فهرست مطالب کامبیز حیدرزاده هنزایی

Building a strong customer experience is currently one of the most important management goals. The explosion of potential touch points and diminishing control over the customer experience requires companies to integrate multiple business functions such as IT, operations of the service, logistics, marketing, human resources, and even external partners and supply chains to create and deliver a positive customer experience. The purpose of this study is to provide a model of the key components that affect the successful implementation of customer experience management in the organization.
 
To achieve the objectives of the research, a qualitative approach was adopted, employing the method of qualitative content analysis. Accordingly, the opinions of interviewees were collected, recorded, and scrutinized. The codes and concepts were extracted by MaxQDA software. This process involved conducting in-depth semi-structured interviews with 14 experts with an appropriate history of working on customer experience and key informants related to customer relationship management and loyalty. Finally, the key components affecting the successful implementation of customer experience management in the organization were identified and presented as a conceptual model.
After analyzing the interviews, the codes were extracted and labeled based on similarity and frequency of replication in 10 main themes, 32 categories, and 83 concepts. Finally, the results of the analysis were presented in the form of a table of key components, categories, and the conceptual model of the components. These 10 themes, which were considered as the key components, include customer experience-driven employee; customer experience design and implementation process; customer-centric culture; customer experience governance; management of organization and business processes; customer-focused leadership; customer experience-driven infrastructure, mechanization, and technology management; customer-centric strategic planning; customer experience insights management; and customer interaction management and organizing.
 
Analyzing the conducted interviews, a comprehensive model was presented concerning the components affecting the successful implementation of customer experience management in the organization. Considering the internal relationships of the key components, the results showed that the components can be organized into four layers. The most external of them is the layer of Leadership and Culture, which plays the driving role in implementation. The second layer is the Organizing and Governance layer which acts as the operational lever of implementation in the organization. The third layer is the Customer Experience process and infrastructure, where the customer experience is designed, implemented, and measured based on the required infrastructure and technology. Finally, the last and innermost layer of the model is the layer of Data and Touchpoints, where the customer interaction with the organization is formed. And the data and the experience are created afterward.

The purpose of this research is the role of different emotional states of customers on the preference of choosing (type) of food. The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section. Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.

The Covid-19 pandemic has caused significant changes in various aspects of people's lives around the world. The outbreak of Covid-19 is a reminder that epidemics, like other disasters and events that happen rarely, have happened in the past and will happen in the future. Even if we cannot prevent the creation of dangerous viruses, we must be prepared to reduce their effects on society. The Covid-19 pandemic, which has affected the entire world, has caused changes around the world and in many areas of life. These changes have affected consumer behavior and continue to affect them. Although past societies have been affected by several epidemics and pandemic, it is difficult to estimate their long-term economic, behavioral, or social impacts. These aspects have not been studied in the past. There are few studies to show what the consequences of major historical pandemics over the past few years have been in the area of consumer behavior. In addition, scientists suggest that new Pandemic continue to pose a risk in the future. Therefore, understanding the life of consumer behavior in the face of this pervasive disease and even beyond, is of great importance for marketers as well as business planners and policy makers. These changes have also affected consumer behavior. The purpose of this study is to explain consumer behavioral responses during the outbreak of the Covid-19 pandemic, with an emphasis on food consumption.

In order to answer the main question of the research, an in-depth interview and the design of the interview protocol have been used according to the literature review. By using the purposeful sampling method, 40 interviews were conducted with consumers in Tehran and analyzed with MAXQDA software. In this research, Cohen's kappa index was used to measure the reliability of interview coding.Based on the data analysis, consumers respond to the existing crisis in three stages, reacting, coping and adapting during the outbreak of COVID 19. In order to analyze the data, at first, after the interviews were transcribed, the interviews were read several times. In the next step, coding started.

