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The Role of Communication Apprehension and expression of the true self in Using Instagram and Selfie
Mahmoud Pouyanfar, Dr Mohammadreza Kiani, Dr Mohammadjavad Hashemzadeh,
Volume 10, Issue 1 (6-2023)
Volume 10, Issue 1 (6-2023)
Abstract
purpose: The main purpose of this study is to investigate the role of the Expression of the True Self in the use of Instagram and selfies.
Methodology: This correlational study used 4 questionnaires "Communication Apprehension", "Authenticity Inventory Scales", "Instagram Use" and "Taking a Selfie" (online) in a random sample of undergraduate students at the University of Birjand (357 participants).
Findings: Communication Apprehension and selfie use were higher in women than men, but the age of the participants had no role in the variables. Instagram Use was above average and sending selfies and edited selfies was below average. With the increase of most of the studied psychological variables, the use of Instagram, selfies, and edited selfies increased. However, with the increase in communication Apprehension, the Expression of the True Self on Instagram decreased.
Conclusion: In our study population, most people have a greater tendency to introvert and do not want to show themselves. Using Instagram may help reduce communication fears. People with high communication phobia experience more fear or anxiety in their relationships than others, so these people are more likely to avoid experiencing fear or anxiety in their relationships with others. Expression of the True Self in selfies is directly related to one's characteristics, but the expression of the True Self on Instagram is not necessarily related to one's characteristics.
Methodology: This correlational study used 4 questionnaires "Communication Apprehension", "Authenticity Inventory Scales", "Instagram Use" and "Taking a Selfie" (online) in a random sample of undergraduate students at the University of Birjand (357 participants).
Findings: Communication Apprehension and selfie use were higher in women than men, but the age of the participants had no role in the variables. Instagram Use was above average and sending selfies and edited selfies was below average. With the increase of most of the studied psychological variables, the use of Instagram, selfies, and edited selfies increased. However, with the increase in communication Apprehension, the Expression of the True Self on Instagram decreased.
Conclusion: In our study population, most people have a greater tendency to introvert and do not want to show themselves. Using Instagram may help reduce communication fears. People with high communication phobia experience more fear or anxiety in their relationships than others, so these people are more likely to avoid experiencing fear or anxiety in their relationships with others. Expression of the True Self in selfies is directly related to one's characteristics, but the expression of the True Self on Instagram is not necessarily related to one's characteristics.
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.
Mohammad Mehdi Davali, Miss Sara Poorahmadzadeh,
Volume 10, Issue 1 (6-2023)
Volume 10, Issue 1 (6-2023)
Abstract
Purpose: The purpose of this research is to identify and prioritize the effective factors in the
implementation of the electronic document management system and its effect on client satisfaction.
Methodology: This research is of a descriptive-correlation type and with an applied nature, and considering that the identification of factors affecting the implementation of the electronic document management system was part of the research work, it can be considered as an exploratory type. The statistical sample of the research for the first questionnaire, which was selected to prioritize the dimensions and components and to use the hierarchical process analysis, was 10 people from the directors of the Hormozgan province registry. Expert choice software was used to analyze this section. The second questionnaire was designed based on a quantitative method and a five-point Likert scale and was distributed among 384 clients who referred to the civil registry of Hormozgan province. Smart PLS software was also used to analyze this section. To check the validity of the questionnaire, the method of content validity and reliability of Cronbach's alpha criterion and composite reliability were used.
Results: Based on the findings of this study, 44 factors were identified that were effective on the electronic document management system, based on content validity (CVR), 21 factors were finally approved, and these factors were included in the four main variables of performance expectation, effort expectation, social influence, and Facilitating conditions were classified. The findings related to the ranking of the main criteria show that performance expectation with a weight of 0.380 won the first rank. Then, social influence with a weight of 0.280 has taken the second place, the conditions for facilitating work with a weight of 0.220 have taken the third place, and the expectation of effort has taken the fourth place with a weight of 0.120. And finally, the effect of 3 factors of performance expectation, social influence, and facilitating conditions on client satisfaction was confirmed.
Conclusion: According to the results obtained from this study, it can be concluded that by identifying the effective factors of the electronic document management system, we will be able to provide the best foundation for the implementation of the electronic document management system in the administrative system of the country and through this Let's take an effective step in creating client satisfaction.
Soheila Shakouri Yadegari, Mirza Hassan Hosseini, Seyed Musa Khademi, Lotfollah Forouzandeh,
Volume 10, Issue 1 (6-2023)
Volume 10, Issue 1 (6-2023)
Abstract
purpose: consumer behavior in the field of e-commerce and web-based services has different dimensions, including psychological, cultural, economic, personality, etc. components. Since the e-commerce market is constantly growing, it creates a good development opportunity for businesses, so business opportunities should be more adapted to the characteristics and behavioral characteristics of consumers to better meet customer needs. fulfill and facilitate business success. The current research was conducted with the aim of presenting the pattern of consumer behavior in electronic commerce with an exploratory approach.
Methodology: In terms of its fundamental purpose, this research is a survey descriptive research that was conducted in a mixed exploratory manner.
Findings: The results showed that the model of consumer behavior in e-commerce includes: causal conditions, categories, platforms, intervening factors, strategies and consequences. Also, in the quantitative part, the results of the research indicated the approval of most of the components of the qualitative part of the research by the experts.
Conclusion: Examining patterns and models of consumer behavior in e-commerce is necessary for institutions, and in this regard, the results of this research model and other models presented in the field of study should be used in order to create fields for predicting consumer behavior.
Methodology: In terms of its fundamental purpose, this research is a survey descriptive research that was conducted in a mixed exploratory manner.
Findings: The results showed that the model of consumer behavior in e-commerce includes: causal conditions, categories, platforms, intervening factors, strategies and consequences. Also, in the quantitative part, the results of the research indicated the approval of most of the components of the qualitative part of the research by the experts.
Conclusion: Examining patterns and models of consumer behavior in e-commerce is necessary for institutions, and in this regard, the results of this research model and other models presented in the field of study should be used in order to create fields for predicting consumer behavior.
Zahra Poorpir, Mohammadreza Kiyani, Mohammad Ali Rostaminegad, Seyyed Ebrahim Hosseini Zargaz,
Volume 10, Issue 2 (9-2023)
Volume 10, Issue 2 (9-2023)
Abstract
Introduction and Objective: Covid-19 is an infectious respiratory disease that, like other infectious diseases, has affected people's health. As an important source for obtaining health information, social media have made a major contribution in meeting the need for information about Covid-19. The role of people's health information-seeking behavior is important in disease management and control, and it has an impact on the health of the society in the future.
Methodology: This research was practical and survey type. Statistical population, all students were studying at Birjand University at the time of the study. Sampling was done based on proportional classification random sampling (370 people). The research tool was a researcher-made questionnaire. The validity of the questionnaire was measured by using the opinions of experts and experts in information science, epistemology and medical sciences, and its reliability was measured using Cronbach's alpha (0.897).
Findings: The findings of the research showed that students used more search engines, foreign social networks and news media to get information about Covid-19 than reliable sources such as official specialized medical websites. Telegram and Instagram were the most used. They paid more attention to news related to covid-19 and preventive behaviors than getting information about treatment methods. The amount of negative and positive consequences of obtaining information about this disease on students was less than expected and among the components of information-seeking behavior, they paid the least attention to information sharing. In the field of aspects related to Covid-19, they paid the most attention to the educational aspect and the least attention to the political aspect.
Conclusion: Information and realizing its value and importance in human life today, leads to the concern of how to access the required information from among the multitude of available information. Information-seeking behavior follows the need for information, which includes activities such as information search, search tools, the type of information sought, search problems, and factors affecting it. Since the need for health information due to the spread of the Covid-19 disease creates concerns. Therefore, it leads to health information-seeking behavior, which includes actions related to searching and finding health-related problems, information about diseases, risk factors, and health promotion (Jalilian et al., 2021). In the course of searching for information, a person may use a manual information system or a computer-based system (Wilson, 2000).
Social media, as a platform that provides a lot of information, including health-related information, has been distinguished from other information systems due to components such as quick and easy access, interactive and comprehensible, and convenience. In the process of health information seeking behavior, the role of social media as a tool for searching for information and its effect on people's behavior is important (Liu, 2020). The types of information about which the search helps to meet the need for information and curiosities in the midst of this pandemic, information such as news related to Covid-19 (the number of patients and deaths), preventive behaviors (washing hands regularly, wearing masks) , vaccination, etc.) and various medical methods and related drugs.
Covid-19 is a respiratory disease caused by the corona virus and spread in late 2019. The Corona pandemic was declared by the World Health Organization as a public health emergency (Jalilian et al., 2021). This epidemic prompted scientists in different disciplines to investigate various issues arising from this phenomenon (Shehata, 2020). Access to health information is essential for any country and this is more important in developing countries where health challenges are more (Ankama et al., 2021). Progress in the prevention of Covid-19 is partially dependent on understanding the process of health information seeking behavior and its tools. To promote effective health knowledge, behavior change must be done at the individual level, and health messages must be accurate, transparent, and comprehensible. Also, be available and appropriate to the cultural environment of the society (Jalilian et al., 2021). Due to the epidemic nature of this disease and its unexpected consequences, the role of people and their information behaviors in fighting and controlling this disease is very important (Ostadi, 2019).
The main variables of the research included: the amount of use of each type of social media, the amount of use of each type of social network, the types of information obtained, the amount of negative and positive consequences of obtaining information about Covid-19, the amount of each From health information seeking behaviors and aspects related to covid 19.
To carry out the research, the researcher-made questionnaire was used as a data collection tool. This questionnaire was compiled in two parts based on the objectives and questions of the research. The first part includes questions related to the objectives of the research, and in the second part, three questions are asked about the personal characteristics of the respondents.
