مجله مطالعات رفتار مصرف کننده
سال نهم شماره 4 (زمستان 1401)

Researchers have acknowledged that improving the quality of the user experience in mobile health applications has led to significant improvements in the implementation of prevention programs and the reduction of coronary heart disease in governments. However, there is limited knowledge about what factors affect the customer experience in using mobile health applications. Therefore, the purpose of this study is to provide a framework of factors affecting the quality of customer experience in health applications. The present study is considered as an applied research in terms of purpose, is exploratory in terms of nature and descriptive method, and is mixed in terms of approach. In the first phase of the research, in addition to a comprehensive review of studies, using a qualitative approach, semi-structured interviews with 13 experts in the field of health applications were conducted to identify the dimensions and quality indicators of customer experience in mobile health applications. In the second stage, the dimensions and indicators identified by those who had experience using these programs were weighted and prioritized using the weighted average method. According to the findings, after completing the research framework, five dimensions; technological and functional, sensorial, cognitive, emotional, interactive/social and 55 indicators classified in each dimension were identified and approved by experts and experts of the statistical community. The results showed; Technological and functional dimension are in the first rank and cognitive, sensory, interactive / social dimension, emotional dimension are in the second rank to the last, respectively.

The purpose of this research is to design a customer experience management model in the Iranian automotive industry. The research method is exploratory in terms of qualitative method, in terms of practical purpose and in terms of approach. The statistical population of the research includes the managers and specialists of the automotive industry. From among whom 18 samples were selected using the purposeful sampling method to conduct a semi-structured interview.The sample volume is determined based on theoretical saturation. Analysis of the qualitative data obtained from the interview was done by thematic analysis method. For this purpose, the background of customer experience management was first investigated, and then the open, central and selective coding method was used. To analyze and classify data, MAXQDA 2018 software was used. In total 131 primary themes, 10 main categories, 24 sub-categories and 4 dimensions were identified.The final model includes three sections: antecedents, implementation process, and expected consequences of implementation.This research has provided a model for managing the positive experience of customers in the automotive industry by extensively examining the concept of customer experience. The dimensions and components of the model depend on internal and external dimensions. The findings indicate that this model creates a competitive advantage and improves the company's performance indicators. As a result, it can help senior managers of the automotive industry for strategic planning, increasing customer satisfaction and loyalty, and increasing the organization's profitability.

Therefore, in the experience economy we live through; marketing theorists and implementers are in search of unique and entertaining experiences to create customer dependence. In this way, the aim of this study was to Investigating the mediating role of functional and emotional value imers of sports stores in Yasuj. For this purpose, 290 people were selected using available non-random sampling method. The Consumer Experience Questionnaire (lin (2006; experimental value of keng, Tran & thi (2013) and the Keng, Tran & thi (2013) and Yousif (2016) Purchase Intent Questionnaire were used. By referring to the articles that used this questionnaire or similar questionnaires , the face validity of the measurement tool was confirmed and the content validity of the questionnaire was confirmed by academic experts, as well as Cronbach's alpha coefficient for research variables above the desired value (0.70) that indicated that the reliability of the tool was verified. Pearson correlation coefficient and structural equation model were used to test the hypotheses using SPSS20 and AMOS18 software..The results showed that the relationships of consumer experience through the mediation of empirical values, ie emotional value and functional value, have a positive and significant effect on the intention to repurchase. Consumer experience can affect consumer perceptions and behavior in sports stores. But for this relationship, their cognitive and behavioral attachment must be provided by creating low and high hand values. An essential step in creating experiential value for the consumer is to pay special attention to the design of unique experiences

Customers’ movement patterns in the store provide useful information in marketing and store layout for shop owners. The purpose of this study was to investigate the customers’ flow and purchasing behavior with emphasis on gender factor. The research is applied in terms of purpose and descriptive-survey in terms of data collection. The research data were collected using the CCTV footage of a store in a hypermarket in Semnan. Movement data were analyzed using Pathfinder simulator software and purchase behavior using Observer XT software. Then, Using the compare means test, movement behaviors and shopping behaviors of men and women were compared. Comparing the results of customer movement data showed that there is no significant difference between the distance traveled in the store between men and women but women have more shopping and stopping times than men and men move faster than women. Comparing the results of customer shopping behavior data showed that women's mental involvement in shopping has been greater than that of men. The dominant behavior in men is fast shopping, but women look at different products and brands and then decide to buy. Finally, based on the research results, suggestions are presented.

Compulsive buying is called the dark side of consumer behaviour because it results in long-term consequences such as debt, depression and family debates. Studies have shown that the compulsive buying related to family environment, family communication patterns and peer communication about consumption. This study aims to investigate the effect of family role and peer communication about consumption on compulsive buying. The required data collected through questionnaires. The unlimited statistical population of this study included the young customers at modern Yazd malls, and the sample was determined 113 using Cochran’s formula. using the experts opinion was confirmed content validity of the questionnaire, with PLS method was confirmed convergent and divergent validity and by calculating of Cronbach's alpha and composite reliability was confirmed reliability of the questionnaire .The collected data was analyzed using the structural equation modeling approach based on Partial Least Squares using PLS software. This study is applicable and regarded as a correlation study. The results indicated that disruptive family events has significant and positive effect on the stress caused by family environment and peer communication about consumption, parents’ academic level does not have significant effect on the socio-oriented family communications, stress caused by family environment and socio-oriented family communications has significant and positive effect on the compulsive buying. Peer communication about consumption does not have significant effect on the compulsive buying.

