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Saiede Khalilian, Ahmad Shabani,
Volume 6, Issue 4 (3-2020)
Volume 6, Issue 4 (3-2020)
Abstract
Background and Aim: Information seeking behavior arises when one feels a void in his/her knowledge which inspires one to acquire new information. The central point in explaining behavior is the fact that many features influence its occurrence, and emotions are considered to be a major element involved in human information behavior. Also, Information seeking is a positive and negative emotional experience. The aim was to survey the role of emotions in information behavior.
Method: Library research method was applied to study theoretical foundations and conceptual relationships of emotions in relation to information needs and related concepts.
Results: By conceptual studies of the models process of information retrieval behavior of Kuhlthau and Nahl, it was found that emotional factors are very important in information retrieval and information-seeking behavior, which is influenced by negative (uncertainty, fear, anger) and positive emotions (happy, confident, satisfied). Negative emotions increase at the beginning and over time and in the process of searching for information, decreases, while positive emotions intensifies. Also, these results indicate that positive emotions may help individuals acquire information to resolve an existing problem, whereas negative emotions may aid individuals acquire information when there is no apparent problem.
Conclusion: In order to solve information need and to attain appropriate desirable feedback, it is necessary that emotions be well identified and understood by both the user and the information systems, so they could be better controlled.
M Reza Karimi, M Bahram Adel Marini, M Mohammadreza Nasiri,
Volume 7, Issue 1 (6-2020)
Volume 7, Issue 1 (6-2020)
Abstract
Aim: The purpose of the study is to examine familiarity and application of smart technologies {Radio-frequency identification (RFID), Quick Response code(QR), Near-Field-Communication Mobile (NFC)} on customer relationship management (CRM).
Methodology: An applied study collecting data via Stokić, Stojanović, Bogdanović, Despotović-Zrakić, Radenković questionnaire. Population consisted of 160 Public librarians in Ardabil province. Data analyzed by Pearson Correlation Coefficients.
Results: With the advent of information technology, most library services have been transformed. Findings shows that understanding and application of smart technologies is at an average level and reception of smart technologies is in decent condition. Librarians have faith in smart technologies and the level of productivity and efficiency of librarians from the components of intelligent technologies is at a higher than average and close to the desired level. There is no significant relationship between the components of the variable "Introduction to smart technologies" to non-smart phones and the component of service quality from the variable of customer relationship management. Also, there is a significant relationship between the components of "familiarity per smart technologies" with the components of user satisfaction and user loyalty of the variable of customer relationship management.
Conclusion: Using smart technologies, notably smart phone technology, improves customer relationship management in libraries.
Dr Vajollah Ghorbanizadeh, Mr Aghil Ghorbani Paji,
Volume 7, Issue 2 (12-2020)
Volume 7, Issue 2 (12-2020)
Abstract
Purpose: Application of Information Technology (IT) in organizations, is influenced by a myriad of factors within the context of individuals, organizations, and the environment. These factors might facilitate or hinder the correct use of information technology in the organizations. The main reason for organizations using information technology is to increase the organizational productivity. So, recognizing factors contributing to the application of IT can be vital for any organizations.
Methodology: Method applied was Meta-analysis which was computed by Comprehensive Meta Analysis (CMA2) software. Findings of the previous research conducted in the IT application in Iran were scrutinized with the aim of evaluating comparing the magnitude of each factor.
Findings: Findings recognized 27 factors from 65 studies. Among the 27 effective factors in the IT application: IT skills, organizational structure, organizational culture, motivation and organizational environment had the highest effect. Gender, education, and age had the lowest effects. In order to simplify the findings, factors were classified in three groups: individual factors, organizational factors and environmental factors of which organizational factors had the highest effect size with a score of 0.617 and individual factors had the lowest effect size with a score of 0.493.
Conclusion: Iranian organizations incorporating information technology must pay added attention to the dimensions of staff skills, organizational structure and employee motivation.
Mr Mohammad Reza Mahboobi, Mr Ahmad Badahang,
Volume 7, Issue 2 (12-2020)
Volume 7, Issue 2 (12-2020)
Abstract
Background and Aim: The use of information resources is an important strategies in the selection of adaptation strategies to climate change by farmers. The aim of this study was to determine the effect of information resources on the selection of adaptation strategies to climate change by farmers in Golestan province.
Method: The method is descriptive survey. Population included all farmers in Golestan province (N=124280). Sample of 383 farmers were randomly selected. Instrument was a questionnaire. Validity was determined by expert opinions. Reliability was confirmed by Cronbach's alpha coefficient (α= 0.87 and 0.90).
Results: The most important sources of information used by farmers to choose adaptation strategies are television, social networks and personal experience, respectively. There is a significant relationship between farmers' use of information resources of: radio, television, meteorological site, telephone call, applied meteorological development system, agricultural extension agent, farmer's call, leading farmers, other farmers, family members, social networks, local beards, personal experience, weather forecast announcements, and members of the Islamic Council of the village and their use of strategies for adaptation to climate change.
Conclusion: Production of educational programs focusing on introducing strategies on television, creating and developing discussion groups, exchanging scientific and personal experiences in the field of introduction and principles of using strategies in the form of social or virtual networks, continuation of production of educational programs with the focus on introducing strategies and developing and promoting it, using radio information sources, local elders, personal experience, weather forecast announcements, village Islamic council members, agricultural extension agent, farmer call, leading farmers, other farmers and family members, these are some of the measures that can be taken by farmers to use them
Mtr Neda Pourkhalil, Dr Mansoor Koohi Rostami,
Volume 7, Issue 3 (12-2020)
Volume 7, Issue 3 (12-2020)
Abstract
Introduction: Information behavior in knowledge and information science is seen as a fundamental human behavior that has been studied extensively thus far. This study include different approaches and perspectives that examined information behavior. The purpose of this article is to investigate the paradigm shift in information behavior by using the texts of this research ground.
Methodology: The study was directed via library method with an analytical approach. After reviewing previous studies with the intention of identifying the dominant paradigms of information behavior.
Findings: Findings show that information behavior studies fell into two main paradigms of old and new. The old paradigm focuses on Shannon's theories of information, and the new paradigm emphasizes interdisciplinary relationships. In the new paradigm, cognitive, sociological, and multifaceted approaches could be defined.
Conclusion: Information behavior is an innate behavior that occurs in the social environment. It is influenced by various factors. like many human characteristics, is a behavior that does not occur in a vacuum. This behavior can be defined in interaction with information, human beings and society. Thus, it can have a wide and multifaceted aspects. This behavior is also a division of social sciences that can be examined under different paradigms. In social sciences, unlike natural sciences many meta-theories may go hand in hand. Sometimes a meta-theory simply disappears, and other times it may grow, evolve, and rekindle the interests of researchers. So, the evolution of information behavior research shows the combination of disciplines and interdisciplinary theories and new relationships in understanding human information behavior.