This questionnaire had 42 items and was measured in 7 variables, which are: social media (items 1-9), social networks (items 10-16), types of information obtained (item 17-21), negative consequences of information acquisition (items 22-26), positive consequences of information acquisition (items 27-33), types of health information-seeking behavior (items 34-37) and related dimensions with covid 19 (items 42-38). The mentioned questionnaire was distributed among the statistical population after checking and testing the validity and reliability. In this research, in order to measure the content validity of the questionnaire, the questions of the questionnaire were prepared by studying and reviewing related study sources, and then using the opinions of experts and experts in information science, philology, and medical sciences, they were reviewed and modified.
Out of a total of 224 respondents, that is, 58% of the people were women and 162 of them, equal to 42%, were men. Students in the study field of humanities with 167 people (43%) have the highest frequency among the respondents. After that, engineering science group with 112 people (29 percent), basic science group with 63 people (16 percent) and agricultural science group with 44 people (12 percent) respectively.
The number of respondents in the undergraduate level was the highest with 319 people (83 percent), as well as 47 people (12 percent) in the master's degree and 20 people (5 percent) in the doctoral level.
In the social media variable, the results showed that the average amount of social media use was generally lower than average. In the components of official medical websites, doctors' websites, unofficial websites, internal social networks, Wikipedia and encyclopedias, discussion groups and forums are also less than It was average. According to Zhang and Zhao (2017) and Haider et al. (2009), concern about the quality of information reduces the amount of social media use and consumer participation.
In the variable of social networks, the findings show that the average amount of use of the variable of social networks was generally lower than the average. Due to the filtering of YouTube, Twitter, and Clubhouse platforms, their use was quite logically lower than average. In the components of the Telegram and Instagram platforms, the average amount of use was more than average. The researchers' field observations of the users' use of these networks are consistent with the obtained results, as a result, the use of social networks due to their accessibility and the widely used role of mobile phone technology today is a source of information dissemination and information acquisition. Since the specialized information on websites and official sources is valuable, it is necessary to pay attention to the reason why they are not given much attention, and it should be carefully rooted and investigated.
The search rate of Birjand University students regarding each type of health information about Covid-19, the research indicates that, in general, the search rate in the variable of types of information about Covid-19 was equal to the average. But in the components of news related to Covid-19, preventive behaviors were more than average. Since the purpose of searching users during the Covid-19 pandemic was to deal with the said disease; Therefore, the results refer to the consumption of health information related to the news of Covid-19 and various preventive behaviors, because obtaining health information about each of the information related to Covid-19 is important in the process of managing and controlling this disease.
The rate of negative consequences of acquiring information about Covid-19 was below average. Also, in all components of worry, anxiety, lack of trust in information, confusion and confusion, and cognitive avoidance were also below the average level. What causes worry and anxiety in people is often lack of awareness and lack of ability to manage a crisis. In Nakheizadeh's new research (2019), the level of anxiety caused by covid-19 was high, as Nakheizadeh's study shows, his research is related to the early period of the corona epidemic. What is remarkable at the beginning of the matter, with the indiscriminate spread and the lack of sufficient and correct information about this disease, as well as the lack of a related vaccine, the influx of this amount of anxiety and worry among people can be considered normal. Moreover, the data of the current research was collected after about two years of the corona virus, when the students were in the approximate routine of life before the corona virus, right at the same time as face-to-face education in the university, and this change in the results can be completely logically explained. Justified. Also, the study of Bigdali et al. (2013) also expressed the positive view of users towards health information on the web. Montsi (2020) also stated that even receiving fake information does not affect people's physical or mental health, and its results are completely intangible, which can be roughly generalized to the results of this research and considered consistent.
In the variable of positive outcomes of acquiring information about Covid-19, it was below average. Also, in the components of the ability to recognize the need for information, search skills, the spirit of cooperation and information sharing, and the promotion of critical thinking, it was also below average. Also, in the components of knowledge of information sources and ability to evaluate information sources, it was equal to the average level. As a result, considering that in some components of the skill of recognizing the need for information and the ability to evaluate information sources, their average score was equal to the average level, which indicates that their health literacy is average; Because the results are consistent with the acquisition of their health information sources (social networks), so it is in line with the results of Apok and Ellis.
The average rate of performing various types of information-seeking behavior about Covid-19 was higher than average. Also, in the components of information search, identifying the need for information and changing health and treatment behavior, seeking more information was more than average. In the information sharing component, the average score of this component was equal to the average; Considering that the sources of obtaining health information about this disease are basically the media and social networks. What emerges from the evidence is that following a crisis or problem related to health and feeling the need for related information, people start searching for related sources and if it is noticeable, their health information seeking behavior is an increasing trend. has it. Therefore, the present study is consistent with all previous studies.
The results of the present study show that the average of information acquisition in the variable of information dimensions related to Covid-19 was higher than the average and also in all components, including dimensions related to health, economic, political, social and educational, the average score was higher. It was average. In other words, the findings show the students' concerns about each of the dimensions related to economy, health, politics, social justice, and especially about education and concerns about holding classes, not having the necessary infrastructure in an optimal way. In some people, lack of concentration and anxiety is caused by the situation.
The findings showed that the most sources of obtaining health information for students of Birjand University are search engines, foreign social networks and news media, and they paid less attention to reliable media such as official specialized medical websites. Also, the results point to the important and prominent role of Telegram and Instagram platforms. In addition, what the studied community sought to obtain information about covid-19 was mostly preventive behaviors and news related to covid-19 rather than its treatment methods. Also, the results showed that the health information-seeking behavior of Birjand University students has generally increased during this pandemic; But they have done the behavior of sharing information related to Covid less. Meanwhile, the role of dimensions related to Covid-19, including dimensions related to health, economic, political, social and educational, and obtaining information about each of these dimensions was of great importance for students, and the most important aspect for them was the educational dimension. .
The results showed that women used reliable sources such as official specialized medical websites and news media compared to men, and men used social networks (Telegram, Instagram, Twitter and YouTube) and search engines to get information about Covid. 19 have used. The influence of the role of gender showed that women are more interested in obtaining all kinds of information about this disease, and also paid more attention to the negative consequences of women; After creating negative consequences in women, they sought to obtain information about preventive behaviors. Because a significant relationship has been established between negative consequences and preventive behaviors in past studies. In addition, the role of gender had no effect on the positive outcomes and dimensions related to Covid-19, except for the economic dimension component. The field of study and level of study did not make a significant difference in the research variables. Based on this, it is suggested to hold training courses to improve the quality and awareness of health information literacy in social networks and news media for students of different levels. Also, policy makers and decision makers should pay more attention to providing authentic information on social media for the audience. Social networks and internal messengers should be adapted in the field of providing health information. Future researches can examine the subject of study in other societies and use different research methods to collect data or analyze findings.
Methodology: This research was practical and survey type. Statistical population, all students were studying at Birjand University at the time of the study. Sampling was done based on proportional classification random sampling (370 people). The research tool was a researcher-made questionnaire. The validity of the questionnaire was measured by using the opinions of experts and experts in information science, epistemology and medical sciences, and its reliability was measured using Cronbach's alpha (0.897).
Findings: The findings of the research showed that students used more search engines, foreign social networks and news media to get information about Covid-19 than reliable sources such as official specialized medical websites. Telegram and Instagram were the most used. They paid more attention to news related to covid-19 and preventive behaviors than getting information about treatment methods. The amount of negative and positive consequences of obtaining information about this disease on students was less than expected and among the components of information-seeking behavior, they paid the least attention to information sharing. In the field of aspects related to Covid-19, they paid the most attention to the educational aspect and the least attention to the political aspect.
Conclusion: Information and realizing its value and importance in human life today, leads to the concern of how to access the required information from among the multitude of available information. Information-seeking behavior follows the need for information, which includes activities such as information search, search tools, the type of information sought, search problems, and factors affecting it. Since the need for health information due to the spread of the Covid-19 disease creates concerns. Therefore, it leads to health information-seeking behavior, which includes actions related to searching and finding health-related problems, information about diseases, risk factors, and health promotion (Jalilian et al., 2021). In the course of searching for information, a person may use a manual information system or a computer-based system (Wilson, 2000).
Social media, as a platform that provides a lot of information, including health-related information, has been distinguished from other information systems due to components such as quick and easy access, interactive and comprehensible, and convenience. In the process of health information seeking behavior, the role of social media as a tool for searching for information and its effect on people's behavior is important (Liu, 2020). The types of information about which the search helps to meet the need for information and curiosities in the midst of this pandemic, information such as news related to Covid-19 (the number of patients and deaths), preventive behaviors (washing hands regularly, wearing masks) , vaccination, etc.) and various medical methods and related drugs.
Covid-19 is a respiratory disease caused by the corona virus and spread in late 2019. The Corona pandemic was declared by the World Health Organization as a public health emergency (Jalilian et al., 2021). This epidemic prompted scientists in different disciplines to investigate various issues arising from this phenomenon (Shehata, 2020). Access to health information is essential for any country and this is more important in developing countries where health challenges are more (Ankama et al., 2021). Progress in the prevention of Covid-19 is partially dependent on understanding the process of health information seeking behavior and its tools. To promote effective health knowledge, behavior change must be done at the individual level, and health messages must be accurate, transparent, and comprehensible. Also, be available and appropriate to the cultural environment of the society (Jalilian et al., 2021). Due to the epidemic nature of this disease and its unexpected consequences, the role of people and their information behaviors in fighting and controlling this disease is very important (Ostadi, 2019).
The main variables of the research included: the amount of use of each type of social media, the amount of use of each type of social network, the types of information obtained, the amount of negative and positive consequences of obtaining information about Covid-19, the amount of each From health information seeking behaviors and aspects related to covid 19.
To carry out the research, the researcher-made questionnaire was used as a data collection tool. This questionnaire was compiled in two parts based on the objectives and questions of the research. The first part includes questions related to the objectives of the research, and in the second part, three questions are asked about the personal characteristics of the respondents.
