درخت حوزه‌های تخصصی

The basic objective of this study is to design the model of effectiveness of electronic advertisement on consumer buying behavior. The research population is customers and consumers of large food stores in Shiraz that used a store's website. The sample of this study is as big as 400 people. Cluster random sampling method based on visible traits in the population with the highest estimated number of customers with a cautionary view was carried out. To evaluate the reliability of the questionnaire in this study, Cronbach's alpha was used. Cronbach's alpha was estimated 92%for the whole questionnaires and fluctuated between76%and 98% for its subscales. In order to analyze the data of questionnaires and to test the hypotheses, factor analysis and structural equation modeling techniques were used. The results show that by rejecting the first hypothesis and confirming the rest of assumptions and other relationships between the independent, mediator and dependent variables, the whole model is generally acceptable. This means that content and communication stimuli would get to the behavioral reaction phase after the process of influencing.

Background and purpose: Managers’ competencies leave a decisive effect on the mental health of staff. The present research intends to investigate the influence of emotional-social competencies on the mental health of the staff. Method: the current research is practical in its purpose and correlative regarding data gathering. The statistical community included all the staff of Pegah Company in District 3, which were 221 persons selected through simple random sampling. The assessment tools of this study were standard Boyatzis questionnaire for emotional-social competencies of managers from the staff’s point of view and Goldberg general health questionnaire for the mental health of the staff. The validity (content, convergent, divergent) and reliability (load factor, composite reliability, and Cronbach’s alpha coefficient) were employed which indicated that assessment tools have acceptable validity and reliability; and the gathered data were analyzed by SMART-PLS2 and descriptive statistics with SPSS21. Findings: the outcomes of this study indicate that t coefficient ranges between emotional-social competency, emotional competency and social competency with the mental health which were respectively 7.46, 5.21, and 10.46. Also, the values of R2 coefficient of determination were 0.71, 0.67, and 0.54 respectively which are desired results. It shows that emotional-social competency, emotional competency and social competency leave positive and significant impacts on mental health. Conclusion: the results of this study attests to the importance of managers’ emotional-social competency for mental health of staff. Thus, the organizations should employ some strategies for the managers to acquire emotional-social competencies and accordingly improve mental health of staff and attain organizational goals.