Effat Hajihoseini, Rasoul Sanavifard, Ali Hamidizadeh,
Volume 7, Issue 4 (3-2021)
Volume 7, Issue 4 (3-2021)
Abstract
Background and Aim: Instagram content is of concerns to business owners today. Nevertheless, the central problem in the production of Instagram content is not just writing a text. But how the audience conveys and comprehends it. This article aims to provide a digital content marketing model for Instagram bloggers.
Research Method: This is an applied mixed research (quantitative and qualitative). Population of qualitative part includes experts in the field of digital content marketing. Sample for this section consisted of 20 individuals using purposive sampling method. In the quantitative part population consisted of all Instagram bloggers. Sample of 400 individuals selected based on Cochran's formula by stratified random method. Instruments were interviews and researcher-made questionnaires that approximately 600 questionnaires were sent online and 400 were returned. Lisrel and smartpls3 software were used to analyze the data.
Findings: Results identified 36 components and 95 indicators that 7 effective components including: Motivation, business intelligence, audience experience, preferences and tastes, research and development, creativity and influencers which respectively 0.119, 0.138, 0.105, 0.222, 0.128, 0.144 and 0.212 had an impact on digital content marketing. Furthermore, 11 components of competitiveness, communication, audience trust, value creation for the audience, promoting e-learning culture, loyalty and persuasion to buy, brand awareness, brand health, e-marketing effectiveness, word of mouth and participation influenced by digital content marketing. In addition, mechanisms, facilitators and barriers to digital content marketing were presented.
Conclusion: Results could be used as a first step in the study of digital content for Instagram bloggers and are also applicable to marketing and consumer behavior professionals. Paying attention to the content of bloggers' pages on Instagram in the field of marketing provides favorable conditions for improving consumers' attitudes towards online advertising and sales.
Ph.d Candidate Sarvenaz Hoseinrazavi, Dr Zohre Davoudpour, Dr Manouchehr Tabibian, Dr Maryam Moeinifar,
Volume 8, Issue 1 (5-2021)
Volume 8, Issue 1 (5-2021)
Abstract
Purpose: Technology has influenced cities to undertake fundamental functional changes and be recognized as a new appearance in the 21st century. These deviations have created a dual living space and citizens with varied behaviors. In other words, the hybrid urban space had shaped the citizen dichotomy with dual real-virtual function. This study is focused on the spatial-functional duality of citizens in Tehran through the virtual and the real world.
Method: Method was qualitative applied research in nature and purpose. Data collection was completed via simple random questionnaire and field documentation. Population was all residents of Tehran and sample consist of 559 people determined by Cohen's formula from 22 regions. Validity of the instrument was measured through 35 questionnaire and reliability was based on Cronbach's alpha.
Findings: There is a significant correlation between research variables. The relation of social interactions and the urban body takes precedence over technology. Consequently, this is an emphasis on citizen interaction with the city in the age of technology. In other words, technology plays the role of interface and communication facilitator.
Discussion and Conclusion: Result display that by the interaction of three main elements: city (physical context/body), citizen and technology - the phenomenon of dichotomous citizen and hybrid space in Tehran is increasing
Mr Mahi Hoseinpour, Dr Sanjar Salajghe, Dr Mohammad Jalal Kamali,
Volume 8, Issue 2 (9-2021)
Volume 8, Issue 2 (9-2021)
Abstract
Background and Aim: The aim of present study is the inquiring the environmental, technical and technological factors effective on knowledge hiding in scientific space.
Methods: The study is a mixed approach, inquiring the environmental, technical and technological factors effective on knowledge hiding in scientific space. Thus, this article include in the pluralism of information collection methods. Also, using the "Delphi" method, the conceptual model of Inquiring the environmental, technical and technological factors effective on knowledge hiding in scientific space.
In quantitative terms, the sample was 314 employees of Islamic Azad University of Khorasan Razavi. Sample selected randomly and surveyed through standard knowledge hiding (Demirkasimoglu, 2016) and researcher-made environmental, technical and technological factors questionnaires. Data was collected during the first six months of 2020 and analyzed, using SEM and Amos software. Technical and technological factors include: Ease of accessibility, compliance of the organization's technology, fear of working with the existing technology in the organization and satisfaction with quality, and for environmental factors, the physical environment and social environment were considered.
Results: Results show that the effect of physical and social environment on knowledge concealment with the standard coefficients of -0.70 and -0.39, respectively. Also, the amount of effectiveness of ease of accessibility, the factor of compliance with the organization's technology, the factor of fear and apprehension of working with existing technology in the organization, the factor of quality satisfaction with knowledge concealment are equal to -0.65, -0.21 and – 0.45. But the fear variable has a direct effect of 0.96 by hiding knowledge.
Conclusion: Results indicate that: Environmental, technical and technological factors are inversely and significantly related to knowledge hiding.
Dr Mohammad Hassan Azimi, Dr Abdul Hussein Faraj Pahlo, ,
Volume 8, Issue 2 (9-2021)
Volume 8, Issue 2 (9-2021)
Abstract
Background: To investigate the status of personal knowledge management skills of graduate students of Shahid Chamran University of Ahvaz and the effect of technological factors on improving personal knowledge management skills from the perspective of graduate students of Shahid Chamran University of Ahvaz.
Method: This is a survey research method in which the ability to generalize the results is one of the most important advantages. The study investigates the effect of technological factor on personal knowledge management skills.
Finding: The results showed that graduate students at Shahid Chamran University are in good condition in terms of personal knowledge management skills. The technological factors is above average. Also, technological factors are effective in improving personal knowledge management skills among students at Shahid Chamran University in Ahvaz. By upgrading one unit of technological factors, personal knowledge management skills will increase by 2,649 units.
Conclusion: Individual factors such as knowledge and experience, personality and psychological characteristics, the ability to communicate with others and to use technology are among the factors that affect the management of personal knowledge. In addition, organizational facilities and the culture that governs the organization also affect the management of personal knowledge. The situation of graduate students at Shahid Chamran University is in good condition in terms of personal knowledge management skills. The average factors is above normal. It can be accepted with 95% confidence that the personal knowledge management skills state of graduate students at Shahid Chamran University is appropriate and at the anticipated level, technological factors are effective in improving personal knowledge management skills among students at Shahid Chamran University.
Method: This is a survey research method in which the ability to generalize the results is one of the most important advantages. The study investigates the effect of technological factor on personal knowledge management skills.
Finding: The results showed that graduate students at Shahid Chamran University are in good condition in terms of personal knowledge management skills. The technological factors is above average. Also, technological factors are effective in improving personal knowledge management skills among students at Shahid Chamran University in Ahvaz. By upgrading one unit of technological factors, personal knowledge management skills will increase by 2,649 units.