After data analysis and open, axial and selective coding, 23 codes were obtained, which were classified into three categories: reaction(postponing purchases; reducing consumption; replacing with other items; online shopping; telephone shopping; increasing purchases; decreasing purchases; increasing sensitivity to the shopping environment; increasing Compliance with health protocols; visiting physical stores less often; visiting small stores near where you live and visiting virtual stores more), coping (doing things by yourself and trying new products or brands)and adapting(healthy diet and increasing consumption of dairy products and healthy foods; increasing the consumption of organic products and vegetables; changing lifestyles; awareness of health and hygiene; reducing the consumption of prepared and frozen foods; using disinfectants and being more sensitive about hand hygiene; online shopping; cooking at home ; sensitivity to the shopping environment), and finally, the results of the analysis were presented in the conceptual model.

Combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19. The obtained results were presented in the form of a conceptual model. The results showed that at the beginning of the outbreak of the pandemic of Covid-19, people reacted to the outbreak in the form of things such as went to physical stores less, postponing purchases, shopping online and by phone, so that they are less exposed to infection. Also, after some time, by doing things by themselves, such as cooking, they have coping with Covid-19, and finally, things like a healthy diet, sensitivity to the shopping environment, lifestyle changes, and online shopping are among the things that are still in the long term. The Covid-19 pandemic has brought about changes in consumer behavior. The results of this research showed that during the period of Covid-19, consumers used to buy from supermarkets and stores near their places of residence and stated that they would visit them after the end of the period, i.e. in the post-Covid-19 period. Therefore, small and local retailers can use this opportunity to offer products and services. The pandemic provided the opportunity to shop online and over the phone, and consumers preferred home delivery to be less exposed to the virus, so retailers, stores and even small supermarkets should take note. There is also the possibility of subsequent epidemics, therefore, marketers and stores, large and small retailers must acquire the necessary preparation in terms of infrastructure to face it in order to reduce its effects. Businesses must design new models to meet the changing or evolving needs of consumers in the post-Covid-19 era.

In the context of online shopping, websites play a critical role in facilitating transactions between buyers and sellers. An online store's website acts as a focal point for a company's online identity and encompasses not only the products and services offered but also the company's aesthetic image and values. Creating a strong online identity helps an online store differentiate itself from competitors, attract and retain customers to strengthen its competitive advantage, and improve brand, product, or service differentiation. On the other hand, understanding the repeat purchase intention of consumers is essential for maintaining growth in this business. This research, by providing a new theoretical perspective for understanding the online shopping behavior of committed customers, shows that a store's website creates a specific identity that itself affects the repeat purchase intention. The present study examines the factors affecting website cultural identity and the repeat purchase intention by testing a conceptual model by King et al. (2016) in order to develop the model. Based on the information gathered from 463 customers of online stores in Tehran, including a segment of students of Islamic Azad University, Science and Research Branch, the results of this research showed that increasing product attractiveness, service attractiveness, customer e-satisfaction, fulfillment, website cultural identity, and website attractiveness leads to an increase in the repeat purchase intention. Increasing website trustworthiness, product attractiveness, service attractiveness, and website attractiveness leads to an increase in website cultural identity. Increasing website attractiveness and fulfillment leads to an increase in customer e-satisfaction. However, increasing website trustworthiness does not lead to an increase in the repeat purchase intention. The results can be a basis for online stores to understand and use website cultural identity as a new strategy for attracting and retaining customers with a focus on the repeat purchase intention.

Determining and analyzing the role of leadership of digital transformation in the strategic alliance of Iranian organizations and companies.

The research method was data base theory and the research was determined based on the type of development goal and of qualitative type.

The results of the research showed that market competitiveness, digitalization and market intertwining form the central phenomenon of the research which is the leadership of digital transformation. Digital transformation leadership has been described in terms of leadership styles and leadership skills. The leadership role of digital transformation in strategic alliances is not unmediated And it is mediated by a set of contextual conditions as well as intervening conditions, and these factors affect the strategies that companies adopt.

The results of the present study generally show that the leadership of digital transformation has a great impact on the strategic alliance of Iranian organizations and companies, and in this era, digital transformation is considered as a main factor for the growth and development of organizations. To achieve a competitive advantage and provide better services to customers, companies must respond to digital changes and new technologies. With this definition, it should be noted that the leadership role of digital transformation in strategic alliances between companies takes place through the effectiveness of various variables, and also companies follow various strategies in line with digital transformation and also create strategic alliances.

