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Showing 3 results for Norouzi
Hossein Norouzi, Negin Maleki, Sajad Abdolahpour,
Volume 5, Issue 4 (3-2019)
Volume 5, Issue 4 (3-2019)
Abstract
Background and Aim: Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province.
Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling.
Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role.
Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.
Yaghoub Norouzi, Nayereh Jafarifar, Zahra Bighlari,
Volume 10, Issue 1 (6-2023)
Volume 10, Issue 1 (6-2023)
Abstract
purpose: The article aims to identify and prioritize indicators for evaluating the accessibility capabilities of the user interface in virtual education systems.
Methodology: In step 1, to identify the evaluation indicators from the indicators listed in ISO 9241, a localized checklist was prepared by the virtual education systems inside the country. Then, using the Fuzzy Delphi method and the opinions of experts from the higher education system of Iran in the field of accessibility of education and e-learning systems, the identified indicators were modified and finalized. In the next step, these indicators were prioritized using the BWM method from the point of view of experts, and their importance was determined.
Findings: The final framework of indicators for evaluating the accessibility capabilities of the interaction environment (user interface) of virtual education systems was compiled and prioritized in four general indicators (general guidelines and requirements, inputs, outputs, support services, help, and online documentation) and 24 sub-indices. For this purpose, LINGO software was used. Based on the findings of the research, the component "Compatibility with accessible technologies" won the first rank among all sub-indices. The component "online documentation" was ranked second and "setting accessibility levels" was ranked third. The last rank (rank 24) was awarded to "Camera".
Conclusion: There is no consensus on the standard framework for evaluating the accessibility of virtual education systems. The review of the conducted research showed that there is a research gap in the field of not comprehensively identifying and presenting a comprehensive and coherent picture to evaluate the accessibility of the interaction environment in virtual education systems and it was concluded that to improve the use of virtual education systems, identifying and prioritizing the factors It is necessary to evaluate the accessibility of virtual education systems. The innovation of this article is to provide a comprehensive framework for identifying and prioritizing the accessibility evaluation indicators of the interactive environment in virtual education systems localized for the country. The internet speed in Iran is not high and turning on the camera during virtual classes due to the high volume of the internet it consumes causes disconnection and communication between them. The statistical community of the research was aware of this fact, therefore, according to the existing conditions, they assigned the least weight to this index.
Methodology: In step 1, to identify the evaluation indicators from the indicators listed in ISO 9241, a localized checklist was prepared by the virtual education systems inside the country. Then, using the Fuzzy Delphi method and the opinions of experts from the higher education system of Iran in the field of accessibility of education and e-learning systems, the identified indicators were modified and finalized. In the next step, these indicators were prioritized using the BWM method from the point of view of experts, and their importance was determined.
Findings: The final framework of indicators for evaluating the accessibility capabilities of the interaction environment (user interface) of virtual education systems was compiled and prioritized in four general indicators (general guidelines and requirements, inputs, outputs, support services, help, and online documentation) and 24 sub-indices. For this purpose, LINGO software was used. Based on the findings of the research, the component "Compatibility with accessible technologies" won the first rank among all sub-indices. The component "online documentation" was ranked second and "setting accessibility levels" was ranked third. The last rank (rank 24) was awarded to "Camera".
Conclusion: There is no consensus on the standard framework for evaluating the accessibility of virtual education systems. The review of the conducted research showed that there is a research gap in the field of not comprehensively identifying and presenting a comprehensive and coherent picture to evaluate the accessibility of the interaction environment in virtual education systems and it was concluded that to improve the use of virtual education systems, identifying and prioritizing the factors It is necessary to evaluate the accessibility of virtual education systems. The innovation of this article is to provide a comprehensive framework for identifying and prioritizing the accessibility evaluation indicators of the interactive environment in virtual education systems localized for the country. The internet speed in Iran is not high and turning on the camera during virtual classes due to the high volume of the internet it consumes causes disconnection and communication between them. The statistical community of the research was aware of this fact, therefore, according to the existing conditions, they assigned the least weight to this index.