Conclusion: Individual factors such as knowledge and experience, personality and psychological characteristics, the ability to communicate with others and to use technology are among the factors that affect the management of personal knowledge. In addition, organizational facilities and the culture that governs the organization also affect the management of personal knowledge. The situation of graduate students at Shahid Chamran University is in good condition in terms of personal knowledge management skills. The average factors is above normal. It can be accepted with 95% confidence that the personal knowledge management skills state of graduate students at Shahid Chamran University is appropriate and at the anticipated level, technological factors are effective in improving personal knowledge management skills among students at Shahid Chamran University.
Taher Nasiri, Nosrat Riahinia, Narges Neshat, Mehdi Shaghaghi, Rasol Rasoli Por,
Volume 8, Issue 3 (11-2021)
Volume 8, Issue 3 (11-2021)
Abstract
Purpose: The purpose of this research is to identify and explain the Rudolf Carnap’s semantical and syntactical theories and its role on the theoretical and practical improvement of ontologies for the effective information retrieval.
Methodology: Since the present study aims to survey Carnap’s semantics theory and shows the positive and effective points of semantic theory for the effective information retrieval based on ontologies, so the use of philosophical research method is inevitable. Philosophical research can have both "conceptual analysis" and "speculative" methods. The method that used in this research is conceptual analysis and its type is Qualitative methods. The research community includes all books and articles published by Rudolf Carnap in the field of semantics and the properties of ontological tools for the effective information retrieval.
Findings: This study shows that Rudolf Carnap's deductive approaches to the problem of meaning can be used to develop ontologies for retrieval of textual information of resources and Rudolf Carnap's inductive approaches can be used to construct ontological systems in the field of experimental sciences. the rules of Rudolf Carnap's semantic system, such as the rules of classification of signs, the rules of formation of language, the rules of designation, the rules of value, the rules of determination, the rules of truth, The rules of selection and the rules of inference can be used in the structure of ontologies. Also, the rules of selection and the rules of relevance in Rudolf Carnap's semantic system are useful for the development of information retrieval in ontologies. the application of Carnap’s semiotic, syntax and semantics improve the accuracy and comprehensiveness of information retrieval in ontologies.
Conclusion: The application of the Carnap semantic system in the structure of ontologies contributes to the theoretical and practical development of ontologies.
Methodology: Since the present study aims to survey Carnap’s semantics theory and shows the positive and effective points of semantic theory for the effective information retrieval based on ontologies, so the use of philosophical research method is inevitable. Philosophical research can have both "conceptual analysis" and "speculative" methods. The method that used in this research is conceptual analysis and its type is Qualitative methods. The research community includes all books and articles published by Rudolf Carnap in the field of semantics and the properties of ontological tools for the effective information retrieval.
Findings: This study shows that Rudolf Carnap's deductive approaches to the problem of meaning can be used to develop ontologies for retrieval of textual information of resources and Rudolf Carnap's inductive approaches can be used to construct ontological systems in the field of experimental sciences. the rules of Rudolf Carnap's semantic system, such as the rules of classification of signs, the rules of formation of language, the rules of designation, the rules of value, the rules of determination, the rules of truth, The rules of selection and the rules of inference can be used in the structure of ontologies. Also, the rules of selection and the rules of relevance in Rudolf Carnap's semantic system are useful for the development of information retrieval in ontologies. the application of Carnap’s semiotic, syntax and semantics improve the accuracy and comprehensiveness of information retrieval in ontologies.
Conclusion: The application of the Carnap semantic system in the structure of ontologies contributes to the theoretical and practical development of ontologies.
Hamidreza Rostami, Shaban Elahi, Ali Moeini, Alireza Hassanzadeh,
Volume 8, Issue 4 (2-2022)
Volume 8, Issue 4 (2-2022)
Abstract
Background: Semantic technologies (STs) have made machine reasoning possible by providing intelligent data management methods. This capability has created new forms of interaction between humans and STs, which is called "semantic interaction." The increasing spread of this form of interaction in daily life reveals the need to identify the factors affecting it and introduce the requirements of a synergistic interaction, which in this study is interpreted as a model of symbiosis.
Purpose: The main purpose of this study is to investigate what, why, and how human-ST symbiosis occurs in the form of a symbiosis model. Providing such a model could be valuable in developing active strategies in the face of intelligent technologies.
Methodology: The study introduces actor-networks of human symbiosis based on the actor-network methodology. Data was collected through in-depth interviews with eight managers, experts, and users in the Computer Research Centers of Islamic Sciences (CRCIS) and examined using the actor network method. All phases of data collection, implementations, coding and analysis were done under NVivo software.
Findings: In the human-ST symbiosis, beside human eleven other actors: Semantic products, context, infrastructure, data, knowledge, social media, Web, scientific centers, organization, AI and ontology are identified. Their interaction establishes seven dynamic actors-networks of symbiosis: Product design and development, use, leadership and management, data, knowledge management, training and contextual conditions.
Conclusion: Semantic products alongside human beings are independent, autonomous, and self-aware actors who are able to go beyond mere mediation of change and govern social change in the Human-ST symbiosis. In such circumstances, man, as the creator and maintainer of the semantic product, in addition to strengthening the technical capabilities in the creation of the product, must entrust to the product the things that the product is able to do.
Purpose: The main purpose of this study is to investigate what, why, and how human-ST symbiosis occurs in the form of a symbiosis model. Providing such a model could be valuable in developing active strategies in the face of intelligent technologies.
Methodology: The study introduces actor-networks of human symbiosis based on the actor-network methodology. Data was collected through in-depth interviews with eight managers, experts, and users in the Computer Research Centers of Islamic Sciences (CRCIS) and examined using the actor network method. All phases of data collection, implementations, coding and analysis were done under NVivo software.
Findings: In the human-ST symbiosis, beside human eleven other actors: Semantic products, context, infrastructure, data, knowledge, social media, Web, scientific centers, organization, AI and ontology are identified. Their interaction establishes seven dynamic actors-networks of symbiosis: Product design and development, use, leadership and management, data, knowledge management, training and contextual conditions.
Conclusion: Semantic products alongside human beings are independent, autonomous, and self-aware actors who are able to go beyond mere mediation of change and govern social change in the Human-ST symbiosis. In such circumstances, man, as the creator and maintainer of the semantic product, in addition to strengthening the technical capabilities in the creation of the product, must entrust to the product the things that the product is able to do.
Dr. Ali Naimi-Sadigh, Dr. Mohammad Rabiei, Dr. Alireza Seghatoleslami,
Volume 9, Issue 2 (9-2022)
Volume 9, Issue 2 (9-2022)
Abstract
Objectives: The National Conference of Information Technology Managers is conceivably the most significant of its nature in the country. Chief competitive advantage to comparable ones is its observant of products in IT as an alternative to papers. The purpose is a comprehensive design for the scientific evaluation of information technology products.
