\u0635\u064b\u0627\u060c \u062d\u064a\u062b \u064a\u062a\u0639\u064a\u0646 \u0639\u0644\u064a\u0647\u0627 \u0623\u0646 \u062a\u0643\u0648\u0646 \u062d\u0630\u0631\u0629 \u0648\u0645\u062a\u064a\u0642\u0638\u0629 \u0644\u0623\u062f\u0646\u0649 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0628\u064a\u0626\u062a\u0647\u0627\u060c \u0628\u0647\u062f\u0641 \u062c\u0645\u0639 \u0648\u0646\u0634\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0644\u0643\u064a \u062a\u0633\u062a\u0637\u064a\u0639 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u062d\u0648\u0644\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0648\u0623\u062f\u0627\u0626\u0647\u0627 (Natou, 2020, p. 136).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062f. \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \/ \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 (Commercial\/Marketing Vigilance):<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0647\u064a \u0630\u0644\u0643 \u0627\u0644\u0646\u0634\u0627\u0637 \u0627\u0644\u0630\u064a \u062a\u062a\u0645\u0643\u0646 \u0645\u0646 \u062e\u0644\u0627\u0644\u0647 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0645\u0646 \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 \u0648\u0627\u0644\u0632\u0628\u0627\u0626\u0646 \u0648\u0627\u0644\u0645\u0647\u0627\u0631\u0627\u062a \u0627\u0644\u062c\u064a\u062f\u0629 \u0627\u0644\u062a\u064a \u062a\u0638\u0647\u0631 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0645\u0646 \u0623\u062c\u0644 \u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0621 \u062a\u0646\u0627\u0641\u0633\u0647\u0627 (\u062d\u0633\u064a\u0646\u060c 2018). \u0648\u064a\u0645\u0643\u0646 \u0627\u0644\u0646\u0638\u0631 \u0625\u0644\u0649 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0639\u0644\u0649 \u0623\u0646\u0647\u0627 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0645\u0643\u0651\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0648\u0627\u0644\u0627\u0633\u062a\u0639\u0644\u0627\u0645 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0639\u0646 \u0627\u0644\u062a\u062d\u0648\u0644\u0627\u062a \u0648\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0644\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u062a\u062a\u0639\u0644\u0642 \u0647\u0630\u0647 \u0627\u0644\u064a\u0642\u0638\u0629 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646\u060c \u0648\u0627\u0644\u0623\u0633\u0648\u0627\u0642 (\u0646\u0648\u0627\u0644 \u0639\u0637\u0648\u064a\u060c \u0623\u0645\u064a\u0646\u0629 \u062e\u0637\u0627\u0628\u0627\u062a\u060c 2023\u060c \u0635 155). \u0648\u062a\u0639\u062a\u0628\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0639\u0645\u0644\u064a\u0629 \u062f\u0648\u0631\u064a\u0629 \u0648\u0645\u0633\u062a\u0645\u0631\u0629\u060c \u062a\u062c\u0631\u064a \u0628\u0634\u0643\u0644 \u0623\u062e\u0644\u0627\u0642\u064a\u060c \u062d\u064a\u062b \u062a\u0642\u0648\u0645 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0628\u0645\u0631\u0627\u0642\u0628\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u062d\u0631\u064a\u0629\u060c \u0628\u0647\u062f\u0641 \u0627\u0644\u0628\u062d\u062b \u0639\u0646 \u0627\u0644\u062f\u0644\u0627\u0626\u0644 \u0648\u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0624\u062b\u0631 \u0641\u064a \u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u062b\u0627\u0646\u064a\u0627\u064b: \u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639 (\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a)<\/strong><\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a:<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u0639\u0645\u0644 \u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u062c\u0627\u0647\u062f\u0629\u060c \u0639\u0628\u0631 \u0645\u062e\u062a\u0644\u0641 \u0645\u0631\u0627\u062d\u0644 \u062a\u0637\u0648\u0631\u0647\u0627 \u0648\u0623\u0646\u0634\u0637\u062a\u0647\u0627 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0625\u0644\u0649 \u0636\u0645\u0627\u0646 \u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u062a\u0647\u0627 \u0648\u062a\u0639\u0632\u064a\u0632 \u0641\u0631\u0635 \u0646\u062c\u0627\u062d\u0647\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0644\u0623\u062f\u0627\u0626\u0647\u0627. \u0648\u064a\u064f\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0623\u062f\u0627\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0642\u064a\u0627\u0633 \u0645\u062f\u0649 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a \u062a\u0648\u0638\u064a\u0641 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0648\u0627\u0644\u0645\u0627\u062f\u064a\u0629 \u0639\u0644\u0649 \u0646\u062d\u0648 \u0641\u0639\u0651\u0627\u0644 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u0648\u064a\u064f\u0646\u0638\u0631 \u0625\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0628\u0648\u0635\u0641\u0647 \u0645\u0641\u0647\u0648\u0645\u0627\u064b \u0634\u0627\u0645\u0644\u0627\u064b \u0648\u0645\u062a\u0639\u062f\u062f \u0627\u0644\u0623\u0628\u0639\u0627\u062f\u060c \u064a\u062a\u063a\u064a\u0631 \u0645\u0643\u0648\u0646\u0627\u062a\u0647 \u0628\u062a\u063a\u064a\u0631 \u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0648\u0627\u062e\u062a\u0644\u0627\u0641 \u0628\u064a\u0626\u0627\u062a\u0647\u0627 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 (Eccles, 1991, p. 131).<\/p>\n<p style=\"text-align: justify;\">\u0648\u064a\u064f\u0639\u0631\u0651\u0641 \u0627\u0644\u0623\u062f\u0627\u0621 \u0628\u0634\u0643\u0644 \u0639\u0627\u0645 \u0628\u0648\u0635\u0641\u0647 \u0627\u0646\u0639\u0643\u0627\u0633\u0627\u064b \u0644\u0642\u062f\u0631\u0629 \u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627\u060c \u0648\u0645\u062f\u0649 \u0642\u0627\u0628\u0644\u064a\u062a\u0647\u0627 \u0644\u062a\u0648\u0638\u064a\u0641 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0648\u0625\u0645\u0643\u0627\u0646\u0627\u062a\u0647\u0627 \u0628\u0643\u0641\u0627\u0621\u0629 \u0648\u0641\u0639\u0627\u0644\u064a\u0629 (Pimenta &amp; da Gama, 2011, p. 643). \u0623\u0645\u0627 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u0641\u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u0628\u064f\u0639\u062f\u064a\u0646 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u064a\u0646: &#8220;\u0627\u0644\u0623\u062f\u0627\u0621&#8221; \u0648&#8221;\u0627\u0644\u062a\u0633\u0648\u064a\u0642&#8221;. \u0641\u0627\u0644\u0623\u062f\u0627\u0621 \u0643\u0645\u0627 \u0623\u064f\u0634\u064a\u0631 \u0633\u0627\u0628\u0642\u0627\u064b\u060c \u064a\u064f\u0639\u062f \u0645\u0641\u0647\u0648\u0645\u0627\u064b \u0625\u062f\u0627\u0631\u064a\u0627\u064b \u064a\u064f\u0639\u0646\u0649 \u0628\u0642\u064a\u0627\u0633 \u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0646\u062c\u0627\u062d \u0648\u0627\u0644\u0641\u0634\u0644 \u0641\u064a \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u0638\u0645\u0629. \u0623\u0645\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u060c \u0641\u064a\u064f\u0639\u062f \u0645\u0646 \u0627\u0644\u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0636\u0637\u0644\u0639 \u0628\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0648\u064a\u064f\u0639\u062a\u0628\u0631 \u0623\u062d\u062f \u0627\u0644\u0645\u062d\u062f\u062f\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u0629 \u0644\u0646\u062c\u0627\u062d\u0647\u0627 \u0648\u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u062a\u0647\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642.<\/p>\n<p style=\"text-align: justify;\">\u0648\u0642\u062f \u0639\u0631\u0651\u0641\u0647 \u0643\u0648\u062a\u0644\u0631 (Kotler, 1999, p. 45) \u0628\u0623\u0646\u0647 \u0639\u0645\u0644\u064a\u0629 \u0645\u0642\u0627\u0631\u0646\u0629 \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0641\u064a\u0645\u0627 \u064a\u062a\u0639\u0644\u0642 \u0628\u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627\u060c \u0628\u0647\u062f\u0641 \u062a\u062d\u062f\u064a\u062f \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u062a\u0639\u0632\u064a\u0632\u0647\u0627\u060c \u0648\u062a\u0634\u062e\u064a\u0635 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0644\u0645\u0639\u0627\u0644\u062c\u062a\u0647\u0627\u060c \u0648\u0630\u0644\u0643 \u0641\u064a \u0625\u0637\u0627\u0631 \u0627\u0644\u0633\u0639\u064a \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629. \u0641\u064a \u062d\u064a\u0646 \u0639\u0631\u0651\u0641\u0647 \u0622\u062e\u0631\u0648\u0646 \u0628\u0623\u0646\u0647 \u0639\u0645\u0644\u064a\u0629 \u062a\u0642\u064a\u064a\u0645 \u0634\u0627\u0645\u0644\u0629 \u0644\u0644\u0623\u0646\u0634\u0637\u0629 \u0648\u0627\u0644\u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0646\u0641\u0630\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629\u060c \u0628\u0647\u062f\u0641 \u0642\u064a\u0627\u0633 \u0645\u062f\u0649 \u0641\u0639\u0627\u0644\u064a\u062a\u0647\u0627 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u062f\u0639\u0645 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0639\u0627\u0645 \u0644\u0644\u0645\u0646\u0638\u0645\u0629 (O&#8217;Sullivan et al., 2009, p. 843).<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0623\u0647\u0645\u064a\u0629 \u0648\u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a:<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u062a\u0645\u062b\u0644 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0641\u064a \u0645\u0633\u0627\u0639\u062f\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u0645\u0639\u0631\u0641\u0629 \u0648\u062a\u0642\u064a\u064a\u0645 \u0623\u062f\u0627\u0626\u0647\u0627 \u0627\u0644\u0641\u0639\u0644\u064a\u060c \u0648\u0645\u0642\u0627\u0631\u0646\u062a\u0647 \u0628\u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0648\u0627\u0644\u062e\u0637\u0637 \u0627\u0644\u0645\u0648\u0636\u0648\u0639\u0629 \u0645\u0633\u0628\u0642\u0627\u064b\u060c \u0645\u0645\u0627 \u064a\u0633\u0627\u0647\u0645 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u062c\u0648\u0627\u0646\u0628 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 (\u0639\u0644\u0627\u0621 \u0641\u0631\u062d\u0627\u0646 \u0637\u0627\u0644\u0628\u060c \u0648\u0622\u062e\u0631\u0648\u0646\u060c 2010\u060c \u0635 103). \u0643\u0645\u0627 \u064a\u0646\u0628\u063a\u064a \u0623\u0646 \u062a\u0634\u0645\u0644 \u0645\u0642\u0627\u064a\u064a\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0643\u0644\u0627\u064b \u0645\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629\u060c \u0645\u062b\u0644 \u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u0648\u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629\u060c \u0643\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0648\u0639\u064a \u0628\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. \u0648\u062a\u064f\u0633\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0645\u062c\u062a\u0645\u0639\u0629 \u0641\u064a \u062f\u0639\u0645 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0645\u0646 \u062e\u0644\u0627\u0644 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a\u060c \u0645\u0627 \u064a\u0646\u0639\u0643\u0633 \u0625\u064a\u062c\u0627\u0628\u0627\u064b \u0639\u0644\u0649 \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Grewal et al., 2009, p. 117).<\/p>\n<p style=\"text-align: justify;\">\u0648\u0642\u062f \u0634\u0647\u062f\u062a \u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0646\u0638\u0631 \u062d\u0648\u0644 \u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u062a\u0637\u0648\u0631\u0627\u064b \u0645\u0644\u062d\u0648\u0638\u0627\u064b\u060c \u062d\u064a\u062b \u0627\u0646\u062a\u0642\u0644\u062a \u0645\u0646 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u062a\u062f\u0627\u0628\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0641\u0642\u0637 \u0625\u0644\u0649 \u062a\u0628\u0646\u064a \u0645\u0639\u0627\u064a\u064a\u0631 \u063a\u064a\u0631 \u0645\u0644\u0645\u0648\u0633\u0629\u060c \u0628\u0627\u0639\u062a\u0628\u0627\u0631\u0647\u0627 \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u064f\u0645\u0643\u0651\u0646 \u0645\u0646 \u062a\u062d\u0642\u064a\u0642 \u0623\u062f\u0627\u0621 \u0645\u0627\u0644\u064a \u0645\u0633\u062a\u062f\u0627\u0645 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644. \u0641\u0642\u062f \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u0645\u0639\u0627\u064a\u064a\u0631 \u063a\u064a\u0631 \u0627\u0644\u0645\u0627\u0644\u064a\u0629\u060c \u0645\u062b\u0644 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0648\u0644\u0627\u0626\u0647\u0645\u060c \u0648\u0642\u064a\u0645\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u062a\u064f\u0634\u0643\u0651\u0644 \u062f\u0639\u0627\u0626\u0645 \u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0644\u0644\u0645\u0646\u0638\u0645\u0629 (Adesoga &amp; James, 2019, p. 1).<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a:<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0648\u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c \u062a\u0645 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u062e\u0645\u0633\u0629 \u0623\u0628\u0639\u0627\u062f \u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0623\u0645\u064a\u0646:<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623. \u0627\u0644\u0631\u0628\u062d\u064a\u0629 (Profitability):<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0639\u0643\u0633 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0645\u062f\u0649 \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0639\u0627\u0626\u062f \u0645\u0627\u0644\u064a \u0646\u062a\u064a\u062c\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u060c \u0648\u0647\u064a \u0627\u0644\u0645\u0642\u064a\u0627\u0633 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0644\u0645\u062f\u0649 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u064a \u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 (\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629).<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 (Market Share):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u064f\u0645\u062b\u0651\u0644 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0646\u0633\u0628\u0629 \u0645\u0628\u064a\u0639\u0627\u062a \u0623\u0648 \u0623\u0642\u0633\u0627\u0637 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0642\u0627\u0631\u0646\u0629 \u0628\u0625\u062c\u0645\u0627\u0644\u064a \u0645\u0628\u064a\u0639\u0627\u062a \u0633\u0648\u0642 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0643\u0643\u0644\u060c \u0648\u0647\u064a \u062a\u0639\u0643\u0633 \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u062c\u0630\u0628 \u0639\u0645\u0644\u0627\u0621 \u062c\u062f\u062f \u0648\u0627\u0644\u062a\u0648\u0633\u0639 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 (\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629).<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Customer Satisfaction):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u064a\u064f\u0639\u0631\u0651\u0641 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0623\u0646\u0647 \u062f\u0631\u062c\u0629 \u062a\u0648\u0627\u0641\u0642 \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u062a\u062c \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0629 \u0645\u0639 \u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0639\u0645\u064a\u0644. \u0641\u0625\u0630\u0627 \u062c\u0627\u0621 \u0627\u0644\u0623\u062f\u0627\u0621 \u0623\u0642\u0644 \u0645\u0646 \u0627\u0644\u062a\u0648\u0642\u0639\u0627\u062a\u060c \u0623\u062f\u0649 \u0630\u0644\u0643 \u0625\u0644\u0649 \u0639\u062f\u0645 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u064a\u0644\u061b \u0623\u0645\u0627 \u0625\u0630\u0627 \u062a\u0633\u0627\u0648\u0649 \u0623\u0648 \u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u062a\u0648\u0642\u0639\u0627\u062a\u060c \u0641\u0625\u0646\u0647 \u064a\u064f\u0641\u0636\u064a \u0625\u0644\u0649 \u0639\u0645\u064a\u0644 \u0631\u0627\u0636\u064d \u0648\u0645\u062a\u0645\u064a\u0632 (Kotler et al., 2018, p. 668).