Today, the use of advertising in marketing research has become increasingly important, so the use of multi-sensory marketing in online retail advertising can increase the effectiveness of advertising. The focus of previous research in the field of sensory marketing has been on monosensory (visual) channels and due to increasing consumer awareness of advertising a product, product consumption and inattention of suppliers to this type of marketing has been used less than other senses. Therefore, the present study examines the two senses of visual and aidtion at the same time. This research, in proportion to the purpose, is an applied research and due to its nature, it is a descriptive research that in descriptive research, the intended society can be explored and studied through a survey and correlation method. The statistical population of the research has been unlimited and has been one of the consumers of online retail. The final sample size of 400 retail consumers was selected by cluster random sampling. The required data were collected using a distributed questionnaire and analyzed using descriptive statistics and inferential statistics techniques such as structural equation modeling and standard regression coefficient (β). Findings showed that multi-sensory marketing mediated by the attitude to advertising has a positive effect on the effectiveness of advertising and marketers can use multi-sensory marketing to create feelings and emotions for consumers to enjoy product advertising can influence their attitudes and purchasing behavior. This in turn will make advertising more effective in the online retail industry.

In today's world, policymakers are trying to consider the preferences and desires of society as a pillar in the decision-making and implementation of economic policies; Policy-making in the field of social media is no exception to this, so understanding the behavior of consumers and users of social media, makes the possibility of policies more successful. In this study, using the one and one half bound dichotomous choice model, non-market value and the Willingness to accept users not to use Instagram have been estimated. The proposed amounts in the questionnaire are designed by the Cooper method. The total sample size is determined by Michel and Carson formula to 781 users. The corresponding function was estimated by the maximum likelihood method. The results show that the minimum desire to receive users for not using Instagram for a month is 379578 Tomans, the equivalent of 989 billion Tomans, approximately the monthly welfare surplus. The variables of household income, education, family budgets for access to the Internet and time of using Instagram have a positive and significant effect, and age, head of household, sex, marital has a negative and significant effect on the Willingness to accept users for non-use Instagram. The results showed that among the users, the highest desire to receive is related to the group of employees and then respectively, related to, students, , homemakers, freelancers, unemployed and retirees,.

Today, recent advances in technology, especially in the field of cyberspace, have caused individuals and organizations to interact with each other in cyberspace to achieve their personal and organizational goals.The importance of this issue is not covered in the fact that marketing activities in cyberspace affect a significant impact on the markets today and makes the customer issue more important. And every brand name can take a picture of himself in the minds of the customers. The purpose of this study is to investigate the effect of using cyberspace tools on customer loyalty in Bank Shahr, Semnan province. The present research, in terms of the time of the first nine months (1400), is "applied" in terms of purpose and correlational in nature and "descriptive-survey" in terms of nature.The research population of this research was the branches Bank Shahr, Semnan province and the statistical sample in this research, loyal customers with a history of more than 5 years of continuous cooperation that has been announced to the researcher through the bank, 132 people were selected. the researcher uses smart pls software to analyze the data after data collection. Finally, the results indicate that there is no meaningful relation between the variables of the "awareness of the value" and "brand awareness" variables. And there is a significant relationship between the variables of "marketing through cyberspace", "brand awareness" and "value awareness" on customer loyalty. Accordingly,

At a highly competitive market, the recognition and identification of factors that affect the development and management of the brand is known as the main concerns of managers. This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favorable behavioural intention from consumers. To test the hypotheses developed in this study, used the available non-random sampling method and Cochran's formula, 227 survey questionnaires were administered to respondents who follow of Chery brand on Instagram. The face validity and content validity were confirmed by experts and a University of Professors and construct validity was confirmed through factor analysis. Reliability was assessed by Cronbach's alpha coefficient greater than 0.7. The research method is survey research. The data were analyzed using Structural Equation Modelling with AMOS v18 and SPSS v22. The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. Hence, through the social media advertising content and social media sales promotion content, brand images can be enhanced in the consumers’ minds and are considered an effective tool for stimulating favourable behavioural intention of consumers.

The purpose of this study is to provide a model to identify target customers based on their engagemention in Sepah Bank. For this purpose, customers of Sepah Bank, Tehran Branches were selected as the statistical population and 880 customers engagemented in the research by completing a questionnaire. Available sampling method was used to select the statistical sample. To analyze the data, the decision tree technique, which is one of the most important data mining techniques, and SPSS Modeler software were used to model the effective factors of value creation for the bank based on customer engagemention (high and low engagemention). Findings showed that the life cycle of the customer relationship (in the stages of recognizing or developing or maintaining the relationship), high perceived emotional value, a relationship model in the style of collective sharing or matching equity and pricing and long-term customer banking are factors Effective in generating high customer engagemention. In contrast, the customer being in the stage of reducing the life cycle of the customer relationship has been one of the most important reasons for low engagemention in the statistical population. This research helps business executives identify key customer engagement points and use it in affiliate marketing.