Method: For the evaluation plan of the premium information technology award (FAB), three main scientific-technological, managerial-economical and cultural-social axes were studied. At the end, the criteria and sub-criteria were interviewed using the experts' focus group method. Initially, the information technology products were classified according to their nature. Then, the importance of criteria and sub-criteria were determined for all their features. Finally, evaluation of the products was done based on their identified importance.
Findings: The products are divided into 9 groups according to the type of customer and the product usage. Each of these 9 groups will have unique features and different sub-criteria. They receive their total weight by points given via expert judges that will be their score compared to the other products, and therefore could rank the products.
Conclusion: After receiving the products, in the first stage, they are evaluated in the internal scientific evaluation committee of the conference. In the next stage, the products receiving the highest points are for the evaluation of the presence of internal and external judges.
Masoud Samadzadeh, Hassan Givarian, Mohammadreza Rabiee Mondjin, Gholamreza Hashemzadeh Khorasgani,
Volume 9, Issue 3 (10-2022)
Volume 9, Issue 3 (10-2022)
Abstract
Purpose: This research has been done to investigate relationships in information technology outsourcing in strategic policy with an interactive approach at Islamic Azad University.
Methodology: The present research is in terms of the library-field environment, in terms of practical purpose, in terms of the time of cross-sectional data collection, in terms of the descriptive-survey research implementation method, and is correlational and causal. The statistical community of the research in the qualitative part includes 16 professors, managers, and senior experts in the field of information technology as well as professors, managers, and senior experts in the field of investment and development of Islamic Azad University and the quantitative part it includes all employees, managers and senior experts in the field of information technology and The Vice President of Development and Investment of the Islamic Azad University of Tehran was 260 people, which was calculated based on the Cochran formula, the sample size was 155 people. A simple random method was used to select the samples. Structured interview tools and a researcher-made questionnaire were used to collect data. The reliability of the questionnaire was calculated based on Cronbach's alpha coefficient of 0.733.
Findings: The research findings showed that There is a positive and meaningful relationship between IT system performance, system support services, information technology, information technology application gap, strategic importance, organization and project characteristics, and supplier and project characteristics.
Conclusion: According to the results of this study, it can be said that IT outsourcing can increase organizational effectiveness, provide better services and reduce costs.
Methodology: The present research is in terms of the library-field environment, in terms of practical purpose, in terms of the time of cross-sectional data collection, in terms of the descriptive-survey research implementation method, and is correlational and causal. The statistical community of the research in the qualitative part includes 16 professors, managers, and senior experts in the field of information technology as well as professors, managers, and senior experts in the field of investment and development of Islamic Azad University and the quantitative part it includes all employees, managers and senior experts in the field of information technology and The Vice President of Development and Investment of the Islamic Azad University of Tehran was 260 people, which was calculated based on the Cochran formula, the sample size was 155 people. A simple random method was used to select the samples. Structured interview tools and a researcher-made questionnaire were used to collect data. The reliability of the questionnaire was calculated based on Cronbach's alpha coefficient of 0.733.
Findings: The research findings showed that There is a positive and meaningful relationship between IT system performance, system support services, information technology, information technology application gap, strategic importance, organization and project characteristics, and supplier and project characteristics.
Conclusion: According to the results of this study, it can be said that IT outsourcing can increase organizational effectiveness, provide better services and reduce costs.
Dr Zivar Sabaghinejad, Mr Reza Poorsavari, Dr Amin Koraei,
Volume 9, Issue 4 (1-2023)
Volume 9, Issue 4 (1-2023)
Abstract
Introduction: The present study was conducted by explaining the internal norm of Davis's technology acceptance model in online health information search among Iranian students to provide a local model.
Methods: The current research is descriptive and was carried out using a survey method. The research community is the students of Ahvaz Jundishapur University of Medical Sciences at all levels of study. A sample of 358 people voluntarily participated in the research by stratified random sampling. The research tool was a researcher-made questionnaire with 20 questions, which after validation, Cronbach's alpha was 0/933 Obtained. The findings were analyzed with SPSS and AMOS software and using descriptive statistical tests, exploratory factor analysis, and other related tests.
Results: The findings of the exploratory factor analysis led to a four-factor model regarding students' online search for health information. The first factor: is the user's intention to search for health information online, the second factor: is the usefulness of using the Internet to receive health information, the third factor: is the ease of using the Internet to receive health information, and the fourth factor is the user's attitude towards the online search for health information. These four factors explain 66.983% of the changes related to the online search of health information among students.
Conclusion: The findings of the research indicate the approval of the Davis technology acceptance model for use in research in the field of health information among Iranian students. Therefore, it can be used in other research in this field among students with the assurance of confirming the internal norm.
Methods: The current research is descriptive and was carried out using a survey method. The research community is the students of Ahvaz Jundishapur University of Medical Sciences at all levels of study. A sample of 358 people voluntarily participated in the research by stratified random sampling. The research tool was a researcher-made questionnaire with 20 questions, which after validation, Cronbach's alpha was 0/933 Obtained. The findings were analyzed with SPSS and AMOS software and using descriptive statistical tests, exploratory factor analysis, and other related tests.
Results: The findings of the exploratory factor analysis led to a four-factor model regarding students' online search for health information. The first factor: is the user's intention to search for health information online, the second factor: is the usefulness of using the Internet to receive health information, the third factor: is the ease of using the Internet to receive health information, and the fourth factor is the user's attitude towards the online search for health information. These four factors explain 66.983% of the changes related to the online search of health information among students.
Conclusion: The findings of the research indicate the approval of the Davis technology acceptance model for use in research in the field of health information among Iranian students. Therefore, it can be used in other research in this field among students with the assurance of confirming the internal norm.
Dr. Amir Hossein Seddighi,
Volume 9, Issue 4 (1-2023)
Volume 9, Issue 4 (1-2023)
Abstract
Purpose: As mission-oriented organizations, research institutes have the task of answering community questions in specialized areas, and should therefore be able to effectively present their outputs to their target users. Achieving such a goal requires the proper use of information architecture principles to properly organize the information platform in which the research institutes interact with their audiences. Therefore, reviewing and evaluating the information architecture of Research Institutes’ websites as their main communication platform with their users is of particular importance. The purpose of this study is to evaluate the Iranian Research Institute for Information Science and Technology’s website based on information architecture.
Methodology: The research method is based on content analysis and case evaluation and is done using direct observations and checklists in March 2022. In this regard, first the components of the information environment, ie the context, content, and user of the website are identified. Then, we check the information architecture subsystems of the website using checklists based on the components of the information environment. The organization system checklist contains 14 main questions, the labeling system checklist contains 32 main questions, the navigation system checklist contains 20 main questions, and finally, the search system checklist contains 41 main questions. The checklists were prepared using the library research method and approved by an expert panel. Excel software is used to collect and analyze data.