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062f. \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 (Brand Strength):<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u064f\u0639\u062f \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0645\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0645\u064a\u0632 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0639\u0646 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627\u060c \u0648\u062a\u0639\u062a\u0628\u0631 \u0646\u0642\u0637\u0629 \u0641\u0627\u0631\u0642\u0629 \u0641\u064a \u0628\u0646\u0627\u0621 \u0647\u0648\u064a\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u0648\u062a\u0643\u0645\u0646 \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u062a\u0637\u0648\u064a\u0631\u0647\u0627 \u0628\u0645\u0627 \u064a\u0639\u0643\u0633 \u0642\u064a\u0645\u062a\u0647\u0627 \u0627\u0644\u062d\u0642\u064a\u0642\u064a\u0629 \u0641\u064a \u0623\u0630\u0647\u0627\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Pimenta &amp; da Gama, 2011, p. 314).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0647\u0640. \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a (Sales Growth):<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0648\u064a\u064f\u0639\u062f \u0645\u0624\u0634\u0631\u0627\u064b \u062d\u064a\u0648\u064a\u0627\u064b \u0639\u0644\u0649 \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0644\u0649 \u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0646\u0634\u0627\u0637\u0647\u0627\u060c \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u062c\u063a\u0631\u0627\u0641\u064a \u0639\u0628\u0631 \u0634\u0628\u0643\u0629 \u0627\u0644\u0641\u0631\u0648\u0639\u060c \u0648\u0627\u0644\u0627\u062d\u062a\u0641\u0627\u0638 \u0628\u0627\u0644\u0639\u0645\u0644\u0627\u0621 (\u0648\u0644\u0627\u0626\u0647\u0645)\u060c \u0645\u0645\u0627 \u064a\u0646\u0639\u0643\u0633 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u0632\u064a\u0627\u062f\u0629 \u062d\u062c\u0645 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0627\u0644\u0625\u062c\u0645\u0627\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0648\u062a\u062e\u0637\u064a\u0647\u0627 \u0644\u062d\u0648\u0627\u062c\u0632 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 (\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0646\u0638\u0631\u064a\u0627\u062a \u0627\u0644\u0645\u0641\u0633\u0631\u0629 \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0648\u0623\u0628\u0639\u0627\u062f\u0647\u0627<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0633\u062a\u0646\u062f \u0647\u0630\u0647 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0625\u0644\u0649 \u0625\u0637\u0627\u0631 \u0646\u0638\u0631\u064a \u0645\u062a\u0645\u0627\u0633\u0643 \u064a\u0631\u0628\u0637 \u0628\u064a\u0646 \u0645\u062a\u063a\u064a\u0631\u064a &#8220;\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; \u0648&#8221;\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a&#8221;\u060c \u0644\u062a\u0641\u0633\u064a\u0631 \u0643\u064a\u0641 \u062a\u062a\u062d\u0648\u0644 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0634\u0631\u0627\u0641\u064a\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0629 \u0625\u0644\u0649 \u0646\u062a\u0627\u0626\u062c \u0633\u0648\u0642\u064a\u0629 \u0645\u0644\u0645\u0648\u0633\u0629. \u0648\u0642\u062f \u062a\u0645 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0646\u0638\u0631\u064a\u062a\u064a\u0646 \u0627\u0644\u0622\u062a\u064a\u062a\u064a\u0646 \u0643\u0645\u0631\u062c\u0639\u064a\u0629 \u0639\u0644\u0645\u064a\u0629 \u0644\u0644\u0646\u0645\u0648\u0630\u062c:<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0646\u0638\u0631\u064a\u0629 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 (Dynamic Capabilities Theory):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u0638\u0647\u0631\u062a \u0647\u0630\u0647 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0641\u064a \u0623\u0639\u0645\u0627\u0644 (Teece, Pisano &amp; Shuen, 1997) \u0644\u062a\u0624\u0643\u062f \u0623\u0646 \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0644\u0627 \u064a\u062a\u062d\u0642\u0642 \u0628\u0645\u062c\u0631\u062f \u0627\u0645\u062a\u0644\u0627\u0643 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062b\u0627\u0628\u062a\u0629\u060c \u0628\u0644 \u0628\u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0644\u0649 \u0625\u0639\u0627\u062f\u0629 \u062a\u0634\u0643\u064a\u0644 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0648\u062a\u0648\u0644\u064a\u062f \u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629. \u0648\u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631\u060c \u062a\u064f\u0639\u062f &#8220;\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221; \u0627\u0644\u062a\u0637\u0628\u064a\u0642 \u0627\u0644\u0639\u0645\u0644\u064a \u0644\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629\u061b \u0641\u0647\u064a \u062a\u0645\u062b\u0644 \u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0639\u0644\u0649 \u0627\u0633\u062a\u0634\u0639\u0627\u0631 \u0627\u0644\u0625\u0634\u0627\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629\u060c \u0648\u062a\u062d\u0644\u064a\u0644\u0647\u0627\u060c \u0648\u0627\u063a\u062a\u0646\u0627\u0645 \u0627\u0644\u0641\u0631\u0635 (\u062b\u0627\u0626\u0631 \u0627\u0644\u062c\u0646\u0627\u0628\u064a\u060c 2023). \u0648\u062a\u0624\u0643\u062f \u062f\u0631\u0627\u0633\u0629 (\u062d\u0644\u064a\u0645\u064a \u0648\u0631\u0648\u0627\u0632\u064a\u060c 2017) \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u064a\u0642\u0638\u0629 \u062a\u064f\u0639\u062f \u0645\u0648\u0631\u062f\u0627\u064b \u063a\u064a\u0631 \u0645\u0644\u0645\u0648\u0633 \u064a\u062e\u0644\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u064a\u0635\u0639\u0628 \u062a\u0642\u0644\u064a\u062f\u0647\u0627\u060c \u0648\u062a\u0646\u0639\u0643\u0633 \u0625\u064a\u062c\u0627\u0628\u0627\u064b \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0639\u0627\u0645 \u0644\u0644\u0645\u0624\u0633\u0633\u0629.<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0646\u0638\u0631\u064a\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a (Organizational Performance Theory):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u0631\u062c\u0639 \u0627\u0644\u062c\u0630\u0648\u0631 \u0627\u0644\u0641\u0643\u0631\u064a\u0629 \u0644\u0647\u0630\u0647 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0625\u0644\u0649 \u0623\u0639\u0645\u0627\u0644 (Venkatraman &amp; Ramanujam, 1986)\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0646\u0638\u0631 \u0625\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0628\u0648\u0635\u0641\u0647 \u0645\u0646\u0638\u0648\u0645\u0629 \u0645\u062a\u0639\u062f\u062f\u0629 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0646\u0627\u062a\u062c\u0629 \u0639\u0646 \u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0645\u0639 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0648\u064a\u064f\u0639\u062f &#8220;\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a&#8221; \u0627\u0644\u0628\u0639\u062f \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0627\u0644\u0630\u064a \u064a\u064f\u062a\u0631\u062c\u0645 \u0641\u0627\u0639\u0644\u064a\u0629 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u0646\u062a\u0627\u0626\u062c \u0645\u0644\u0645\u0648\u0633\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 (\u0643\u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0648\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629). \u0648\u0642\u062f \u0623\u0648\u0636\u062d\u062a \u062f\u0631\u0627\u0633\u0629 (\u0623\u062d\u0645\u062f \u0645\u062d\u0645\u062f \u062d\u0644\u0645\u064a\u060c 2024) \u0623\u0646 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0647\u0648 \u0627\u0644\u0645\u0631\u0622\u0629 \u0627\u0644\u0646\u0647\u0627\u0626\u064a\u0629 \u0644\u0641\u0627\u0639\u0644\u064a\u0629 \u0627\u0644\u0646\u0638\u0627\u0645 \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0627\u0644\u0643\u0644\u064a\u060c \u0648\u0647\u0648 \u0627\u0644\u0645\u062e\u0631\u062c \u0627\u0644\u0643\u0645\u064a \u0648\u0627\u0644\u0646\u0648\u0639\u064a \u0627\u0644\u0630\u064a \u064a\u062e\u062a\u0628\u0631 \u0648\u0627\u0642\u0639\u064a\u0629 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u064a\u062f\u0627\u0646 (Katsikeas et al., 2016).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u062d\u0648\u0631 \u0627\u0644\u062b\u0627\u0646\u064a: \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629:<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u0648\u0644\u0627\u064b: \u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0648\u0627\u062e\u062a\u0628\u0627\u0631 \u0641\u0631\u0636\u064a\u0627\u062a\u0647\u0627\u060c \u062a\u0645 \u0627\u062a\u0628\u0627\u0639 \u0627\u0644\u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629 \u0648\u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0627\u0644\u0622\u062a\u064a\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u0635\u064f\u0645\u0645\u062a \u0628\u062f\u0642\u0629 \u0644\u0636\u0645\u0627\u0646 \u0635\u062f\u0642 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0648\u0642\u0627\u0628\u0644\u064a\u062a\u0647\u0627 \u0644\u0644\u062a\u0643\u0631\u0627\u0631:<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u0645\u0646\u0647\u062c \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645:<\/strong> \u0627\u0639\u062a\u0645\u062f\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0639\u0644\u0649\u00a0\u0627\u0644\u0645\u0646\u0647\u062c \u0627\u0644\u0648\u0635\u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a\u060c \u0643\u0648\u0646\u0647 \u0627\u0644\u0645\u0646\u0647\u062c \u0627\u0644\u0623\u0646\u0633\u0628 \u0644\u0648\u0635\u0641 \u0638\u0627\u0647\u0631\u0629 (\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629) \u0648\u062a\u062d\u062f\u064a\u062f \u0645\u0633\u062a\u0648\u064a\u0627\u062a\u0647\u0627\u060c \u0648\u0645\u0646 \u062b\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0644\u0627\u0633\u062a\u062e\u0631\u0627\u062c \u062f\u0644\u0627\u0644\u0627\u062a \u0627\u0644\u0627\u0631\u062a\u0628\u0627\u0637 \u0648\u0627\u0644\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0633\u0628\u0628\u064a \u0639\u0644\u0649 (\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a).<\/li>\n<li><strong>\u0645\u062c\u062a\u0645\u0639 \u0648\u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629:<\/strong> \u064a\u062a\u0643\u0648\u0646 \u0645\u062c\u062a\u0645\u0639 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0645\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0627\u062a \u0627\u0644\u0639\u0644\u064a\u0627\u060c \u0648\u0627\u0644\u0642\u064a\u0627\u062f\u0627\u062a\u060c \u0648\u0627\u0644\u0643\u0648\u0627\u062f\u0631 \u0627\u0644\u0641\u0646\u064a\u0629 \u0641\u064a \u0634\u0631\u0643\u062a\u064a (\u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629\u060c \u0648\u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646) \u0628\u0648\u0644\u0627\u064a\u0629 \u0627\u0644\u0628\u062d\u0631 \u0627\u0644\u0623\u062d\u0645\u0631 \u0641\u064a \u0627\u0644\u0633\u0648\u062f\u0627\u0646. \u0648\u0644\u0635\u063a\u0631 \u062d\u062c\u0645 \u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0648\u0625\u0645\u0643\u0627\u0646\u064a\u0629 \u0627\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u064a\u0647 \u0628\u0627\u0644\u0643\u0627\u0645\u0644\u060c \u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u00a0\u0623\u0633\u0644\u0648\u0628 \u0627\u0644\u062d\u0635\u0631 \u0627\u0644\u0634\u0627\u0645\u0644\u00a0(Comprehensive Enumeration). \u062a\u0645 \u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0627\u062a \u0648\u0627\u0633\u062a\u0631\u062f\u0627\u062f\u00a0(198) \u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0635\u0627\u0644\u062d\u0629 \u0644\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u00a0(\u0628\u0645\u0639\u062f\u0644 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 100%). \u0648\u064a\u064f\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062d\u062c\u0645 (N=198) \u0645\u062b\u0627\u0644\u064a\u0627\u064b \u0648\u0643\u0627\u0641\u064a\u0627\u064b \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0644\u0625\u062c\u0631\u0627\u0621 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0645\u0630\u062c\u0629 \u0627\u0644\u0645\u0639\u0627\u062f\u0644\u0627\u062a \u0627\u0644\u0647\u064a\u0643\u0644\u064a\u0629 (SEM).<\/li>\n<li><strong>\u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629:<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u062a\u0645 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649\u00a0<strong>&#8220;\u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629&#8221;<\/strong>\u00a0\u0643\u0623\u062f\u0627\u0629 \u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0623\u0648\u0644\u064a\u0629\u060c \u0648\u062a\u0645 \u062a\u0635\u0645\u064a\u0645\u0647\u0627 \u0648\u0641\u0642 \u0645\u0642\u064a\u0627\u0633 &#8220;\u0644\u064a\u0643\u0631\u062a \u0627\u0644\u062e\u0645\u0627\u0633\u064a&#8221; (Likert Scale) \u0645\u062a\u062f\u0631\u062c \u0645\u0646 (1 = \u0644\u0627 \u0623\u0648\u0627\u0641\u0642 \u0628\u0634\u062f\u0629) \u0625\u0644\u0649 (5 = \u0623\u0648\u0627\u0641\u0642 \u0628\u0634\u062f\u0629). \u0648\u062a\u0643\u0648\u0646\u062a \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0647\u0630\u0647 \u0627\u0644\u0648\u0631\u0642\u0629 \u0645\u0646 \u062b\u0644\u0627\u062b\u0629 \u0623\u0642\u0633\u0627\u0645 \u0631\u0626\u064a\u0633\u064a\u0629:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u0623\u0648\u0644:<\/strong>\u00a0\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u064a\u0645\u0648\u063a\u0631\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629 \u0644\u0644\u0645\u0633\u062a\u062c\u064a\u0628\u064a\u0646.<\/li>\n<li><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u062b\u0627\u0646\u064a (\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629):<\/strong>\u00a0\u062a\u0636\u0645\u0646 (20) \u0639\u0628\u0627\u0631\u0629 \u0645\u0648\u0632\u0639\u0629 \u0639\u0644\u0649 4 \u0623\u0628\u0639\u0627\u062f (\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629\u060c \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0627\u0644\u0628\u064a\u0626\u064a\u0629\u060c \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629).<\/li>\n<li><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u062b\u0627\u0644\u062b (\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a):<\/strong>\u00a0\u062a\u0636\u0645\u0646 (25) \u0639\u0628\u0627\u0631\u0629 \u0645\u0648\u0632\u0639\u0629 \u0639\u0644\u0649 5 \u0623\u0628\u0639\u0627\u062f (\u0627\u0644\u0631\u0628\u062d\u064a\u0629\u060c \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629\u060c \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a).