مجله مطالعات رفتار مصرف کننده
سال هشتم شماره 2 (تابستان 1400)

This study has been developed and implemented with the aim of designing a model that contains effective factors, dimensions, and consequences of intimacy between customers and service provider in the insurance industry. In order to achieve the research`s objectives, the qualitative and exploratory approach of the grounded theory was used. The necessary sample to examine the research question was obtained through the theoretical sampling method and the necessary data were collected through in-depth and semi-structured interviews until theoretical saturation. In total, 10 interviews were conducted with experts in the fields of marketing and industrial management, general psychology, representatives, and employees of the insurance industry. For data analysis, the systematic approach of Strauss and Corbin was used by going through three stages of open, axial, and selective coding, and finally, a paradigmatic model of the research was presented. At the end of data analysis, 116 concepts were identified in the form of 36 categories and 13 main categories. The results show that individual, interpersonal, and marketing factors were introduced as causal and effective conditions on creating a central category of customer intimacy, and through strategies of self-interpreting, emotional intelligence, transparency, customization, process facilitation, and value creation, they lead to consequences for the customer level (attitude and behavioral intentions) and the service provider level (profitability, employee productivity). Also, organizational, temporal, and spatial factors were identified as contextual conditions and interactive, environmental factors as intervening conditions.

The purpose of present study is to design and validate a commercial soft technology model based on online marketing. This is an applied research with a mixed approach. In the first phase, a qualitative approach was used and after a comprehensive review of the literature, the opinions of the experts were discussed. The population of the study consisted of experts in the field of technology and marketing, especially online marketing, with a theoretical saturation of 14 individuals selected by purposeful sampling. In the second phase, the validity of the model extracted from the qualitative stage was investigated using a quantitative approach and a survey. The research instruments in the qualitative part of the study was interview, and questionnaire in the quantitative part. Data analysis was done in qualitative part through thematic analysis, and in quantitative part through structural equation modeling (SEM). After designing the initial model, 390 questionnaires were randomly distributed among local and international online marketing practitioners, people active in hard and soft technologies, university professors, and students familiar with soft business and online marketing technologies. Reliability and validity of the interviews were assessed using inter-subject agreement and seven-stage validity. The reliability and validity of the questionnaire were assessed using Cronbach's alpha coefficient and content validity. The findings of the study revealed the identification of 26 concepts and 5 categories including: soft business technology, market analysis, smart commerce, customer- centric technology, and online marketing. The findings in the quantitative phase confirmed the correlation between structural model components.

The purpose of the research is to design a model for gamification in customer experience ‎management among customers of generetaion Y. The research is an applied one in terms ‎of purpose. The method of the resesrch is qualitative for which meta-synthesis has been ‎used to gather data. The population consisted of all researches published in reputable ‎foreign and domestic databases. Sampling method was purposive and nonprobability ‎sampling, by which ‎‏21‏‎ studies were selected using the input criteria. The method of data ‎gathering was the library method. Data gathering tool is a checklist. Cohen’s Kapps ‎coefficient was to assess reliability. The results of meta-synthesis included the extraction ‎of ‎‏96‏‎ open codes, ‎‏9‏‎ axial codes (reward status, competition, self-expression, flow ‎experience (immersion, time distoration, control, enjoyment), aesthetic experience (self-‎expansion, active discovery, meaning), continuous intention to use, satisfaction and ‎loyalty) and ‎‏3‏‎ themes (gamification affordances, Y generation customer experience ‎management, and customer behavior outcomes). The research designs a framework that ‎show the prerequisites of both flow and aesthetic experiences and their role in explaining ‎the continuous intention to use, satisfaction, and loyalty of a gamified system. Findings ‎are useful for gamification designers and marketing managers who are looking for new ways to ‎improve customer experience management in gameimifcation. In general, designing ‎gamification affordances in an appropriate way can create a desirable flow and aesthetic ‎experience in customers and increase their engagement so may lead to positive behavioral ‎outcomes.‎

Handicrafts are one of the oldest and most prestigious human achievements due to their indigenous and unique nature, their independence of overseas production and the presence of creative, skilled and capable human resources, enormous capacity for entrepreneurship development in different parts of the country. This potential is deeply rich in Sistan and Balochestan province, but due to its reliance on traditional production and supply trends, it has not yet been applied properly. Therefore, the present study aimed to design and explain an entrepreneurial marketing model in the field of businesses related to handicraft in Sistan and Balochestan province. The research method was qualitative and through in-depth interviews with the experts in this field based on Grounded Theory, which was carried out in three stages of: open, axial and selective coding. After 14 interviews with qualified experts, the necessary data were collected. Then, the continuous comparison process of open, selective, and axial coding data was done and 123 primary concepts were identified and categorized into 18 categories based on structural and content similarities. The final result of the analysis of the collected data was presented in the form of a basic grounded theory called the Entrepreneurial Marketing Model of Handicrafts which include causal conditions, pivotal phenomenon, Strategies, contextual conditions, The interventionist conditions and consequences.