Findings: Users of the Iranian Research Institute for Information Science and Technology’s website can be categorized into four groups: researchers and students, science and technology policymakers, librarians and informants, and educational and research institutions. The main content of this website includes reports, books, articles, research projects, information systems, scientific events, training courses, laboratories, and collaborative services. The context of the website is based on service development and delivery in the areas of knowledge management, scientific and technological information management, dissemination of information science and technology, supporting science and technology policymakers, Publicizing the use of information technology, cooperating with universities and research institutes, and supporting research in the field of information science and technology. The results of the checklists indicate the score of this website for the organization system, the labeling system, the navigation system, and the search system as 67.6%, 68.4%, 65.4%, and 34.8%, respectively.
Conclusion: The status of the Iranian Research Institute for Information Science and Technology’s website is assessed as good in terms of the organization system, the labeling system, and the navigation system, and poor in terms of the search system. The use of an audience-oriented organization plan in the website organization system, the use of index labels in the form of unique entities in the website labeling system, and the use of a main navigation bar with an integrated and similar design in the website navigation system are among the strengths of the website information architecture design. On the other hand, according to the research findings, to improve the search system, it is necessary to pay attention to features such as “correcting spelling errors in the input query”, “highlighting the input query in the retrieved results”, “adding logical operators to the search system”, “searching metadata”, “sorting results in alphabetical and chronological order”, and “adding search filters such as subject and year”.
Methodology: The research method is based on content analysis and case evaluation and is done using direct observations and checklists in March 2022. In this regard, first the components of the information environment, ie the context, content, and user of the website are identified. Then, we check the information architecture subsystems of the website using checklists based on the components of the information environment. The organization system checklist contains 14 main questions, the labeling system checklist contains 32 main questions, the navigation system checklist contains 20 main questions, and finally, the search system checklist contains 41 main questions. The checklists were prepared using the library research method and approved by an expert panel. Excel software is used to collect and analyze data.
Findings: Users of the Iranian Research Institute for Information Science and Technology’s website can be categorized into four groups: researchers and students, science and technology policymakers, librarians and informants, and educational and research institutions. The main content of this website includes reports, books, articles, research projects, information systems, scientific events, training courses, laboratories, and collaborative services. The context of the website is based on service development and delivery in the areas of knowledge management, scientific and technological information management, dissemination of information science and technology, supporting science and technology policymakers, Publicizing the use of information technology, cooperating with universities and research institutes, and supporting research in the field of information science and technology. The results of the checklists indicate the score of this website for the organization system, the labeling system, the navigation system, and the search system as 67.6%, 68.4%, 65.4%, and 34.8%, respectively.
Conclusion: The status of the Iranian Research Institute for Information Science and Technology’s website is assessed as good in terms of the organization system, the labeling system, and the navigation system, and poor in terms of the search system. The use of an audience-oriented organization plan in the website organization system, the use of index labels in the form of unique entities in the website labeling system, and the use of a main navigation bar with an integrated and similar design in the website navigation system are among the strengths of the website information architecture design. On the other hand, according to the research findings, to improve the search system, it is necessary to pay attention to features such as “correcting spelling errors in the input query”, “highlighting the input query in the retrieved results”, “adding logical operators to the search system”, “searching metadata”, “sorting results in alphabetical and chronological order”, and “adding search filters such as subject and year”.
Samira Daniali, Nosrat Riahinia, Hamzehali Nourmohammadi, Ali Azimi, Omid Safarzadeh,
Volume 10, Issue 2 (9-2023)
Volume 10, Issue 2 (9-2023)
Abstract
purpose: Future research is about identifying, devising, presenting, testing and evaluating possible and probable futures in order to choose the preferred futures based on the values of the society and help to build the most desirable future. The production of science and technology is the most important factor in maintaining the survival, independence and progress of the country and a serious tool for competition in different world arenas. Based on this, the aim of the current research is to identify the factors affecting the growth of scientific products in the field of nuclear science and technology.
Methodology: The method of conducting this research is mixed and exploratory. In the first step, in order to extract the effective factors on the growth of scientific productions in the field of nuclear science and technology, research literature was studied in various sources such as domestic and foreign articles, internet sites, notes, newspapers, etc. And in the next step, interviews were conducted with subject experts to design the questionnaire. The mentioned questionnaire was given to three professors for the pre-examination and was edited based on their suggestions. Finally, after re-studying the theoretical foundations of related researches and applying the opinions of the professors, the questionnaire was edited and sent to the Delphi panel for answering. The statistical population of the present research in the Delphi panel is 13 subject experts in the field of nuclear sciences. To identify and select the statistical sample, the snowball sampling method was used.
Findings: Finally, the results showed that 32 main factors affect the growth of scientific productions in the field of nuclear science and technology. These factors were placed in 5 general categories. Among these 32 factors, 8 factors are related to experimental factors, 7 factors are related to managerial factors, 7 factors are related to cultural and social factors, 6 factors are related to political factors and finally 4 factors are related to financial factors. The Delphi process was completed in three rounds. Every factor that scored above 3 in the third round of Delphi was selected and ranked as an influential factor in its group. Finally, 23 factors managed to score above 3. Of the 23 factors that managed to get a score above 3, 8 factors are related to education, 6 factors are related to social and cultural factors, 4 factors are related to managerial factors, 3 factors are related to political factors, and 2 factors are related to financial factors. All factors related to education managed to get a score above 3, which shows the high impact of education on the growth of scientific productions in the field of nuclear science and technology in the future. The educational factors affecting the future growth of scientific productions in the field of nuclear science and technology are respectively: Increasing the training of laboratory skills (with 4.84 points), increasing the connection between education and research centers with the nuclear industry (with 4.1 points), paying attention to innovation and scientific discoveries in the country (with 3.85 points), strengthening the cycle of science and technology (with 3.75 points), designing specialized training courses (with 3.6 points), increasing scientific cooperation with prominent domestic and foreign scientists in this field (with 3.56 points), improving and improving the performance of the higher education system (with 3.31 points), more access to information sources of other countries in the field Nuclear Science (with 3.2 points)
Conclusion: The results of the future study of factors affecting the growth of nuclear science and technology products showed that education is the most influential factor in the upward growth process of products in this field. Therefore, it is necessary to make necessary policies in the country's education sector to achieve this goal. In general, since future studies provide a structured opportunity to look into the future and examine the role of effective factors in creating the future, it makes it possible to create a favorable perspective for decision makers and policy makers. By identifying and creating new capacities and capabilities, new horizons make it possible to take advantage of opportunities in the future. Moreover, with this approach, the problems and inadequacies caused by the future conditions can be counted and it will be possible to fix them.
Methodology: The method of conducting this research is mixed and exploratory. In the first step, in order to extract the effective factors on the growth of scientific productions in the field of nuclear science and technology, research literature was studied in various sources such as domestic and foreign articles, internet sites, notes, newspapers, etc. And in the next step, interviews were conducted with subject experts to design the questionnaire. The mentioned questionnaire was given to three professors for the pre-examination and was edited based on their suggestions. Finally, after re-studying the theoretical foundations of related researches and applying the opinions of the professors, the questionnaire was edited and sent to the Delphi panel for answering. The statistical population of the present research in the Delphi panel is 13 subject experts in the field of nuclear sciences. To identify and select the statistical sample, the snowball sampling method was used.