In marketing, in particular clothing marketing, the visual tool of the mannequin plays an important role in attracting the customers’ attention as a part of the store window. The effect of mannequins on the customers’ evaluation of clothing is not known and no study has been conducted based on lived experience in Iran. Mannequins play a role in visualizing clothes on customers' bodies, and the evaluation of customers with different bodies likely varies from clothing. Accordingly, this study aims to employ a phenomenological approach in examining the impact of mannequins on the experienced responses of female customers belonging to Generation Y.
 
A qualitative methodology was employed in this research, involving the selection of participants to explore the role of mannequins. Subsequently, data analysis was conducted using the "MAXQDA" software. The study seeks to identify the customers’ lived experiences about mannequins with a phenomenological approach. The participants (N = 16) were selected using purposive sampling, using a protocol, and conducting interviews. Data collection was carried out by conducting a comprehensive review of existing literature, followed by a coding process for analysis. Subsequently, a network of themes was constructed.
 
The interview findings revealed that the lived experience of mannequins encompasses three primary themes: motivational experiences, attitudinal experiences, and reaction experiences. These themes emphasize various aspects, such as product characteristics, elicitation of emotions or sensations, presentation of product design and aesthetics, value creation, initial product evaluation, customer engagement, educational aspects, incentives for store entry, self-image, and envisioning clothing. Motivational experiences further comprise sub-themes within this context. The emotional dimension of attitude, the behavioral dimension of attitude, and the cognitive dimension of attitude include the sub-themes of attitudinal experiences and purchase intention willingness, positive word-of-mouth advertising willingness, store wandering willingness, willingness to pay more money, willingness to revisit the store are sub-themes of store mannequin reaction experiences.
 
Retailers can leverage the retail environment, particularly through non-verbal communication tools like mannequins, to elicit a response from customers. This can enhance the overall customer experience, encouraging them to revisit the store in the future by providing ample motivation to do so. By recognizing the effects of visual stimuli (mannequins), retailers can use marketing strategies to create a good shopping experience. According to the findings from the motivational tool, mannequins prove to be effective in fostering a positive attitude among customers. This positive attitude, in turn, triggers various responses and reactions from customers.

During the spread of COVID-19, pharmaceutical businesses experienced fundamental changes in their usual sales and organization. These changes forced the active businesses in the industry to review the common methods of information and advertising, and highlighted the necessity of using digital advertising in product marketing. The paradigm shift has made many of the common models in digital advertising ineffective, and on the other hand, created the need to develop a model based on internal requirements which is suitable for the post-COVID era. The research was conducted with the Grounded Theory Approach and based on the review of the research literature along with the analysis of opinions of drug industry experts and digital advertising experts as well. The data was collected using the interview protocol and its validity and reliability were confirmed. This research has recognized that the realization of digital advertising in the post-COVID era requires the existence of preconditions. Digital advertising includes constructs of content production, message personalization, message presentation, digital media, physical advertising tools, validation of reference groups, payments, message type, media management, event creation, audience segmentation strategy, digital marketing knowledge management, competitive analysis and target audience management. These lead to the expected results under the influence of contextual and intervening factors and using practical strategies.

For success in retail marketing, it is important and necessary to study in the field of purchase with companion and purchase motivation as drivers of perceived excitement and perceived experience. Because knowing the demographics and personality traits of customers provides useful information to understand customer needs and buying habits, so that appropriate policies can be provided to better meet customer needs and desires. Therefore, the main goal of the current research is to investigate the role of excitement on women's shopping experience by examining the motivation to buy with a partner. This research is applied in terms of purpose, descriptive-survey in terms of data collection, correlational in terms of execution and with causal approach. The statistical population of this research is made up of female customers of Koroosh, Arg and Palladium shopping centers, out of 460 distributed questionnaires, 430 healthy questionnaires were collected from the customers. In this research, non-random (non-probability) quota sampling method was used to reach the members of the society. Questionnaire was also used as a data collection tool, and after data collection, data analysis was done with the help of "S. P. S. S." And "Imus" was done. Finally, the analysis of the data showed that the purchase companion has an effect on the excitement (positive and negative) and the customer's shopping experience,

