Introduction:
Information search strategies change rapidly in continuous mode, and successive searches gradually teach the user what can be retrieved inside the system. Users must be able to interact with the system appropriately to achieve their information needs. The information revolution is not a new issue, but understanding information seeking behavior is important and vital in this era. In future projects, extraordinary efforts should be made to create intelligent systems. Therefore, success or failure in this matter is not the responsibility of the new information technology, but it requires awareness of human needs and his behavior to obtain information. Therefore, in the companies based in Pardis Technology Park, according to the technology-oriented approach and innovation, it is necessary to pay attention to the issue of market information learning and joint innovative capacities to improve the organization's performance. Generally, because the environment and technology are constantly and rapidly changing, and specifically, the demographic characteristics of customers and their expectations undergo changes and transformations, Certainly, in order to have a successful presence in the national and international arena and their dynamism, as well as greater adaptation to environmental changes, these companies should aim to activate their potentials through improving the performance of the organization. In fact, this research seeks to answer the question of what is the role of explaining the effect of market information learning ability and joint innovative capacities on the organization's performance with an information approach?

Methods and Materoal

This research is based on the applied purpose and according to the descriptive type of correlation, according to the model, we should use the structural equation modeling method. The statistical community of the research is top and middle managers of companies that are members of Pardis Technology Park in Tehran. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed by available sampling method and 387 questionnaires were collected in 50 companies. The data collection method of this research was done by library method and using books and articles, and questionnaire was used in the field method. To measure the variable of market information learning ability with 7 items, internal learning ability with 10 items, relational learning ability with 7 items and administrative innovation with 6 items from Teece et al., 1997; Weerawardena et al., 2015; and to measure the variable of service innovation with 4 items and organization performance with 5 items from Thakur & Hale, 2013 questionnaire; and to measure the variable of shared innovative capacities with 3 items, Oly Ndubisi et al., 2019 questionnaire was used.



Resultss and Discussion

Demographic characteristics of the sample include gender, age and education. In the method of structural equation modeling, the fit of the model is checked to ensure the accuracy and correctness of the findings before implementing the model to test the hypotheses. Also, Cronbach's alpha indices of combined reliability of average variance were extracted and the coefficient of determination was used to measure the model. The average values ​​of the extracted variance of all 7 model structures are at the optimal level. The amount of Cronbach's alpha and composite reliability is for all model constructs, so the questionnaire has good and acceptable reliability. The amount of Cronbach's alpha and combined reliability for all model constructs is more than 0/7, so the questionnaire has acceptable and acceptable reliability. The value of R2 for the endogenous constructs of the research confirms the appropriateness of the fit of the structural model. The results of the Q2 criterion for the endogenous structure indicate the appropriate predictive power of the model regarding the endogenous constructs of the research and indicate that the fitting model has appropriate and favorable predictive power. Confirmatory factor analysis is used to measure the reliability and validity of the measurement scale. The final results of the confirmatory factor analysis are reported in Table No. 4. Factor loadings greater than 5% have good validity. Figure 1, shows the confirmatory factor analysis for the whole model. Figure 2, shows the analysis of significant coefficients for the whole model. Since all the numbers on the paths are above 1/96%, it indicates the significance of the paths, the appropriateness of the structural model and the confirmation of all research hypotheses. The GOF criterion was used for the overall fit of the model, Since three values ​​of 0/01, 0/25 and 0/36 are determined as weak, medium and strong values ​​for GOF and on the other hand, the coefficient is in a good condition (0/598), Therefore, the results show that the fit of the model in the statistical population of the research is appropriate. Also, the t-test for all hypotheses is greater than 1/96. Therefore, with 95% confidence, the relationship between the variables is significant.

Conclusion

The present research was done by explaining the effect of market information learning ability and joint innovative capacities on the performance of the organization with an information approach. Organizational performance is a valuable activity at the community level. It also has a fundamental role in the economy and is considered as a useful tool to achieve economic growth and benefits of the organization. In fact, it is like an umbrella that includes all concepts related to the success and activities of the entire organization. In this research, 7 hypotheses were tested and the results of the hypothesis analysis indicate that the ability to learn market information plays a role in the internal learning ability (0/945) and the ability to learn interfaces (0/785) and internal learning ability (0/220) and interface learning ability (0/662) have been effective on administrative innovation. Also, administrative innovation has had an effect on the organization's performance (0/488), and shared innovative capacities have a significant effect on service innovation (0/904). Finally, service innovation has played a role in the organization's performance (0/590).