Yaghoub Norouzi, Sima Tarashi, Narehreh Jafarifar,
Volume 11, Issue 2 (9-2024)
Volume 11, Issue 2 (9-2024)
Abstract
A museum website is an online platform created by a museum to provide information about its collections, exhibitions, programs, and services. The website serves as an important tool for engagement, allowing both local visitors and distant audiences to connect with the museum’s officials. The Persian web pages of Iranian museums play a crucial role. Persian web pages help catalog and document Iranian artifacts, ensuring that cultural heritage is preserved for future generations. They serve as educational platforms, providing information about the cultural significance and history of the items in their collections. By showcasing exhibits and events, these websites can attract both domestic and international tourists interested in Iranian culture and history. They facilitate cultural exchange by providing insights into Iranian traditions, encouraging global visitors to explore Iran's cultural treasures. Persian web pages allow for better outreach to the Persian-speaking population, ensuring that the museum information is easily accessible to locals. They enable museums to engage with the public through online exhibits, virtual tours, and interactive content, making them more accessible to those unable to visit in person. Academics and students can use these web pages as valuable resources for research on Persian art, history, and archaeology. They often provide access to digital archives, scholarly articles, and other resources to support education and research efforts. Museums can announce community events, workshops, and educational programs, fostering a sense of community involvement. By highlighting local culture and history, these web pages help reinforce a sense of national identity and pride among Iranians. Persian web pages support the use of the Persian language, promoting literacy and engagement among Persian speakers. They provide information that is culturally relevant and linguistically accessible for Iranian citizens, particularly in regions where other languages may dominate. Therefore, Persian web pages of Iranian museums are vital for promoting cultural heritage, enhancing tourism, facilitating research, engaging communities, and ensuring that the rich history of Iran is preserved and shared with the world. Evaluating the user interface of Persian web pages for Iranian museums is essential for several reasons:
- Cultural Significance: Museums are custodians of culture and heritage. A well-designed interface can effectively represent and communicate cultural values and historical narratives.
- User Experience: A user-friendly interface enhances the visitor experience, making it easier for users to access information about exhibits, events, and educational resources.
- Accessibility: Evaluating the interface helps ensure that it is accessible to a diverse audience, including those with disabilities, ensuring that everyone can engage with the museum’s offerings.
- Information Dissemination: Museums play a crucial role in education. An effective interface helps disseminate information about collections, research, and educational programs efficiently.
- Tourism Promotion:An attractive and functional website can promote tourism, attracting both domestic and international visitors to Iranian museums and cultural sites.
- Technological Advancements: With the rapid development of web technologies, it’s important to regularly evaluate and update interfaces to meet current standards and user expectations.
- Feedback Mechanism: Evaluation can provide insights into user preferences and behaviors, allowing museums to refine their digital strategies and improve overall engagement.
In conclusion, the evaluation of user interfaces is crucial for enhancing the effectiveness and appeal of museum web pages and ensuring that they serve their educational and cultural missions. The present study was carried out with the aim of evaluating the user interface of the Persian web pages of Iranian museums and comparing them with the criteria found in the texts and sources. Evaluating the user interface of museum websites can provide valuable insights for both designers and users. Present Findings Illustrate the strengths and weaknesses of the current websites. Provides practical suggestions for improvement. This approach not only highlights the current status but also aims at enhancing the user experience in the future.
Methods and Materoal
The research is of an applied type and it was carried out by a survey method of the type of Heuristic Evaluation. The statistical population of the research includes 10 museum websites under the supervision of the Ministry of Cultural Heritage of Iran which include:
Methods and Materoal
The research is of an applied type and it was carried out by a survey method of the type of Heuristic Evaluation. The statistical population of the research includes 10 museum websites under the supervision of the Ministry of Cultural Heritage of Iran which include:
- Iran Communication Museum: https://www.ict.gov.ir/tour/IranCommunicationMuseum/
- Razavi Museum: https://museum.razavi.ir/
- Malek Museum: http://malekmuseum.org/
- Iran national Museum: https://irannationalmuseum.ir/fa/
- Sa'dabad Museum Complex: http://sadmu.ir/
- Niavaran Museum: http://www.niavaranmu.ir/
- Golestan Museum: http://www.golestanpalace.ir/
- Tehran Museum of Contemporary Art: https://galleryinfo.ir/
- National Museum of the Islamic Revolution and Holy Defense: https://iranrhdm.ir/
- Iranian National Museum of Medical Sciences History: https://museum.tums.ac.ir/
The research tool is the evaluation list based on the criteria found in the texts and sources including 10 main indicators (search, Cohesion, guidance, Show information, Page design, navigation, User interface language, Simplicity, User control, Error correction) and 103 sub-components. Here’s an elaboration on each of the 10 indicators specifically regarding the user interface of Iranian museum websites:
- Searching
- Accessibility: The search bar should be prominently placed, often at the top of the page, to ensure users can easily find it.