Blockchain-based smart business is a blockchain-based intelligent business system that identifies raw and unused data of companies in a systematic process, into valuable information to increase profitability in a competitive market, and among all members of a network. Will be shared The purpose of this paper is to analyze the antecedents and implications of blockchain-based smart business using a systematic background review approach. This research was conducted by qualitative method based on systematic and systematic background review. In the process of systematic review, 538 seafaring articles were identified from 2010 to 2021, and by carefully studying the text of English and Persian articles by university professors and experts, 33 articles were identified. Variable relationships in this systematic analysis based on causal, contextual, intervening, strategy and consequences factors, identification and Were categorized. In this study, blockchain-based smart business was identified as a central phenomenon and the most important causal factors, technology maturity, business soft technology, digital governance, digital marketing, digital entrepreneurial ecosystem, blockchain, process robotics, smart contract, Internet of Things Website quality, advanced data analysis were identified.

In recent years, the positioning strategy is considered the most important indicator in the business development of service companies. It is important to pay attention to the positioning strategy and competitive advantage to increase the business performance of these companies. In the meantime, the increasing competition among companies has made them look for new sources of differentiation. In this study, an attempt has been made to determine the effect of the positioning strategy on the brand equity through the perceived experience of the customers of the office furniture industry in Tehran. The current research is a survey research in terms of its method and an applied research in terms of its purpose. The statistical population of this research is the customers of the office furniture industry in Tehran. The sampling method was based on simple random sampling. A standard questionnaire was used to collect the required information. This research is based on structural equations and LISREL software was used for data analysis. The results of this research indicate that design-based differentiation, quality-based differentiation, and brand image-based differentiation have a positive effect on brand equity. In addition, the results showed that price-based differentiation had a positive effect on brand value. Also, the results showed that positioning strategies have an effect on the special value of the brand through the perceived experience. 

This research was carried out with the aim of evaluating the development of the export of oil products in the oil industry in line with the role of policy making. The research is applied in terms of purpose, exploratory in terms of approach, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research and in order to design the model based on the foundation's data theory methodology, a group of experts were selected and subjected to in-depth interviews. In this phase, the purposeful sampling method was used and this process continued until the theoretical saturation was reached. In the quantitative phase, senior, middle and operational managers, heads of units and experts of oil refining companies in Tehran were considered as the population. And people were selected based on stratified random sampling method. The findings led to the identification of the causal conditions, background conditions, intervening conditions, category-based, strategies and consequences of the development of the export of petroleum products in the oil industry. In the quantitative phase, the main tool of data collection was a questionnaire. SPSS and LISREL software were used to perform descriptive and inferential analyses. The findings of this research indicate that in order to develop the export of petroleum products in the oil industry, managers should pay careful attention to all the categories and subcategories identified in this research based on policy in different sectors.

The wide range of the perceived value dimensions in the field of consumer behavior has led the present study to investigate the perceived value of shopping centers and malls in Iran, its antecedents and consequents and how they affect each other. The mixed research approach is a sequential-heuristic one. In the qualitative section, the hermeneutic phenomenology method was applied to explore the lived experience of the participants. On the whole, eighteen informants were selected based on the snowball sampling method for deep interviews. The data were analyzed by using coding and sequential mixed data analysis via the Atlasti software. Finally, thirty three themes were extracted. In the quantitative part, the descriptive survey method was used. The data were collected from mall browsers through a questionnaire. Structural equation modeling was done via the AMOS software to analyze the model. According to the findings, there were eight values including economic, hedonic, escapism, epistemic, time convenience, utilitarian, status and Islamic values. All the dimensions of the perceived value had a significant positive effect on loyalty. Using a mixed approach, this study has introduced some new categories and themes about perceived value and its antecedents from the perspective of Iranian customers going to shopping centers.

