Mohammadreza Karimialavijeh; hamed vosoghi
Abstract
The rapid increase in e-commerce exchanges has created a new pattern in world trade; Customers in social commerce can generate content and share their information and experiences about products and with others. Such a possibility brings opportunities and threats for businesses, and according to these ...
Read More
The rapid increase in e-commerce exchanges has created a new pattern in world trade; Customers in social commerce can generate content and share their information and experiences about products and with others. Such a possibility brings opportunities and threats for businesses, and according to these conditions, it is very important to examine consumer behavior. The purpose of this research is to investigate the impact of the richness of social commerce features on the stickiness of the Digikala store website based on digital behavioral data. In terms of the paradigm of positivism, the current research is considered to be a cross-sectional study in terms of applied orientation and in terms of the nature of quantitative data and descriptive research and in terms of time index. In order to achieve this goal, 384 people were randomly selected by using the real digital behavioral data of DigiKala customers from digital behavioral information registration software and a questionnaire. The research method is the structural equation modeling approach. The feature richness of social commerce has a direct impact on trust, perceived pleasure, and perceived usefulness.
Fatemeh Yavarigohar; Amir Abbas vafaei
Abstract
Today the importance and necessity of tourism is no longer boring for any one. The product that tourism offers to its consumers is an experience. Today, there are extensive studies in the field of tourism experience in the world. The purpose of this study was to investigate the effect of tourism experience ...
Read More
Today the importance and necessity of tourism is no longer boring for any one. The product that tourism offers to its consumers is an experience. Today, there are extensive studies in the field of tourism experience in the world. The purpose of this study was to investigate the effect of tourism experience economy on place attachment and behavioral intentions through the mediation role of pleasant arousal (emotion) and memories. The present research is intended as an applied research and is classified as descriptive-survey research in terms of its purpose. The statistical population of this study is the tourist who visited the Golestan Palace Global Collection during the duration of the research. Given the unlimited size of the community, the Cochran formula was used to obtain sample size from the sample size for an unlimited society, which was 384 in the present study. In order to collect the required data, a questionnaire was used and data was analyzed using PLS software. The findings of this research indicate that the tourism experience economy affects the feelings and memories of tourists.
MohammadReza Dezfouli; Ahmad Sardari
Abstract
Given the expansion and development of various types of social media in Iran and the acceptance of companies in using these media and platforms in various marketing and advertising sectors, as well as introducing their goods and services to their audiences and forming their marketing orientation based ...
Read More
Given the expansion and development of various types of social media in Iran and the acceptance of companies in using these media and platforms in various marketing and advertising sectors, as well as introducing their goods and services to their audiences and forming their marketing orientation based on it, this study seeks to investigate the impact of market orientation based on the strategic use of social media such as Instagram, Aparat, WhatsApp, and Rubika in companies in the electronics and computer industries on their marketing and financial performance. This is an applied, survey, and correlational study. The statistical sample of this study is 160 companies in the electronics and computer industries in Tehran province, which were selected using a simple random sampling method and collected data through a questionnaire. The reliability and validity of the questionnaire was verified with statistical software. This show that market orientation based on the strategic use of social media in companies in the electronics and computer industries affects their marketing and financial performance; the point is that the direct effect of using social media on marketing performance has not been confirmed, but its indirect effect through customer relationship management and brand management has been confirmed.
Alireza Rostaminia; , Mahmoud Mohammadian
Abstract
The purpose of the present study is to investigate the effect of brand social identity and narrative branding on consumer behavioral tendencies, considering the mediating role of brand image in the consumption of luxury clothing brands. Questionnaires of brand social identity, narrative branding, consumer ...
Read More
The purpose of the present study is to investigate the effect of brand social identity and narrative branding on consumer behavioral tendencies, considering the mediating role of brand image in the consumption of luxury clothing brands. Questionnaires of brand social identity, narrative branding, consumer behavioral tendencies and brand image were used to collect data. The statistical population of this research included all customers of clothing stores that have domestic luxury brands (N=250).SPSS version 27 software was used for descriptive statistics and Smart PLS version 3.2 software was used for structural equation modeling. The results showed that the effect of narrative branding on the brand image of luxury clothing stores in Tehran was significant (β=0.169), and narrative branding has a positive and significant effect on customers' behavioral tendencies (β=0.215); Also, the effect of brand image on customers' behavioral tendencies was positive and significant (β=0.442).Therefore, referring to the result of this research, in the continuation of the results of the present research, it seeks to investigate the mediating role of brand image in the relationship between brand identity and behavioral tendencies and narrative branding and behavioral tendencies of customers of luxury clothing stores in Tehran.
Zohreh Dehdashti Shahrokh; Vahid Nasehifar; Mahmod Mohammadian; Ehsan Esmaeilzadeh
Abstract
The rapid expansion of urbanization and the growing demand for mobility services have accelerated the development of urban transportation platforms. Despite their potential benefits, consumer participation remains limited, highlighting the need to understand its key drivers. This study aimed to identify ...
Read More
The rapid expansion of urbanization and the growing demand for mobility services have accelerated the development of urban transportation platforms. Despite their potential benefits, consumer participation remains limited, highlighting the need to understand its key drivers. This study aimed to identify and synthesize the determinants of consumer participation in such platforms. A systematic review with meta-analysis was conducted through a comprehensive search of academic databases over the past two decades. From1204 retrieved articles, 42 quantitative studies met the inclusion criteria and were analyzed. Data on variables and their interrelationships were extracted and integrated through effect size estimation. The results showed that technological factors such as perceived usefulness and ease of use, environmental considerations, psychological elements including trust, perceived value, service quality, behavioral control, and expectation alignment, as well as social and economic factors like social value and financial benefits, play significant roles in shaping participation. Moreover, mediators such as attitude, perceived risk, and satisfaction were identified as critical in the decision-making process. Overall, consumer participation is driven by the interaction of these factors, leading to intentions and actual usage.
Mohammadreza Karimialavijeh; Yassir Tehrani; Mahmoud Mohammadian; Kobra Bakhshizadeh Borj
Abstract
Abstract In today’s world, competition in the global trade arena is increasingly intense. To achieve sustainable economic growth and create employment, countries are compelled to strengthen their exports. Accordingly, the main purpose of this study is to develop an export competitiveness framework ...
Read More
Abstract In today’s world, competition in the global trade arena is increasingly intense. To achieve sustainable economic growth and create employment, countries are compelled to strengthen their exports. Accordingly, the main purpose of this study is to develop an export competitiveness framework through a systematic review of previous literature. This research employs a qualitative method based on a systematic literature review. A total of 303 articles were examined, and after several screening stages, 33 articles were selected for the final analysis. The study proposes a comprehensive framework for export competitiveness that encompasses various dimensions of export competitiveness (competitive advantages, competitiveness indicators, and export performance), antecedents of export competitiveness at multiple levels (firm-level, industry-level, and country-level factors), consequences of export competitiveness (productivity growth, market performance, and financial export performance), intervening factors (market- and government-related), and contextual factors (economic and political). The findings indicate that export competitiveness is a multidimensional concept influenced by numerous factors across firm, industry, and national levels. Overall, the study shows that achieving export competitiveness requires simultaneous attention to factors at various levels and the adoption of an integrated and holistic approach.