- Relevancy: The search results should be accurately related to user queries, featuring filtering options for better refinement (e.g., categories like exhibits, events, or collections).
- Consistency
- Consistent Design: Elements such as fonts, colors, and icons should remain the same across all pages, facilitating an intuitive experience.
- Unified Message: The website should consistently reflect the museum's themes (e.g., art, history) in both content and visual design.
3. Guidance
- Supportive Resources: There should be a dedicated section for user assistance, possibly including FAQs and tips on how to navigate the site.
- Clear Pathways: Guides or prompts should be available to help users navigate complex information or sections, enhancing overall orientation.
4. Presentation
- Effective Communication: Information should be presented in a straightforward manner, avoiding overly complex language.
- Engaging Visuals: The use of high-quality images and multimedia should enhance content comprehension and engagement, making exhibits come alive.
5. Design
- Visual Appeal: The design should authentically reflect the museum’s identity and cultural significance, employing a harmonious color palette and suitable typography.
- Logical Layout: Content should be arranged in a way that follows a natural reading order, ensuring that users can scan and find information quickly.
6. Navigation
- Intuitive Paths: Users should navigate seamlessly through sections, with clear labels for each category.
- Utilization of Breadcrumbs: Breadcrumb navigation helps users understand their current position on the website and easily backtrack if needed.
7. Language
- Cultural Relevance: The language used should resonate with both local users and international visitors, with translations where necessary.
- Clarity and Simplicity: Technical terms should be minimized or clarified to ensure accessibility for all users, including those who may not be experts.
8. Simplicity
- Uncluttered Design: The interface should prioritize essential information and minimize distractions, leading to easier navigation.
- Focus on Key Functions: Critical features like ticket booking or exhibit details should be straightforward and easy to access.
9. User Control
- Customization Options: Users should be able to adjust settings (like text size or language) to fit their preferences.
- Easy Navigation: The site should allow for quick changes between sections without losing previously entered data or context.
10. Error management (recovery)
- User-Friendly Feedback: When an error occurs (like a broken link), users should receive a clear message explaining the issue and offering solutions.
- Recovery Options: Users should have straightforward options to undo actions, such as going back to previous pages or reattempting forms without re-entering all data.
By focusing on these indicators, Iranian museum websites can enhance their usability and create a more engaging experience for visitors, helping to promote cultural heritage effectively.
For each index, a score between 1 and 3 was considered according to the degree of importance, and in this way, the criteria compiled in the list were ranked with 3 degrees of importance. The points obtained by each of the studied museum sites in relation to each of the components were multiplied by the average coefficients obtained (weighted average of the criteria) by the components from the Delphi panel. It should be noted that in this research, the final rank of the following indicators was obtained based on the Delphi panel presented in the doctoral dissertation of Hariri & Norouzi (2011). Data collection was done using the direct observation method, in this way, each of the components of the user interface design evaluation list was examined on the website page under study and the points obtained from it were recorded. Scores were given based on yes, present (1) and no, not present (0). Also, due to the quality of some of the sub-components, it was possible that the studied site did not comply with them equally, or in other words, absolute presence or absence could not be applied to them. Regarding these components, in addition to two levels, i.e. zero and one, 50% of the average score was also used. Wilcoxon signed-rank test and Friedman test were used to analyze the data. Excell, SPSS, Oegin pro Origin lab software were used.
Resultss and Discussion
Indicator: Simplicity with average compliance 100 % , Indicator: Error management (recovery) with average compliance 98.13 %, Indicator: language with average compliance 97.51 %, Indicator: design with average compliance 73.92 %, Indicator: consistency with average compliance 63.03 %, Indicator: Guidance with average compliance 61.22 %,Indicator: presentation with average compliance 50.36 %, Indicator: navigation with average compliance 48.89 %, Indicator: Searching with average compliance 26.83 % and Indicator: User control with average compliance 21.90 %, has been observed by ten museum websites under study respectively. Therefore, The findings showed that among the 10 main indicators, the criteria of simplicity, Error management (recovery) and language scored 100%, 98.13% and 97.51%, respectively. The criteria of User control and Searching had the lowest compliance with the components of the evaluation list with 21.9% and 26.83%, respectively.Among the statistical population. Niavaran Museum site had the highest level of quality compliance with 71.71% . National Museum of the Islamic Revolution and Holy Defense with 68.55%, Iran national Museum with 68.03%, Iranian National Museum of Medical Sciences History with 67.96%, Razavi Museum with 67.7%, Malek Museum with 66.73%, Sa'dabad Museum Complex with 66.73%, Golestan Museum with 66.59%, Tehran Museum of Contemporary Art with 55.27%, Iran Communication Museum with 42.52 were placed in the next positions.Iran Communication Museum had the lowest level of quality compliance with the evaluation list with 42.52%.
