درخت حوزه‌های تخصصی

Purpose: The main objective of this study was to provide a model of Internet TV development in Iran using marketing approach. Methodology: The present study was applied-developmental in terms of objective and exploratory sequential mixed in terms of nature. The statistical population was in the qualitative section was composed of professors and specialists of Internet TV, as well as experts and activists in this department. The experts were identified by purposeful and snowball sampling, which according to the adequacy of the data, a total of 25 experts were interviewed. The statistical population in the quantitative section was 384 ordinary and Internet TV audiences in Isfahan. In the qualitative section, the interview was used as a data collection tool and in the quantitative section; a 58-item questionnaire was used. The research method in the qualitative section was thematic analysis and in the quantitative section, the researcher used the structural equation approach and Smart PLS software. Findings: The results showed that the identification of components and elements of a model of Internet TV development and the relationship between these components and elements by marketing approach led to the development and promotion of Internet TV, by providing and facilitating the necessary conditions and facilities will make more audiences interested in using these services, and finally the result of this study is to provide an appropriate model for the development of Internet TV by marketing approach. Conclusion: The results obtained from the structural equations were evidence that all the designed equations in the qualitative section are approved and all components of the model have significant relationships with each other.

Purpose: the present research was designed and implemented with the aim of presenting a prediction model for consumer purchase behavior with emphasis on brand perception of Shahrvand store. Methodology: in order to achieve the research objectives, qualitative and exploratory grounded theory approach was used. The sample required for investigating the research questions was obtained through theoretical sampling method. The required data were collected through profound and semi-structured interviews until theoretical saturation. Overall, 10 interviews were performed with the experts of marketing and industrial management, general psychology, the representatives and staff of chain stores. For data analysis, Strauss and Corbin methodical approach was used by going through three stages of open, axial, and selective coding. Eventually the paradigmatic model of the research was presented. Findings: at the end of the data analysis, 94 concepts were identified as 19 items and six main classes. The results indicated that perceived satisfaction with the brand, brand communication, and enjoyable motives were introduced as excellent and effective conditions on development of the axial dimension of consumer status, grantmaking based on behavior, perception, and expectations of consumers about services. They lead to repeated purchase behavior, brand dependence, and brand loyalty through perceived strategies, perceived after sale services, and perceived value creation for consumer. Conclusion: based on the findings, stores, relation-oriented marketing, and internal branding of the store were identified as the contextual conditions, and perception of environmental factors plus consumers' perceived experience as confounding conditions.

Purpose: The present study was conducted aimed to apply a model of higher education for commercializing knowledge and responding to the needs of society in comprehensive and large branches of Islamic Azad University. Methodology: This study was applied in terms of objective, and in terms of method is in the category of data-based qualitative and exploratory research, conducted in two phases. In the first phase, while reviewing the literature, by 18 in-depth and semi-structured interviews using theoretical purposeful sampling (including 15 faculty members and 3 experts in the industry) required data were collcted that reached saturation. The data collected from the interviews were analyzed based on the systematic approach of Strauss and Corbin at three stages of open, axial and selective coding. Findings: Finally, a summary of the developed model was presented to 4 professors, and their opinions were collected for correction and adjustment. In order to evaluate the reliability of the data, the criteria of the Grounded Theory including comprehensibility, compatibility, controllability, and generality of Strauss and Corbin (2008) were carefully investigated. In the second phase, the results of the analysis were compiled in the form of a questionnaire and the first stage of Delphi was performed on 15 experts and by calculating Kendall's Coefficient of Concordance (W) of 0.564, 25 components were excluded. Then, the second and third stages of Delphi were performed on 15 and 12 experts, respectively. Given that a significant coefficient of less than 5% was obtained for all components, no component was excluded at the second and third stages of Delphi, and Kendall's Coefficient of Concordance (W) was calculated to be 0.600 and 0.788, respectively, indicating a consensus among members. Conclusions: Finally, the research model was developed with 6 main categories and 43 sub-categories.