Findings: Finally, the results showed that 32 main factors affect the growth of scientific productions in the field of nuclear science and technology. These factors were placed in 5 general categories. Among these 32 factors, 8 factors are related to experimental factors, 7 factors are related to managerial factors, 7 factors are related to cultural and social factors, 6 factors are related to political factors and finally 4 factors are related to financial factors. The Delphi process was completed in three rounds. Every factor that scored above 3 in the third round of Delphi was selected and ranked as an influential factor in its group. Finally, 23 factors managed to score above 3. Of the 23 factors that managed to get a score above 3, 8 factors are related to education, 6 factors are related to social and cultural factors, 4 factors are related to managerial factors, 3 factors are related to political factors, and 2 factors are related to financial factors. All factors related to education managed to get a score above 3, which shows the high impact of education on the growth of scientific productions in the field of nuclear science and technology in the future. The educational factors affecting the future growth of scientific productions in the field of nuclear science and technology are respectively: Increasing the training of laboratory skills (with 4.84 points), increasing the connection between education and research centers with the nuclear industry (with 4.1 points), paying attention to innovation and scientific discoveries in the country (with 3.85 points), strengthening the cycle of science and technology (with 3.75 points), designing specialized training courses (with 3.6 points), increasing scientific cooperation with prominent domestic and foreign scientists in this field (with 3.56 points), improving and improving the performance of the higher education system (with 3.31 points), more access to information sources of other countries in the field Nuclear Science (with 3.2 points)
Conclusion: The results of the future study of factors affecting the growth of nuclear science and technology products showed that education is the most influential factor in the upward growth process of products in this field. Therefore, it is necessary to make necessary policies in the country's education sector to achieve this goal. In general, since future studies provide a structured opportunity to look into the future and examine the role of effective factors in creating the future, it makes it possible to create a favorable perspective for decision makers and policy makers. By identifying and creating new capacities and capabilities, new horizons make it possible to take advantage of opportunities in the future. Moreover, with this approach, the problems and inadequacies caused by the future conditions can be counted and it will be possible to fix them.
Zeinab Jozi, Mansoor Koohi Rostami, Hadi Alhaei, Mohammad Amin Sekhavatmanesh,
Volume 10, Issue 4 (3-2024)
Volume 10, Issue 4 (3-2024)
Abstract
Introduction: Human life has always been exposed to crises, but what is important in crisis management is the adequate response to them. The rise and development of information technology has provided its operators with the best possible potential and capabilities for crisis management. One of the applications of information technology in crisis management is "crisis informatics". Considering that information forms the link between crisis management, crisis informatics and information science, the present study was conducted with the aim of elucidating the role and functions of the field of information science in crisis informatics.
Methodology: The study was directed via library method with an analytical approach. After reviewing previous studies with the intention of identifying the dominant concept of crisis informatics.
Findings: The results showed that, despite the commonality between crisis computing and the field of information science, no independent research has yet been devoted to this topic. While the common point between information science and computer science is the crisis, the main topic of both information. Information science specialists can play an essential role in crisis computing due to their skills in producing reliable information, verifying information, managing and building information systems, creating databases, facilitating and accelerating information recovery.
Conclusion: Crisis informatics is an emerging field that clarifies the role of information science specialists in times of crisis or pre-crisis to reduce disaster risk to minimize vulnerability or to increase the knowledge of people in society to prevent or mitigate harm limit when dealing with a crisis. With the rise of technology and the flourishing of social networks and the ease with which a large amount of information is distributed to people, information specialists will play an effective role in crisis situations using social networks in conveying the "correct" information to the "correct "person at the "appropriate" time.
Safoura Parchami Afra, Seyed Mehdi Mirmehdi,
Volume 10, Issue 4 (3-2024)
Volume 10, Issue 4 (3-2024)
Abstract
Purpose: Internet and electronic services have become an integral part of the life of every member of society. People do many of their jobs, including obtaining and collecting information, buying products, booking hotels, banking services, and downloading movies, books, music, etc., through the Internet. There are various methods to gain the trust of customers in electronic business, one of the methods which is an introduction to the subject of this research is the use of electronic word-of-mouth advertising or E-Wom. In such a way that most of the customers are looking for a better evaluation of the products based on word-of-mouth advertising. Information about products and services shared by customers over the Internet is considered cost-effective; Therefore, information can be shared with many people at the same time with minimal cost. This type of communication not only affects the attitudes and behaviors of consumers but also affects the brand image of customers. Today, applications, e-commerce websites, and social networking platforms such as Instagram, Twitter, and Facebook have created enough space for users to connect with brands. Communication that existed offline in the past has become more interactive. Consumers communicate with customers and other brands through mobile phones, and various social websites such as (Facebook, YouTube, LinkedIn, Twitter, and Instagram) by writing comments and online reviews on these sites. Needless to say, as the importance of online reviews is rapidly increasing. Online reviews are comments made by online visitors or potential customers about a product or service. These reviews are known as a tool for social benchmarking. User-generated content helps businesses build an online presence as well as build trust among design visitors. Online reviews have become an important source of information that allows consumers to seek accurate and reliable information by sharing the experiences of other consumers. A product or service review is made by a consumer who has experienced a service or purchased a product. Reviews are posted online on various platforms by consumers who have used or experienced a product or service. Also, a review of a product or service reflects the opinions and experiences of a customer in purchasing a product or service.Online reviews are becoming important sources of infor-
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.
mation for shoppers, influencing 20-50% of online purchase decisions. Many customers and consumers look for online reviews as the first step when making a purchase. Online reviews play an important role in predicting sales of many products and services and brand trust. Online reviews are as important to business as they are to customers.
There are several reasons why online reviews are important and will help build strong relationships with potential customers as well as increase sales and attract leads.It is very important to identify the factors that cause consumers to write reviews, and consider the acceptance of a new technology. Intention is not only an expression of clarity about the possible course of future action in a particular situation; Rather, it reflects the degree of preparation and intensity of efforts that are expected to lead to the desired outcome. The Technology Acceptance Model (TAM) explains how people's performance of a specific behavior is determined by their behavioral intention for a specific task. TAM is developed to predict the possible adoption of a new technology by an individual or an organization. This model is based on the theory of reasoned action, which explains that behavior is determined by the intention to perform that behavior, attitude towards the behavior, and social pressure to perform that behavior Therefore, the current research was conducted in Hamedan City to investigate the intention of customers to do online review with the technology acceptance approach.
