درخت حوزه‌های تخصصی

The present study addressed the effects of cognitive styles on answer-switching practices across online and traditional tests. After completing Ehrman and Leaver’s (2003) cognitive style questionnaire, a sample of upper intermediate students took pen-paper and online versions (59 test-takers each) of an already validated teacher-developed test of English. The data from think-aloud and erasure analyses revealed significantly more frequent total and right-to-wrong changes in the traditional and online tests, respectively. Multiple regression values explained more than 50% of right/wrong-to-wrong, wrong-to-right, and overall answer-changing variance based on cognitive styles in the pen-paper exam. However, the regression results from online performance analyses could not prove the power of thinking styles in predicting answer-changing strategies. Fisher’s exact tests showed significantly different answer-changing strategies adopted by field-dependent, leveler, analog, concrete, and impulsive individuals in the traditional test but no significant differences between the behaviors of individuals with different cognitive styles in the online exam. Based on the present findings, online and pen-paper platforms may require different test-taking strategies. Language instructors and test developers can use these findings to align their instructional and assessment practices with various cognitive styles and testing environments.

Purpose: This research aimed at presenting the consumers’ compulsive buying pattern through internet advertisements of digital content in Iran's TV shopping industry.Method: Research Methodology was practical in terms of purpose and conducted using mixed method (qualitative-quantitative). The research community was based on the purposeful sampling method, and consisted of ten marketing experts. The research tool was interview. MAXQDA software was used to analyze data through database theory. The statistical population in the quantitative section included TV buyers in Mashhad. Based on Morgan table and random sampling, 384 samples were selected. The research tool was a researcher-made questionnaire, and the Structural Equation Method (SEM) in SmartPLS software was used for data analysis. The validity of the questionnaire was confirmed by using face, content, divergent and convergent validities, and its reliability was also confirmed using Cronbach's alpha. Both of Composite and homogeneous reliability were evaluated.Findings: "appropriate digital marketing mix design for TV sales, digital marketing capabilities, individual demographic characteristics, lifestyle, family " constitute the causal conditions in the consumer’s compulsive buying pattern in the TV shopping. According to the findings, “quick and transient purchase and irrational and emotional purchase” were identified as a central phenomenon. “TV's attractiveness from the audience's point of view, broadcasting policies, sales companies' policies, national TV belief and trust, individual awareness and knowledge about buying products and society's culture” acted as intervening conditions. In the field of buying, “intellectual structures of society and executive structures of society” identified as background conditions. Human strategies and structural and organizational strategies” acted as strategies and “Consumers outcomes; families and society outcomes” were identified as outcomes. According to the results of structural modeling, the relationships of the identified pattern were significant.Conclusion: The issue of compulsive buying is one of the most important and common issues, and buying from TV has fueled this issue, and has become the basis for its expansion and, following that, its negative consequences. In this scientific research, efforts were made to reduce the consequences of this phenomenon. The results of this study showed that although the phenomenon of compulsive purchase from TV is negative, but with proper management, useful results can be obtained from it.