<\/li>\n<\/ul>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u062e\u062a\u0628\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u064a (Normality Tests):<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">\u0644\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0635\u0644\u0627\u062d\u064a\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u062a\u0637\u0628\u064a\u0642 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0627\u0644\u0645\u064e\u0639\u0652\u0644\u064e\u0645\u064a\u0629 \u0648\u0646\u0645\u0630\u062c\u0629 \u0627\u0644\u0645\u0639\u0627\u062f\u0644\u0627\u062a \u0627\u0644\u0647\u064a\u0643\u0644\u064a\u0629\u060c \u062a\u0645 \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u064a \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0628\u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0645\u0639\u0627\u0645\u0644\u0627\u062a \u0627\u0644\u0627\u0644\u062a\u0648\u0627\u0621 (Skewness)\u060c \u0648\u0627\u0644\u062a\u0641\u0631\u0637\u062d (Kurtosis)\u060c \u0648\u0627\u062e\u062a\u0628\u0627\u0631 \u0643\u0648\u0644\u0645\u0648\u063a\u0631\u0648\u0641-\u0633\u0645\u064a\u0631\u0646\u0648\u0641 (Kolmogorov-Smirnov)\u060c \u0648\u062c\u0627\u0621\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0643\u0645\u0627 \u064a\u0644\u064a:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (1): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0627\u0644\u062a\u0648\u0627\u0621 \u0648\u0627\u0644\u062a\u0641\u0631\u0637\u062d \u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0642\u0631\u0627\u0631<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0641\u0639\u0644\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0624\u0634\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0636\u0645\u0646 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>\u00b12<\/p>\n<\/td>\n<td>\n<p>0.075<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0627\u0644\u062a\u0648\u0627\u0621 \u2013 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0636\u0645\u0646 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>\u00b17<\/p>\n<\/td>\n<td>\n<p>-0.723<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u0641\u0631\u0637\u062d \u2013 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0636\u0645\u0646 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>\u00b12<\/p>\n<\/td>\n<td>\n<p>-0.076<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0627\u0644\u062a\u0648\u0627\u0621 \u2013 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0636\u0645\u0646 \u0627\u0644\u062d\u062f\u0648\u062f \u0627\u0644\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>\u00b17<\/p>\n<\/td>\n<td>\n<p>-0.495<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u0641\u0631\u0637\u062d \u2013 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c 2026\u0645<\/p>\n<p style=\"text-align: justify;\">\u064a\u062a\u0636\u062d \u0645\u0646 \u0627\u0644\u062c\u062f\u0648\u0644 (1) \u0623\u0646 \u062c\u0645\u064a\u0639 \u0642\u064a\u0645 \u0627\u0644\u0627\u0644\u062a\u0648\u0627\u0621 \u0648\u0627\u0644\u062a\u0641\u0631\u0637\u062d \u0644\u0645\u062a\u063a\u064a\u0631\u064a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u062c\u0627\u0621\u062a \u0636\u0645\u0646 \u0627\u0644\u0646\u0637\u0627\u0642\u0627\u062a \u0627\u0644\u0645\u0642\u0628\u0648\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b (\u00b12 \u0644\u0644\u0627\u0644\u062a\u0648\u0627\u0621\u060c \u0648 \u00b17 \u0644\u0644\u062a\u0641\u0631\u0637\u062d)\u060c \u0645\u0645\u0627 \u064a\u062f\u0644 \u0639\u0644\u0649 \u062e\u0644\u0648 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0645\u0646 \u0627\u0644\u062a\u0634\u062a\u062a \u0627\u0644\u062d\u0627\u062f.<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (2): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0643\u0648\u0644\u0645\u0648\u063a\u0631\u0648\u0641\u2013\u0633\u0645\u064a\u0631\u0646\u0648\u0641 \u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0642\u0631\u0627\u0631<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0641\u0639\u0644\u064a\u0629 (Sig)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u064a\u062a\u0628\u0639 \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u064a<\/p>\n<\/td>\n<td>\n<p>&gt; 0.05<\/p>\n<\/td>\n<td>\n<p>0.854<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u064a\u062a\u0628\u0639 \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u064a<\/p>\n<\/td>\n<td>\n<p>&gt; 0.05<\/p>\n<\/td>\n<td>\n<p>0.301<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c 2026\u0645<\/p>\n<p style=\"text-align: justify;\">\u062a\u064f\u0638\u0647\u0631 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062c\u062f\u0648\u0644 (2) \u0623\u0646 \u0642\u064a\u0645 \u0627\u0644\u062f\u0644\u0627\u0644\u0629 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u0629 (Sig) \u0644\u062c\u0645\u064a\u0639 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u062c\u0627\u0621\u062a \u0623\u0643\u0628\u0631 \u0645\u0646 (0.05). \u0648\u0628\u0627\u0644\u062c\u0645\u0639 \u0628\u064a\u0646 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0627\u0644\u062a\u0648\u0627\u0621 \u0648\u0627\u0644\u062a\u0641\u0631\u0637\u062d \u0648\u0627\u062e\u062a\u0628\u0627\u0631 \u0643\u0648\u0644\u0645\u0648\u063a\u0631\u0648\u0641-\u0633\u0645\u064a\u0631\u0646\u0648\u0641\u060c \u064a\u062a\u0623\u0643\u062f \u062a\u062d\u0642\u0642 \u0634\u0631\u0637 \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u064a \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u0645\u0645\u0627 \u064a\u0633\u0645\u062d \u0628\u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0644\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0628\u062b\u0642\u0629 \u0645\u0646\u0647\u062c\u064a\u0629 \u0639\u0627\u0644\u064a\u0629.<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong> \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u062b\u0628\u0627\u062a \u0648\u0627\u0644\u0627\u062a\u0633\u0627\u0642 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong>: \u0644\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0645\u062f\u0649 \u0627\u062a\u0633\u0627\u0642 \u0641\u0642\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u062f\u0627\u062e\u0644\u064a\u0627\u064b \u0648\u0642\u062f\u0631\u062a\u0647\u0627 \u0639\u0644\u0649 \u0642\u064a\u0627\u0633 \u0645\u0627 \u0635\u064f\u0645\u0645\u062a \u0644\u0623\u062c\u0644\u0647\u060c \u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0639\u0627\u0645\u0644 (\u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e &#8211; Cronbach\u2019s Alpha)\u060c \u062d\u064a\u062b \u064a\u064f\u0639\u062f \u0627\u0644\u0645\u0642\u064a\u0627\u0633 \u0645\u0642\u0628\u0648\u0644\u0627\u064b \u0625\u0630\u0627 \u0628\u0644\u063a\u062a \u0642\u064a\u0645\u062a\u0647 (0.70) \u0641\u0623\u0643\u062b\u0631.<\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (3): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u062b\u0628\u0627\u062a (\u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e) \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0642\u0631\u0627\u0631<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0641\u0639\u0644\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0639\u062f\u062f \u0627\u0644\u0641\u0642\u0631\u0627\u062a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u062b\u0628\u0627\u062a \u062c\u064a\u062f \u062c\u062f\u0627\u064b<\/p>\n<\/td>\n<td>\n<p>\u2265\u2265<\/p>\n<p>\u00a00.70<\/p>\n<\/td>\n<td>\n<p>0.89<\/p>\n<\/td>\n<td>\n<p>20<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u062b\u0628\u0627\u062a \u0645\u0645\u062a\u0627\u0632<\/p>\n<\/td>\n<td>\n<p>\u2265\u2265<\/p>\n<p>\u00a00.70<\/p>\n<\/td>\n<td>\n<p>0.92<\/p>\n<\/td>\n<td>\n<p>25<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c 2026\u0645<\/p>\n<p style=\"text-align: justify;\">\u064a\u062a\u0628\u064a\u0646 \u0645\u0646 \u0627\u0644\u062c\u062f\u0648\u0644 (3) \u0623\u0646 \u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u062a\u062a\u0645\u062a\u0639 \u0628\u062f\u0631\u062c\u0629 \u0639\u0627\u0644\u064a\u0629 \u0648\u0645\u0645\u062a\u0627\u0632\u0629 \u0645\u0646 \u0627\u0644\u062b\u0628\u0627\u062a \u0648\u0627\u0644\u0627\u062a\u0633\u0627\u0642 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u061b \u062d\u064a\u062b \u0628\u0644\u063a\u062a \u0642\u064a\u0645\u0629 \u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e \u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (0.89)\u060c \u0648\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (0.92)\u060c \u0648\u062c\u0645\u064a\u0639\u0647\u0627 \u062a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u062d\u062f \u0627\u0644\u0623\u062f\u0646\u0649 \u0627\u0644\u0645\u0642\u0628\u0648\u0644 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b (0.70)\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0645\u0646 \u0645\u0648\u062b\u0648\u0642\u064a\u0629 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644.<\/p>\n<ol style=\"text-align: justify;\">\n<li>\u0623\u0633\u0627\u0644\u064a\u0628 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a: \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (\u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a)\u060c \u062a\u0645 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649\u00a0\u0623\u0633\u0644\u0648\u0628 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631 (Path Analysis)\u00a0\u0639\u0628\u0631 \u0646\u0645\u0630\u062c\u0629 \u0627\u0644\u0645\u0639\u0627\u062f\u0644\u0627\u062a \u0627\u0644\u0647\u064a\u0643\u0644\u064a\u0629 (SEM) \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0628\u0631\u0646\u0627\u0645\u062c (AMOS v.26). \u0648\u062a\u0645 \u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u062e\u0631\u062c\u0627\u062a \u0628\u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649:<\/li>\n<\/ol>\n<ul style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a (\u03b2<em>\u03b2<\/em><\/strong>)\u00a0\u0644\u062a\u062d\u062f\u064a\u062f \u0642\u0648\u0629 \u0648\u0627\u062a\u062c\u0627\u0647 \u0627\u0644\u062a\u0623\u062b\u064a\u0631.<\/li>\n<li><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062f\u0644\u0627\u0644\u0629 (P-value):<\/strong>\u00a0\u062d\u064a\u062b \u062a\u064f\u0642\u0628\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0625\u0630\u0627 \u0643\u0627\u0646\u062a \u0627\u0644\u062f\u0644\u0627\u0644\u0629 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u00a0(0.05).<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><strong>\u062b\u0627\u0646\u064a\u0627\u064b: \u0627\u0644\u0625\u062d\u0635\u0627\u0621\u0627\u062a \u0627\u0644\u0648\u0635\u0641\u064a\u0629 \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0634\u062e\u0635\u064a\u0629 \u0644\u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u064a\u0645\u0648\u063a\u0631\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629 \u0644\u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (N=198) \u0628\u0647\u062f\u0641 \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0627\u0644\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u0633\u062a\u062c\u064a\u0628\u064a\u0646\u060c \u0648\u0645\u062f\u0649 \u062a\u0645\u062b\u064a\u0644\u0647\u0645 \u0644\u0645\u062c\u062a\u0645\u0639 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0641\u064a \u0634\u0631\u0643\u062a\u064a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0645\u062d\u0644 \u0627\u0644\u062a\u0637\u0628\u064a\u0642\u060c \u0648\u0630\u0644\u0643 \u0643\u0645\u0627 \u0647\u0648 \u0645\u0648\u0636\u062d \u0641\u064a \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u0622\u062a\u064a:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (4): \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u062a\u0643\u0631\u0627\u0631\u064a \u0648\u0627\u0644\u0646\u0633\u0628\u064a \u0644\u0644\u062e\u0635\u0627\u0626\u0635 \u0627\u0644\u062f\u064a\u0645\u0648\u063a\u0631\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629 \u0644\u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0646\u0633\u0628\u0629 %<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0639\u062f\u062f<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0641\u0626\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>9.1<\/p>\n<\/td>\n<td>\n<p>18<\/p>\n<\/td>\n<td>\n<p>\u0623\u0642\u0644 \u0645\u0646 30 \u0633\u0646\u0629<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0639\u0645\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>39.4<\/p>\n<\/td>\n<td>\n<p>78<\/p>\n<\/td>\n<td>\n<p>30 \u0648\u0623\u0642\u0644 \u0645\u0646 40 \u0633\u0646\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>32.8<\/p>\n<\/td>\n<td>\n<p>65<\/p>\n<\/td>\n<td>\n<p>40 \u0648\u0623\u0642\u0644 \u0645\u0646 50 \u0633\u0646\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>12.6<\/p>\n<\/td>\n<td>\n<p>25<\/p>\n<\/td>\n<td>\n<p>50 \u0648\u0623\u0642\u0644 \u0645\u0646 60 \u0633\u0646\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>6.1<\/p>\n<\/td>\n<td>\n<p>12<\/p>\n<\/td>\n<td>\n<p>60 \u0633\u0646\u0629 \u0641\u0623\u0643\u062b\u0631<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>100%<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>198<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062c\u0645\u0648\u0639<\/strong><\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>3.0<\/p>\n<\/td>\n<td>\n<p>6<\/p>\n<\/td>\n<td>\n<p>\u062b\u0627\u0646\u0648\u064a<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0624\u0647\u0644 \u0627\u0644\u0639\u0644\u0645\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>56.6<\/p>\n<\/td>\n<td>\n<p>112<\/p>\n<\/td>\n<td>\n<p>\u062c\u0627\u0645\u0639\u064a<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>40.4<\/p>\n<\/td>\n<td>\n<p>80<\/p>\n<\/td>\n<td>\n<p>\u0641\u0648\u0642 \u0627\u0644\u062c\u0627\u0645\u0639\u064a<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>100%<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>198<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062c\u0645\u0648\u0639<\/strong><\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>3.0<\/p>\n<\/td>\n<td>\n<p>6<\/p>\n<\/td>\n<td>\n<p>\u0642\u064a\u0627\u062f\u0629 \u0639\u0644\u064a\u0627 (\u0645\u062f\u064a\u0631 \u0639\u0627\u0645- \u0646\u0627\u0626\u0628- \u0645\u0633\u0627\u0639\u062f)<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0633\u0645\u0649 \u0627\u0644\u0648\u0638\u064a\u0641\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>6.1<\/p>\n<\/td>\n<td>\n<p>12<\/p>\n<\/td>\n<td>\n<p>\u0645\u062f\u064a\u0631 \u0625\u062f\u0627\u0631\u0629 &#8211; \u0645\u062f\u064a\u0631 \u0641\u0631\u0639<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>15.7<\/p>\n<\/td>\n<td>\n<p>31<\/p>\n<\/td>\n<td>\n<p>\u0631\u0626\u064a\u0633 \u0642\u0633\u0645<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>5.1<\/p>\n<\/td>\n<td>\n<p>10<\/p>\n<\/td>\n<td>\n<p>\u0645\u0634\u0631\u0641<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>31.8<\/p>\n<\/td>\n<td>\n<p>63<\/p>\n<\/td>\n<td>\n<p>\u0648\u0638\u064a\u0641\u0629 \u0625\u062f\u0627\u0631\u064a\u0629 &#8211; \u0645\u0627\u0644\u064a\u0629 \u0645\u0633\u0627\u0646\u062f\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>35.4<\/p>\n<\/td>\n<td>\n<p>70<\/p>\n<\/td>\n<td>\n<p>\u0648\u0638\u064a\u0641\u0629 \u0641\u0646\u064a\u0629 (\u0627\u0643\u062a\u062a\u0627\u0628 &#8211; \u062a\u0639\u0648\u064a\u0636\u0627\u062a &#8211; \u062a\u0633\u0648\u064a\u0642)<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>3.0<\/p>\n<\/td>\n<td>\n<p>6<\/p>\n<\/td>\n<td>\n<p>\u0623\u062e\u0631\u0649<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>100%<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>198<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062c\u0645\u0648\u0639<\/strong><\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>15.2<\/p>\n<\/td>\n<td>\n<p>30<\/p>\n<\/td>\n<td>\n<p>\u0623\u0642\u0644 \u0645\u0646 5 \u0633\u0646\u0648\u0627\u062a<\/p>\n<\/td>\n<td>\n<p><strong>\u0633\u0646\u0648\u0627\u062a \u0627\u0644\u062e\u0628\u0631\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>27.8<\/p>\n<\/td>\n<td>\n<p>55<\/p>\n<\/td>\n<td>\n<p>\u0645\u0646 5 \u0648\u0623\u0642\u0644 \u0645\u0646 10 \u0633\u0646\u0648\u0627\u062a<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>21.7<\/p>\n<\/td>\n<td>\n<p>43<\/p>\n<\/td>\n<td>\n<p>\u0645\u0646 10 \u0648\u0623\u0642\u0644 \u0645\u0646 15 \u0633\u0646\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>35.4<\/p>\n<\/td>\n<td>\n<p>70<\/p>\n<\/td>\n<td>\n<p>15 \u0633\u0646\u0629 \u0641\u0623\u0643\u062b\u0631<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>100%<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>198<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062c\u0645\u0648\u0639<\/strong><\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c 