This questionnaire had 42 items and was measured in 7 variables, which are: social media (items 1-9), social networks (items 10-16), types of information obtained (item 17-21), negative consequences of information acquisition (items 22-26), positive consequences of information acquisition (items 27-33), types of health information-seeking behavior (items 34-37) and related dimensions with covid 19 (items 42-38). The mentioned questionnaire was distributed among the statistical population after checking and testing the validity and reliability. In this research, in order to measure the content validity of the questionnaire, the questions of the questionnaire were prepared by studying and reviewing related study sources, and then using the opinions of experts and experts in information science, philology, and medical sciences, they were reviewed and modified.
Out of a total of 224 respondents, that is, 58% of the people were women and 162 of them, equal to 42%, were men. Students in the study field of humanities with 167 people (43%) have the highest frequency among the respondents. After that, engineering science group with 112 people (29 percent), basic science group with 63 people (16 percent) and agricultural science group with 44 people (12 percent) respectively.
The number of respondents in the undergraduate level was the highest with 319 people (83 percent), as well as 47 people (12 percent) in the master's degree and 20 people (5 percent) in the doctoral level.
In the social media variable, the results showed that the average amount of social media use was generally lower than average. In the components of official medical websites, doctors' websites, unofficial websites, internal social networks, Wikipedia and encyclopedias, discussion groups and forums are also less than It was average. According to Zhang and Zhao (2017) and Haider et al. (2009), concern about the quality of information reduces the amount of social media use and consumer participation.
In the variable of social networks, the findings show that the average amount of use of the variable of social networks was generally lower than the average. Due to the filtering of YouTube, Twitter, and Clubhouse platforms, their use was quite logically lower than average. In the components of the Telegram and Instagram platforms, the average amount of use was more than average. The researchers' field observations of the users' use of these networks are consistent with the obtained results, as a result, the use of social networks due to their accessibility and the widely used role of mobile phone technology today is a source of information dissemination and information acquisition. Since the specialized information on websites and official sources is valuable, it is necessary to pay attention to the reason why they are not given much attention, and it should be carefully rooted and investigated.
The search rate of Birjand University students regarding each type of health information about Covid-19, the research indicates that, in general, the search rate in the variable of types of information about Covid-19 was equal to the average. But in the components of news related to Covid-19, preventive behaviors were more than average. Since the purpose of searching users during the Covid-19 pandemic was to deal with the said disease; Therefore, the results refer to the consumption of health information related to the news of Covid-19 and various preventive behaviors, because obtaining health information about each of the information related to Covid-19 is important in the process of managing and controlling this disease.
The rate of negative consequences of acquiring information about Covid-19 was below average. Also, in all components of worry, anxiety, lack of trust in information, confusion and confusion, and cognitive avoidance were also below the average level. What causes worry and anxiety in people is often lack of awareness and lack of ability to manage a crisis. In Nakheizadeh's new research (2019), the level of anxiety caused by covid-19 was high, as Nakheizadeh's study shows, his research is related to the early period of the corona epidemic. What is remarkable at the beginning of the matter, with the indiscriminate spread and the lack of sufficient and correct information about this disease, as well as the lack of a related vaccine, the influx of this amount of anxiety and worry among people can be considered normal. Moreover, the data of the current research was collected after about two years of the corona virus, when the students were in the approximate routine of life before the corona virus, right at the same time as face-to-face education in the university, and this change in the results can be completely logically explained. Justified. Also, the study of Bigdali et al. (2013) also expressed the positive view of users towards health information on the web. Montsi (2020) also stated that even receiving fake information does not affect people's physical or mental health, and its results are completely intangible, which can be roughly generalized to the results of this research and considered consistent.
In the variable of positive outcomes of acquiring information about Covid-19, it was below average. Also, in the components of the ability to recognize the need for information, search skills, the spirit of cooperation and information sharing, and the promotion of critical thinking, it was also below average. Also, in the components of knowledge of information sources and ability to evaluate information sources, it was equal to the average level. As a result, considering that in some components of the skill of recognizing the need for information and the ability to evaluate information sources, their average score was equal to the average level, which indicates that their health literacy is average; Because the results are consistent with the acquisition of their health information sources (social networks), so it is in line with the results of Apok and Ellis.
The average rate of performing various types of information-seeking behavior about Covid-19 was higher than average. Also, in the components of information search, identifying the need for information and changing health and treatment behavior, seeking more information was more than average. In the information sharing component, the average score of this component was equal to the average; Considering that the sources of obtaining health information about this disease are basically the media and social networks. What emerges from the evidence is that following a crisis or problem related to health and feeling the need for related information, people start searching for related sources and if it is noticeable, their health information seeking behavior is an increasing trend. has it. Therefore, the present study is consistent with all previous studies.
The results of the present study show that the average of information acquisition in the variable of information dimensions related to Covid-19 was higher than the average and also in all components, including dimensions related to health, economic, political, social and educational, the average score was higher. It was average. In other words, the findings show the students' concerns about each of the dimensions related to economy, health, politics, social justice, and especially about education and concerns about holding classes, not having the necessary infrastructure in an optimal way. In some people, lack of concentration and anxiety is caused by the situation.
The findings showed that the most sources of obtaining health information for students of Birjand University are search engines, foreign social networks and news media, and they paid less attention to reliable media such as official specialized medical websites. Also, the results point to the important and prominent role of Telegram and Instagram platforms. In addition, what the studied community sought to obtain information about covid-19 was mostly preventive behaviors and news related to covid-19 rather than its treatment methods. Also, the results showed that the health information-seeking behavior of Birjand University students has generally increased during this pandemic; But they have done the behavior of sharing information related to Covid less. Meanwhile, the role of dimensions related to Covid-19, including dimensions related to health, economic, political, social and educational, and obtaining information about each of these dimensions was of great importance for students, and the most important aspect for them was the educational dimension. .
The results showed that women used reliable sources such as official specialized medical websites and news media compared to men, and men used social networks (Telegram, Instagram, Twitter and YouTube) and search engines to get information about Covid. 19 have used. The influence of the role of gender showed that women are more interested in obtaining all kinds of information about this disease, and also paid more attention to the negative consequences of women; After creating negative consequences in women, they sought to obtain information about preventive behaviors. Because a significant relationship has been established between negative consequences and preventive behaviors in past studies. In addition, the role of gender had no effect on the positive outcomes and dimensions related to Covid-19, except for the economic dimension component. The field of study and level of study did not make a significant difference in the research variables. Based on this, it is suggested to hold training courses to improve the quality and awareness of health information literacy in social networks and news media for students of different levels. Also, policy makers and decision makers should pay more attention to providing authentic information on social media for the audience. Social networks and internal messengers should be adapted in the field of providing health information. Future researches can examine the subject of study in other societies and use different research methods to collect data or analyze findings.
Ebrahim Khalil Abbasi, Alireza Badeleh,
Volume 10, Issue 2 (9-2023)
Volume 10, Issue 2 (9-2023)
Abstract
Objectives: Nowadays, the learning management system is one of the key tools of university education systems. This system increases the efficiency and learning power of students because it activates the students' mind and facilitates the understanding of knowledge. In addition, the use of learning management systems increases students' motivation for active learning and improves their self-confidence in academic exams. Also, these systems reduce the duration of teaching and the workload of teachers and are effective on students' visual literacy.
The design of learning management systems is the result of the collaboration of educational experts and software engineers, who identify the required capabilities and the expected service quality by considering various psychological, social, cultural, educational, and technical aspects. These capabilities and qualities are the basis of the software design of the system that is ultimately used by students and teachers, and the success and failure of the system largely depends on their satisfaction. Therefore, knowing the expectations of students, teachers, and other users using learning management systems and then implementing these expectations in the design and development of these systems is of key importance.
In Farhangian University, education is based on physical and online education, and some university courses have been always held online. Therefore, designing and implementing effective online education software is a high priority for Farhangian University. In addition, the use of information and communication technologies in education is one of the values highly highlighted in the document of Fundamental Evolution of Education.
We identified only a few research that has been conducted to study the expectations of Farhangian University teachers from learning management systems. To fill this gap, in this article we aim at understanding the expectations of teachers of Farhangian University from the learning management systems. Our main objectives are to find out to what extent the teachers feel satisfied with using these systems, what software features of these systems are highly requested by the teachers, what are the main defects the teachers have observed in these systems, and what are the main values of using these systems for education.
Methodology: The research method of this research is based on the qualitative research method of content analysis with comparative categorisation approach to identify and represent the experiences and expectations of Farhangian University teachers from the university's learning management system. For more interaction with the teachers, the interview method was used to gather their expectations, in which they answered the questions of a pre-designed interview. The interview questions were finalized after applying the opinions of some experts in software, educational sciences, and educational technology. The statistical population of the research was all teachers and lecturers of Farhangian University in the academic year 1402-1401. In this research, teachers who had practical and useful experiences in organizing online classes as well as who were experts in this field were invited for an interview, and 12 colleagues declared their presence for the interview. The authors conducted the interview process in parallel and then jointly completed the data forms. Qualitative interviews were conducted in accordance with its standards in a time between 30 to 60 minutes, physically on site or online on the platform of social networks. First, the aim of the interview and its topic were explained to each interviewee and then the interview was conducted. Considering the semi-structured nature of the interview, in addition to the pre-designed questions, other related questions were also asked to clarify the meaning of the answers during the interview. Also, the authors used some examples when there were ambiguities between the interviewer and the participated teachers.In this research, to analyze the data obtained from the interviews, three types of coding including open coding, axial coding, and selective coding were used. In the open coding, the main sentences related to the topic of the research were extracted from the data forms and recorded as primary codes. Then, the created codes were placed in a category based on the similarities. In the stage of axial coding, the primary codes and categories that were created in the open coding were compared with each other and similar items were merged and finally the axial categories were extracted. Then, for similar codes that were placed in the same category, by doing this process, several main topics were obtained that show the main basis of the interviews. If there is an equivalent standard or term for a subject in the field of education or software engineering, that equivalent and definition has been used in the article. Selective coding, based on the results of open coding and axial coding, defines the final framework of categories. The synthesised results then are reported in this article.
