نشریه ارزش آفرینی در مدیریت کسب و کار
پیاپی 1 (پاییز 1400)

The aim of this study was to investigate the perceived effectiveness of ecommerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. The present research is applied in terms of purpose and descriptive-correlative in terms of nature and method of data collection; And is specifically based on structural equation modeling. Quantitative research data were used as a distance scale using the standard Research Questionnaire of Lobel Trong Tovi (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran, and due to the large number of the target community, 100,000 people have been considered. According to Morgan's table, 384 people were selected as a sample in this study. The sampling method in this study was simple random. The results show that the effect of the perceived effectiveness of ecommerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is equal to 0.47, i.e. about 47% of the total perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is explained. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values and average values of R Squares shows that the value of GOF is equal to 0.62 which indicates a strong fit of the model.

The purpose of this study is to investigate the effect of relation-based marketing capabilities through the mediator variable of e-marketing on the business performance of online sales sites. The present research is applicable in terms of purpose and descriptive-correlative in terms of nature and method of data collection; and is specifically based on structural equation modeling. The statistical population in the present study includes customers of online goods sales sites in Iran such as Digi Kala, Tehran Kala, etc., and according to Morgan's table, 380 people were selected as the sample, among whom the electronic questionnaire was distributed. Sampling method of this research is available. The collection tool in the present study is three questionnaires, which include the business performance questionnaire of Myrles, Randall and Lai (2011), Asikhia (2009), the electronic marketing questionnaire of Tsiotsu and Villachoplo (2011), the questionnaire of relation-based marketing capabilities of Azadegan Foumani (2013). Findings of the research related to the first subhypothesis showed that relation-based marketing has a coefficient of 0.982; in other words as much as 98.2% is related to the business performance of electronic sales sites. Also, the research findings related to the second subhypothesis showed that relation-based marketing has a coefficient of 0.91; in other words, 91% is related to e-marketing. Findings of the research related to the third sub-hypothesis showed that e-marketing has a coefficient of 0.479; in other words as much as 47.9% is related to business performance. Also, the findings of the main hypothesis showed that the relation-based marketing index has a coefficient of 0.457, in other words as much as 45.7% is related to the business performance of online sales sites with emphasis on the mediating role of e-marketing.

The purpose of this study is to investigate the effect of hotel features performance on electronic oral marketing behaviors (studied in Kish Island hotels). The present research is applicable in terms of purpose and descriptive-survey in terms of nature and method of data collection; and is specifically based on structural equation modeling. The statistical population of the study is all customers of Kish Island hotels, which are 54 hotels and apartment hotels in the first six months of 2020. According to surveys, about 200 people have stayed in these hotels in the last 6 months, and based on the available community and Cochran's formula, 322 people have been selected by cluster sampling method as a sample. Two questionnaires were used as collection tools in the present study, including the Hotel Reputation Performance Questionnaire from Khan et al.'s (2017) questionnaire and word-of-mouth e-marketing questionnaire from the standard word-of-mouth advertising questionnaire of Bamboer et al. (2011). Findings showed that the performance of hotel features has a significant effect on word-of-mouth e-marketing behaviors. Hotel environment and facilities have a significant impact on word-of-mouth e-marketing behaviors. The competence of hotel staff has a significant effect on wordof-mouth e-marketing behaviors. The hotel-to-guest experience has a significant effect on word-of-mouth e-marketing practices. Hotel location has a significant effect on word-of-mouth e-marketing behaviors.