In the current research, a mixed approach consisting of two parts, quantitative and qualitative, has been used. In the qualitative part of the research, the sampling is based on the purpose. Eighteen people who referred to shopping centers were selected to participate in the qualitative part of the research using the snowball method. In order to collect the data, in-depth interviews were conducted with the participants based on the interview protocol. The data were analyzed by using a coding method similar to the coding method in the grounded theory and with the help of the Atlas t software. In the quantitative part, it is an applied research in terms of its purpose. In terms of the method, it is a descriptive research of a survey type. Also, this study is cross-sectional based on the level of in-depth observation. In this part, the findings obtained from the qualitative section were used to design a questionnaire and develop a tool to measure the concept of the perceived value of the shopping center and malls. The structural equation modeling method was used with the help of the AMOS software to analyze quantitative data.

In the first stage of coding, which is called open coding, 1,188 open codes were discovered, and then, after repeated refinement, they were organized into eighty-seven more abstract concepts called categories. Then, the categories were classified into thirty three themes. The results of the present research can be divided into three general categories. The first to eleventh themes reflect the structure of the perceived value of the shopping centers and malls. The twelfth to twenty-seventh themes represent the anticipants of the perceived value of the shopping centers and malls. The 28th to 33rd themes refer the consequences of the perceived value of the shopping centers and malls. In the quantitative part of the research, namely the exploratory factor analysis, 60 items were loaded in fifteen components. These items were measured on a five-point Likert scale ranging from completely disagree to completely agree. In the end, a model with 28 paths remained on the perceived values positively and significantly. As the results of the model fit indicate, the fit index has the necessary values ​​and supports the agreement between the experimental data and the extracted model. The indices of the final model were NFI: 0.832, CFI: 0.907, GFI: 0.825, AGFI: 0.808, RMSEA: 0.43. The results extracted for the model indicated that the items of each component had a positive loading factor greater than 0.50, and the calculated t-value for each of them was greater than 1.96 and 2.58. All the path coefficients were significant at the 95% confidence level. There were eight perceived value components of shopping centers including economic, hedonic, escapism, epistemic, time convenience, utilitarian, status and Islamic components. According to the results of the current research model, behavioural consequences (loyalty) are significantly influenced by all these eight components.

Due to the fact that the number of shopping centers and homogeneous malls is increasing day by day and the needs and demands of customers get to be more complex and diverse, managers of shopping centers who understand the reasons for appropriate behavior have competitive advantages. They can use the knowledge in this field to maintain the existing customers and convince new customers from among the competitors, to present a distinctive image of the shopping centers under their management. The researchers in the present study, influenced by native values, reached factors such as environmental features, internal motivators, the nature of the shopping center, sports and health facilities, facilities for children and visual attractions. The number of factors affecting the choice of shopping centers are different based on the country of study. Shopping centers are considered more profitable if they satisfy both types of buyers with values ​​of hedonism and utilitarianism. This result leads to the support of the customers who desire to stay longer in shopping centers, increase patronage and spend more money. The present study has explained the value structures of customers' shopping experience and identified various factors that make customers want to visit shopping centers.

The online sales smart contract is a protocol that is prepared to set up an electronic smart agreement between the buyer and the seller and is concluded and executed automatically based on the information related to the terms of the contract. The aim of the current research is to identify the causal factors affecting the online sales smart contract and its consequences using a systematic review.

A systematic review was used in this research. This method is one of the types of qualitative research methods that are used to investigate phenomena and identify categories based on research literature. The statistical population of the research includes all research articles obtained from quantitative and qualitative studies regarding smart contracts and smart contracts in both Persian and English languages. With the aim of identifying the factors affecting the smart sales contract and its consequences, finally, 30 articles related to the research topic in the period from 2009 to 2022 in Farsi and English were selected and studied with a systematic review approach, and the text of the articles was based on the application of the Grounded Theory approach and based on the MaxQda software, central and selective coding were performed and analyzed. Reliability and Cohen's kappa coefficient were used as a measure to replace validity and reliability.

By analyzing the collected articles, 678 English and Farsi articles were identified in the coding stage, and after scientific investigations, 94 articles related to the research topic were categorized, and finally 30 articles were included.In the continuation of the data analysis process, the concepts were categorized into six categories of the central phenomenon, causal conditions, background conditions, intervening conditions, strategies, and consequences through the central coding. The current research led to the presentation of a paradigm model called online sales smart contract and its consequences using a systematic review.