Findings: The results show that half of the teachers are satisfied with the learning management systems, three teachers are with relative satisfaction, and the remaining three are unsatisfied. Regarding the expected software features from these systems, we categorised the identified features into two main categories namely generic and user-interface-specific features. Because the participants in the interview do not have specialized knowledge of software engineering, in responding to their expectations from the systems, they expressed a combination of capabilities, quality attributes, and other requirements. Therefore, capability in this research means the general requirements of the participants, which can be a functional requirement, non-functional requirement (quality attributes), software capability restrictions, or a combination of them.Assisting teachers during the online class, learnability, usability, adaptability, error detection and prevention, facilitating the interaction between teachers and students are examples of the generic software features expected by the teachers. The participants also expect that the system provides them information of any events and tasks being progressed. In addition, they expect the system should be flexible and extendable enough so that they can add new tasks and generate new reports.In terms of the user-interface-specific features, the teachers expect the systems provide hedonic, simple, and customisable user interface. They also expect easy access to the system features. In addition, better content representation is another requirement the teacher expressed. The defects observed by the teachers are also categorised in generic and user-interface-specific defects. As for the generic defects, the teachers reported that it is not easy to learn the learning management systems. They also complained about the audio and video latency during the online classes. Another defect reported is that performing some tasks is time consuming which requires going through several steps. Poor and busy user interfaces are main defects reported by most of the teachers regarding the interface of the learning management systems. Inconsistent representation of the application in the mobile devices is another user interface defect. We have also understood that better time management, improved social interaction, and decreased stress of using information and communication technologies for education are the main values indicated by the teachers as the consequences of using the learning management systems. Being respectful and self-disciplined are other values reported by the teachers.
Conclusion: It can be concluded that despite the good features of learning management systems and the teachers’ relative satisfaction with them, there is a need for these systems to be flexible according to the needs of users and give the teachers more control on the education process. Also, interaction with students and features that improve people's participation in the education process are among the most important expectations of teachers from these systems. Moreover, the user interface of learning management systems is very important for teachers because it provides their interaction with students. Teachers expect to be able to adapt the system and especially their user interface according to their needs and add new features at the lowest cost.
We also synthesized several design guidelines for the system developers. The system should provide support for both expert and novice teachers. Expert teachers expect more customization capabilities and novice teachers expect more advice and automatic error handling. Moreover, the system should help the novice teacher to be experienced in using the system continuously. As each teacher has his/her own teaching strategy, another guideline is to design the system so that each teacher takes control on the education and teaching process individually.
Since an online learning system is an interactive application, its user interface design is very important. User-friendly and customisable user interface which nicely represented in different devices with different resolutions is a high priority guideline. This design guideline becomes even more important when we know that most of the students use their mobile phones for participating in online classes. We finally highlighted the importance of considering values in the design and development of learning management systems. In these systems, capabilities such as speaking in turn, the need to obtain permission to speak, remaining silent when others are speaking, and being neat during online presentation are aspects of respect. Their accomplishment, therefore, requires relevant software features. Moreover, the interaction between teachers and students necessitates establishment of ethical rules and standards to be respected by the users and the software. The privacy and security are two important subjects that requires more attention in learning management systems.
The design of learning management systems is the result of the collaboration of educational experts and software engineers, who identify the required capabilities and the expected service quality by considering various psychological, social, cultural, educational, and technical aspects. These capabilities and qualities are the basis of the software design of the system that is ultimately used by students and teachers, and the success and failure of the system largely depends on their satisfaction. Therefore, knowing the expectations of students, teachers, and other users using learning management systems and then implementing these expectations in the design and development of these systems is of key importance.
In Farhangian University, education is based on physical and online education, and some university courses have been always held online. Therefore, designing and implementing effective online education software is a high priority for Farhangian University. In addition, the use of information and communication technologies in education is one of the values highly highlighted in the document of Fundamental Evolution of Education.
We identified only a few research that has been conducted to study the expectations of Farhangian University teachers from learning management systems. To fill this gap, in this article we aim at understanding the expectations of teachers of Farhangian University from the learning management systems. Our main objectives are to find out to what extent the teachers feel satisfied with using these systems, what software features of these systems are highly requested by the teachers, what are the main defects the teachers have observed in these systems, and what are the main values of using these systems for education.
Methodology: The research method of this research is based on the qualitative research method of content analysis with comparative categorisation approach to identify and represent the experiences and expectations of Farhangian University teachers from the university's learning management system. For more interaction with the teachers, the interview method was used to gather their expectations, in which they answered the questions of a pre-designed interview. The interview questions were finalized after applying the opinions of some experts in software, educational sciences, and educational technology. The statistical population of the research was all teachers and lecturers of Farhangian University in the academic year 1402-1401. In this research, teachers who had practical and useful experiences in organizing online classes as well as who were experts in this field were invited for an interview, and 12 colleagues declared their presence for the interview. The authors conducted the interview process in parallel and then jointly completed the data forms. Qualitative interviews were conducted in accordance with its standards in a time between 30 to 60 minutes, physically on site or online on the platform of social networks. First, the aim of the interview and its topic were explained to each interviewee and then the interview was conducted. Considering the semi-structured nature of the interview, in addition to the pre-designed questions, other related questions were also asked to clarify the meaning of the answers during the interview. Also, the authors used some examples when there were ambiguities between the interviewer and the participated teachers.In this research, to analyze the data obtained from the interviews, three types of coding including open coding, axial coding, and selective coding were used. In the open coding, the main sentences related to the topic of the research were extracted from the data forms and recorded as primary codes. Then, the created codes were placed in a category based on the similarities. In the stage of axial coding, the primary codes and categories that were created in the open coding were compared with each other and similar items were merged and finally the axial categories were extracted. Then, for similar codes that were placed in the same category, by doing this process, several main topics were obtained that show the main basis of the interviews. If there is an equivalent standard or term for a subject in the field of education or software engineering, that equivalent and definition has been used in the article. Selective coding, based on the results of open coding and axial coding, defines the final framework of categories. The synthesised results then are reported in this article.
Findings: The results show that half of the teachers are satisfied with the learning management systems, three teachers are with relative satisfaction, and the remaining three are unsatisfied. Regarding the expected software features from these systems, we categorised the identified features into two main categories namely generic and user-interface-specific features. Because the participants in the interview do not have specialized knowledge of software engineering, in responding to their expectations from the systems, they expressed a combination of capabilities, quality attributes, and other requirements. Therefore, capability in this research means the general requirements of the participants, which can be a functional requirement, non-functional requirement (quality attributes), software capability restrictions, or a combination of them.Assisting teachers during the online class, learnability, usability, adaptability, error detection and prevention, facilitating the interaction between teachers and students are examples of the generic software features expected by the teachers. The participants also expect that the system provides them information of any events and tasks being progressed. In addition, they expect the system should be flexible and extendable enough so that they can add new tasks and generate new reports.In terms of the user-interface-specific features, the teachers expect the systems provide hedonic, simple, and customisable user interface. They also expect easy access to the system features. In addition, better content representation is another requirement the teacher expressed. The defects observed by the teachers are also categorised in generic and user-interface-specific defects. As for the generic defects, the teachers reported that it is not easy to learn the learning management systems. They also complained about the audio and video latency during the online classes. Another defect reported is that performing some tasks is time consuming which requires going through several steps. Poor and busy user interfaces are main defects reported by most of the teachers regarding the interface of the learning management systems. Inconsistent representation of the application in the mobile devices is another user interface defect. We have also understood that better time management, improved social interaction, and decreased stress of using information and communication technologies for education are the main values indicated by the teachers as the consequences of using the learning management systems. Being respectful and self-disciplined are other values reported by the teachers.
Conclusion: It can be concluded that despite the good features of learning management systems and the teachers’ relative satisfaction with them, there is a need for these systems to be flexible according to the needs of users and give the teachers more control on the education process. Also, interaction with students and features that improve people's participation in the education process are among the most important expectations of teachers from these systems. Moreover, the user interface of learning management systems is very important for teachers because it provides their interaction with students. Teachers expect to be able to adapt the system and especially their user interface according to their needs and add new features at the lowest cost.
We also synthesized several design guidelines for the system developers. The system should provide support for both expert and novice teachers. Expert teachers expect more customization capabilities and novice teachers expect more advice and automatic error handling. Moreover, the system should help the novice teacher to be experienced in using the system continuously. As each teacher has his/her own teaching strategy, another guideline is to design the system so that each teacher takes control on the education and teaching process individually.
Since an online learning system is an interactive application, its user interface design is very important. User-friendly and customisable user interface which nicely represented in different devices with different resolutions is a high priority guideline. This design guideline becomes even more important when we know that most of the students use their mobile phones for participating in online classes. We finally highlighted the importance of considering values in the design and development of learning management systems. In these systems, capabilities such as speaking in turn, the need to obtain permission to speak, remaining silent when others are speaking, and being neat during online presentation are aspects of respect. Their accomplishment, therefore, requires relevant software features. Moreover, the interaction between teachers and students necessitates establishment of ethical rules and standards to be respected by the users and the software. The privacy and security are two important subjects that requires more attention in learning management systems.