2026\u0645<\/p>\n<p style=\"text-align: justify;\">\u0646\u062c\u062f \u0645\u0646 \u0627\u0644\u062c\u062f\u0648\u0644 (4) \u0623\u0646 \u0627\u0644\u063a\u0627\u0644\u0628\u064a\u0629 \u0627\u0644\u0639\u0638\u0645\u0649 \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u062c\u064a\u0628\u064a\u0646 (\u062d\u0648\u0627\u0644\u064a 72%) \u064a\u0642\u0639\u0648\u0646 \u0641\u064a \u0627\u0644\u0641\u0626\u0629 \u0627\u0644\u0639\u0645\u0631\u064a\u0629 \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0629 (30 \u0625\u0644\u0649 \u0623\u0642\u0644 \u0645\u0646 50 \u0633\u0646\u0629)\u060c \u0648\u0647\u064a \u0627\u0644\u0641\u0626\u0629 \u0627\u0644\u062a\u064a \u062a\u064f\u0645\u062b\u0644 \u0642\u0648\u0629 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u0641\u0627\u0639\u0644\u0629 \u0648\u0627\u0644\u0646\u0634\u0637\u0629. \u0643\u0645\u0627 \u064a\u062a\u0636\u062d \u0627\u0644\u0627\u0631\u062a\u0641\u0627\u0639 \u0627\u0644\u0643\u0628\u064a\u0631 \u0641\u064a \u0627\u0644\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0639\u0644\u064a\u0645\u064a\u060c \u062d\u064a\u062b \u064a\u062d\u0645\u0644 97% \u0645\u0646 \u0623\u0641\u0631\u0627\u062f \u0627\u0644\u0639\u064a\u0646\u0629 \u0645\u0624\u0647\u0644\u0627\u064b \u062c\u0627\u0645\u0639\u064a\u0627\u064b \u0623\u0648 \u062f\u0631\u0627\u0633\u0627\u062a \u0639\u0644\u064a\u0627\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0645\u0646 \u062f\u0642\u0629 \u0627\u0633\u062a\u062c\u0627\u0628\u0627\u062a\u0647\u0645 \u0648\u0641\u0647\u0645\u0647\u0645 \u0627\u0644\u0639\u0645\u064a\u0642 \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (\u0627\u0644\u064a\u0642\u0638\u0629 \u0648\u0627\u0644\u0623\u062f\u0627\u0621). \u0648\u0639\u0644\u0649 \u0627\u0644\u0635\u0639\u064a\u062f \u0627\u0644\u0648\u0638\u064a\u0641\u064a\u060c \u062a\u0631\u0643\u0632\u062a \u0627\u0644\u0639\u064a\u0646\u0629 \u0641\u064a \u0627\u0644\u0648\u0638\u0627\u0626\u0641 \u0627\u0644\u0641\u0646\u064a\u0629 \u0648\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u062a\u062e\u0635\u0635\u0629 \u0628\u0646\u0633\u0628\u0629 \u062a\u0641\u0648\u0642 67%\u060c \u0648\u0647\u0648 \u062a\u0648\u0632\u064a\u0639 \u064a\u062a\u0633\u0642 \u0645\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0623\u0645\u064a\u0646. \u0648\u0623\u062e\u064a\u0631\u0627\u064b\u060c \u0623\u0638\u0647\u0631\u062a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0623\u0646 \u0623\u0643\u062b\u0631 \u0645\u0646 57% \u0645\u0646 \u0627\u0644\u0645\u0633\u062a\u062c\u064a\u0628\u064a\u0646 \u064a\u0645\u062a\u0644\u0643\u0648\u0646 \u062e\u0628\u0631\u0629 \u0639\u0645\u0644\u064a\u0629 \u062a\u062a\u062c\u0627\u0648\u0632 10 \u0633\u0646\u0648\u0627\u062a\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u0648\u062c\u0648\u062f \u062e\u0628\u0631\u0627\u062a \u062a\u0631\u0627\u0643\u0645\u064a\u0629 \u0642\u0648\u064a\u0629 \u0648\u0645\u0648\u062b\u0648\u0642\u0629 \u062f\u0627\u062e\u0644 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u0628\u062d\u0648\u062b\u0629. \u0648\u0628\u0627\u0644\u0645\u062c\u0645\u0644\u060c \u062a\u062a\u0645\u062a\u0639 \u0627\u0644\u0639\u064a\u0646\u0629 \u0628\u062a\u0648\u0627\u0632\u0646 \u0639\u0644\u0645\u064a \u0648\u0645\u0647\u0646\u064a \u0645\u0645\u062a\u0627\u0632 \u064a\u062c\u0639\u0644\u0647\u0627 \u0635\u0627\u0644\u062d\u0629 \u0648\u0645\u0645\u062b\u0644\u0629 \u0628\u062f\u0642\u0629 \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u062b\u0627\u0644\u062b\u0627\u064b: \u0627\u0644\u0625\u062d\u0635\u0627\u0621\u0627\u062a \u0627\u0644\u0648\u0635\u0641\u064a\u0629 \u0648\u0645\u0639\u0627\u0645\u0644\u0627\u062a \u0627\u0644\u062b\u0628\u0627\u062a \u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0628\u0647\u062f\u0641 \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0625\u062f\u0631\u0627\u0643 \u0623\u0641\u0631\u0627\u062f \u0627\u0644\u0639\u064a\u0646\u0629 \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629\u060c \u062a\u0645 \u0627\u0633\u062a\u062e\u0631\u0627\u062c \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0627\u0644\u062d\u0633\u0627\u0628\u064a\u0629 \u0648\u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629. \u0648\u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u0627\u0644\u0627\u062a\u0633\u0627\u0642 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0643\u0644 \u0628\u064f\u0639\u062f \u0639\u0644\u0649 \u062d\u062f\u0629\u060c \u062a\u0645 \u0627\u062d\u062a\u0633\u0627\u0628 \u0645\u0639\u0627\u0645\u0644 (\u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e). \u064a\u0648\u0636\u062d \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u0622\u062a\u064a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0645\u062f\u0645\u062c\u0629 \u0644\u0645\u062a\u063a\u064a\u0631\u064a (\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0648\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a):<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (5): \u0627\u0644\u0625\u062d\u0635\u0627\u0621\u0627\u062a \u0627\u0644\u0648\u0635\u0641\u064a\u0629 \u0648\u0645\u0639\u0627\u0645\u0644\u0627\u062a \u0627\u0644\u062b\u0628\u0627\u062a \u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (N=198)<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0645\u0639\u0627\u0645\u0644 \u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u0648\u0633\u0637 \u0627\u0644\u062d\u0633\u0627\u0628\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0628\u0639\u062f<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0631\u0626\u064a\u0633\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.84<\/p>\n<\/td>\n<td>\n<p>0.82<\/p>\n<\/td>\n<td>\n<p>3.41<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.86<\/p>\n<\/td>\n<td>\n<p>0.85<\/p>\n<\/td>\n<td>\n<p>3.36<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.81<\/p>\n<\/td>\n<td>\n<p>0.88<\/p>\n<\/td>\n<td>\n<p>3.29<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.83<\/p>\n<\/td>\n<td>\n<p>0.80<\/p>\n<\/td>\n<td>\n<p>3.45<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>0.89<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>&#8211;<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>&#8211;<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0643\u0643\u0644<\/strong><\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.88<\/p>\n<\/td>\n<td>\n<p>0.83<\/p>\n<\/td>\n<td>\n<p>3.47<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u0631\u0628\u062d\u064a\u0629<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.86<\/p>\n<\/td>\n<td>\n<p>0.86<\/p>\n<\/td>\n<td>\n<p>3.44<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.91<\/p>\n<\/td>\n<td>\n<p>0.79<\/p>\n<\/td>\n<td>\n<p>3.52<\/p>\n<\/td>\n<td>\n<p>\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.87<\/p>\n<\/td>\n<td>\n<p>0.81<\/p>\n<\/td>\n<td>\n<p>3.50<\/p>\n<\/td>\n<td>\n<p>\u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p>0.89<\/p>\n<\/td>\n<td>\n<p>0.84<\/p>\n<\/td>\n<td>\n<p>3.46<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>0.93<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>&#8211;<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>&#8211;<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0643\u0643\u0644<\/strong><\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c 2026\u0645.<\/p>\n<p style=\"text-align: justify;\">\u062a\u0634\u064a\u0631 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0625\u0644\u0649 \u0627\u062a\u062c\u0627\u0647 \u0625\u064a\u062c\u0627\u0628\u064a \u0639\u0627\u0645 \u0646\u062d\u0648 \u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u062a\u0641\u0648\u0642 3.29)\u060c \u0648\u062a\u0635\u062f\u0631\u062a &#8220;\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629&#8221; \u0627\u0644\u062a\u0631\u062a\u064a\u0628 \u0628\u0645\u062a\u0648\u0633\u0637 (3.45)\u060c \u0645\u0645\u0627 \u064a\u0639\u0643\u0633 \u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u0628\u062d\u0648\u062b\u0629 \u0639\u0644\u0649 \u062a\u062a\u0628\u0639 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0648\u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. \u0648\u0641\u064a\u0645\u0627 \u064a\u062e\u0635 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u060c \u062c\u0627\u0621 \u0628\u064f\u0639\u062f &#8220;\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621&#8221; \u0641\u064a \u0627\u0644\u0645\u0631\u062a\u0628\u0629 \u0627\u0644\u0623\u0648\u0644\u0649 \u0628\u0645\u062a\u0648\u0633\u0637 (3.52)\u060c \u0645\u0645\u0627 \u064a\u0639\u0643\u0633 \u0646\u062c\u0627\u062d \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0628\u0646\u0627\u0621 \u0635\u0648\u0631\u0629 \u0630\u0647\u0646\u064a\u0629 \u0625\u064a\u062c\u0627\u0628\u064a\u0629. \u0643\u0645\u0627 \u0623\u062b\u0628\u062a\u062a \u062c\u0645\u064a\u0639 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u062a\u0645\u062a\u0639\u0647\u0627 \u0628\u062f\u0631\u062c\u0629 \u062b\u0628\u0627\u062a (\u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e) \u062a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u062d\u062f \u0627\u0644\u0645\u0642\u0628\u0648\u0644 (0.70)\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u0645\u0648\u062b\u0648\u0642\u064a\u0629 \u0627\u0644\u0623\u062f\u0627\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0631\u0627\u0628\u0639\u0627\u064b: \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641\u064a (EFA)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0644\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0627\u0644\u0628\u0646\u0627\u0621 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0644\u0623\u062f\u0627\u0629 (Construct Validity) \u0648\u0627\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u062a\u062c\u0627\u0646\u0633 \u0627\u0644\u0639\u0628\u0627\u0631\u0627\u062a \u0636\u0645\u0646 \u0623\u0628\u0639\u0627\u062f\u0647\u0627 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u062f\u0648\u0646 \u062a\u062f\u0627\u062e\u0644\u060c \u062a\u0645 \u0625\u062c\u0631\u0627\u0621 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641\u064a \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u0633\u0644\u0648\u0628 (\u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629) \u0648\u0627\u0644\u062a\u062f\u0648\u064a\u0631 \u0627\u0644\u0645\u062a\u0639\u0627\u0645\u062f (Varimax).<\/p>\n<p style=\"text-align: justify;\">\u0648\u064a\u0648\u0636\u062d \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u0622\u062a\u064a \u0645\u0644\u062e\u0635 \u0646\u062a\u0627\u0626\u062c \u0645\u0644\u0627\u0621\u0645\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u062a\u0628\u0627\u064a\u0646 \u0627\u0644\u0645\u0641\u0633\u0631 \u0644\u0645\u062a\u063a\u064a\u0631\u064a \u0627\u0644\u062f\u0631\u0627\u0633\u0629:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (6): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629 (KMO &amp; Bartlett) \u0648\u0646\u0633\u0628\u0629 \u0627\u0644\u062a\u0628\u0627\u064a\u0646 \u0627\u0644\u0645\u0641\u0633\u0631<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0646\u0633\u0628\u0629 \u0627\u0644\u062a\u0628\u0627\u064a\u0646 \u0627\u0644\u0645\u0641\u0633\u0631 \u0627\u0644\u0643\u0644\u064a %<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u062f\u0644\u0627\u0644\u0629 \u0627\u062e\u062a\u0628\u0627\u0631 \u0628\u0627\u0631\u062a\u0644\u064a\u062a (Sig)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0642\u064a\u0627\u0633 \u0643\u0641\u0627\u064a\u0629 \u0627\u0644\u0639\u064a\u0646\u0629 (KMO)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>67.49%<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.842<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>81.73%<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.901<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c 2026\u0645.<\/p>\n<p style=\"text-align: justify;\">\u064a\u064f\u0638\u0647\u0631 \u0627\u0644\u062c\u062f\u0648\u0644 (6) \u0623\u0646 \u0642\u064a\u0645 (KMO) \u0644\u0644\u0645\u062a\u063a\u064a\u0631\u064a\u0646 \u062c\u0627\u0621\u062a \u0645\u0645\u062a\u0627\u0632\u0629 (\u062a\u062c\u0627\u0648\u0632\u062a 0.80)\u060c \u0648\u062a\u0631\u0627\u0641\u0642\u062a \u0645\u0639 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0642\u0627\u0637\u0639\u0629 \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0628\u0627\u0631\u062a\u0644\u064a\u062a (0.000)\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u0645\u0644\u0627\u0621\u0645\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a.<\/p>\n<p style=\"text-align: justify;\">\u0648\u0642\u062f \u0623\u0633\u0641\u0631 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0639\u0646 \u0627\u0633\u062a\u062e\u0631\u0627\u062c (4) \u0639\u0648\u0627\u0645\u0644 \u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0641\u0633\u0631 (67.49%) \u0645\u0646 \u0627\u0644\u062a\u0628\u0627\u064a\u0646\u060c \u0648(5) \u0639\u0648\u0627\u0645\u0644 \u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u062a\u0641\u0633\u0631 (81.73%) \u0645\u0646 \u0627\u0644\u062a\u0628\u0627\u064a\u0646\u061b \u0648\u0647\u0648 \u0645\u0627 \u064a\u062a\u0637\u0627\u0628\u0642 \u062a\u0645\u0627\u0645\u0627\u064b \u0645\u0639 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0627\u0644\u0645\u0641\u062a\u0631\u0636\u0629 \u0644\u0644\u062f\u0631\u0627\u0633\u0629. \u0648\u0639\u0646\u062f \u0641\u062d\u0635 \u0645\u0635\u0641\u0648\u0641\u0629 \u0627\u0644\u062a\u062d\u0645\u064a\u0644\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0629 (Varimax Loadings)\u060c \u062a\u062c\u0645\u0639\u062a \u062c\u0645\u064a\u0639 \u0627\u0644\u0639\u0628\u0627\u0631\u0627\u062a \u062a\u062d\u062a \u0623\u0628\u0639\u0627\u062f\u0647\u0627 \u0627\u0644\u0646\u0638\u0631\u064a\u0629 \u0627\u0644\u0645\u062d\u062f\u062f\u0629 \u0633\u0644\u0641\u0627\u064b \u0628\u062a\u0634\u0628\u0639\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u062a\u0631\u0627\u0648\u062d\u062a \u0628\u064a\u0646 (0.73 \u0625\u0644\u0649 0.84) \u0644\u0644\u064a\u0642\u0638\u0629\u060c \u0648\u0628\u064a\u0646 (0.74 \u0625\u0644\u0649 0.87) \u0644\u0644\u0623\u062f\u0627\u0621\u060c \u062f\u0648\u0646 \u0638\u0647\u0648\u0631 \u0623\u064a \u062a\u062d\u0645\u064a\u0644\u0627\u062a \u0645\u062a\u0642\u0627\u0637\u0639\u0629 (Cross-loadings) \u0645\u0624\u062b\u0631\u0629. \u062a\u0624\u0643\u062f \u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0633\u0644\u0627\u0645\u0629 \u0627\u0644\u0628\u0646\u0627\u0621 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0648\u0642\u0627\u0628\u0644\u064a\u062a\u0647\u0627 \u0644\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0642\u064a\u0627\u0633\u064a \u0641\u064a \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0644\u0627\u062d\u0642\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u062e\u0627\u0645\u0633\u0627\u064b: \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0628\u0639\u062f \u0627\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0627\u0644\u0628\u0646\u0627\u0621 \u0627\u0644\u062f\u0627\u062e\u0644\u064a \u0644\u0644\u0623\u062f\u0627\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641\u064a\u060c \u062a\u0645 \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0625\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a (Confirmatory Factor Analysis \u2013 CFA)\u060c \u0648\u064a\u0631\u062a\u0643\u0632 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a \u0639\u0644\u0649 \u0627\u062e\u062a\u0628\u0627\u0631 \u0646\u0645\u0648\u0630\u062c \u0645\u062d\u062f\u062f \u0645\u0633\u0628\u0642\u064b\u0627\u060c \u062d\u064a\u062b \u064a\u062a\u0645 \u062a\u062d\u062f\u064a\u062f \u0639\u062f\u062f \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0648\u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0639\u0628\u0627\u0631\u0627\u062a \u0648\u0623\u0628\u0639\u0627\u062f\u0647\u0627 \u0627\u0633\u062a\u0646\u0627\u062f\u064b\u0627 \u0625\u0644\u0649 \u0627\u0644\u0623\u0633\u0627\u0633 \u0627\u0644\u0646\u0638\u0631\u064a \u0648\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641\u064a. \u0648\u0642\u062f \u062a\u0645 \u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0628\u0631\u0646\u0627\u0645\u062c AMOS\u060c \u0645\u0639 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0645\u0624\u0634\u0631\u0627\u062a \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0644\u0644\u062d\u0643\u0645 \u0639\u0644\u0649 \u0635\u0644\u0627\u062d\u064a\u0629 \u0627\u0644\u0646\u0645\u0648\u0630\u062c\u060c \u0645\u0646 \u0623\u0628\u0631\u0632\u0647\u0627:<\/p>\n<ul style=\"text-align: justify;\">\n<li>\u0646\u0633\u0628\u0629 \u0643\u0627\u064a \u062a\u0631\u0628\u064a\u0639 \u0625\u0644\u0649 \u062f\u0631\u062c\u0627\u062a \u0627\u0644\u062d\u0631\u064a\u0629 (CMIN-DF)<\/li>\n<li>\u0645\u0624\u0634\u0631 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0627\u0644\u0645\u0642\u0627\u0631\u0646 (CFI)<\/li>\n<li>\u0645\u0624\u0634\u0631 \u062a\u0627\u0643\u0631\u2013\u0644\u0648\u064a\u0633 (TLI)<\/li>\n<li>\u062c\u0630\u0631 \u0645\u062a\u0648\u0633\u0637 \u0645\u0631\u0628\u0639 \u062e\u0637\u0623 \u0627\u0644\u062a\u0642\u0631\u064a\u0628 (RMSEA)<\/li>\n<li>\u062c\u0630\u0631 \u0645\u062a\u0648\u0633\u0637 \u0645\u0631\u0628\u0639\u0627\u062a \u0627\u0644\u0628\u0648\u0627\u0642\u064a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 (SRMR)<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">\u0643\u0645\u0627 \u062a\u0645 \u062a\u0642\u064a\u064a\u0645 \u0635\u062f\u0642 \u0627\u0644\u062a\u0642\u0627\u0631\u0628 (Convergent Validity) \u0645\u0646 \u062e\u0644\u0627\u0644 \u062d\u0633\u0627\u0628 \u0645\u062a\u0648\u0633\u0637 \u0627\u0644\u062a\u0628\u0627\u064a\u0646 \u0627\u0644\u0645\u0633\u062a\u062e\u0631\u062c (AVE)\u060c \u0648\u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062b\u0628\u0627\u062a \u0627\u0644\u0645\u0631\u0643\u0628 (CR)\u060c \u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0627\u062e\u062a\u0628\u0627\u0631 \u0635\u062f\u0642 \u0627\u0644\u062a\u0645\u0627\u064a\u0632 (Discriminant Validity) \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0639\u064a\u0627\u0631 Fornell\u2013Larcker.<\/p>\n<p style=\"text-align: justify;\">\u0648\u0642\u062f \u062a\u0645 \u062a\u0646\u0641\u064a\u0630 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a \u0639\u0644\u0649 \u0645\u0631\u062d\u0644\u062a\u064a\u0646:<\/p>\n<p style=\"text-align: justify;\">\u0623\u0648\u0644\u0627\u064b: \u0627\u062e\u062a\u0628\u0627\u0631 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u064a\u0627\u0633 \u0645\u0646 \u0627\u0644\u062f\u0631\u062c\u0629 \u0627\u0644\u0623\u0648\u0644\u0649 (First-Order CFA) \u0644\u0643\u0644 \u0645\u062a\u063a\u064a\u0631 \u0639\u0644\u0649 \u062d\u062f\u0629.<\/p>\n<p style=\"text-align: justify;\">\u062b\u0627\u0646\u064a\u0627\u064b: \u0628\u0646\u0627\u0621 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0645\u0646 \u0627\u0644\u062f\u0631\u062c\u0629 \u0627\u0644\u062b\u0627\u0646\u064a\u0629 (Second-Order Model) \u062a\u0645\u0647\u064a\u062f\u064b\u0627 \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0647\u064a\u0643\u0644\u064a \u0627\u0644\u0643\u0627\u0645\u0644.<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a \u0644\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0642\u0644 (\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629)<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><strong>\u0645\u0624\u0634\u0631\u0627\u062a \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0644\u0644\u0646\u0645\u0648\u0630\u062c<\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u0648\u0636\u062d \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u062a\u0627\u0644\u064a \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629 \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u062e\u0627\u0635 \u0628\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0648\u0645\u0642\u0627\u0631\u0646\u062a\u0647\u0627 \u0628\u0627\u0644\u0642\u064a\u0645 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u062a\u0645\u062f\u0629 \u0641\u064a \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (6): \u0645\u0624\u0634\u0631\u0627\u062a \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (\u0627\u0644\u0645\u0639\u062f\u0644)<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0646\u062a\u064a\u062c\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0641\u0639\u0644\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0624\u0634\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p><strong>2.454<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2264 3.00 \u0623\u0648 5.00<\/p>\n<\/td>\n<td>\n<p>\u0645\u0631\u0628\u0639 \u0643\u0627\u064a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a (CMIN-DF)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u062c\u064a\u062f\u0629<\/p>\n<\/td>\n<td>\n<p><strong>0.934<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2265 0.90<\/p>\n<\/td>\n<td>\n<p>\u0645\u0624\u0634\u0631 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0627\u0644\u0645\u0642\u0627\u0631\u0646 (CFI)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u062c\u064a\u062f\u0629<\/p>\n<\/td>\n<td>\n<p><strong>0.923<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2265 0.90<\/p>\n<\/td>\n<td>\n<p>\u0645\u0624\u0634\u0631 \u062a\u0648\u0643\u0631-\u0644\u0648\u064a\u0633 (TLI)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p><strong>0.086<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2264 0.10<\/p>\n<\/td>\n<td>\n<p>\u062c\u0630\u0631 \u0645\u062a\u0648\u0633\u0637 \u0645\u0631\u0628\u0639\u0627\u062a \u0627\u0644\u062e\u0637\u0623 (RMSEA)<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/p>\n<p style=\"text-align: justify;\">\u062a\u0634\u064a\u0631 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0648\u0627\u0631\u062f\u0629 \u0641\u064a \u0627\u0644\u062c\u062f\u0648\u0644 \u0623\u0639\u0644\u0627\u0647 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u064a\u062a\u0645\u062a\u0639 \u0628\u0645\u0637\u0627\u0628\u0642\u0629 \u062c\u064a\u062f\u0629 \u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u062d\u064a\u062b \u0628\u0644\u063a\u062a \u0642\u064a\u0645\u0629 \u0645\u0631\u0628\u0639 \u0643\u0627\u064a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a (2.454) \u0648\u0647\u064a \u0623\u0642\u0644 \u0645\u0646 \u0627\u0644\u062d\u062f \u0627\u0644\u0623\u0642\u0635\u0649 \u0627\u0644\u0645\u0633\u0645\u0648\u062d \u0628\u0647 (5.00) \u0648\u0627\u0644\u0645\u0641\u0636\u0644 (3.00). \u0643\u0645\u0627 \u062a\u062c\u0627\u0648\u0632\u062a \u0642\u064a\u0645 \u0645\u0624\u0634\u0631\u064a (CFI) \u0648(TLI) \u0627\u0644\u062d\u062f \u0627\u0644\u0623\u062f\u0646\u0649 (0.90)\u060c \u0648\u062c\u0627\u0621\u062a \u0642\u064a\u0645\u0629 (RMSEA) \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 (0.086)\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u0635\u0644\u0627\u062d\u064a\u0629 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0644\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0641\u064a \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0629 \u0644\u0644\u0639\u0628\u0627\u0631\u0627\u062a<\/strong>: \u062a\u0645 \u0627\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0627\u0644\u0635\u062f\u0642 \u0627\u0644\u062a\u0642\u0627\u0631\u0628\u064a (Convergent Validity) \u0645\u0646 \u062e\u0644\u0627\u0644 \u0641\u062d\u0635 \u0642\u064a\u0645 \u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 (Standardized Regression Weights) \u0644\u0643\u0644 \u0639\u0628\u0627\u0631\u0629 \u0628\u0628\u0639\u062f\u0647\u0627\u060c \u0643\u0645\u0627 \u0647\u0648 \u0645\u0648\u0636\u062d:<\/p>\n<p style=\"text-align: justify;\">\u062c\u062f\u0648\u0644 (7): \u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0639\u0628\u0627\u0631\u0627\u062a \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u062f\u0644\u0627\u0644\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u062d\u0645\u064a\u0644 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0631\u0645\u0632 \u0627\u0644\u0639\u0628\u0627\u0631\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0628\u0639\u062f<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.60<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S1<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.79<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S2<\/p>\n<\/td>\n<td>\n<p>(Technological Vigilance)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.85<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S3<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.87<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S4<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.84<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S5<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.80<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S6<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.78<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S7<\/p>\n<\/td>\n<td>\n<p>(Competitive Vigilance)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.79<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S8<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.82<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S9<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.87<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S10<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.80<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S11<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.83<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S12<\/p>\n<\/td>\n<td>\n<p>(Environmental Vigilance)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.90<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S13<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.89<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S14<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.90<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S15<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.82<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S16<\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629-\u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.90<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S17<\/p>\n<\/td>\n<td>\n<p>(Market Vigilance)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.60<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S18<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.86<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>S20<\/p>\n<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/p>\n<p style=\"text-align: justify;\">()\u062f\u0627\u0644\u0629 \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 \u0645\u0639\u0646\u0648\u064a\u0629 0.001.<\/p>\n<p style=\"text-align: justify;\">)\u062a\u0645 \u062d\u0630\u0641 \u0627\u0644\u0639\u0628\u0627\u0631\u0629 S19 \u0644\u0639\u062f\u0645 \u0627\u0633\u062a\u064a\u0641\u0627\u0621 \u0634\u0631\u0637 \u0627\u0644\u062a\u0634\u0628\u0639)<\/p>\n<p style=\"text-align: justify;\">\u0623\u0638\u0647\u0631\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0623\u0646 \u062c\u0645\u064a\u0639 \u0627\u0644\u0639\u0628\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u062a\u0628\u0642\u064a\u0629 \u0641\u064a \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u062a\u0645\u062a\u0644\u0643 \u062a\u0634\u0628\u0639\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0648\u062f\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 (0.001)\u060c \u062d\u064a\u062b \u062a\u0631\u0627\u0648\u062d\u062a \u0642\u064a\u0645 \u0627\u0644\u062a\u062d\u0645\u064a\u0644 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a \u0645\u0627 \u0628\u064a\u0646 (0.60) \u0648(0.90). \u062c\u0645\u064a\u0639 \u0627\u0644\u0642\u064a\u0645 \u062a\u062c\u0627\u0648\u0632\u062a \u0627\u0644\u062d\u062f \u0627\u0644\u0623\u062f\u0646\u0649 \u0627\u0644\u0645\u0642\u0628\u0648\u0644 (0.50)\u060c \u0645\u0645\u0627 \u064a\u062f\u0644 \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u0639\u0628\u0627\u0631\u0627\u062a \u062a\u0642\u064a\u0633 \u0623\u0628\u0639\u0627\u062f\u0647\u0627 \u0628\u062f\u0642\u0629 \u0639\u0627\u0644\u064a\u0629\u060c \u0648\u064a\u0624\u0643\u062f \u062a\u0648\u0641\u0631 \u0627\u0644\u0635\u062f\u0642 \u0627\u0644\u062a\u0642\u0627\u0631\u0628\u064a \u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0634\u0643\u0644 (1): <strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a \u0644\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0642\u0644 (\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629)<\/strong><\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"1100\" class=\"wp-image-16703\" src=\"http:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-2.png\" srcset=\"https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-2.png 850w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-2-232x300.png 232w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-2-791x1024.png 791w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-2-768x994.png 768w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-2-9x12.png 9w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/strong><\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a \u0644\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639 (\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a)<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><strong>\u0645\u0624\u0634\u0631\u0627\u062a \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0644\u0644\u0646\u0645\u0648\u0630\u062c<\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u0648\u0636\u062d \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u062a\u0627\u0644\u064a \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629 \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u062e\u0627\u0635 \u0628\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (8): \u0645\u0624\u0634\u0631\u0627\u062a \u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0646\u062a\u064a\u062c\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0641\u0639\u0644\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0624\u0634\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u062c\u064a\u062f\u0629 \u062c\u062f\u0627\u064b<\/p>\n<\/td>\n<td>\n<p><strong>2.341<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2264 3.00 (\u0623\u0648 5.00)<\/p>\n<\/td>\n<td>\n<p>\u0645\u0631\u0628\u0639 \u0643\u0627\u064a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a (CMIN-DF)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0645\u062a\u0627\u0632\u0629<\/p>\n<\/td>\n<td>\n<p><strong>0.997<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2265 0.90<\/p>\n<\/td>\n<td>\n<p>\u0645\u0624\u0634\u0631 \u0627\u0644\u0645\u0637\u0627\u0628\u0642\u0629 \u0627\u0644\u0645\u0642\u0627\u0631\u0646 (CFI)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0645\u062a\u0627\u0632\u0629<\/p>\n<\/td>\n<td>\n<p><strong>0.989<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2265 0.90<\/p>\n<\/td>\n<td>\n<p>\u0645\u0624\u0634\u0631 \u062a\u0648\u0643\u0631-\u0644\u0648\u064a\u0633 (TLI)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p><strong>0.083<\/strong><\/p>\n<\/td>\n<td>\n<p>\u2264 0.10<\/p>\n<\/td>\n<td>\n<p>\u062c\u0630\u0631 \u0645\u062a\u0648\u0633\u0637 \u0645\u0631\u0628\u0639\u0627\u062a \u0627\u0644\u062e\u0637\u0623 (RMSEA)<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>.