Online sales smart contracts are programs that are stored on the blockchain and are executed when predetermined conditions are met. They are typically used to automate the execution of an agreement so that all participants can be assured of the outcome immediately without the intervention of an intermediary or wasted time. They can also automate a workflow and trigger the next action when conditions are met. Smart sales contracts are efficient because they have completely solved the issue of trust. The smart sales contract uses blockchain to confirm, validate, record, and enforce the terms agreed between the parties The presented model clearly defines the effective causal factors of establishing an online smart seller and its consequences, and leading companies can use this proposed model in their online sales on the blockchain platform.

Online shopping by families has increased dramatically in recent years, and the COVID-19 pandemic has given rise to this phenomenon. Families play a key role in shaping their consumption behavior and the way they interact and decide at online stores. Using factors affecting individual and family behavior has become one of the important strategies in online business. This study aimed to determine the attitude and behavioral factors associated with color name at online stores in Iranian families. This study was a qualitative study which used an interpretive phenomenological analysis. The study population consisted of Iranian families with the most purchases at online stores. Purposive sampling was performed with maximum variation. A semi-structured interview was used to collect data. Qualitative results of the lived experiences of Iranian families indicated that six themes under study included optimistic self-induction, education and mental awareness, excitability of family consumption, perception of attractiveness, perceived quality, mental and intellectual involvement. Influencing people's behavior in online business and the high effectiveness of using advertising strategies and people's excitement leads to a change in attitude and values and finally causes a change in behavior. Knowing the interaction style and behavioral patterns of families in online shopping can help control the family's consumption behaviors in the learning and socialization process of children.

Today, branding for tourist destinations and attracting the attention and creating the love and interest of tourists for these destinations is considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, to expand the tourism opportunities, to differentiate destinations from competitors, and finally, to achieve a competitive advantage. Therefore, establishing a strong emotional link between tourists and tourist destinations can be very effective in attracting more tourists, increasing income, and sustainable development as a result of tourism industry. Destination love is a phenomenon experienced by a group of satisfied visitors who later become loyal tourists, thereby reducing several costs. Since the importance of this construct has today increased as an emerging issue for academics and professionals, the purpose of this review article is to draw a clear and comprehensive picture of the phenomenon of destination love and also to present a model of Halal tourism destination love with a sustainable development approach.

In this research, meta-synthesis and thematic content analysis have been used for the comparative and bibliographic study of love literature in the field of tourism and hospitality with a systematic review approach.

After studying 68 valid scientific articles in this field and examining their antecedents and consequences, it can be seen that destination satisfaction, destination experience, destination image, destination loyalty, revisiting intention, and word of mouth (WOM) are the most common variables, which describe the benefits of destination love for tourism destinations.

This scientific review attempts to provide an interdisciplinary platform for research on destination love. It also provides this opportunity for academics, professionals, and managers active in the field of tourism and halal hospitality to study and get to know this construct and management concepts in this field in order to become aware of the required actions and trends to improve the destination love for the field of tourism and halal hospitality.

Entrepreneurship as a pillar of the development process in society derives from a socio-cultural context and ethics as a dimension of culture has a vibrant role in entrepreneurship. Therefore, the present study was designed to identify the factors that influence ethical entrepreneurial intention.

A qualitative research approach was conducted using the data base method. The research population consisted of experts and experts who were thoroughly familiar with ethical entrepreneurship. Among them, 30 experts were selected by purposeful sampling and saturation principle. Data collection tools were semi-structured in-depth interviews and open, axial and selective coding and Atlas T software were used to analyze the data. 

The results of this study showed eight areas that influence on the intention of ethical entrepreneurship. These areas are: individual factors-personality, metacognition, networks and systems, self-efficacy of ethical business creation process, perceived desirability, understanding of macro environment, ethical entrepreneurship culture, entrepreneurial infrastructure and ethical entrepreneurship in society. Which was integrated into a native model.