Research method: This research is applied in terms of purpose and descriptive in terms of implementation method. The statistical population of this research was the citizens of Hamedan. the sample size was 7 times the number of questions, i.e., 161 people, which were selected by the available sampling method. The formula 5q≤n≤15q was used to determine the sample size in structural equation studies. Sampling was obtained on the spot and through the online space. The tool for collecting data and information in this research is the use of an online questionnaire, including 21 questions, and data analysis has been done through the structural equation test and the partial least squares method using SPSS and SmartPls software. For construct validity, the measurement model of this research including convergent and divergent validity was conducted using Cronbach's alpha, composite reliability, AVE index, and Fornell and Larcker table. Composite reliability and Cronbach's alpha coefficient should be at least 0.7, which is acceptable based on the findings obtained from data analysis. The AVE index and factor loadings should also be greater than 0.5, which showed an acceptable value based on the results obtained from the data analysis.
According to the criteria of Fornell and Larker, a structural model should have more dispersion among its observables in comparison to other model structures, to be able to say that the hidden variable in question has high diagnostic validity. Therefore, the root mean extracted from each hidden variable must be greater than the maximum correlation of that hidden variable with other hidden variables. The results of the Fornell-Larker test showed that all the values on the main diameter are greater than the values in the corresponding column, which indicates that the used model has acceptable validity.
Findings: This research was conducted to investigate the intention of online reviews by customers according to the technology acceptance approach. According to the purpose and conceptual model of the research, seven hypotheses have been defined for examination. According to the results obtained from the structural equation method, the hypothesis of the significant effect of subjective norms on the perceived usefulness of online reviews is confirmed, and also based on the positiveness of the path coefficient, its effect is also direct. That is, the higher the subjective norms, the greater the understand
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.
ing of the usefulness of online reviews. Based on the obtained results, the hypothesis of the significant effect of subjective norms on the perception of ease of use was confirmed. Also, due to the positive path coefficient, this effect is direct. That is, the higher the subjective norms of people concerning writing an online review, the greater the perception of ease of use.
So, it can be concluded that when people notice the approval and acceptance of their online opinions by other people and understand that their opinions give other people a correct understanding of the product and service, it causes learning. It is easier for these people to write online comments on the Digikala site than for other people; Therefore, it creates the thought in these people that writing online comments is simple and easy for other people as well. According to the findings, the hypothesis of a significant effect of perceived behavioral control on the perceived usefulness of writing online comments has been confirmed. Due to the positiveness of the path coefficient, this hypothesis has a direct effect. That is, the greater the perceived behavioral control for writing an online review, the greater the usefulness. Considering the results of the research, the effect of perceived behavioral control on the perception of ease of use for writing online reviews by customers has been confirmed. That is, the more a person's behavioral control for writing an online review, the greater the perceived ease of use. According to the confirmation of this hypothesis, it can be concluded that having self-confidence, sufficient resources, opportunity and confidence in their opinions gives users a correct understanding of its simplicity and therefore it is easier for them to write online comments on the Digikala site. Therefore, this mentality is created for them that it is easy to write an online review on the Digikala site. According to the results, the hypothesis of a significant effect of perceived usefulness on the customer's attitude towards writing an online review has been confirmed. Considering the positive path coefficient of this hypothesis, its effect is also direct. That is, the higher the perceived usefulness of writing an online review, the more positive the users' attitude is. It can be concluded that to increase the attitude of users about writing online reviews, the role of these comments in increasing the information of other users and improving the performance and its role in purchasing the product and in general the usefulness of these comments should be understood. Based on the results of this research, the hypothesis of a significant effect of the perceived ease of use on the customer's attitude towards writing an online review was not confirmed and the hypothesis was rejected; Therefore, it can be concluded that the simplicity and ease of writing an online review on the Digikala site does not affect the users' attitude and other factors change the customers' attitude. The results obtained from this research show that the hypothesis of the significant effect of attitude on the customer's intention to write an online review has been confirmed. Due to the positive path coefficient, this effect is direct. That is, the more a person's attitude towards writing an online review is, the more the users will intend to do it; Therefore, it can be concluded that if writing online comments increases the awareness of consumers and changes their attitude, and also causes the transfer of positive and negative feelings about the products and services of the Digikala website, it makes users more intent to write online reviews.
Conclusion: Based on the present research, the online review intention can be explained by the technology acceptance approach. Based on this, having a favorable attitude towards online reviews is the basis of the intention to do it. Also, most of the variables related to the technology acceptance
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.
model shape the attitude toward online reviews. Therefore, paying attention to these variables is vital for those active in the field of electronic retailers.According to the confirmation of the first and second hypotheses regarding the positive and meaningful effect of subjective norms on the perceived usefulness and perceived ease of use, a trained and organized team can be deployed in the DigiKala organization and encourage and accept the online reviews of customers. and remind them that their online comments will make other users understand the products and services correctly and introduce writing online comments as an easy and simple task. According to the confirmation of the third and fourth hypothesis, which shows the positive and significant effect of perceived behavioral control on perceived usefulness and perceived ease of use, facilities such as praise and discount, as well as assuring users of their purchase, can increase the confidence of users. Also, due to the correct understanding of the beneficial effect of their comments on other users, and also considering the various ways to increase the self-confidence of users, he reminded them of the ease of writing online reviews and encouraged them to write online reviews. participate Considering that the fifth hypothesis is based on the confirmation of the positive and meaningful effect of perceived usefulness on users' attitudes, it is possible to write about the advantages and Positive Effects of Online Reviews on Payment Purchase Decisions. It is also possible to increase users' information about online reviews, which will change users' attitudes and encourage them to write online comments. According to the confirmation of the seventh hypothesis, which shows the positive and significant effect of the user's attitude toward writing an online review on the intention to write an online review, the DigiKala organization can educate users that online comments will increase their awareness. Also, these comments will convey positive and negative feelings about products and services so that users can use these comments before buying. Considering the importance of the role of online review in creating trust and selling more products, it is suggested that the role of online review be done for other areas in the e-commerce industry, such as tourism in Iran, buying and selling tickets, etc. The wider statistical community including the big cities of Iran that have a history of buying and using e-commerce services and online reviews should be considered to obtain more accurate and extensive results in this matter. It is useful to add variables as mediating variables or moderators related to the variables in this research to achieve more accurate results. The role of users' personalities and the moderating role of demographic variables can also be studied in the future to obtain a comprehensive understanding of online review behaviors.
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.
mation for shoppers, influencing 20-50% of online purchase decisions. Many customers and consumers look for online reviews as the first step when making a purchase. Online reviews play an important role in predicting sales of many products and services and brand trust. Online reviews are as important to business as they are to customers.
