دکتر سید رضا جلال زاده

Today, the use of artificial intelligence technology capabilities is very popular. The rapid evolution in AI technology has redefined the customer experience and also created many opportunities for companies to interact with customers using chatbots. During a customer interaction, a chatbot must understand the customer's request, maintain and update the customer's status, and ask clarifying questions while keeping the customer engaged. Although there are diverse and fruitful studies in the field of artificial intelligence technology drivers and customer experience, the study on the impact mechanism between these aspects has three major and significant gaps. The first research gap is how intelligent customer experience acts as a mediator between AI technology drivers and chatbots and recommendation marketing. The second research gap is the moderating role of technology readiness which has two dimensions of optimism and a sense of lack of control. Finally, the third gap is the research field of platform businesses, which is selected as the target statistical population in this research. To address the mentioned research gaps, the model of this research was created in the framework of the stimulus-organism-response model. Finally, in this research, a model will be proposed that will examine the relationships between artificial intelligence technology drivers and chatbots, intelligent customer experience, and recommendation marketing, and will test the moderating role of technology readiness in these links. In short, this research aims to answer the following questions: To what extent can the adoption of artificial intelligence technology and chatbots improve the intelligent experience of customers and the result of technology readiness in platform businesses? How are AI technology drivers and chatbots impacting referral marketing?

The research method of the present research is in terms of applied purpose and terms of nature; it is in the category of descriptive research of the survey branch. To collect data in this research from domestic and foreign articles and theses that are related to the research topic, written reviews, and studies that are written in the field of artificial intelligence, customer experience, recommendation marketing, platform businesses, and stimulus-organism-response framework, related sites and statistically valid in the field of the research subject and finally, the use of standard questionnaire as the most important tool of data collection has been used in the quantitative method. The questionnaire, as one of the most common tools for collecting information in survey research, evaluates the opinions, views, and insights of respondents with a set of targeted questions using various scales. The statistical population of this research includes customers of Snap platform businesses and since the size of the statistical population is unlimited, G*Power software was used to determine the number of sample members. According to this software, with an effect size of 0.05, error of 0.05, test power of 0.9, and the number of predictive models equal to 9, the sample size was 406 people; But in the end, 453 electronic questionnaires were collected and for more caution, checks were done on the same number. Finally, to analyze the data, the structural equation technique was used using Smart PLS version 4 and SPSS version 27 software. Also, to measure convergent validity, content validity, convergence and divergence, and Cronbach's alpha and composite reliability were used to measure reliability.

The values of the coefficient of skewness corresponding to all the observed variables are in the range of [-3,3]; On the other hand, except for the second variable, the elongation coefficient values are in the [-5,5] range for all variables. On the other hand, the standard deviation for the observational variables shows the dispersion of the responses of the participants in the research, which should not be less than 0.5. As it is evident in the research, the answers corresponding to the questions of the questionnaire have a good dispersion and this means that the answers are not concentrated on one side of the spectrum. The skewness coefficient corresponding to all existing structures is in the [-3,3] range; On the other hand, except for the optimism structure, the elongation coefficient values for all structures are in the [-5,5] range. In this way, the condition of normality of the data distribution, which is the placement of skewness and kurtosis coefficients in the ranges [-3,3] and [-5,5] 2, is not fulfilled, and therefore the data distribution is abnormal. Finally, the results of this research showed that all the assumed variables of artificial intelligence technology drivers and chatbots affect the variables of intelligent customer experience. Relative advantage and perceived interaction, which are both variables of intelligent customer experience, affect recommendation marketing; But in technology readiness variables, only the moderating effect of optimism on the relationship between enthusiasm and perceived interaction was confirmed.

The changing role of information and communication technologies in marketing has faced both marketing researchers and managers of this industry with a fundamental challenge to identify trends in this field. Thanks to technological advances, marketing has become more innovative, interactive, and personal, and this leads to more efficient marketing activities for businesses. It is clear that the impact of artificial intelligence on the lives of people and businesses is undeniable, and the pattern and behavior of people's purchases have changed a lot with the advent of this technology. Therefore, businesses should examine all the required knowledge of e-marketing and all aspects related to the business environment so that they can benefit from the benefits of such platforms to promote their brand.

In this research, the impact of customer perception of compliance with the ethical principles of electronic retailers on the online shopping experience and customer satisfaction has been investigated.

This research is considered practical in terms of its purpose and according to the data collection method, it is classified as a survey. The statistical population of the research is made up of customers of Digikala (customers whose details are registered in the customer club list of this store) in Tehran city, according to the statistical population, the statistical sample size is 313 people, which was extracted by G*power software. Research data were also collected through a random sampling method, using an electronic questionnaire. The distributed questionnaire contained 49 questions with a 5-option Likert scale, whose data was analyzed with SPSS and Smart PLS software.

After examining the data, all the hypotheses considered by the researcher were confirmed, except for the effect of online experience on customer satisfaction, which was rejected.

The results of this research show that consumer perception of retailers'ethics has an effect on ethical beliefs, online experience and customer satisfaction. Ethical beliefs also affect the online experience, and customer satisfaction, and customer satisfaction is affected by the experience of service convenience.