<\/strong>\u062a\u0634\u064a\u0631 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0648\u0627\u0631\u062f\u0629 \u0641\u064a \u0627\u0644\u062c\u062f\u0648\u0644 \u0623\u0639\u0644\u0627\u0647 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u064a\u062a\u0645\u062a\u0639 \u0628\u062f\u0631\u062c\u0629 \u0645\u0637\u0627\u0628\u0642\u0629 \u0645\u0645\u062a\u0627\u0632\u0629 \u0645\u0639 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629. \u0641\u0642\u062f \u0628\u0644\u063a\u062a \u0642\u064a\u0645\u0629 (CMIN-DF) 2.341\u060c \u0648\u0633\u062c\u0644\u062a \u0642\u064a\u0645\u0629 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062f\u0644\u0627\u0644\u0629 (P-value = 0.071) \u0648\u0647\u064a \u063a\u064a\u0631 \u062f\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 0.05\u060c \u0645\u0645\u0627 \u064a\u0639\u0643\u0633 \u062a\u0637\u0627\u0628\u0642\u0627\u064b \u0639\u0627\u0644\u064a\u0627\u064b \u0628\u064a\u0646 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0646\u0638\u0631\u064a \u0648\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0648\u0627\u0642\u0639\u064a\u0629. \u0643\u0645\u0627 \u0627\u0642\u062a\u0631\u0628\u062a \u0645\u0624\u0634\u0631\u0627\u062a (CFI) \u0648(TLI) \u0645\u0646 \u0627\u0644\u0648\u0627\u062d\u062f \u0627\u0644\u0635\u062d\u064a\u062d (0.997 \u0648 0.989 \u0639\u0644\u0649 \u0627\u0644\u062a\u0648\u0627\u0644\u064a)\u060c \u0648\u062c\u0627\u0621\u062a \u0642\u064a\u0645\u0629 (RMSEA) \u0639\u0646\u062f (0.083)\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u0635\u0644\u0627\u062d\u064a\u0629 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0628\u0634\u0643\u0644 \u0642\u0627\u0637\u0639.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0629 \u0644\u0644\u0639\u0628\u0627\u0631\u0627\u062a (\u0627\u0644\u0623\u0628\u0639\u0627\u062f)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0645 \u0641\u062d\u0635 \u0642\u064a\u0645 \u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0644\u0623\u0628\u0639\u0627\u062f \u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u0627\u0644\u0635\u062f\u0642 \u0627\u0644\u062a\u0642\u0627\u0631\u0628\u064a\u060c \u0643\u0645\u0627 \u064a\u0648\u0636\u062d \u0627\u0644\u062c\u062f\u0648\u0644 \u0623\u062f\u0646\u0627\u0647:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (9): \u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u062f\u0644\u0627\u0644\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u062d\u0645\u064a\u0644 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0628\u0639\u062f (\u0643\u0639\u0628\u0627\u0631\u0629 \u0645\u062c\u0645\u0639\u0629 Parcel)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.889<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u0631\u0628\u062d\u064a\u0629<\/p>\n<\/td>\n<td rowspan=\"5\">\n<p><strong>\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<p>(Marketing Performance)<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.904<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.960<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.959<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>\u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\u00a0<\/td>\n<td>\n<p>0.805<\/p>\n<\/td>\n<td>\n<p>\u2265 0.50<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/strong><\/p>\n<p style=\"text-align: justify;\"><em>\u062f\u0627\u0644\u0629 \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 \u0645\u0639\u0646\u0648\u064a\u0629 0.001.<\/em><\/p>\n<p style=\"text-align: justify;\">\u064a\u064f\u0638\u0647\u0631 \u0627\u0644\u062c\u062f\u0648\u0644 \u0623\u0646 \u062c\u0645\u064a\u0639 \u0627\u0644\u062a\u0634\u0628\u0639\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u062e\u0645\u0633\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0634\u0627\u0645\u0644 &#8220;\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a&#8221; \u0643\u0627\u0646\u062a \u0645\u0631\u062a\u0641\u0639\u0629 \u062c\u062f\u0627\u064b \u0648\u062f\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b (\u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 0.001)\u060c \u062d\u064a\u062b \u062a\u0631\u0627\u0648\u062d\u062a \u0628\u064a\u0646 (0.805)\u00a0\u0648\u00a0(0.960). \u062c\u0645\u064a\u0639 \u0647\u0630\u0647 \u0627\u0644\u0642\u064a\u0645 \u062a\u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u062d\u062f \u0627\u0644\u0623\u062f\u0646\u0649 \u0627\u0644\u0645\u0642\u0628\u0648\u0644 (0.50) \u0628\u0643\u062b\u064a\u0631\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u062a\u0648\u0641\u0631 \u062f\u0631\u062c\u0629 \u0639\u0627\u0644\u064a\u0629 \u062c\u062f\u0627\u064b \u0645\u0646\u00a0\u0627\u0644\u0635\u062f\u0642 \u0627\u0644\u062a\u0642\u0627\u0631\u0628\u064a (Convergent Validity)\u060c \u0648\u064a\u062f\u0644 \u0639\u0644\u0649 \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0645\u062c\u062a\u0645\u0639\u0629 \u062a\u0634\u0643\u0644 \u0645\u0642\u064a\u0627\u0633\u0627\u064b \u0642\u0648\u064a\u0627\u064b \u0648\u0635\u0627\u062f\u0642\u0627\u064b \u0644\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0648\u0634\u0631\u0643\u0629 \u0627\u0644\u0633\u0644\u0627\u0645\u0629 \u0644\u0644\u062a\u0623\u0645\u064a\u0646.<\/p>\n<p style=\"text-align: justify;\">\u0634\u0643\u0644 (2): <strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a \u0644\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639 (\u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a)<\/strong><\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"1100\" class=\"wp-image-16704\" src=\"http:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-3.png\" srcset=\"https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-3.png 850w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-3-232x300.png 232w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-3-791x1024.png 791w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-3-768x994.png 768w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-3-9x12.png 9w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u062f\u0631:<strong> \u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>\u0633\u0627\u062f\u0633\u0627\u064b: \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a<\/strong><\/p>\n<p style=\"text-align: justify;\">&#8220;\u062a\u062d\u0642\u064a\u0642\u0627\u064b \u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0641\u064a \u0627\u0644\u0643\u0634\u0641 \u0639\u0646 \u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621\u060c \u064a\u0633\u062a\u0639\u0631\u0636 \u0647\u0630\u0627 \u0627\u0644\u062c\u0632\u0621 \u0646\u062a\u0627\u0626\u062c\u00a0\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631 (Path Analysis). \u0648\u064a\u0647\u062f\u0641 \u0647\u0630\u0627 \u0627\u0644\u0625\u062c\u0631\u0627\u0621 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a \u0625\u0644\u0649 \u0627\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0645\u062f\u0649 \u0645\u0637\u0627\u0628\u0642\u0629 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0628\u0646\u0627\u0626\u064a \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c \u0648\u0627\u062e\u062a\u0628\u0627\u0631 \u062f\u0644\u0627\u0644\u0629 \u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0627\u062a \u0627\u0644\u0642\u064a\u0627\u0633\u064a\u0629 \u0644\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629<\/p>\n<p style=\"text-align: justify;\"><strong>\u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0648\u062a\u0641\u0631\u0639\u0627\u062a\u0647\u0627 (\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0648\u0628\u0639\u062f \u0627\u0644\u062a\u062d\u0642\u0642 \u0645\u0646 \u0635\u062d\u0629 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0628\u0646\u0627\u0626\u064a \u0627\u0644\u0643\u0644\u064a\u060c \u0627\u0646\u062a\u0642\u0644\u0646\u0627 \u0625\u0644\u0649 \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629 \u0627\u0644\u0645\u0646\u0628\u062b\u0642\u0629 \u0639\u0646 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u0623\u0648\u0644\u0649. \u0648\u0644\u062a\u0633\u0647\u064a\u0644 \u0639\u0645\u0644\u064a\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0648\u0631\u0633\u0645 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0647\u064a\u0643\u0644\u064a \u062f\u0648\u0646 \u062a\u0639\u0642\u064a\u062f \u0628\u0635\u0631\u064a\u060c \u0642\u0627\u0645 \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u062d\u0633\u0627\u0628 \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0627\u0644\u062d\u0633\u0627\u0628\u064a\u0629 (Mean) \u0644\u0639\u0628\u0627\u0631\u0627\u062a \u0643\u0644 \u0628\u064f\u0639\u062f \u0645\u0646 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u062a\u064a \u062a\u0645 \u0627\u0639\u062a\u0645\u0627\u062f\u0647\u0627 \u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0639\u0627\u0645\u0644\u064a \u0627\u0644\u062a\u0648\u0643\u064a\u062f\u064a\u060c \u0648\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0643\u0645\u0624\u0634\u0631\u0627\u062a \u0644\u0642\u064a\u0627\u0633 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a.<\/p>\n<p style=\"text-align: justify;\">\u0643\u0645\u0627 \u062a\u0645 \u0627\u0639\u062a\u0645\u0627\u062f \u062a\u0631\u0645\u064a\u0632 \u0645\u062e\u062a\u0635\u0631 \u0644\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 (AMOS) \u0627\u0633\u062a\u0646\u0627\u062f\u0627\u064b \u0625\u0644\u0649 \u0627\u0644\u062d\u0631\u0648\u0641 \u0627\u0644\u0623\u0648\u0644\u0649 \u0644\u0644\u0645\u0635\u0637\u0644\u062d\u0627\u062a \u0627\u0644\u0625\u0646\u062c\u0644\u064a\u0632\u064a\u0629\u060c \u0648\u0630\u0644\u0643 \u0639\u0644\u0649 \u0627\u0644\u0646\u062d\u0648 \u0627\u0644\u062a\u0627\u0644\u064a:<\/p>\n<ul style=\"text-align: justify;\">\n<li>\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (\u0627\u0644\u0645\u0633\u062a\u0642\u0644\u0629):\u00a0\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 (T_V)\u060c \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (C_V)\u060c \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (E_V)\u060c \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 (M_V).<\/li>\n<li>\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (\u0627\u0644\u062a\u0627\u0628\u0639\u0629):\u00a0\u0627\u0644\u0631\u0628\u062d\u064a\u0629 (P_F)\u060c \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 (M_S)\u060c \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (C_S)\u060c \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 (B_S)\u060c \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a (S_G).<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">\u0648\u0627\u0633\u062a\u0646\u0627\u062f\u0627\u064b \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u062a\u0645 \u0627\u062e\u062a\u0628\u0627\u0631 (20) \u0645\u0633\u0627\u0631\u0627\u064b \u0641\u0631\u0639\u064a\u0627\u064b \u064a\u0631\u0628\u0637 \u0643\u0644 \u0628\u064f\u0639\u062f \u0645\u0646 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u064a\u0642\u0638\u0629 \u0628\u0643\u0644 \u0628\u064f\u0639\u062f \u0645\u0646 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621\u060c \u0648\u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0639\u0631\u0636 \u0644\u0644\u0646\u062a\u0627\u0626\u062c:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (10): \u0646\u062a\u0627\u0626\u062c \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631 \u0648\u0627\u062e\u062a\u0628\u0627\u0631 \u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0646\u062a\u064a\u062c\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062f\u0644\u0627\u0644\u0629 (Sig)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a \u03b2<em>\u03b2<\/em><\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0633\u0627\u0631 (\u0627\u0644\u0645\u0633\u062a\u0642\u0644\u00a0\u2192\u2192\u00a0\u0627\u0644\u062a\u0627\u0628\u0639)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.002<\/p>\n<\/td>\n<td>\n<p>0.217<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u2194 \u0627\u0644\u0631\u0628\u062d\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>1<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.283<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u2194 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>2<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.277<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u2194 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/p>\n<\/td>\n<td>\n<p>3<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.008<\/p>\n<\/td>\n<td>\n<p>0.198<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u2194 \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>4<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0631\u0641\u0648\u0636\u0629<\/p>\n<\/td>\n<td>\n<p>0.252<\/p>\n<\/td>\n<td>\n<p>0.108<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u2194 \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a<\/p>\n<\/td>\n<td>\n<p>5<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.002<\/p>\n<\/td>\n<td>\n<p>0.211<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u2194 \u0627\u0644\u0631\u0628\u062d\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>6<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.001<\/p>\n<\/td>\n<td>\n<p>0.217<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u2194 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>7<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.005<\/p>\n<\/td>\n<td>\n<p>0.219<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u2194 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/p>\n<\/td>\n<td>\n<p>8<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.002<\/p>\n<\/td>\n<td>\n<p>0.223<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u2194 \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>9<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.040<\/p>\n<\/td>\n<td>\n<p>0.187<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u2194 \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a<\/p>\n<\/td>\n<td>\n<p>10<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.002<\/p>\n<\/td>\n<td>\n<p>0.262<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u2194 \u0627\u0644\u0631\u0628\u062d\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>11<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.050<\/p>\n<\/td>\n<td>\n<p>0.162<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u2194 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>12<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0631\u0641\u0648\u0636\u0629<\/p>\n<\/td>\n<td>\n<p>0.114<\/p>\n<\/td>\n<td>\n<p>0.152<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u2194 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/p>\n<\/td>\n<td>\n<p>13<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.019<\/p>\n<\/td>\n<td>\n<p>0.210<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u2194 \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>14<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.339<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u2194 \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a<\/p>\n<\/td>\n<td>\n<p>15<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.246<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u2194 \u0627\u0644\u0631\u0628\u062d\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>16<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.285<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u2194 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>17<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.001<\/p>\n<\/td>\n<td>\n<p>0.228<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u2194 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621<\/p>\n<\/td>\n<td>\n<p>18<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0642\u0628\u0648\u0644\u0629<\/p>\n<\/td>\n<td>\n<p>0.000<\/p>\n<\/td>\n<td>\n<p>0.280<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u2194 \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/p>\n<\/td>\n<td>\n<p>19<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0645\u0631\u0641\u0648\u0636\u0629<\/p>\n<\/td>\n<td>\n<p>0.176<\/p>\n<\/td>\n<td>\n<p>0.111<\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u2194 \u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a<\/p>\n<\/td>\n<td>\n<p>20<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0645\u0631\u0641\u0648\u0636\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>0.977<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>-0.003<\/strong><\/p>\n<\/td>\n<td>\n<p>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u2194 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (\u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629)<\/p>\n<\/td>\n<td>\n<p><strong>21<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629\u060c2026\u0645<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u064f\u0638\u0647\u0631 \u0646\u062a\u0627\u0626\u062c \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631 \u0627\u0644\u0645\u0648\u0636\u062d\u0629 \u0641\u064a \u0627\u0644\u062c\u062f\u0648\u0644 (7) \u062a\u0645\u0627\u064a\u0632\u0627\u064b \u0641\u064a \u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0641\u0633\u064a\u0631\u064a\u0629 \u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062c\u0627\u0647 \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u0641\u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629\u060c \u062a\u062d\u0642\u0642 \u0623\u062b\u0631 \u0625\u064a\u062c\u0627\u0628\u064a \u062f\u0627\u0644 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0644\u063a\u0627\u0644\u0628\u064a\u0629 \u0627\u0644\u0645\u0633\u0627\u0631\u0627\u062a (17 \u0645\u0633\u0627\u0631\u0627\u064b)\u060c \u0645\u0645\u0627 \u064a\u0624\u0643\u062f \u0623\u0646 \u0643\u0644 \u0628\u064f\u0639\u062f \u0645\u0646 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u064a\u0642\u0638\u0629 \u064a\u0634\u0643\u0644 \u0645\u062d\u0631\u0643\u0627\u064b \u0646\u0648\u0639\u064a\u0627\u064b \u0644\u0623\u062d\u062f \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621\u061b \u062d\u064a\u062b \u062a\u0628\u064a\u0646 \u0623\u0646 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u062a\u062a\u0635\u062f\u0631 \u0627\u0644\u0645\u062d\u0631\u0643\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0641\u064a &#8220;\u0627\u0644\u0646\u0645\u0648 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a&#8221;\u060c \u0628\u064a\u0646\u0645\u0627 \u062a\u0645\u062b\u0644 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0627\u0644\u0631\u0643\u064a\u0632\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 &#8220;\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629&#8221; \u0648&#8221;\u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629&#8221;. \u0648\u0641\u064a \u0627\u0644\u0645\u0642\u0627\u0628\u0644\u060c \u0623\u0638\u0647\u0631\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0631\u0641\u0636 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 (H1)\u060c \u062d\u064a\u062b \u0628\u0644\u063a \u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062a\u0623\u062b\u064a\u0631 (-0.003) \u0628\u0645\u0633\u062a\u0648\u0649 \u062f\u0644\u0627\u0644\u0629 (0.977)\u060c \u0648\u0647\u0648 \u0645\u0627 \u064a\u0634\u064a\u0631 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0625\u0644\u0649 \u063a\u064a\u0627\u0628 \u0627\u0644\u0623\u062b\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 \u0644\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0643\u062a\u0644\u0629 \u0648\u0627\u062d\u062f\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u0648\u062a\u064f\u0639\u0632\u0649 \u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0647\u064a \u0646\u0634\u0627\u0637 \u0645\u0639\u0631\u0641\u064a \u0627\u0633\u062a\u0634\u0631\u0627\u0641\u064a (Information-based)\u060c \u0644\u0627 \u064a\u064f\u062a\u0631\u062c\u0645 \u0625\u0644\u0649 \u0646\u062a\u0627\u0626\u062c \u0645\u0627\u0644\u064a\u0629 \u0623\u0648 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u0628\u0627\u0634\u0631\u0629 \u0645\u0627 \u0644\u0645 \u064a\u062a\u0645 \u062a\u0648\u062c\u064a\u0647\u0647 \u0639\u0628\u0631 \u0622\u0644\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0625\u062c\u0631\u0627\u0626\u064a\u0629 \u0648\u0633\u0644\u0648\u0643\u064a\u0629 \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u0631\u0635\u0648\u062f\u0629 \u0648\u062a\u062d\u0648\u064a\u0644\u0647\u0627 \u0625\u0644\u0649 \u0642\u0631\u0627\u0631\u0627\u062a \u062a\u0646\u0641\u064a\u0630\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0634\u0643\u0644 (4): <strong>\u0646\u062a\u0627\u0626\u062c \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u0633\u0627\u0631 \u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0623\u062b\u0631 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a<\/strong><\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"1100\" class=\"wp-image-16705\" src=\"http:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-4.png\" srcset=\"https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-4.png 850w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-4-232x300.png 232w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-4-791x1024.png 791w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-4-768x994.png 768w, https:\/\/www.hnjournal.net\/wp-content\/uploads\/2026\/05\/word-image-16559-4-9x12.png 9w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0645\u0635\u062f\u0631: \u0625\u0639\u062f\u0627\u062f \u0627\u0644\u0628\u0627\u062d\u062b \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 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(2023)\u00a0\u0648\u062f\u0631\u0627\u0633\u0629\u00a0\u062f\u0647\u0627\u0645 (2023)\u00a0\u062d\u0648\u0644 \u062f\u0648\u0631\u0647\u0627 \u0641\u064a \u0627\u0644\u0623\u062f\u0627\u0621. \u0643\u0645\u0627 \u062a\u062a\u0642\u0627\u0637\u0639 \u0645\u0639 \u062f\u0631\u0627\u0633\u0629\u00a0\u0627\u0644\u0641\u062a\u0644\u0627\u0648\u064a (2024)\u00a0\u0627\u0644\u062a\u064a \u0623\u062b\u0628\u062a\u062a \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0633\u0648\u0642\u064a \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u063a\u064a\u0631 \u0627\u0644\u0645\u0627\u0644\u064a. \u0623\u0645\u0627 \u0646\u062a\u064a\u062c\u0629 \u0631\u0641\u0636 \u0627\u0644\u0623\u062b\u0631 \u0627\u0644\u0645\u0628\u0627\u0634\u0631 \u0627\u0644\u0643\u0644\u064a\u060c \u0641\u062a\u062c\u062f \u062a\u0641\u0633\u064a\u0631\u0647\u0627 \u0641\u064a \u062f\u0631\u0627\u0633\u0629\u00a0(Omer &amp; Mahmood, 2025)\u00a0\u0627\u0644\u062a\u064a \u0634\u062e\u0635\u062a \u0642\u0635\u0648\u0631\u0627\u064b \u0641\u064a \u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0641\u064a \u0635\u0646\u0639 \u0627\u0644\u0642\u0631\u0627\u0631\u061b \u0625\u0630 \u0625\u0646 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0644\u0627 \u062a\u0648\u0644\u062f \u0623\u062b\u0631\u0627\u064b \u0645\u0627 \u0644\u0645 \u062a\u062a\u0628\u0639\u0647\u0627 \u0622\u0644\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u062a\u0646\u0641\u064a\u0630\u064a\u0629\u060c \u0648\u0647\u0648 \u0645\u0627 \u064a\u062a\u0648\u0627\u0641\u0642 \u0645\u0639 \u062f\u0631\u0627\u0633\u0629\u00a0\u0628\u0627\u0641\u0636\u0644 \u0648\u0627\u0644\u0628\u064a\u0636 (2024)\u00a0\u0627\u0644\u062a\u064a \u0623\u0634\u0627\u0631\u062a \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0646\u0641\u0642\u0627\u062a \u0623\u0648 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 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\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0623\u0645\u064a\u0646 \u0627\u0644\u062a\u062d\u0648\u0644 \u0645\u0646 \u0645\u0631\u062d\u0644\u0629 &#8220;\u062c\u0645\u0639 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a&#8221; \u0625\u0644\u0649 \u0645\u0631\u062d\u0644\u0629 &#8220;\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a&#8221; \u0639\u0628\u0631 \u0625\u0646\u0634\u0627\u0621 \u0648\u062d\u062f\u0627\u062a \u062a\u0646\u0641\u064a\u0630\u064a\u0629 \u0648\u0638\u064a\u0641\u062a\u0647\u0627 \u062a\u062d\u0648\u064a\u0644 \u0645\u062e\u0631\u062c\u0627\u062a \u0627\u0644\u064a\u0642\u0638\u0629 \u0625\u0644\u0649 \u062e\u0637\u0637 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u0644\u0645\u0648\u0633\u0629.<\/li>\n<li>\u00a0\u0636\u0631\u0648\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0646\u0638\u0645 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u0645\u062d \u0628\u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u062a\u062d\u0648\u064a\u0644\u0647\u0627 \u0625\u0644\u0649 \u062d\u0644\u0648\u0644 \u062a\u0623\u0645\u064a\u0646\u064a\u0629 \u0645\u0628\u062a\u0643\u0631\u0629 \u062a\u0631\u0641\u0639 \u0645\u0646 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/li>\n<li>\u062a\u0643\u062b\u064a\u0641 \u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0631\u0635\u062f \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0644\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0648\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0647\u0630\u0647 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u0644\u062a\u0646\u0628\u0624 \u0628\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u060c \u062e\u0627\u0635\u0629 \u0641\u064a\u0645\u0627 \u064a\u062a\u0639\u0644\u0642 \u0628\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629.<\/li>\n<li>\u0648\u062c\u0648\u0628 \u0631\u0628\u0637 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0645\u0624\u0634\u0631\u0627\u062a \u0623\u062f\u0627\u0621 \u0648\u0627\u0636\u062d\u0629 (KPIs) \u0644\u0636\u0645\u0627\u0646 \u0623\u0646 \u0643\u0644 \u0645\u0645\u0627\u0631\u0633\u0629 \u0631\u0635\u062f \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u062a\u0624\u062f\u064a \u0641\u0639\u0644\u064a\u0627\u064b \u0625\u0644\u0649 \u0631\u0641\u0639 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0623\u0648 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629.<\/li>\n<li>\u062a\u0637\u0648\u064a\u0631 \u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0643\u0648\u0627\u062f\u0631 \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0641\u064a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0636\u0645\u0627\u0646 \u062f\u0642\u0629 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u0627\u0644\u062d\u062f \u0645\u0646 \u0627\u0644\u0641\u062c\u0648\u0627\u062a \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u064a\u0629 \u0627\u0644\u062d\u0627\u0644\u064a\u0629.<\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><strong>\u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639 \u0648\u0627\u0644\u0645\u0635\u0627\u062f\u0631:<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0632\u0647\u064a\u0631\u064a\u060c \u0625\u0628\u0631\u0627\u0647\u064a\u0645 \u0639\u0628\u0627\u0633. (2018). <strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629: \u0645\u062f\u062e\u0644 \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062a\u0645\u064a\u0632 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u062a\u0639\u0644\u064a\u0645\u064a\u0629<\/strong>. \u062c\u0627\u0645\u0639\u0629 \u0633\u0648\u0647\u0627\u062c.<\/p>\n<p style=\"text-align: justify;\">Al-Zuhairi, Ibrahim Abbas. (2018). <strong>Strategic Vigilance: An Approach to Managing Excellence in Educational Institutions<\/strong>. Sohag University.<\/p>\n<p style=\"text-align: justify;\">\u0623\u0628\u0648 \u062d\u0645\u0648\u0631\u060c \u062d\u0633\u0627\u0645 \u0645\u062d\u0645\u0648\u062f \u062c\u0645\u064a\u0644\u060c \u0648\u0627\u0644\u0639\u0646\u0627\u0633\u0648\u0629\u060c \u0633\u0631\u0649 \u0639\u0644\u064a. (2023). <strong>\u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0645\u064a\u0632 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0641\u064a \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0627\u062a\u0635\u0627\u0644\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629<\/strong>. <em>\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0631\u0628\u064a\u0629 \u0644\u0644\u0625\u062f\u0627\u0631\u0629<\/em>\u060c 43(2)\u060c 37-49.<\/p>\n<p style=\"text-align: justify;\">Abu Hamour, Husam Mahmoud Jamil, &amp; Al-Anasweh, Sura Ali. (2023). <strong>The Impact of Strategic Vigilance on Organizational Excellence in Jordanian Telecommunications Companies<\/strong>. <em>Arab Journal of Administration<\/em>, 43(2), 37\u201349.<\/p>\n<p style=\"text-align: justify;\">\u062d\u0627\u0645\u062f\u060c \u0633\u0647\u064a\u0631 \u0639\u0627\u062f\u0644. (2020). <strong>\u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0627\u0644\u0645\u062a\u0628\u0627\u062f\u0644\u0629 \u0628\u064a\u0646 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0625\u0633\u0647\u0627\u0645\u0647\u0627 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629: \u0628\u062d\u062b \u062a\u062d\u0644\u064a\u0644\u064a \u0644\u0639\u064a\u0646\u0629 \u0645\u0646 \u0627\u0644\u0642\u064a\u0627\u062f\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u062c\u0627\u0645\u0639\u0629<\/strong>. <em>\u0645\u062c\u0644\u0629 \u062c\u0627\u0645\u0639\u0629 \u0627\u0644\u0623\u0646\u0628\u0627\u0631 \u0644\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629<\/em>\u060c 12(29).<\/p>\n<p style=\"text-align: justify;\">Hamed, Suhair Adel. (2020). <strong>The Mutual Relationship between Strategic Intelligence and Strategic Vigilance and Its Contribution to Enhancing Strategic Capabilities: An Analytical Study of a Sample of Administrative Leaders at the University<\/strong>. <em>Anbar University Journal of Economic and Administrative Sciences<\/em>, 12(29).<\/p>\n<p style=\"text-align: justify;\">\u0637\u0627\u0644\u0628\u060c \u0639\u0644\u0627\u0621 \u0641\u0631\u062d\u0627\u0646\u060c \u062d\u0633\u0646\u060c \u0639\u0628\u062f \u0627\u0644\u062d\u0645\u064a\u062f\u060c \u0648\u0627\u0644\u0639\u0648\u0627\u062f\u064a\u060c \u0623\u0645\u064a\u0631 \u063a\u0627\u0646\u0645. (2010). <strong>\u0641\u0644\u0633\u0641\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0623\u062e\u0636\u0631<\/strong>. \u0639\u0645\u0651\u0627\u0646: \u062f\u0627\u0631 \u0635\u0641\u0627\u0621 \u0644\u0644\u0646\u0634\u0631 \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639.<\/p>\n<p style=\"text-align: justify;\">Talib, Alaa Farhan, Hassan, Abdul Hamid, &amp; Al-Awadi, Amir Ghanem. (2010). <strong>The Philosophy of Green Marketing<\/strong>. Amman: Dar Safa for Publishing and Distribution.<\/p>\n<p style=\"text-align: justify;\">\u0643\u0631\u0633\u0648\u060c \u0643\u0644\u062b\u0648\u0645 \u0642\u0627\u062f\u0631\u060c \u0648\u0639\u062b\u0645\u0627\u0646\u060c \u0645\u062d\u0645\u0648\u062f \u0645\u062d\u0645\u062f \u0623\u0645\u064a\u0646. (2021). <strong>\u062f\u0648\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a: \u062f\u0631\u0627\u0633\u0629 \u0627\u0633\u062a\u0637\u0644\u0627\u0639\u064a\u0629 \u0644\u0622\u0631\u0627\u0621 \u0639\u064a\u0646\u0629 \u0645\u0646 \u0627\u0644\u0642\u064a\u0627\u062f\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0641\u064a \u062c\u0627\u0645\u0639\u0629 \u062c\u064a\u0647\u0627\u0646\/\u0623\u0631\u0628\u064a\u0644<\/strong>. <em>\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a\u0629 \u0644\u062c\u0627\u0645\u0639\u0629 \u0632\u0627\u062e\u0648<\/em>\u060c 9(1)\u060c 167\u2013184. https:\/\/doi.org\/10.26436\/hjuoz.2021.9.1.672<\/p>\n<p style=\"text-align: justify;\">Karsu, Kulthum Qadir, &amp; Osman, Mahmoud Mohammed Amin. (2021). <strong>The Role of Strategic Vigilance in Achieving Strategic Success: An Exploratory Study of the Opinions of a Sample of Administrative Leaders at Cihan University-Erbil<\/strong>. <em>Humanities Journal of University of Zakho<\/em>, 9(1), 167\u2013184. https:\/\/doi.org\/10.26436\/hjuoz.2021.9.1.672<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0643\u0631\u062e\u064a\u060c \u0645\u062c\u064a\u062f. (2020). <strong>\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0631\u0626\u064a\u0633\u0629<\/strong>. \u0639\u0645\u0651\u0627\u0646: \u062f\u0627\u0631 \u0627\u0644\u0645\u0646\u0627\u0647\u062c \u0644\u0644\u0646\u0634\u0631 \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639.