The present study showed that 8 factors influence the intention of ethical entrepreneurship. The four categories (individual, meta-cognitive, systemic, and understanding of the macro environment) indirectly influence the two components of self-efficacy and perceived desirability of moral entrepreneurial intention. And two components (culture building and community infrastructure) directly influence the ethical entrepreneurial intention.

The Omni-channel marketing system or strategy is a type of marketing where all channels are integrated without any interruption. It aims to give consumers a holistic experience of shopping. A focus on maximizing customer value is fundamental for OCR’s success. The purpose of the present study is to develop the concept of Omni-channel shopping value from the perspective of the ‘Generation Y’ and ‘Generation X’ with a phenomenological approach.

This research was conducted using the qualitative method (Interpretive Phenomenology- Framework). The statistical population was people who had both offline and online shopping experiences from brands that had stores and online sales at the same time. Within the framework of the purposeful sampling strategy, 40 people were selected using the Maximum Variation Sampling method. Data were collected through interviews. The NCT model was used to analyze the data using Atlas.Ti software.

Finally, 62 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation Y’ and 56 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation X’ were identified.

The present study is the first research on the Omni-channel shopping value in Iran, which has identified a subset of shopping values in offline and online channels from the perspective of two generations (i.e. Generation Y and Generation X).

This research has tried to answer the basic question, "What is the pattern of banking service policy with the innovation ecosystem approach in state banks?" The main goal of the current research is to provide a model of banking service policy with an innovation ecosystem approach in state banks. The research method used in this research was mixed (qualitative-quantitative). The statistical population includes academic experts as well as experienced managers and experts of the country's state banks. The sampling method in this research is the snowball sampling method. Finally, 16 people participated in the research interviews. The main tool for collecting research data has been semi-structured interviews. Theme analysis method was used to implement the conducted interviews. A total of 120 codes were identified in the form of sentences, pseudo-sentences and words, which were categorized into 20 sub-themes and 6 main themes. Then, using the opinion of experts, the identified elements were designed in the form of innovation ecosystem of banking services in Iran's state banks. In this research, it was found that the state banks of Iran urgently need innovation in services in order to strengthen their competitiveness, and in this way, they need an ecosystem of elements that will always witness innovation in services as a result of their interaction with each other.

Recently, there have been no studies on child consumers, and it is accepted in the world that these days, children play a multifaceted role in consumption, these roles are: buyer, influencer, and persuader. Children are an important part of the economic, and their daily actions are as consumer in the economy. Many researchers have focused on the importance of children's influence on their parents' purchases, and many of them have realized the psychological effects of children's presence in the shopping experience. The purpose of this article is to identify the antecedents and consequences of children's experience as customers of shopping centers by reviewing past researches about children as retail consumers, focusing on the customer's shopping experience and consumer socialization. The approach of this research is qualitative and meta-synthesis. Data collection was done by documentary method and by reviewing all scientific sources in the statistical community of studies related to children as consumers in the period from 1988 to 2020. In this meta-synthesis qualitative study, the seven-step model of Sandelowski and Barroso (2007) was used, in this regard, 39 researches were examined in the field of the subject and finally 16 researches were selected purposefully. Among the reviewed studies, 62 codes and 5 concepts were extracted. Finally, the findings were presented in the form of a model. The findings also indicate that shopping centers should focus on the characteristics to attract children so that the desire to choose the shopping center increases.

Online shopping has increased dramatically in recent years. The product color name is used as a new strategy and marketing tool by increasing competition in online businesses and improving customer awareness. This study was aimed to identify the effect of color naming on consumer behavior and to present an appropriate model. This study was performed in a sequential exploratory mixed method. The qualitative study was interpretive phenomenology and quantitative study was semi experimental. The statistical population included customers of top online stores in Tehran who had online shopping experience. Sampling was done purposefully with maximum variation. The Results of a qualitative study showed that in six themes included attitudes toward different types of color names, semantic load of color names, consumer expectations of hearing color names, consumption perceptions from hearing the name of color, consumer behavior according to the type of product and finally consumer characteristics were categorized and the research model was presented. In quantitative phase, 3 scenarios were developed and the model were measured. The results showed that common names did not affect consumer behavior in any goods, but uncommon names did affect on consumers' attitudes toward the product. In goods with primary color characteristics, there is a significant relationship between color names and the purchase decision to the product. The semantic burden of color name was decisive on attitudes toward the product and consequently on consumer behavior.