Anis Afshoon, Somayeh Ahmadzadeh , Mehdi Etebari ,
Volume 10, Issue 2 (9-2023)
Volume 10, Issue 2 (9-2023)
Abstract
Purpose: The purpose of the current research is the participation of customers in the creation of value, an important issue in the tourism industry, which can be used to increase the quality of services. There are several factors in creating this shared value between the organization and the customer, among which we can mention factors related to the customer and factors related to information technology, both of which will be effective in creating this type of value. Factors related to information technology, tools and technology based on artificial intelligence of the chatbot and factors related to the customer can also be referred to the pleasure-seeking motivation and the customer's understanding of the chatbot technology and the usefulness based on the benefits of using the chatbot. They help to create value, especially the anthropomorphic role of chatbots, which will influence the customer's created values through chatbots. Today, the tourist needs to collect the information he needs based on personal pleasure and benefit more quickly, therefore conversation robots with human-like behavior that will create a sense of trust in the tourist will be the best option for preparing a travel package in a short time. was to create a common value between tourists and tourism. Paying attention to and identifying the factors influencing the creation of shared value in the tourism industry and the intensification of the competitive environment in this area after the Corona era in the form of non-personal and online shopping has been of great importance, hence the main purpose of the research is the anthropomorphic role of chatbots on the creation of shared value. It is from the point of view of pleasure-seeking and useful motives of tourists. Therefore, the sub-objectives of this research are to investigate the effect of customer's hedonistic motives on the creation of shared value in tourism, to investigate the effect of the utility motive on the creation of shared value in tourism, to investigate the use of chatbot technology in the relationship between hedonistic motives and value creation. common in tourism, investigating the use of chatbot technology in the relationship between the motive of usefulness and creating shared value in tourism and investigating the anthropomorphic role of using chatbot technology and creating shared value in tourism.
Method: This research is applied in terms of purpose and descriptive-survey in terms of data collection. In this research, after theoretical studies and a review of previous researches, the theoretical concepts of the research were formulated, and then using the data obtained from the questionnaire, the relationships between the variables, and the extraction of the results of the hypotheses, the path diagrams will be drawn. After defining the equations, modeling will be done in Smartpls 3 software. Thematically, the scope of this research is related to the application of chatbots in tourism businesses. The geographical area of this research is Mehrgan Travel Services Company, Pardis Gesht, Isfahan. The time domain of this research was the summer of 1402. The statistical population in this research are tourists and corporate customers of Mehrgan Travel Services Company, Fardis Gesht, Isfahan City. In the studies related to structural equations, the relationship q < 15 q < n < 5 was usually used to calculate the sample size. Therefore, the sample size was determined based on the number of questions and 14 times the number of questions from the statistical sample and based on available sampling was considered. In this sampling of the statistical population, 300 people were distributed as the sample size of the questionnaire, and after receiving the answer letters, some were unanswered and some were defective, and 280 respondents answered completely and were subjected to statistical analysis. Data collection tools in this research are two library methods including library studies and questionnaire field method. In the required data section, a questionnaire will be used to check the research hypotheses. According to the research variables, the structure of the questionnaire will include questions to evaluate the research variables. In the general questions, it has been tried to collect general and demographic information about the respondents, which includes questions about gender, age, marriage, and history of using the company's services. Specialized questions from the 5-part questionnaire include examining the factors of creating shared value, hedonic motives, utility motives, the use of chatbots, and their humanistic role. In this research, Cronbach's alpha coefficient, combined reliability (CR), and factor loading coefficients were used to determine the reliability of the questionnaire. Data analysis will be done in two descriptive and inferential parts. In the descriptive part, the demographic variables of the respondents to the questionnaire as well as the mean and standard deviation of the research variables will be presented. In the inferential part, the structural equation method will be used to check research hypotheses. Structural equation modeling is a member of the family of statistical models that seeks to describe the relationships between multiple variables. To do this, the SEM structure between the relationships that exist in the set of equations. These equations indicate all the relationships between the structures (dependent and independent variables) involved in the analysis. The data analysis tool will be Smartpls3 software. To examine the conceptual model in the current research, the SEM structural equation modeling method was used. To check the research hypotheses and model analysis, the quality of the model has been checked first. This stage includes measurement models, structural model fitting, and overall model fitting. In the PLS-SEM method, three criteria of reliability, convergent validity, and divergent validity are used to check the fit of measurement models. AVE or average variance criterion was used to check convergent validity. The method used to check divergent validity is the Fornell-Larker method.
In this research, three methods of Cronbach's alpha, composite reliability, and Rho_A reliability were used. To check the significance value of each path, the significance coefficient of T or Z has been used, considering that the confidence coefficient in this research is considered 95%, and the significance value of T for any path that is greater than 1.96 is that path or hypothesis. It is meaningful. In examining the fit of the structural model of this research, the criterion of R2 coefficients known as "determination coefficient" related to endogenous (dependent) hidden variables of the research model was used, and the value of the determination coefficient is that the endogenous variables of the model have a strong influence on their exogenous variables. are acceptable and it indicates the appropriateness of the fit of the structural model. The Q2 criterion shows the predictive power of the research model, and in this research, the Q2 values of the two endogenous variables of the model are around and above the value of 0.35, and they have a strong predictive power of the model.
Conclusion: After examining the hypotheses of the research, in the first hypothesis, hedonistic motivation has a positive and significant effect on the creation of shared value in tourism. In the second hypothesis, the motive of usefulness has a positive and meaningful effect on the creation of common value in tourism. The third hypothesis is the use of chatbots has a mediating role in the relationship between hedonistic motives and the creation of shared value in tourism. The fourth hypothesis is that the use of chatbot technology plays a mediating role in the relationship between motivation-utility and the creation of common value in tourism. The fifth hypothesis of anthropomorphism plays a moderating role in the relationship between the use of chatbots and the creation of shared value in tourism. According to the results obtained from the t-test of the fifth hypothesis, which shows proof of the moderating role of anthropomorphism in the relationship between the use of chatbots and the creation of shared value in tourism, and the lack of research similar to this hypothesis, the innovation of research on the role of anthropomorphism Chatbots were proven to create shared value from the point of view of tourists' hedonistic and useful motives. The use of chatbots in tourism services as a pre-trip consultant, the interaction interface between tourism companies and tourists and customers in this field in booking flights, hotels, visas and preparing travel packages and guiding travelers during the trip, collecting post-trip feedback through a variety of methods. The communication media related to the field of tourism accelerates the quick response to the tourist and reduces additional costs for the company and the tourist. The chatbot creates a pleasant and beneficial travel experience for the tourist and with the valuable information that it transmits to the experts in this field to improve the tourism business, it leads to the creation of common value in tourism and creates a competitive advantage in the tourism industry. The most important factor for the desire of customers to use services and to move towards brands. Considering the importance of motivations and providing conditions to make the services and purchase process look attractive, customers can be encouraged to cooperate and participate with the brand and create value for the company in this way. The motivation is sometimes influenced by the psychological stress caused by the unmet needs of consumers and only to enjoy the service or purchase the product, but sometimes it refers to economic factors such as earning profit or economic benefit. Most of the consumers and customers consider the criteria of price against quality when buying goods or services. In fact, customers give importance to economic benefits when purchasing, and one of the most important motivations for their purchase is the motivation to obtain benefits and profits. This type of motivation can encourage customers to interact with the company and create value. Therefore, it can be said that the motive of usefulness can lead to the increase in the creation of the common value of customers. Value can be created by the company and customers and all stakeholders. Meanwhile, information technology can help in creating this common value. Factors related to information technology are tools and technologies that help create value mainly based on artificial intelligence, such as GPT Chat. Service robots or conversational robots are designed to support and provide services to humans through physical and social interactions. Chatbots can increase the customer's enjoyment of shopping or interacting with the company. The possibilities of artificial intelligence and professional application in the chatbot can provide a pleasant environment and an entertaining process for customers when interacting or using the company's services, and this issue can increase the motivation of customers' pleasure. The use of artificial intelligence technology and chatbots can intelligently personalize the behavior and needs of customers and based on that provide appropriate material benefits and benefits such as discount packages or special offers for customers. These types of benefits can encourage customers to offer suggestions or buy and participate or even promote the brand and create value for the company
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.
Dr Roya Hejazinia, Somayeh Ahmadi,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Introduction: In contemporary society, the pervasive integration of information technology into the fabric of human existence has become a focal point for many healthcare service providers. This phenomenon has ignited significant interest and exploration, primarily due to the widespread embrace of innovative service models within the health sector. The advent of information technology has ushered in a transformative era, redefining the landscape of healthcare delivery. Adopting novel service styles has emerged as a cornerstone in enhancing the efficiency, accessibility, and overall quality of healthcare services. Electronic health records, telemedicine, and health monitoring applications are myriad manifestations of this technological revolution. These advancements streamline administrative processes and facilitate seamless communication between healthcare professionals and patients. Moreover, integrating data analytics and artificial intelligence has empowered healthcare providers with valuable insights, enabling personalized and proactive approaches to patient care. As technology advances, the symbiotic relationship between information technology and healthcare is poised to revolutionize the industry, fostering a future where precision medicine, remote patient monitoring, and virtual consultations become integral components of a patient-centric and technologically enriched healthcare ecosystem. This paradigm shift holds the promise of not only improving health outcomes but also democratizing access to quality healthcare services on a global scale. Among the various information technology facilities, social media, particularly social networks, is increasingly utilized by individuals and groups of varying types. Despite crises like the COVID-19 pandemic, service providers have been compelled to offer non-presential services by leveraging information technology platforms.
Providing non-presential services, especially in the healthcare sector, plays a crucial role in crises and significantly influences the effectiveness of crisis management. This is evident in how these services efficiently address emerging healthcare needs. Social media, a prominent aspect of information technology, enjoys widespread popularity among individuals from diverse age groups. The extensive reach of social media platforms across various age demographics highlights their pervasive influence and underscores their potential as assertive communication and information dissemination tools during crises. The broad user base of these platforms further enhances their effectiveness in reaching and engaging different segments of the population, thus amplifying their impact on crisis communication and management strategies. The provision of services in a non-presential manner has become increasingly important, particularly in the health and hygiene sector. This is especially true in developing countries with significant disparities in healthcare facilities and uneven access to relevant amenities and professionals. Given the high influence of social media among diverse groups, delivering services through social media platforms has become imperative.