<\/p>\n<p style=\"text-align: justify;\">Al-Karkhi, Majeed. (2020). <strong>Key Performance Indicators<\/strong>. Amman: Dar Al-Manahij for Publishing and Distribution.<\/p>\n<p style=\"text-align: justify;\">\u0635\u0627\u0644\u062d\u060c \u0645\u062d\u0645\u062f\u060c \u0648\u0639\u0644\u064a\u060c \u0623\u062d\u0645\u062f\u060c \u0648\u0622\u062e\u0631\u0648\u0646. (2010). <strong>\u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0628\u0627\u0644\u0630\u0643\u0627\u0621\u0627\u062a<\/strong>. \u0639\u0645\u0651\u0627\u0646: \u062f\u0627\u0631 \u0648\u0627\u0626\u0644 \u0644\u0644\u0646\u0634\u0631.<\/p>\n<p style=\"text-align: justify;\">Saleh, Mohammed, Ali, Ahmed, et al. (2010). <strong>Management by Intelligences<\/strong>. Amman: Dar Wael for Publishing.<\/p>\n<p style=\"text-align: justify;\">\u0628\u0627\u0641\u0636\u0644\u060c \u0623\u062d\u0645\u062f \u0639\u0628\u062f \u0627\u0644\u0644\u0647 \u0633\u0639\u064a\u062f\u060c \u0648\u0627\u0644\u0628\u064a\u0636\u060c \u0633\u0627\u0644\u0645 \u0639\u0628\u062f \u0627\u0644\u0645\u062c\u064a\u062f \u0639\u0645\u0631. (2024). <strong>\u0623\u062b\u0631 \u0627\u0644\u0646\u0641\u0642\u0627\u062a \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a: \u062f\u0631\u0627\u0633\u0629 \u062a\u0637\u0628\u064a\u0642\u064a\u0629 \u0639\u0644\u0649 \u0639\u064a\u0646\u0629 \u0645\u0646 \u0627\u0644\u0628\u0646\u0648\u0643 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u064a\u0645\u0646\u064a\u0629<\/strong>. <em>\u0645\u062c\u0644\u0629 \u062c\u0627\u0645\u0639\u0629 \u0639\u062f\u0646 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629: \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629<\/em>\u060c 5(1)\u060c 49-59.<\/p>\n<p style=\"text-align: justify;\">Bafadhl, Ahmed Abdullah Saeed, &amp; Al-Baidh, Salem Abdulmajeed Omar. (2024). <strong>The Impact of Advertising Expenditures on Marketing Performance Evaluation: An Applied Study on a Sample of Yemeni Commercial Banks<\/strong>. <em>Electronic Journal of University of Aden for Humanities and Social Sciences<\/em>, 5(1), 49\u201359.<\/p>\n<p style=\"text-align: justify;\">\u0633\u0644\u064a\u0645\u0627\u0646\u060c \u0623\u062d\u0645\u062f \u0631\u0628\u064a\u0639 \u0623\u0645\u064a\u0646. (2023). <strong>\u0645\u062a\u0637\u0644\u0628\u0627\u062a \u062a\u0637\u0628\u064a\u0642 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0643\u0622\u0644\u064a\u0629 \u0644\u062a\u0645\u064a\u0632 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0628\u0627\u0644\u0625\u062f\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0639\u0644\u064a\u0645\u064a\u0629 \u0641\u064a \u0645\u062d\u0627\u0641\u0638\u0629 \u0627\u0644\u0641\u064a\u0648\u0645: \u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629<\/strong>. <em>\u0645\u062c\u0644\u0629 \u062c\u0627\u0645\u0639\u0629 \u0627\u0644\u0641\u064a\u0648\u0645 \u0644\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u062a\u0631\u0628\u0648\u064a\u0629 \u0648\u0627\u0644\u0646\u0641\u0633\u064a\u0629<\/em>\u060c 17(16)\u060c 33-71.<\/p>\n<p style=\"text-align: justify;\">Suleiman, Ahmed Rabie Amin. (2023). <strong>Requirements for Applying Strategic Vigilance as a Mechanism for Institutional Performance Excellence in Educational Administrations in Fayoum Governorate: A Case Study<\/strong>. <em>Fayoum University Journal of Educational and Psychological Sciences<\/em>, 17(16), 33\u201371.<\/p>\n<p style=\"text-align: justify;\">\u062d\u0633\u064a\u0646\u060c \u0628\u0644\u0627\u0644 \u0633\u064a\u062f \u0647\u0627\u0634\u0645. (2022). <strong>\u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0644\u0644\u0623\u0646\u062f\u064a\u0629 \u0627\u0644\u0631\u064a\u0627\u0636\u064a\u0629 \u0627\u0644\u0645\u0635\u0631\u064a\u0629: \u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629 \u0639\u0644\u0649 \u0623\u0646\u062f\u064a\u0629 \u0627\u0644\u0645\u062d\u062a\u0631\u0641\u064a\u0646 \u0644\u0643\u0631\u0629 \u0627\u0644\u064a\u062f<\/strong>. <em>\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0644\u0644\u062a\u0631\u0628\u064a\u0629 \u0627\u0644\u0628\u062f\u0646\u064a\u0629 \u0648\u0639\u0644\u0648\u0645 \u0627\u0644\u0631\u064a\u0627\u0636\u0629<\/em>\u060c 2022(95)\u060c \u062c1\u060c 249\u2013274.<\/p>\n<p style=\"text-align: justify;\">Hussein, Bilal Sayed Hashem. (2022). <strong>The Impact of Strategic Vigilance on the Marketing Performance of Egyptian Sports Clubs: A Case Study of Professional Handball Clubs<\/strong>. <em>Scientific Journal of Physical Education and Sports Sciences<\/em>, 2022(95), Part 1, 249\u2013274.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u062c\u0646\u0627\u0628\u064a\u060c \u062b\u0627\u0626\u0631 \u062c\u0627\u0633\u0645 \u0645\u062d\u0645\u062f\u060c \u0648\u0627\u0644\u0639\u0628\u064a\u062f\u064a\u060c \u0641\u0627\u0626\u0642 \u0645\u0634\u0639\u0644 \u0642\u062f\u0648\u0631\u064a. (2023). <strong>\u0623\u062b\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a: \u0628\u062d\u062b \u0645\u064a\u062f\u0627\u0646\u064a \u0641\u064a \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062e\u062a\u0627\u0631\u0629 \u0645\u0646 \u0627\u0644\u062c\u0627\u0645\u0639\u0627\u062a \u0627\u0644\u0639\u0631\u0627\u0642\u064a\u0629<\/strong>. <em>\u0645\u062c\u0644\u0629 \u062a\u0643\u0631\u064a\u062a \u0644\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629<\/em>\u060c 19(63)\u060c \u062c2\u060c 365\u2013386. https:\/\/doi.org\/10.25130\/tjaes.19.63.2.19<\/p>\n<p style=\"text-align: justify;\">Al-Janabi, Thair Jasim Mohammed, &amp; Al-Obaidi, Faiq Mishal Qaddouri. (2023). <strong>The Impact of Strategic Vigilance on Achieving Organizational Superiority: A Field Study in a Selected Group of Iraqi Universities<\/strong>. <em>Tikrit Journal of Administrative and Economic Sciences<\/em>, 19(63), Part 2, 365\u2013386. https:\/\/doi.org\/10.25130\/tjaes.19.63.2.19<\/p>\n<p style=\"text-align: justify;\">\u0642\u0627\u062f\u0645\u060c \u062c\u0645\u064a\u0644\u0629. (2023). <strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0643\u0645\u062f\u062e\u0644 \u0644\u062a\u0646\u0645\u064a\u0629 \u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0641\u064a \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629: \u0642\u0631\u0627\u0621\u0629 \u0641\u064a \u0627\u0644\u0645\u0641\u0647\u0648\u0645 \u0648\u0627\u0644\u0645\u0624\u0634\u0631\u0627\u062a \u0648\u0627\u0644\u062f\u0644\u0627\u0644\u0627\u062a<\/strong>. <em>\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629<\/em>.<\/p>\n<p style=\"text-align: justify;\">Qadim, Jamilah. (2023). <strong>Technological Vigilance as an Approach to Developing Competitive Creativity in Modern Organizations: A Reading of the Concept, Indicators, and Implications<\/strong>. <em>Journal of Social Sciences<\/em>.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0641\u062a\u0644\u0627\u0648\u064a\u060c \u062d\u064a\u062f\u0631 \u0639\u0644\u064a \u0643\u0627\u0638\u0645\u060c \u0627\u0644\u0645\u064a\u0627\u062d\u064a\u060c \u0646\u0648\u0627\u0631 \u0634\u0627\u0643\u0631 \u0643\u0627\u0638\u0645\u060c \u0648\u0627\u0644\u0645\u0633\u0639\u0648\u062f\u064a\u060c \u0645\u062d\u0645\u062f \u062d\u0633\u0646 \u0645\u0648\u0633\u0649. (2024). <strong>\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u062a\u0648\u062c\u0647 \u0627\u0644\u0633\u0648\u0642\u064a \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u063a\u064a\u0631 \u0627\u0644\u0645\u0627\u0644\u064a: \u062f\u0631\u0627\u0633\u0629 \u062a\u0637\u0628\u064a\u0642\u064a\u0629 \u0641\u064a \u0639\u064a\u0646\u0629 \u0645\u0646 \u0627\u0644\u0645\u0635\u0627\u0631\u0641 \u0627\u0644\u0625\u0633\u0644\u0627\u0645\u064a\u0629 \u0641\u064a \u0627\u0644\u0639\u0631\u0627\u0642<\/strong>. <em>\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0629 \u0644\u0644\u0623\u0628\u062d\u0627\u062b \u0648\u0627\u0644\u0646\u0634\u0631 \u0627\u0644\u0639\u0644\u0645\u064a<\/em>\u060c 6(62)\u060c 108-125. ttps:\/\/doi.org\/10.52132\/Ajrsp\/v6.62.6<\/p>\n<p style=\"text-align: justify;\">Al-Fatlawi, Haider Ali Kazim, Al-Miyahi, Nawar Shakir Kazim, &amp; Al-Masoudi, Mohammed Hassan Musa. (2024). <strong>The Impact of Market Orientation on Non-Financial Marketing Performance: An Applied Study on a Sample of Islamic Banks in Iraq<\/strong>. <em>Academic Journal of Research and Scientific Publishing<\/em>, 6(62), 108\u2013125. https:\/\/doi.org\/10.52132\/Ajrsp\/v6.62.6<\/p>\n<p style=\"text-align: justify;\">\u064a\u0648\u0646\u0633\u060c \u0643\u0627\u0638\u0645 \u062b\u0627\u0626\u0631. (2023). <strong>\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a: \u062f\u0631\u0627\u0633\u0629 \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0641\u064a \u0645\u0635\u0646\u0639 \u0627\u0644\u0623\u0644\u0628\u0633\u0629 \u0627\u0644\u0631\u062c\u0627\u0644\u064a\u0629 \u0627\u0644\u062c\u0627\u0647\u0632\u0629 \u0641\u064a \u0627\u0644\u0646\u062c\u0641 \u0627\u0644\u0623\u0634\u0631\u0641<\/strong>. <em>\u0645\u062c\u0644\u0629 \u0627\u0644\u062a\u0642\u0646\u064a\u0629<\/em>\u060c 5(2)\u060c 240.<\/p>\n<p style=\"text-align: justify;\">https:\/\/doi.org\/10.51173\/jt.v5i2.1141<\/p>\n<p style=\"text-align: justify;\">Younis, Kazim Thair. (2023). <strong>The Impact of Strategic Vigilance on Enhancing Operational Performance: An Analytical Study in the Men\u2019s Ready-Made Garments Factory in Najaf Al-Ashraf<\/strong>. <em>Journal of Techniques<\/em>, 5(2), 240. https:\/\/doi.org\/10.51173\/jt.v5i2.1141<\/p>\n<p style=\"text-align: justify;\">\u0645\u062d\u0645\u062f\u060c \u0645\u0645\u062f\u0648\u062d \u0639\u0628\u062f \u0627\u0644\u0641\u062a\u0627\u062d \u0623\u062d\u0645\u062f. (2023). <strong>\u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0631\u064a\u0627\u062f\u064a \u0648\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629<\/strong>. <em>\u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0631\u0628\u064a\u0629 \u0644\u0644\u0625\u062f\u0627\u0631\u0629<\/em>.<\/p>\n<p style=\"text-align: justify;\">Mohammed, Mamdouh Abdel Fattah Ahmed. (2023). <strong>The Relationship between Entrepreneurial Marketing and Sustainable Competitive Advantage<\/strong>. <em>Arab Journal of Administration<\/em>.<\/p>\n<p style=\"text-align: justify;\">\u0639\u0637\u0648\u064a\u060c \u0646\u0648\u0627\u0644\u060c \u0648\u062e\u0637\u0627\u0628\u0627\u062a\u060c \u0623\u0645\u064a\u0646\u0629. (2023). <strong>\u0627\u0644\u064a\u0642\u0638\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0648\u062f\u0648\u0631\u0647\u0627 \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a: \u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629 \u0639\u064a\u0646\u0629 \u0645\u0646 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0628\u0627\u0644\u0645\u0633\u064a\u0644\u0629<\/strong>. <em>\u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629<\/em>\u060c \u062c\u0627\u0645\u0639\u0629 \u0645\u062d\u0645\u062f \u0628\u0648\u0636\u064a\u0627\u0641 \u0628\u0627\u0644\u0645\u0633\u064a\u0644\u0629.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Attoui, Nawal, &amp; Khattabat, Amina. (2023). <strong>Marketing Vigilance and Its Role in Improving Marketing Performance: A Case Study of a Sample of Economic Institutions in M\u2019sila<\/strong>. <em>Journal of Contemporary Economic Studies<\/em>, Mohamed Boudiaf University of M\u2019sila.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Aguilar, F. (1976).\u00a0Scanning the Business Environment. <br \/>18. Boussalm, A., &amp; Abid, Y. (2025). The effect of marketing vigilance on bank performance through fintech innovations.\u00a0Revue des Sciences Humaines, 16(1), 117\u2013132.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Eccles, R. G. (1991). The Performance Measurement Manifesto.\u00a0Harvard Business Review, 69(1), 131-137.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Grewal, D., et al. (2009). Evaluation of subsidiary marketing performance.\u00a0Journal of the Academy of Marketing Science, 37(2), 117.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Katsikeas, C. S., et al. (2016). Organizational sales performance: A review.\u00a0Journal of the Academy of Marketing Science.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Kotler, P., Armstrong, G., &amp; Opresnik, M. O. (2018). Principles of Marketing (17th ed.). Pearson.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Lesca, H. (1994). Veille strat\u00e9gique pour filemanagement strat\u00e9gique.\u00a0Economies et Soci\u00e9t\u00e9, (20), 31-50.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Natou, H. (2020). Les r\u00e9alit\u00e9s de la veille strat\u00e9gique et de l&#8217;intelligence \u00e9conomique.\u00a0Dossiers de Recherches en \u00c9conomie et Gestion, 9(2), 121-138.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Omer, I. M., &amp; Mahmood, N. A. S. (2025). The reality of adopting types of marketing vigilance in major stores in Baghdad.\u00a0Tikrit Journal of Administrative and Economic Sciences, 21(69), 39\u201349.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">O&#8217;Sullivan, D., Abela, A. V., &amp; Hutchinson, M. (2009). Marketing performance Measurement and Firm performance.\u00a0European Journal of Marketing, 43(6), 843-862.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Pimenta, da Gama, A. (2011). An expanded model of marketing performance.\u00a0Marketing Intelligence &amp; Planning, 29(7), 643-661.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Teece, D. J., Pisano, G., &amp; Shuen, A. (1997). Dynamic capabilities and strategic management.\u00a0Strategic Management Journal, 18(7), 509-533.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Venkatraman, N., &amp; Ramanujam, V. (1986). Measurement of business performance in strategy research.\u00a0Academy of Management Review, 11(4), 801-814.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u0627\u0644\u0645\u0642\u062f\u0645\u0629: \u062a\u0634\u0647\u062f \u0645\u0646\u0638\u0645\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u062a\u0637\u0648\u0631\u0627\u062a \u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0648\u062a\u063a\u064a\u0631\u0627\u062a \u062c\u0630\u0631\u064a\u0629 \u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u0639\u0645\u0644\u060c \u0633\u0648\u0627\u0621 \u0641\u064a \u0627\u0644\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0623\u0648 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0623\u0648 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629. \u0647\u0630\u0627 \u0627\u0644\u0648\u0627\u0642\u0639 \u0627\u0644\u0645\u0639\u0642\u062f \u0641\u0631\u0636 \u0639\u0644\u0649 \u0625\u062f\u0627\u0631\u0627\u062a \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0636\u0631\u0648\u0631\u0629 \u0627\u0644\u0633\u0639\u064a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_joinchat":[],"footnotes":""},"class_list":["post-16559","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages\/16559","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/comments?post=16559"}],"version-history":[{"count":2,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages\/16559\/revisions"}],"predecessor-version":[{"id":16706,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages\/16559\/revisions\/16706"}],"wp:attachment":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/media?parent=16559"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}