The purpose of this study is to investigate the relationship between business ethics and corporate social responsibility; a case study of Internet companies in the west of Mazandaran province. The present research is applicable in terms of purpose and descriptive-survey in terms of nature and method of data collection; and is specifically based on structural equation modeling. The present research population is the customers of internet service companies in the west of Mazandaran province, estimated 100,000 people; 384 of which were considered as a sample, based on the target population and according to Morgan's table. The sampling method in this study is simple randomization., two questionnaires were used in the present study as the collection tools, including Carol's Social Responsibility Questionnaire (1979) and Petty Standard Work Ethics Questionnaire (1990). Findings showed that there is a relationship between business ethics and corporate social responsibility of a case study of Internet companies in the west of Mazandaran province. There is a relationship between attachment and interest in work and social responsibility in internet companies in the west of Mazandaran province. There is also a relationship between perseverance and seriousness in work and social responsibility in internet companies in the west of Mazandaran province. There is another relationship between healthy and humane relationships in the workplace and social responsibility in Internet companies in the west of Mazandaran province. Finally, there is a relationship between collective spirit and cooperation in work and social responsibility in internet companies in the west of Mazandaran province.

The purpose of this study is to analyze the impact of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand equity. The research method is descriptive-survey in terms of nature, and applicable in terms of purpose. The statistical population of the research is the customers of Digi Kala online store. The sample size was determined using Cochran's formula of 375 people, and the samples were selected by available sampling method. Ethical marketing questionnaires (Safari.et al.2017), brand equity (Aaker.1991), brand identity (Mael & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data. The data validity was determined by the academic experts, and the reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Lisrel statistical software and SPSS statistical software. The results showed that marketing Ethics has a positive and significant effect on brand identity, customer repurchase intention and brand equity. Brand identity has a positive and significant effect on customers' intention to repurchase. Brand equity has a positive and significant effect on customers' intention to repurchase. Finally, ethical marketing has a significant effect on consumer's intention to repurchase by emphasizing the mediating role of brand identity and brand equity.

The purpose of this study is to provide a structural model of the role of brand love in the impact of marketing stimuli on customer satisfaction. This research is applicable in terms of purpose, and survey in terms of collection method. The statistical population of the study consisted of customers of Kaleh Company in Mazandaran and Gilan provinces. The sample size of the research was determined based on Cochran's formula of 384 people and the available sampling method was used., standard questionnaires of marketing motivations of Hassanzadeh and Rezvani (2016), customer satisfaction of Garmels and Guiner (2000) and love of brand of Chow and Fiore (2015) were used to collect data. In order to analyze the data, the structural equation technique with Lisrel statistical software and Spss software were used. The research findings showed that the components of marketing stimuli were product stimulus, pricing stimulus, distribution stimulus and promotion stimulus, and respectively had the greatest effect on customer satisfaction. The results showed that marketing incentives affect customer satisfaction directly and indirectly. Love for the brand has a mediating role in the effect of marketing incentive elements on customer satisfaction.

The present study examines the effects of consumer-based commercial branding of private banking brands on customers' emotional commitment. The results were obtained by examining the customer opinions of six private banks: Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. The research method was descriptive which was performed by survey method. The sample size of the research was 384 people, which was obtained by means of Cochran's formula based on an unknown statistical population. Sampling method was available. Data analysis was performed based on standard questionnaires. The validity of the questionnaires was evaluated based on content validity using experts' opinions, formally based on the views of a number of statistical and structural communities by factor analysis method, and validity was confirmed. The reliability of the questionnaires was estimated by Crunbach Alpha, respectively branding was 0.849, consumer behavior was 0.851 and emotional commitment was 0.733. Data analysis was performed at two levels of descriptive statistics and inferential statistics including structural equation modeling. The results showed that bank branding had an effect on consumer behavior with an impact factor of 0.67, consumer behavior had an effect on customer emotional commitment with an impact factor of 0.76, bank branding had an impact on customer emotional commitment with an impact factor of 0.48. On the other hand, bank branding indirectly had an effect on the customer emotional commitment with an impact factor of 0.50. In other words, consumer behavior has played a mediating role in the impact of bank branding on customer emotional commitment. Ultimately, it can be said that the dimensions of branding according to the power of effect on the consumer behavior are: perceived value, brand loyalty, brand image, brand performance, brand trust, brand compatibility.