Due to the growth and spread of the Internet, the creation of Internet-based social media, and the commercialization capabilities of social media for businesses and brands, these social media are considered as a meeting point for customers and businesses. Meanwhile, the owners of brands and businesses prefer to use social media influencers so that the message of their products can reach the customers as quickly and effectively as possible. Social media influencers, depending on their characteristics, are usually active in a specific field, attract many users to their accounts and deliver product messages to customers using their unique and necessary characteristics. Therefore, this research seeks to determine the impact of social media influencers as a source of messages on the attitudes and purchase intentions of customers with the mediating role of self-brand connection.

The current research is an applied and descriptive survey. The statistical population is the Iranian cosmetics consumers who have followed at least one influential person in the field of cosmetics on their Instagram accounts. The research data were collected using a questionnaire. The respondents who took the research questionnaire were 402 people. The validity of the questionnaire was determined by measuring the content validity or CVR and the content validity index or CVI. The reliability of the questionnaire was also evaluated through Cronbach's alpha method. At the end, the collected data were analyzed using the SPSS and Smart Pls software programs.

The demographic investigation in this research was based on four questions about gender, age, marital status, and the amount of money the respondents spent on buying cosmetics per month. More than half of the research population was males, most of them were single, and they were from 20 to 30 years of age. Also, the highest amount spent on cosmetics by the respondents was 200 thousand Tomans per month. The testing of the hypotheses showed the influence of influencer characteristics (attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility) in social media on the attitudes (image satisfaction and advertising trust) and purchase intention of customers. In the end, we found that the attractiveness (beauty, stylishness, and being fashionable and sexual attractiveness) of the influencer does not affect image satisfaction (the audience's happiness from receiving, collecting, and viewing information about influencers and also interacting with them) and advertising trust. (based on the influencers' information and customers' trust in them) has effects. Expertise (experience, sufficient knowledge, and product recommendation skills of influencers) as another characteristic of an influencer affects image satisfaction but does not affect advertising trust. Originality (being original and creative of the influential person) does not affect image satisfaction and advertising trust. Homophily (having commonalities and similar values with an influential person) affects image satisfaction and does not affect advertising trust. Interaction (easy and quick communication with an influential person) does not affect image satisfaction and advertising trust. Trust (reliability and honesty) does not affect image satisfaction but affects advertising trust. Perceived credibility (that the influential person is reliable and can convince) affects image satisfaction and advertising trust. Also, customers' attitudes mean image satisfaction and advertising trust have effects on the self-brand connection (establishing a close relationship by customers with the brand included in the content sent by the influential person) and customers' purchase intention, and self-brand connection has an effect on purchase intention. Finally, the mediating role of self-brand connection between attitudinal effects and purchase intention was confirmed.

Influencers must always manage their image because the characteristics of their source affect consumer satisfaction and trust. In the contents that they publish, influencers should pay attention to the attractiveness of the image, the professionalism of the show, the needs of consumers, and the salience of possible similarities with consumers. This research confirmed that consumers' satisfaction with influencers and advertising trust can increase marketing efficiency. Influencers should consider the balance between personal content related to image building and marketing content related to promoting the brand. Too much advertising leads to a decrease in consumers' understanding of the influencer's image, which may lead to consumer loss. For brand managers, this study confirmed the role of influencers in brand marketing. Followers' trust in the influencer's brand content plays an important role in brand relationships and purchase intention. Therefore, brand managers can also consider increasing investment in influencer marketing. Specifically, brands can select influencers by assessing consumers' perceptions of the influencers' attractiveness, expertise, originality, homophily, interaction, trust, and perceived credibility This study also emphasized the importance of self-brand connection by consumers during the marketing process. In collaborating with influencers, brands should choose influencers that match the brand concept and require them to use realistic display methods and scenarios to highlight products or services. The research helps consumers to make better purchases in line with the correct understanding of advertising in social networks and knowing the characteristics of advertisers and their characteristics. This research serves as a reference on influencer management for social media platforms. According to the seven main characteristics of the source of influencers, social media companies can improve the quality of influencers on their platforms and lead and limit the behavior of influencers. As a result, the tendency of social media users to the operating system increases and companies can invest in potential influencers with a perspective to achieve sustainable influencer marketing development.