There are several reasons why online reviews are important and will help build strong relationships with potential customers as well as increase sales and attract leads.It is very important to identify the factors that cause consumers to write reviews, and consider the acceptance of a new technology. Intention is not only an expression of clarity about the possible course of future action in a particular situation; Rather, it reflects the degree of preparation and intensity of efforts that are expected to lead to the desired outcome. The Technology Acceptance Model (TAM) explains how people's performance of a specific behavior is determined by their behavioral intention for a specific task. TAM is developed to predict the possible adoption of a new technology by an individual or an organization. This model is based on the theory of reasoned action, which explains that behavior is determined by the intention to perform that behavior, attitude towards the behavior, and social pressure to perform that behavior Therefore, the current research was conducted in Hamedan City to investigate the intention of customers to do online review with the technology acceptance approach.
Research method: This research is applied in terms of purpose and descriptive in terms of implementation method. The statistical population of this research was the citizens of Hamedan. the sample size was 7 times the number of questions, i.e., 161 people, which were selected by the available sampling method. The formula 5q≤n≤15q was used to determine the sample size in structural equation studies. Sampling was obtained on the spot and through the online space. The tool for collecting data and information in this research is the use of an online questionnaire, including 21 questions, and data analysis has been done through the structural equation test and the partial least squares method using SPSS and SmartPls software. For construct validity, the measurement model of this research including convergent and divergent validity was conducted using Cronbach's alpha, composite reliability, AVE index, and Fornell and Larcker table. Composite reliability and Cronbach's alpha coefficient should be at least 0.7, which is acceptable based on the findings obtained from data analysis. The AVE index and factor loadings should also be greater than 0.5, which showed an acceptable value based on the results obtained from the data analysis.
According to the criteria of Fornell and Larker, a structural model should have more dispersion among its observables in comparison to other model structures, to be able to say that the hidden variable in question has high diagnostic validity. Therefore, the root mean extracted from each hidden variable must be greater than the maximum correlation of that hidden variable with other hidden variables. The results of the Fornell-Larker test showed that all the values on the main diameter are greater than the values in the corresponding column, which indicates that the used model has acceptable validity.
Findings: This research was conducted to investigate the intention of online reviews by customers according to the technology acceptance approach. According to the purpose and conceptual model of the research, seven hypotheses have been defined for examination. According to the results obtained from the structural equation method, the hypothesis of the significant effect of subjective norms on the perceived usefulness of online reviews is confirmed, and also based on the positiveness of the path coefficient, its effect is also direct. That is, the higher the subjective norms, the greater the understand
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.
ing of the usefulness of online reviews. Based on the obtained results, the hypothesis of the significant effect of subjective norms on the perception of ease of use was confirmed. Also, due to the positive path coefficient, this effect is direct. That is, the higher the subjective norms of people concerning writing an online review, the greater the perception of ease of use.
So, it can be concluded that when people notice the approval and acceptance of their online opinions by other people and understand that their opinions give other people a correct understanding of the product and service, it causes learning. It is easier for these people to write online comments on the Digikala site than for other people; Therefore, it creates the thought in these people that writing online comments is simple and easy for other people as well. According to the findings, the hypothesis of a significant effect of perceived behavioral control on the perceived usefulness of writing online comments has been confirmed. Due to the positiveness of the path coefficient, this hypothesis has a direct effect. That is, the greater the perceived behavioral control for writing an online review, the greater the usefulness. Considering the results of the research, the effect of perceived behavioral control on the perception of ease of use for writing online reviews by customers has been confirmed. That is, the more a person's behavioral control for writing an online review, the greater the perceived ease of use. According to the confirmation of this hypothesis, it can be concluded that having self-confidence, sufficient resources, opportunity and confidence in their opinions gives users a correct understanding of its simplicity and therefore it is easier for them to write online comments on the Digikala site. Therefore, this mentality is created for them that it is easy to write an online review on the Digikala site. According to the results, the hypothesis of a significant effect of perceived usefulness on the customer's attitude towards writing an online review has been confirmed. Considering the positive path coefficient of this hypothesis, its effect is also direct. That is, the higher the perceived usefulness of writing an online review, the more positive the users' attitude is. It can be concluded that to increase the attitude of users about writing online reviews, the role of these comments in increasing the information of other users and improving the performance and its role in purchasing the product and in general the usefulness of these comments should be understood. Based on the results of this research, the hypothesis of a significant effect of the perceived ease of use on the customer's attitude towards writing an online review was not confirmed and the hypothesis was rejected; Therefore, it can be concluded that the simplicity and ease of writing an online review on the Digikala site does not affect the users' attitude and other factors change the customers' attitude. The results obtained from this research show that the hypothesis of the significant effect of attitude on the customer's intention to write an online review has been confirmed. Due to the positive path coefficient, this effect is direct. That is, the more a person's attitude towards writing an online review is, the more the users will intend to do it; Therefore, it can be concluded that if writing online comments increases the awareness of consumers and changes their attitude, and also causes the transfer of positive and negative feelings about the products and services of the Digikala website, it makes users more intent to write online reviews.
Conclusion: Based on the present research, the online review intention can be explained by the technology acceptance approach. Based on this, having a favorable attitude towards online reviews is the basis of the intention to do it. Also, most of the variables related to the technology acceptance
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.
model shape the attitude toward online reviews. Therefore, paying attention to these variables is vital for those active in the field of electronic retailers.According to the confirmation of the first and second hypotheses regarding the positive and meaningful effect of subjective norms on the perceived usefulness and perceived ease of use, a trained and organized team can be deployed in the DigiKala organization and encourage and accept the online reviews of customers. and remind them that their online comments will make other users understand the products and services correctly and introduce writing online comments as an easy and simple task. According to the confirmation of the third and fourth hypothesis, which shows the positive and significant effect of perceived behavioral control on perceived usefulness and perceived ease of use, facilities such as praise and discount, as well as assuring users of their purchase, can increase the confidence of users. Also, due to the correct understanding of the beneficial effect of their comments on other users, and also considering the various ways to increase the self-confidence of users, he reminded them of the ease of writing online reviews and encouraged them to write online reviews. participate Considering that the fifth hypothesis is based on the confirmation of the positive and meaningful effect of perceived usefulness on users' attitudes, it is possible to write about the advantages and Positive Effects of Online Reviews on Payment Purchase Decisions. It is also possible to increase users' information about online reviews, which will change users' attitudes and encourage them to write online comments. According to the confirmation of the seventh hypothesis, which shows the positive and significant effect of the user's attitude toward writing an online review on the intention to write an online review, the DigiKala organization can educate users that online comments will increase their awareness. Also, these comments will convey positive and negative feelings about products and services so that users can use these comments before buying. Considering the importance of the role of online review in creating trust and selling more products, it is suggested that the role of online review be done for other areas in the e-commerce industry, such as tourism in Iran, buying and selling tickets, etc. The wider statistical community including the big cities of Iran that have a history of buying and using e-commerce services and online reviews should be considered to obtain more accurate and extensive results in this matter. It is useful to add variables as mediating variables or moderators related to the variables in this research to achieve more accurate results. The role of users' personalities and the moderating role of demographic variables can also be studied in the future to obtain a comprehensive understanding of online review behaviors.
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