In developing nations, social media platforms are often more accessible and user-friendly than other information technology facilities. As a result, these platforms can serve as practical tools for delivering health services. Addressing these countries' requirements and prerequisites for implementing this technology can significantly contribute to successfully establishing Electronic Health 2.0 services. The current study presents a framework for identifying the requirements for delivering health services through social media platforms (Electronic Health 2.0) in developing countries.
of thematic analysis involved becoming familiar with the data through extensive readings of the text, identifying noteworthy codes by the researcher, generating preliminary codes, transforming the initial codes into organizing Methods: This study was carried out utilizing a qualitative methodology. Thematic analysis was applied to analyze the data at three hierarchical levels: fundamental, organizing, and all-encompassing themes. The process themes, revisiting the codes, and categorizing them into overarching themes. Ultimately, a report presentation was drafted. Moreover, MAXQDA10 software was used for coding to facilitate the data analysis. The research took place over five months (from February 2021 to July 2021) in Iran, a developing country. The necessary data were collected through semi-structured interviews using purposive sampling from a population of IT professionals and researchers in electronic health. This group of experts had criteria such as research experience, academic background (relevant qualifications) , and a work history of over three years in information technology and electronic health. Individuals meeting at least two out of the three criteria were selected from this group. Additionally, the purposive sampling method was employed for the sampling process. Considering theoretical saturation in the twentieth interview and conducting two more interviews to ensure the results, a sample size of 22 participants was deemed sufficient to access the research data effectively.
Findings: In the initial phase, 70 fundamental themes were derived from the analysis of interviews. Subsequently, foundational codes were organized into 13 organizing themes and categorized into five overarching themes. The research results indicate that the requirements for providing healthcare services in the realm of social media (Electronic Health 2.0) for developing countries encompass infrastructural necessities (hardware provisioning and development, software provisioning and development, security provisioning, and data features) , organizational aspects (individual-level and managerial-level issues) , environmental considerations (attention to complexities, institutionalization, and development of the information society) , operational factors (provision and development of regulations, research execution, and development) , and communicative elements (development of interaction and participation, and access development).
The technical requirements for developing Electronic Health 2.0 services in developing countries encompass infrastructure needs, particularly information technology. This is the basis for delivering services in the Electronic Health 2.0 domain. Addressing and developing various hardware requirements for Electronic Health 2.0 services, such as using local data centers for storage, having backup equipment for potential failures, improving bandwidth through fiber optic network development to enhance internet access, facilitating communication tools like smartphones, and emphasizing the use of information systems among healthcare providers are critical hardware needs for Electronic Health 2.0. Providing various applications for developing Electronic Health 2.0 capabilities, such as intelligent domain software for data analysis and service provision based on user activity history, utilizing local social networks for better management and control, and promoting user engagement in these networks, as well as leveraging the latest software advancements like IPv6 and 4G and 5G networks, will have a significant impact. In pursuing Electronic Health 2.0 services, seamless data and information transfer in all formats is essential. Ensuring accurate and up-to-date data transmission requires meticulous attention. Safeguarding data integrity from unauthorized changes is crucial. Security is a paramount requirement in the development of Electronic Health 2.0. The foundation of social media platforms poses significant risks to security and privacy. Therefore, deploying identity verification systems and data encryption is instrumental in preventing unauthorized access. Educating users about security issues, such as social engineering phenomena and various types of malware, is vital.
Environmental requirements for developing Electronic Health 2.0 services in developing countries include community preparedness and strategies for institutionalizing these services. Institutionalization involves fostering trust, diverse media advertising, altering user perceptions, facilitating easy and swift access, delivering services according to user experiences, and creating a positive service experience. These efforts culminate in the institutionalization of Electronic Health 2.0 services. One of the critical requirements in developing Electronic Health 2.0 is establishing an information society. This involves educating various groups, especially healthcare specialists, to share their information on the Electronic Health 2.0 platform. Encouraging collaboration and sharing information to control information asymmetry contributes to developing an information society. The dynamic environment, characterized by constant technological advancements, poses challenges that require adaptive strategies. Aligning with new changes, addressing economic pressures, delivering cost-effective healthcare services, and relying on local health experts to manage political conditions, such as sanctions, can effectively address these complexities.
The operational requirements for developing Electronic Health 2.0 in developing countries include preparing the necessary legal infrastructure and conducting feasibility research. As Electronic Health 2.0 moves towards a virtual space, designing long-term and short-term programs, revising or formulating new laws, and communicating changes clearly to users become pivotal. Establishing communication standards and guideline principles is highly significant. Research activities and leveraging successful experiences from leading countries in Electronic Health 2.0 are vital requisites. Conducting research, feasibility studies, and designing a maturity model to identify the current and desired state of Electronic Health 2.0 can effectively guide the development of these services. In conclusion, the multifaceted landscape of Electronic Health 2.0 demands a strategic approach to address data transfer, security, environmental readiness, information society development, and operational efficiency in developing countries.
The organizational requirements for advancing Health Informatics 2.0 in developing countries encompass issues related to electronic health service providers. At the managerial level for government service providers, various obligations exist. Among these, crucial considerations include the need for altering existing workflows or designing new processes, transitioning organizational structures towards flat structures to harness all ideas, the significance of managerial support for new service delivery models, periodic evaluations, and facilitating access to data for transparency. Ensuring human resource requirements within Health Informatics 2.0 involves hiring specialized human resources in social media, conducting training courses to enhance electronic literacy, precisely defining responsibilities, and ultimately facilitating organizational learning.
The communication requirements for developing Health Informatics 2.0 in developing countries involve fostering collaboration and communication among diverse groups in the new service delivery paradigm. Establishing mutual and collaborative partnerships in the health sector through social media is considered crucial. The importance of developing collaborations across government and private health sectors is emphasized, enabling increased participation in service provision and involving various health domain experts for collective problem-solving. This approach relies on collective knowledge and facilitates quick feedback on provided services, highlighting the importance of timely responses to inquiries and consultations, along with easy tracking of submitted requests. Facilitating access to health and hygiene experts for consultations, 24/7 access to accurate and up-to-date health information, swift responses to questions and consultations, and ensuring easy tracking of submitted requests are among the essential requirements for E-Health 2.0.
Conclusion: In addressing the myriad challenges faced by developing countries in the realm of healthcare, it is imperative to acknowledge and tackle issues such as unequal access to information and healthcare facilities, socioeconomic class disparities, limited access to specialized medical professionals, and a general lack of awareness among citizens regarding healthcare matters. These challenges collectively hinder the adequate provision of healthcare services in these regions. A pivotal solution to these challenges lies in strategically utilizing information technology infrastructure. In particular, leveraging the high social media penetration rate emerges as a promising avenue for delivering healthcare services to diverse populations. Social media platforms can act as a robust and inclusive medium, bridging gaps in healthcare accessibility and promoting awareness among the populace. To streamline social media integration into healthcare services, an in-depth understanding and application of the Health Informatics 2.0 framework become paramount. This framework encompasses various dimensions, including infrastructural, organizational, operational, environmental, and communicative. By identifying and leveraging these components, policymakers, managers, and planners in developing countries can pave the way for a more seamless incorporation of social media in healthcare strategies. Enhancing access for service recipients is a central aspect of this approach. By doing so, the potential to provide healthcare services extends beyond temporal and spatial constraints. Using social media becomes a catalyst for transcending geographical barriers, offering healthcare solutions to individuals irrespective of their location and the limitations posed by traditional healthcare delivery models. In light of this, developing countries can embark on a trajectory of progress, armed with preparedness and a comprehensive understanding of the Health Informatics 2.0 model. This model serves as a guide, outlining the requirements for successful implementation. The strategic alignment with this model empowers nations to harness the benefits of information technology in healthcare, fostering improved outcomes and accessibility. For the effective implementation of the research outcomes and the successful adoption of Health Informatics 2.0, it is recommended to create awareness and education conditions for service providers and users. Empowering individuals with knowledge about the capabilities and advantages of this innovative healthcare approach is crucial for its widespread acceptance and utilization.
Furthermore, a critical aspect of the research agenda involves directing attention toward formulating or modifying laws governing social media in the healthcare domain. Clear and supportive legal frameworks are essential for the ethical and secure use of social media platforms in healthcare services. Simultaneously, ensuring a robust information technology infrastructure is pivotal for seamlessly integrating these services, ensuring data security, and facilitating efficient healthcare delivery.In conclusion, harnessing information technology, primarily through social media, presents a transformative solution to healthcare challenges in developing countries. Embracing the Health Informatics 2.0 framework, focusing on awareness, education, legal considerations, and infrastructure, nations can facilitate a paradigm shift towards inclusive and accessible healthcare delivery. This comprehensive approach enhances the reach and efficiency of healthcare services and fosters a sustainable foundation for addressing the unique healthcare needs of diverse populations in the developing world.
Providing non-presential services, especially in the healthcare sector, plays a crucial role in crises and significantly influences the effectiveness of crisis management. This is evident in how these services efficiently address emerging healthcare needs. Social media, a prominent aspect of information technology, enjoys widespread popularity among individuals from diverse age groups. The extensive reach of social media platforms across various age demographics highlights their pervasive influence and underscores their potential as assertive communication and information dissemination tools during crises. The broad user base of these platforms further enhances their effectiveness in reaching and engaging different segments of the population, thus amplifying their impact on crisis communication and management strategies. The provision of services in a non-presential manner has become increasingly important, particularly in the health and hygiene sector. This is especially true in developing countries with significant disparities in healthcare facilities and uneven access to relevant amenities and professionals. Given the high influence of social media among diverse groups, delivering services through social media platforms has become imperative.