Conclusion
Friedman test is one of the famous non-parametric tests that was used to determine the order of importance of the factors mentioned in the research and to rank the sites. In Friedman test, since the answers are interdependent, comparison can be made in terms of rank. For this reason, Friedman test was used to rank the websites of the studied museums in compliance with the criteria. The results of the investigation of the Friedman test showed that Niavaran Museum Website with a graded average 6.65, National Museum of the Islamic Revolution and Holy Defense Website with a graded average 6.5, Iranian National Museum of Medical Sciences History Website with a graded average 6.45, Razavi Museum Website with a graded average 6.35, Iran national Museum Website with a graded average 6.1, Malek Museum Website with a graded average 5.8, Sa'dabad Museum Complex Website with a graded average 5.8, Golestan Museum Website with a graded average 5.75, Tehran Museum of Contemporary Art Website with a graded average 4 and Iran Communication Museum Website with a graded average 1.6 won the first to 10th rank respectively. Results Wilcoxon signed-rank test showed Among the ten indicators of the user interface evaluation list in the studied museum websites, Simplicity Criterion fully complied; Criteria: Guidance, presentation, navigation on average, more than 50% have been observed; criterias: Searching, Consistency, Design, Language, User control, Error management (recovery)on average, less than 50% have been observed. The results of the investigation of the research hypothesis showed that the studied museum sites differ in respect of user interface evaluation indicators, and the websites of the studied museums have acted differently in terms of compliance with the indicators. Therefore, it was concluded that the user interface designers of each of the sites did not have similar approaches. In order to achieve unity and success as much as possible, it is suggested that a working group be formed to share knowledge and skills among the relevant officials of the studied museums, so as to improve the existing situation. The evaluation list presented in the current research can be adapted for other Iranian museum websites and can be considered by the stakeholders as a proposed model of the user interface.
- Unified Message: The website should consistently reflect the museum's themes (e.g., art, history) in both content and visual design.
3. Guidance
- Supportive Resources: There should be a dedicated section for user assistance, possibly including FAQs and tips on how to navigate the site.
- Clear Pathways: Guides or prompts should be available to help users navigate complex information or sections, enhancing overall orientation.
4. Presentation
- Effective Communication: Information should be presented in a straightforward manner, avoiding overly complex language.
- Engaging Visuals: The use of high-quality images and multimedia should enhance content comprehension and engagement, making exhibits come alive.
5. Design
- Visual Appeal: The design should authentically reflect the museum’s identity and cultural significance, employing a harmonious color palette and suitable typography.
- Logical Layout: Content should be arranged in a way that follows a natural reading order, ensuring that users can scan and find information quickly.
6. Navigation
- Intuitive Paths: Users should navigate seamlessly through sections, with clear labels for each category.
- Utilization of Breadcrumbs: Breadcrumb navigation helps users understand their current position on the website and easily backtrack if needed.
7. Language
- Cultural Relevance: The language used should resonate with both local users and international visitors, with translations where necessary.
- Clarity and Simplicity: Technical terms should be minimized or clarified to ensure accessibility for all users, including those who may not be experts.
8. Simplicity
- Uncluttered Design: The interface should prioritize essential information and minimize distractions, leading to easier navigation.
- Focus on Key Functions: Critical features like ticket booking or exhibit details should be straightforward and easy to access.
9. User Control
- Customization Options: Users should be able to adjust settings (like text size or language) to fit their preferences.
- Easy Navigation: The site should allow for quick changes between sections without losing previously entered data or context.
10. Error management (recovery)
- User-Friendly Feedback: When an error occurs (like a broken link), users should receive a clear message explaining the issue and offering solutions.
- Recovery Options: Users should have straightforward options to undo actions, such as going back to previous pages or reattempting forms without re-entering all data.
