Study the Effect of Environmental Scanning on the Relationship Between Individual and Organizational Factors and the Use of Information by the Electronic Publishing Managers

Abstract

Objetive. To investigate the effect of environmental scanning on the relationship between individual and organizational factors and the use of information by the electronic publishing managers. Method. The current research is completely practical. The survey-analytical method was applied on 152 managers which were active in the electronic publishing industry. Data was collected through a researcher-made questionnaire. Results. As the average results indicate, individual factors (information awareness = 16.21 and information disclosure =7.039), organizational factors (information climate = 7.105 and external attention = 9.96), T value in environmental scanning (50.197) and the use of information (62.92) are above the average level. The analysis and explanation of the findings in this case reveals that after imposing of a mediator, the β value was changes subsequently from (β=0.576) and (β=0.0383) to (β =0.267) and (β=0.341). This means and reinforces the trivial but crucial effect of the mediator. Conclusions. The positive attitudes toward the informational based activities, intermittent interaction with experts with high and enriched informational backgrounds and resources, the amount of conditional and organizational access to information and finally the reciprocal action with the environment has a great impact on the amount of environmental scanning and information to which the managers use.