In developing nations, social media platforms are often more accessible and user-friendly than other information technology facilities. As a result, these platforms can serve as practical tools for delivering health services. Addressing these countries' requirements and prerequisites for implementing this technology can significantly contribute to successfully establishing Electronic Health 2.0 services. The current study presents a framework for identifying the requirements for delivering health services through social media platforms (Electronic Health 2.0) in developing countries.
of thematic analysis involved becoming familiar with the data through extensive readings of the text, identifying noteworthy codes by the researcher, generating preliminary codes, transforming the initial codes into organizing Methods: This study was carried out utilizing a qualitative methodology. Thematic analysis was applied to analyze the data at three hierarchical levels: fundamental, organizing, and all-encompassing themes. The process themes, revisiting the codes, and categorizing them into overarching themes. Ultimately, a report presentation was drafted. Moreover, MAXQDA10 software was used for coding to facilitate the data analysis. The research took place over five months (from February 2021 to July 2021) in Iran, a developing country. The necessary data were collected through semi-structured interviews using purposive sampling from a population of IT professionals and researchers in electronic health. This group of experts had criteria such as research experience, academic background (relevant qualifications) , and a work history of over three years in information technology and electronic health. Individuals meeting at least two out of the three criteria were selected from this group. Additionally, the purposive sampling method was employed for the sampling process. Considering theoretical saturation in the twentieth interview and conducting two more interviews to ensure the results, a sample size of 22 participants was deemed sufficient to access the research data effectively.
Findings: In the initial phase, 70 fundamental themes were derived from the analysis of interviews. Subsequently, foundational codes were organized into 13 organizing themes and categorized into five overarching themes. The research results indicate that the requirements for providing healthcare services in the realm of social media (Electronic Health 2.0) for developing countries encompass infrastructural necessities (hardware provisioning and development, software provisioning and development, security provisioning, and data features) , organizational aspects (individual-level and managerial-level issues) , environmental considerations (attention to complexities, institutionalization, and development of the information society) , operational factors (provision and development of regulations, research execution, and development) , and communicative elements (development of interaction and participation, and access development).
The technical requirements for developing Electronic Health 2.0 services in developing countries encompass infrastructure needs, particularly information technology. This is the basis for delivering services in the Electronic Health 2.0 domain. Addressing and developing various hardware requirements for Electronic Health 2.0 services, such as using local data centers for storage, having backup equipment for potential failures, improving bandwidth through fiber optic network development to enhance internet access, facilitating communication tools like smartphones, and emphasizing the use of information systems among healthcare providers are critical hardware needs for Electronic Health 2.0. Providing various applications for developing Electronic Health 2.0 capabilities, such as intelligent domain software for data analysis and service provision based on user activity history, utilizing local social networks for better management and control, and promoting user engagement in these networks, as well as leveraging the latest software advancements like IPv6 and 4G and 5G networks, will have a significant impact. In pursuing Electronic Health 2.0 services, seamless data and information transfer in all formats is essential. Ensuring accurate and up-to-date data transmission requires meticulous attention. Safeguarding data integrity from unauthorized changes is crucial. Security is a paramount requirement in the development of Electronic Health 2.0. The foundation of social media platforms poses significant risks to security and privacy. Therefore, deploying identity verification systems and data encryption is instrumental in preventing unauthorized access. Educating users about security issues, such as social engineering phenomena and various types of malware, is vital.
Environmental requirements for developing Electronic Health 2.0 services in developing countries include community preparedness and strategies for institutionalizing these services. Institutionalization involves fostering trust, diverse media advertising, altering user perceptions, facilitating easy and swift access, delivering services according to user experiences, and creating a positive service experience. These efforts culminate in the institutionalization of Electronic Health 2.0 services. One of the critical requirements in developing Electronic Health 2.0 is establishing an information society. This involves educating various groups, especially healthcare specialists, to share their information on the Electronic Health 2.0 platform. Encouraging collaboration and sharing information to control information asymmetry contributes to developing an information society. The dynamic environment, characterized by constant technological advancements, poses challenges that require adaptive strategies. Aligning with new changes, addressing economic pressures, delivering cost-effective healthcare services, and relying on local health experts to manage political conditions, such as sanctions, can effectively address these complexities.
The operational requirements for developing Electronic Health 2.0 in developing countries include preparing the necessary legal infrastructure and conducting feasibility research. As Electronic Health 2.0 moves towards a virtual space, designing long-term and short-term programs, revising or formulating new laws, and communicating changes clearly to users become pivotal. Establishing communication standards and guideline principles is highly significant. Research activities and leveraging successful experiences from leading countries in Electronic Health 2.0 are vital requisites. Conducting research, feasibility studies, and designing a maturity model to identify the current and desired state of Electronic Health 2.0 can effectively guide the development of these services. In conclusion, the multifaceted landscape of Electronic Health 2.0 demands a strategic approach to address data transfer, security, environmental readiness, information society development, and operational efficiency in developing countries.
The organizational requirements for advancing Health Informatics 2.0 in developing countries encompass issues related to electronic health service providers. At the managerial level for government service providers, various obligations exist. Among these, crucial considerations include the need for altering existing workflows or designing new processes, transitioning organizational structures towards flat structures to harness all ideas, the significance of managerial support for new service delivery models, periodic evaluations, and facilitating access to data for transparency. Ensuring human resource requirements within Health Informatics 2.0 involves hiring specialized human resources in social media, conducting training courses to enhance electronic literacy, precisely defining responsibilities, and ultimately facilitating organizational learning.
The communication requirements for developing Health Informatics 2.0 in developing countries involve fostering collaboration and communication among diverse groups in the new service delivery paradigm. Establishing mutual and collaborative partnerships in the health sector through social media is considered crucial. The importance of developing collaborations across government and private health sectors is emphasized, enabling increased participation in service provision and involving various health domain experts for collective problem-solving. This approach relies on collective knowledge and facilitates quick feedback on provided services, highlighting the importance of timely responses to inquiries and consultations, along with easy tracking of submitted requests. Facilitating access to health and hygiene experts for consultations, 24/7 access to accurate and up-to-date health information, swift responses to questions and consultations, and ensuring easy tracking of submitted requests are among the essential requirements for E-Health 2.0.
Conclusion: In addressing the myriad challenges faced by developing countries in the realm of healthcare, it is imperative to acknowledge and tackle issues such as unequal access to information and healthcare facilities, socioeconomic class disparities, limited access to specialized medical professionals, and a general lack of awareness among citizens regarding healthcare matters. These challenges collectively hinder the adequate provision of healthcare services in these regions. A pivotal solution to these challenges lies in strategically utilizing information technology infrastructure. In particular, leveraging the high social media penetration rate emerges as a promising avenue for delivering healthcare services to diverse populations. Social media platforms can act as a robust and inclusive medium, bridging gaps in healthcare accessibility and promoting awareness among the populace. To streamline social media integration into healthcare services, an in-depth understanding and application of the Health Informatics 2.0 framework become paramount. This framework encompasses various dimensions, including infrastructural, organizational, operational, environmental, and communicative. By identifying and leveraging these components, policymakers, managers, and planners in developing countries can pave the way for a more seamless incorporation of social media in healthcare strategies. Enhancing access for service recipients is a central aspect of this approach. By doing so, the potential to provide healthcare services extends beyond temporal and spatial constraints. Using social media becomes a catalyst for transcending geographical barriers, offering healthcare solutions to individuals irrespective of their location and the limitations posed by traditional healthcare delivery models. In light of this, developing countries can embark on a trajectory of progress, armed with preparedness and a comprehensive understanding of the Health Informatics 2.0 model. This model serves as a guide, outlining the requirements for successful implementation. The strategic alignment with this model empowers nations to harness the benefits of information technology in healthcare, fostering improved outcomes and accessibility. For the effective implementation of the research outcomes and the successful adoption of Health Informatics 2.0, it is recommended to create awareness and education conditions for service providers and users. Empowering individuals with knowledge about the capabilities and advantages of this innovative healthcare approach is crucial for its widespread acceptance and utilization.
Furthermore, a critical aspect of the research agenda involves directing attention toward formulating or modifying laws governing social media in the healthcare domain. Clear and supportive legal frameworks are essential for the ethical and secure use of social media platforms in healthcare services. Simultaneously, ensuring a robust information technology infrastructure is pivotal for seamlessly integrating these services, ensuring data security, and facilitating efficient healthcare delivery.In conclusion, harnessing information technology, primarily through social media, presents a transformative solution to healthcare challenges in developing countries. Embracing the Health Informatics 2.0 framework, focusing on awareness, education, legal considerations, and infrastructure, nations can facilitate a paradigm shift towards inclusive and accessible healthcare delivery. This comprehensive approach enhances the reach and efficiency of healthcare services and fosters a sustainable foundation for addressing the unique healthcare needs of diverse populations in the developing world.
Mousa Bamir, Associate Professor Maryam Okhvati,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Introduction: Information behavior is a term used to describe the ways of human interaction with information, especially information search methods, which is intended to understand the relationship between humans and information. Information behavior refers to the complex patterns of human behavior and mutual interactions when searching for any type of information, which leads to information seeking Information seeking, as an information behavior, is a set of activities that are used to meet information needs, information search, information search method and factors affecting information search, and includes two important aspects, information search and information retrieval, which In it, recognition, evaluation and understanding of users' behavior with information needs and their performance in facing information sources, the method of retrieving and accessing information are taken into consideration. Information seeking is a growing behavior that has enabled individuals and organizations to change their information seeking behaviors to meet their needs and users. Searching for information has been studied for years and various definitions and models have been presented for them, which today, with the increase in the number of sources, the number of information systems, the prevalence of social networks, collaborative research and the increase in digital literacy, increase cooperation. International scientific events, multi-specialization of research, increase of work teams, etc. have led to a change in information behavior. Since the type of information behavior has seen many changes as a result of the interactions of existing information carriers and the effects of technology, and is of great importance in today's world, and so far no research has been conducted in the form of a review of information search behaviors, in The world level has not been done, so it is necessary to have a comprehensive research of information search behaviors, all existing studies should be included in one study in order to get a general impression of information search behaviors and their direction. Based on this, the researchers of this research decided to review the studies related to information seeking behaviors, to determine their direction.