The impact of the coronavirus outbreak on the global economy will certainly be profound, long-term, and even worse for some vulnerable countries. Corona virus epidemic is one of the biggest shocks in the current generation. If the Shiite coronavirus created an unpleasant situation for the people of the world, but in some cases it was able to turn your threats into using it. In addition, some services provided, including offline and digital services, are possible in the country, despite efforts for multiple and extensive planning, but if this type of virus accelerates the implementation and acceptance process, this plan will be implemented by other people. In this study, the effect of coronavirus outbreak as an interfering element in the acceptance of digital banking has been studied. With the theoretical foundations and interview with Bank Bank News, the effect of the impact on the acceptance and development of digital banking in Iran was identified and considering the prevalence of corona in accepting offline services, a research model was formed using advanced medical systems. The simulation results showed that by implementing the policy context of reducing the number of branches, incentive medicine of the bank and increasing the bank budget in the information sector, the rate of acceptance and use of digital technologies using banking may increase significantly. slow. The spread of corona virus acts as a positive effect on the acceptance and development of digital budget by increasing the acceptance rate.

Consumer behavior is defined as the study of purchasing units and exchange processes that include the "acquisition, consumption, and disposal of goods, services, experiences, and ideas." Therefore, discarding what has been acquired is a fundamental part of the consumer decision-making process. The type of product dispositionl will have consequences for the consumer, the business, the community and the environment, and will be closely related to the purchase of a new product. In this research, which is a fundamental research, attempt to collect all the factors affecting the disposal of goods in a comprehensive model. Therefore, with the qualitative method of "repertory grid" and the method of Purposive sampling and interviews with 20 experts in this field, a conceptual model was presented regarding the factors of Purposive sampling. From the results of the presented model, 229 structures were obtained and by analyzing the content of these structures, they were combined with each other and reduced to 37 structures. Finally, using the statistical method of hierarchical clustering and expert opinion, the total structure was divided into 10 clusters and marked.

Personal branding is one of the new subjects in the field of branding that has recently received the attention of brand researchers. The expansion of social networks and the increasing popularity of users of these networks and the popularity of these networks among users has made social networks one of the best platforms for brand development so people can also offer their personal brand. Therefore, due to the necessity of studying in the field of personal branding and the importance of social networks in branding, this study aimed to investigate the factors affecting personal branding in the social network (Instagram) using data mining technique. In this research, the personal pages of personal brand owners in the specialized areas of science (psychology, medicine and business) in the social network of Instagram were examined and over a period of three months more than 1000 Instagram posts were reviewed on the target pages. The data were analyzed using knime data mining software and data mining and extraction of decision tree pattern. And this decision tree pattern shows that factors such as type, context, content, and even the date of posting on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, people can learn about the factors that influence their personal brand in social networks, and by using these factors, they can manage and develop their own brand and make their audience more aware of their brand.

Today, the importance of dealing with healthy and organic foods, due to the many benefits of these products, has already become clear to everyone. In this regard, the aim of the present study is to investigate the effect of social identity, social influence, perceived value and consumer innovativeness on the intention to Purchasing organic products. This research in terms of purpose is practical and in method is the category of descriptive-survey research. The statistical population of the study is all consumers of organic products in Karaj. After determining the sample size by structural equation modeling, the available cluster sampling method was used. The data collection tool in this study was the standard questionnaire of Persaud and Schillo (2017) study. the reliability of this questionnaire was confirmed by using Cronbach's alpha coefficient and its combined reliability and its validity was confirmed by content validity and construct validity. to analyze the data used from structural equation modeling with Smart PLS software. After examining the fit of the model, the results show that social identity and social Influence have a significant effect on the intention to purchasing organic products and the mediating role of perceived value of customers confirmed and the role of moderating consumer innovativeness in identity Social impact and social influence impact on the intention to purchasing organic products was not confirmed.

Organic food customer attitude is one of the terms that has recently been used extensively in marketing and business issues, and its improvement has become one of the most important issues in organizations and businesses. This mixed (qualitative-quantitative) study was conducted to design a model to improve the attitude of customers to organic food products in Iran. 28 variables of the model were extracted in the qualitative section using 19 expert interviews and the relationship between the variables was determined to achieve the model in a quantitative section based on the method of interpretive structural modeling (ISM). The identities of the identified variables were examined from the point of view of their penetration power using Mic-Mac analysis. The research findings were a five-level model of the Buddha that were the most influential variables at the fifth level and the first level of this model are the most influential variables. Mic Mac analysis in this study also showed that in terms of identity, the variables are independent media variable media coverage and the rest of the variables are interface type.

nowadays, marketers use content marketing in social networks in order to motivate customers to purchase their customers. in this regard, the need to study the content marketing strategies of brands has increased. life insurance is one of the most important products used by marketers in order to market and sell them in different parts of the world. however, the content marketing of life insurance in iran is not so popular. accordingly, the present study comparative study and comparison of content marketing influence through social networks and traditional marketing has focused on increasing customers ' tendency to purchase life insurance. also, one of the type of intervention is نیمه‌تجربی. the statistical population of the study is life insurance customers in iran and estimate the sample size that were selected from the insurance and savings insurance companies of iranian insurance companies was determined by 95 percent, sample fall of 20 percent and the effect of content marketing methods on increasing sales in the study of other industries, 40 people were tested and controlled in two groups. the results of the study revealed that although both traditional marketing and content marketing methods generally lead to an increase in the desire to buy insurance in life insurance, the increase in the willingness to buy content marketing audiences is significantly higher than the other. also, the results show a significant effect of the use of pertinent messages on the content marketing of life insurance