Blockchain-based smart sales contract, is an electronic and irreversible agreement between buyer and seller, which is concluded on a blockchain basis accourding to certain conditions with the elimination of intermediaries based on trust, security and transparency and is implemented automatically. Using the systematic review approach, the background is studied. In the present study, in order to identify the factors affecting the smart sales contract, 40 related articles in the period 2018 to 2021 in Persian and English were reviewed. The text of the articles were coded and analyzed using grounded theory approach in Max Kioda software 20. According to the research results, some of the most important causal factors influencing blockchain-based smart contracting are: electronic trust, intelligent digital support, blockchain, process robotics automation, knowledge smartening, digital process automation, intelligent communication, service level agreement, IoT, value network and value creation, website quality, advanced information analysis and finally the cloud computing strategy.

Chemicals have the highest share in the country's export  basket with 50 % and are among the knowledge -based  industries due to the use of high -level technology and very  complex knowledge. Knowledge -based companies have  little difficulty in designing and developing technologies  because of their specialized force, but they have many  problems in marketing. On the other hand, manufacturers in  today's world are under pressure from their customers to  work in the community as a matter of course. The purpose of  this research is to select the knowledge management strategy  using the combined approach of the network analysis process  (ANP) and Dematel in responsible marketing chemicals. The  research method is descriptive -analytical in terms of purpose  and data collection. The statistical population of the study  includes expert management, managers and staff of basic  chemistry companies, and data collection has been done  using questionnaire tools. The three groups, including the  goals, criteria and strategies of knowledge management were  selected based on the research background. The collected  data were analyzed using Decision Super and SPSS software.  According to the results of the study group of 0.49 normal  weight liability targets, the criteria were the support of senior  managers weighing 0.23 and among the knowledge  management strategies of 0.35 weight composition strategy  were top priorities.

Psychological approaches and consumer personality traits in changing consumer behavior is a key product marketing strategy. Sensory marketing and its related elements in order to influence consumer behavior and emotional arousal of customers or mental imagery are new tools of marketing management. Product color is one of the first variables that the consumer encounters when viewing the product, so it will have the greatest impact on the visual and perceptual sense of customers. Color psychology is used in product design and marketing not only for aesthetics and physical appeal, but also as a tool to convey meaning, evaluate, judge, and provide information to consumers. This study was conducted by qualitative method with constructive grounded theory approach. This study aimed to provide a comprehensive framework on the role of product color in consumer behavior. Using constructive grounded analysis, 41 sub-categories and eight main categories were identified and the theory was presented based on the Charmaz method. The main categories of the role of product color in consumer behavior include psychological dimensions of the product, personal interests and preferences, consumer response, socio-cultural dimension, biological / physical / sensory-motor responses, color characteristics and finally consumer demographics.

Present study seeks to investigate the perceived value of shopping centers and malls in Iran, as well as its antecedents and consequents. Qualitative research method and hermeneutic phenomenology approach was applied to explore the lived experience of participants from browsing shopping centers and malls. On the whole, 18 men and women, at the age range of 17 to 38 years old, who used to go shopping centers three or four times a month, were selected based on snowball sampling method for further deep interview. Data were analyzed by using coding via Atlasti software. Out of a total of one thousand one hundred and eighty-eight open codes, fourty-nine categories and finally twenty-one themes were extracted. The findings indicate that, the perceived value of shopping center and mall in Iran is made up of 8 values including entertainment value, utilitarian value, social interactions value, epistemic value, escapism value, status value, economic value, and time convenience value. This study using phenomenological approach and has introduced some new categories and themes about perceived value and its antecedents from Iranian customers point of view to shopping centers and malls and hopes for managers, retailers and malls developers by recognizing the perceived value of shopping centers and malls can achieve sustainable competitive advantage.