By focusing on these indicators, Iranian museum websites can enhance their usability and create a more engaging experience for visitors, helping to promote cultural heritage effectively.
For each index, a score between 1 and 3 was considered according to the degree of importance, and in this way, the criteria compiled in the list were ranked with 3 degrees of importance. The points obtained by each of the studied museum sites in relation to each of the components were multiplied by the average coefficients obtained (weighted average of the criteria) by the components from the Delphi panel. It should be noted that in this research, the final rank of the following indicators was obtained based on the Delphi panel presented in the doctoral dissertation of Hariri & Norouzi (2011). Data collection was done using the direct observation method, in this way, each of the components of the user interface design evaluation list was examined on the website page under study and the points obtained from it were recorded. Scores were given based on yes, present (1) and no, not present (0). Also, due to the quality of some of the sub-components, it was possible that the studied site did not comply with them equally, or in other words, absolute presence or absence could not be applied to them. Regarding these components, in addition to two levels, i.e. zero and one, 50% of the average score was also used. Wilcoxon signed-rank test and Friedman test were used to analyze the data. Excell, SPSS, Oegin pro Origin lab software were used.
Resultss and Discussion
Indicator: Simplicity with average compliance 100 % , Indicator: Error management (recovery) with average compliance 98.13 %, Indicator: language with average compliance 97.51 %, Indicator: design with average compliance 73.92 %, Indicator: consistency with average compliance 63.03 %, Indicator: Guidance with average compliance 61.22 %,Indicator: presentation with average compliance 50.36 %, Indicator: navigation with average compliance 48.89 %, Indicator: Searching with average compliance 26.83 % and Indicator: User control with average compliance 21.90 %, has been observed by ten museum websites under study respectively. Therefore, The findings showed that among the 10 main indicators, the criteria of simplicity, Error management (recovery) and language scored 100%, 98.13% and 97.51%, respectively. The criteria of User control and Searching had the lowest compliance with the components of the evaluation list with 21.9% and 26.83%, respectively.Among the statistical population. Niavaran Museum site had the highest level of quality compliance with 71.71% . National Museum of the Islamic Revolution and Holy Defense with 68.55%, Iran national Museum with 68.03%, Iranian National Museum of Medical Sciences History with 67.96%, Razavi Museum with 67.7%, Malek Museum with 66.73%, Sa'dabad Museum Complex with 66.73%, Golestan Museum with 66.59%, Tehran Museum of Contemporary Art with 55.27%, Iran Communication Museum with 42.52 were placed in the next positions.Iran Communication Museum had the lowest level of quality compliance with the evaluation list with 42.52%.
Conclusion
Friedman test is one of the famous non-parametric tests that was used to determine the order of importance of the factors mentioned in the research and to rank the sites. In Friedman test, since the answers are interdependent, comparison can be made in terms of rank. For this reason, Friedman test was used to rank the websites of the studied museums in compliance with the criteria. The results of the investigation of the Friedman test showed that Niavaran Museum Website with a graded average 6.65, National Museum of the Islamic Revolution and Holy Defense Website with a graded average 6.5, Iranian National Museum of Medical Sciences History Website with a graded average 6.45, Razavi Museum Website with a graded average 6.35, Iran national Museum Website with a graded average 6.1, Malek Museum Website with a graded average 5.8, Sa'dabad Museum Complex Website with a graded average 5.8, Golestan Museum Website with a graded average 5.75, Tehran Museum of Contemporary Art Website with a graded average 4 and Iran Communication Museum Website with a graded average 1.6 won the first to 10th rank respectively. Results Wilcoxon signed-rank test showed Among the ten indicators of the user interface evaluation list in the studied museum websites, Simplicity Criterion fully complied; Criteria: Guidance, presentation, navigation on average, more than 50% have been observed; criterias: Searching, Consistency, Design, Language, User control, Error management (recovery)on average, less than 50% have been observed. The results of the investigation of the research hypothesis showed that the studied museum sites differ in respect of user interface evaluation indicators, and the websites of the studied museums have acted differently in terms of compliance with the indicators. Therefore, it was concluded that the user interface designers of each of the sites did not have similar approaches. In order to achieve unity and success as much as possible, it is suggested that a working group be formed to share knowledge and skills among the relevant officials of the studied museums, so as to improve the existing situation. The evaluation list presented in the current research can be adapted for other Iranian museum websites and can be considered by the stakeholders as a proposed model of the user interface.
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