مجله توسعه تکنولوژی صنعتی
پیاپی 44 (تابستان 1400)

Today, virtual reality (VR) technology as a new tool has been used by various organizations and a lot of research has been done on how it affects consumer behavior. Despite extensive studies, in Iran and especially in real estate industry, no research has been observed in this area and there is a research gap. On the other hand, given the global corona epidemic, which seems to be repeating itself, the need to develop online platforms and tools in this area is felt more than ever. Therefore, considering the importance of the issue, the present study has for the first time investigated the influence of using VR on consumer behavioral intention. The purpose of this study is to determine the relationship between factors affecting the sense of presence when using VR with WOM intention and patronage intention by mediating role of shopping experience and change in perceived value in real estate industry in Tehran. This study is categorized as applied and descriptive. The statistical population includes all housing buyers in Tehran who have used the VR housing site and application. Available sampling method was used to select the sample and data collection was done by a questionnaire. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Findings showed that there is a positive and significant relationship between emotions and sense of presence with VR, and also between sense of presence and shopping experience. The shopping experience has a positive and significant effect on the change in perceived value. Perceived value has a positive and significant relationship with WOM intention and patronage intention. The mediating role of the shopping experience in the relationship between a sense of presence and the change in perceived value and also the mediating role of perceived value change in the relationship between the shopping experience with WOM intention and patronage intention was confirmed. Due to the novelty of VR technology in Iran and especially in real estate industry, the results of this study can be a way to use this new technology in the field of marketing.

Whereas the productivity generated by implementing innovation in firms for competitive advantage and ultimately having a better performance is the result of the interaction between the business environment, innovation strategies, and corporate capabilities; And that so far, significant studies have not been performed on the interaction of the business environment (as an external factor) and innovation strategies on firm performance; Therefore, the main objective of this research was to investigate the impact of a firm's business performance by aligning innovation strategies (two dimensions of "product innovation" and "process innovation") with the business environment (within the three factors of "dynamism", "competitiveness", and "technological change").Using the data obtained from the questionnaire - from experts of Iranian plastics manufacturing companies - and finally modeling, and analyzing the data by the fuzzy inference system in MATLAB software using the method of Mamdani implication; The study shows that in this industry, the process innovation will have a greater impact on business performance than product innovation. furthermore, technological changes have a greater impact on business performance than dynamism and competitiveness. Overall, this study illustrated the strategic alignment between technological change and process innovation strategy in improving business performance. These results necessitate the targeted selection of innovation strategy based on different environmental conditions for firms.

According to scientific development programs in recent years, there has been a significant growth of scientific production in the country, but what can tie this growth to the sustainable development of the country is the use and commercialization of these scientific achievements for the betterment of society. A society with a leading and knowledge-based industry needs to target and understand effective groups. How the university and industry work together, defining the plans of each party and the key points for the relationship to be effective are very important. To this end, using the experiences of leading foreign institutions and universities and their implementation models and, most importantly, the thinking behind the implementation of these plans, will be an important indicator for policy-making and targeting of domestic universities. This research is applied in terms of purpose because its results are applicable to both industry and universities and can provide the basis for increasing bilateral interactions between academia and industry. The method of data collection in this research is library studies and meta-combined type and the main focus of researchers is on the study of applied studies that has led to successful interaction between industry and universities. The results showed that in order to increase the university's interactions with industry, there are seven factors: 1- Recognition of internal activities 2- Joint actions 3- Effective communication with industry 4- Communication with companies and government institutions 5- International relations 6- Entrepreneurs and start-up businesses 7 - Focus on social responsibility and communication with the community.

Today, with the increase of uncertainty in competitive markets, innovation is one of the solutions that leads to gaining a competitive advantage and increasing the capability of the organization. In 2003, Henry Chesbrough introduced a new approach called open innovation that enhances organizations' performance. In Iran, the concept of open innovation entered the field of management research in the early nineties. The present study tries to survey previous studies in this field, until at the end of 1399, by using a systematic review in terms of the abundance of studies, scientific journals that published these articles, methods used and areas of research. Based on the results obtained from 110 articles reviewed in the field of open innovation, the number of articles about open innovation in Iran is increasing rapidly. One of the most important methodologies used in this field is structural equation modeling. It was also found that out of 57 journals with open innovation articles, 17 journals published the highest number of articles in this field. In fact, roshd-e-fanavari, industrial technology development, management improvement, and innovation management have the largest number of accepted articles in the field of open innovation. In addition, as research domains, information and communication technology, small and medium-sized companies, knowledge-based companies and universities have received the most attention.

One of the indicators of economic development of countries is the level of development of their insurance industry. In recent years, policymakers have focused on spreading financial technology especially in the insurance sector as one of the pillars of the financial industry and one of the key sectors of the economy. Today, the use of technology in the insurance industry to give more people access to financial services is increasingly considered so that start-up insurance businesses or insurtechs have entered to the field of competition with traditional insurance companies by creating unique value proposition and improving the business model.they lead to cost reduction, improved customer experience, new product launches and effective risk management Using artificial intelligence, machine learning, IoT, blockchain technologies and other new technologies. In this research, based on a systematic review of texts and reports of top global consulting groups, the macro trends of the insurance industry, the challenges of the insurance industry and solutions to solve these challenges have been studied. Findings showed that macro trends in the insurance industry include seven areas of customer-centricity, social and environmental changes, technological change and digitalization, fierce competition, the need for human capital and talent from other sectors, strategic partnership and cooperation, emerging new business models and key challenges include limited purchasing power, limited knowledge, low trust, poor communication and CRM, disproportionate products, poor distribution, and poor business models. In the following, solutions are provided for each of the challenges based on the stated trends.

Due to the increasing demand for environmental protection from ‎various stakeholders; adopting a green technological solution tailored to ‎the operational characteristics of each organization is a fundamental ‎task for achieving sustainable organizations. Therefore, the purpose of ‎this study is to identify and analyze the barriers to the adoption of green ‎technology in the electricity industry. The present study in method is ‎quantitative; it has an applied orientation and survey strategy. The ‎statistical population of the study is the employees of Zanjan Power ‎Distribution Company. In the first step of the research, to identify ‎barriers and effective indicators in order to accept green technology, the ‎research literature was reviewed and a focus group was held. In the ‎second step of the research, fuzzy hierarchical analysis technique was ‎used to rank the identified factors and indicators. The data collection ‎tool is a researcher-made questionnaire. In order to assess the validity of ‎the questionnaire, face and content validity were used. Also, to measure ‎the reliability, the incompatibility rate coefficient of triangular fuzzy ‎pairwise comparison matrices was used, and considering that this value ‎is less than ‎‏0.1‏‎; the reliability of the questionnaire was confirmed. The ‎results indicate that the most important barriers to the adoption of green ‎technology in order of priority are: process barriers, individual barriers, ‎social barriers, cultural barriers and customer barriers. Also, the index of ‎‎"lack of attention to environmental issues by government officials" ‎related to the factor of "social barriers" received the highest score ‎among the indicators.‎