The current research aims to investigate the characteristics of platforms based on augmented reality technology on the behavioral and cognitive responses of customers of interior design products and furniture in Tehran. The current research is quantitative in terms of practical purpose and research method. In terms of data collection, due to the use of library study methods and field methods such as electronic questionnaires, it is a descriptive-survey type. In this research, the customers of the interior design products of buildings and furniture in Tehran have been selected as the statistical population. Therefore, the size of the unlimited population and the sample size were calculated using G*power software 257 people. After checking and verifying the reliability and validity, the questionnaire was distributed electronically. After pre-processing,257 collected questionnaires were finally used. Demographic data was analyzed with SPSS version 23 software, and due to the non-normality of data distribution, Smart PLS version3software was used for model testing. Finally based on the hypothesis test, the increase in the number of interaction variables, system quality,ability to provide information about the product, and agreement with reality, which are considered as features of platforms based on augmented reality,on the reactions Emotional,cognitive and behavioral of customers has a positive and significant effect.According to research findings,augmented reality technology has a significant impact on customers' decisions.When customers use platforms based on augmented reality,the sense of immersion, enjoyment, and interest in the product increases,and as a result, the trust in the choice,the level of usefulness of the platform,and generally positive attitude also increases,which ultimately leads to an increase in intention.The re-use of the platform and the intention to buy in the customers.The proposal that is made to managers active in the field of production of devices related to the interior design of buildings and furniture,is to initially design and test their business in an augmented reality environment with the help of professional groups.Of course,because this technology is new in Iran,one must be very careful in the design of the platform.It is necessary to design the desired platform in such a way that the customer,despite being unfamiliar,can easily communicate with it.

The present study investigates the factors of customers' resistance in accepting and using the services of digital only banks in Pasargad Bank branches in Tehran. This research has been done using methods of descriptive and survey research. The statistical population in this research is the customers of Pasargad Bank branches in Tehran, who, according to their own statement, have never used the services of a digital only bank before. The sample size was calculated using G-Power software. The questionnaire was distributed electronically among the customers, and finally 591 acceptable questionnaires were obtained, and the same number was used as the basis for the analysis and testing of hypotheses. By calculating CVR and CVI for the questionnaire questions, its validity was confirmed. The data have been analyzed by the help of SPSS and SMARTPLS software and using statistical, descriptive and inferential tests. The result of the research indicates that in the category of psychological barriers, perceived tradition had a significant effect on negative attitude of the customers, and on the other hand, perceived image of digital only banking did not have a significant effect on the formation of the negative attitude of the customers. In the category of functional barriers, the impact of perceived value, perceived risk and perceived usage has been confirmed on negative attitude and resistance of customers. Only the effect of tradition on perceived value (as a mediating variable) was not confirmed. In addition, the factor of satisfaction with traditional banking on customers' resistance was also investigated and its positive effect on the formation of customers' resistance to using the services of digital only banks has been confirmed.

The outbreak of Coronavirus and at the same time economic crisis, has created special conditions for businesses in Iran. After months of store closures due to the Coronavirus pandemic, consumers and customers are very enthusiastic for impressive and extensive shopping experiences that augmented reality interactive technology can provide for them. The main purpose of this research is to investigate the moderating effect of augmented reality interactive technology on the relationship between Information Technology identity and self-reference in the electronic retail environment and specifically, in the DigiStyle electronic retail environment. For this purpose, questions and hypotheses were raised and in order to investigate the concerning questions and hypotheses, Digistyle electronic store customers were selected as a statistical population. The data of the current research has been collected through field methods and random sampling by means of an electronic questionnaire and its data has been analyzed with SPSS and Smart PLS software. All the hypotheses of the research were confirmed and in the final result it was also found that self-reference has a positive and significant impact on the identity of Information Technology with the moderating role of augmented reality interactive technology in the environment of electronic retail sales.

This research studies the effect of gamification principles on customer engagement considering to the mediating role of hope and compulsion (A study in Snapp! application). This research studies the effect of the gamification principles by considering the mediating role of “hope” and “compulsion” on the customer’s involvement which finally leads to purchase.

Therefore, the objectives, questions, and hypotheses as well as the conceptual model are provided based on the theoretical bases and empirical background of research. The statistical population of this research is users of the Snapp application, and the sample volume for the unlimited population (384 people) was determined by the Cochran formula.

the distributed questionnaire had 28 questions with a five-point Likert spectrum whose data was analyzed by SPSS 23.0 and Smart PLS 3.0.

The obtained results from this research show that all the gamification principles reinforce hope if they are used correctly. However, if they are not used correctly, they reinforce mental disorders in people. Moreover, the results show that compulsion or forced purchase has a negative effect on the customer’s involvement.

In this study, based on theoretical and quantitative researches, a conceptual model was presented for explaining different dimensions of research variables, such as designing brand performance model for banking service market of Iran based on customer – based brand equity. First, after reviewing the literature, the original model was designed and then the initial conceptual model was completed and approved by the Delphi method and experts' opinion. Sampling was carried out based on the method of judging and snowball. The sample size was 30 executives, deputies and experts of the banking sector. Using the final version of the questionnaire which has the necessary and proper reliability and validity, by using stratified random cluster sampling. During one week at different hours, 399 individuals were surveyed from the customers of the eight branded public banks randomly by face-to-face interview. Following the identification of the constituent structures of each of the variables, also relations between them were examined. The results of the research showed that brand equity does not directly affect market performance from the customer’s perspective, but it is effective indirectly through the customer relationship equity. Also, among the structures constituting the brand equity and the customer relationship equity, all aspects except the brand differentiation and brand awareness, affect the characteristics of the customer relationship equity. Also, results showed that all the constituents of the customer relationship equity have a direct and significant effect on brand performance.