Methodology: In order to examine the topic of the research, a narrative review method has been used. Narrative review is one of the important scientific functions that is used to review detailed and comprehensive topics. In fact, a narrative review creates a bridge between a wide and scattered set of articles on a topic or a reader who does not have enough time and resources to follow them. Since in this research, giving meaning to scattered and read sources does not require the study of individual sources, therefore, narrative review is an appropriate method. In this narrative review study, in order to collect data, keywords related to information search behavior in English such as Information seeking behavior, collaborative information seeking, CIS, collaborative information retrieval, CIR, collaborative search, collaborative information behavior, CIB, individual information behavior and IIB and search for Persian articles using keywords, collaborative information search, CIS, collaborative information retrieval, CIR, collaborative search, collaborative sense, collaborative information behavior, CIB, individual information search, and IIB; In the reliable scientific databases and search engines, Web of Science, Pubmed, google scholar, Google SID, Magiran were examined in the period from 1980 to 2023, which 115 studies were obtained in the initial search and after entering the entry criteria and Exclusion, studies that were generally in the field of information seeking behavior were excluded from the study circle and 12 related studies entered the final stage. Then related studies were summarized in terms of concept and findings and categorized and interpreted in the form of individual and collaborative search behavior.
Findings: After searching and selecting related articles, finally analysis was done on twelve articles. What was extracted from the results of this narrative review study, in the general field of information search behavior, in the 4 main axes of individual search behavior, cooperative search behavior, advantages and disadvantages of individual and cooperative search behavior, and the comparison of these two types of information search behavior are described below. This narrative review study was carried out in order to investigate the direction of information behaviors, the findings of this research generally showed that the studies investigated individual and cooperative information behavior and the difference between these two behaviors and the reasons for the direction of individual search behavior. According to the results of studies, one of the types of information search behavior is individual search behavior. As the findings of the research showed, information behaviors have been studied for years and various definitions and models have been presented for them, but in the early stages, in most of these studies, the emphasis was on individual needs and behaviors. It has also been investigated in some studies. Kolthau, by studying the search behavior of high school students, presented a model for individual search behavior. Ellis also presented a model for individual information seeking behavior, which is the result of studying the information seeking behavior of engineers and researchers of an industrial company, which examined the search behavior from an individual point of view. presented, which paid attention to the individual nature of information search. After studying the researches conducted on the information behaviors of engineers, doctors and lawyers, Laki and his colleagues have presented a model for individual information behavior. Another area investigated in the present study was the investigation of collaborative information behavior. The findings of the research showed that in recent years, many researches have been proposed and investigated in the field of collaborative behavior, and they have investigated the motivating factors and obstacles in the collaborative search behavior. In his last work, Shah has introduced participatory search behavior as an interdisciplinary field that is based on participation, human-computer interaction, networks and social media. In another research, the collaborative search behavior in an exploratory search team has been investigated. In this research, three main factors in the collaborative search behavior were identified, which are: repeated communication between team members, division of work and awareness. Karanakaran, with the cooperation of Reddy, has studied the factors inhibiting cooperative behaviors in organizations by using the findings of previous researches. Another area investigated in this research is the difference between individual and collaborative search behavior. The findings of this research showed that both types of search behavior have obstacles and inhibiting factors. The research findings of Karanakaran and Redi have identified the factors of complexity of information needs, lack of sufficient expertise, dispersion of information sources and lack of access to information sources as the advantages of cooperative information behavior. Some studies have also identified the barriers to cooperative information behavior and the lack of spirit of participation, responsibility, and envy of the progress of others is a serious obstacle to any cooperative activity. Another area investigated by the research is the comparison of these two types of information search behavior. The findings of this research showed that the strengths and motivating factors of collaborative search behavior along with the weaknesses of individual search behavior and other stimuli are among the most important differences of this research. There are two types of information search behavior, which has provided the context for the orientation from individual to collaborative search behavior. Reddy and Jansen observed that two main concepts: (a) collaboration (two or more people working together to search for information) and (b) solving an information need as a group; Also, the important role of communication as the first motivating factors has been one of the most important reasons for the direction towards collaborative search. In another study, Kurankaran and colleagues considered the stimuli and technology of information and communication recovery as one of the main motivating factors in directing towards cooperative behavior. Early search behaviors, most of the research activities focused on individual search, but as a number of researchers have stated, the importance of collaboration in organizations is increasing and collaborative information behavior is increasing, and attention is shifting from focusing on individual search to more research. Focused collaborative search. Although there are different views and different vocabulary in the relationship between individual and collaborative search behavior and clear demarcation between these two types of search behavior is still in the early stages and despite some barriers to collaborative search and some strengths of individual search, but stimuli such as The complex nature of information, dispersion of information, lack of specialization, the role of information retrieval technologies, the importance of collaborative aspects of work, time constraints, targeted information search, meaning understanding, information search troubleshooting, workload sharing, sending diverse questions, communication and interaction. , the complexity of information problems, the interdisciplinary nature of information, understanding the behavior of collaborative information in organizations, in turn, are the starting point and the factor of moving from individual search to collaborative search. The researchers believe that, despite the identification of the direction of information behaviors, there are still gaps, and to know how this process is, one should learn about the existing approaches in the field of information systems design and identify the type of information behaviors based on this.Also, there is an urgent need to understand the conceptual characteristics of cooperative search behavior and its supporting technical methods in cooperative activities, because the main characteristics of cooperative information behavior and the activities that lead to cooperative information behavior are still completely unclear.
Conclusion: Early search behaviors, most of the research activities focused on individual search, but as a number of researchers have stated, the importance of collaboration in organizations is increasing and collaborative information behavior is increasing, and attention is shifting from focusing on individual search to more research. Focused collaborative search. However, there are different views and different terminology on the relationship between individual and collaborative search behavior, and a clear demarcation between these two types of search behavior is still in the early stages. The research findings indicated that despite the barriers and benefits of individual and collaborative information seeking behavior, factors such as the complex nature of information, scattered information, lack of expertise, the role of information retrieval technologies, the importance of collaborative aspects of work, time constraints, targeted information seeking, understanding meaning, motivation for collaboration, workload sharing, diversity of requests, communication and interaction, complexity of information problems, interdisciplinary nature of information, and understanding of collaborative information behavior in organizations are motivating factors leading to a shift from individual to collaborative information seeking behavior. Also, there is an urgent need to understand the conceptual characteristics of cooperative search behavior and its supporting technical methods in cooperative activities, because the main characteristics of cooperative information behavior and the activities that lead to cooperative information behavior are still completely unclear.
Methodology: In order to examine the topic of the research, a narrative review method has been used. Narrative review is one of the important scientific functions that is used to review detailed and comprehensive topics. In fact, a narrative review creates a bridge between a wide and scattered set of articles on a topic or a reader who does not have enough time and resources to follow them. Since in this research, giving meaning to scattered and read sources does not require the study of individual sources, therefore, narrative review is an appropriate method. In this narrative review study, in order to collect data, keywords related to information search behavior in English such as Information seeking behavior, collaborative information seeking, CIS, collaborative information retrieval, CIR, collaborative search, collaborative information behavior, CIB, individual information behavior and IIB and search for Persian articles using keywords, collaborative information search, CIS, collaborative information retrieval, CIR, collaborative search, collaborative sense, collaborative information behavior, CIB, individual information search, and IIB; In the reliable scientific databases and search engines, Web of Science, Pubmed, google scholar, Google SID, Magiran were examined in the period from 1980 to 2023, which 115 studies were obtained in the initial search and after entering the entry criteria and Exclusion, studies that were generally in the field of information seeking behavior were excluded from the study circle and 12 related studies entered the final stage. Then related studies were summarized in terms of concept and findings and categorized and interpreted in the form of individual and collaborative search behavior.
Findings: After searching and selecting related articles, finally analysis was done on twelve articles. What was extracted from the results of this narrative review study, in the general field of information search behavior, in the 4 main axes of individual search behavior, cooperative search behavior, advantages and disadvantages of individual and cooperative search behavior, and the comparison of these two types of information search behavior are described below. This narrative review study was carried out in order to investigate the direction of information behaviors, the findings of this research generally showed that the studies investigated individual and cooperative information behavior and the difference between these two behaviors and the reasons for the direction of individual search behavior. According to the results of studies, one of the types of information search behavior is individual search behavior. As the findings of the research showed, information behaviors have been studied for years and various definitions and models have been presented for them, but in the early stages, in most of these studies, the emphasis was on individual needs and behaviors. It has also been investigated in some studies. Kolthau, by studying the search behavior of high school students, presented a model for individual search behavior. Ellis also presented a model for individual information seeking behavior, which is the result of studying the information seeking behavior of engineers and researchers of an industrial company, which examined the search behavior from an individual point of view. presented, which paid attention to the individual nature of information search. After studying the researches conducted on the information behaviors of engineers, doctors and lawyers, Laki and his colleagues have presented a model for individual information behavior. Another area investigated in the present study was the investigation of collaborative information behavior. The findings of the research showed that in recent years, many researches have been proposed and investigated in the field of collaborative behavior, and they have investigated the motivating factors and obstacles in the collaborative search behavior. In his last work, Shah has introduced participatory search behavior as an interdisciplinary field that is based on participation, human-computer interaction, networks and social media. In another research, the collaborative search behavior in an exploratory search team has been investigated. In this research, three main factors in the collaborative search behavior were identified, which are: repeated communication between team members, division of work and awareness. Karanakaran, with the cooperation of Reddy, has studied the factors inhibiting cooperative behaviors in organizations by using the findings of previous researches. Another area investigated in this research is the difference between individual and collaborative search behavior. The findings of this research showed that both types of search behavior have obstacles and inhibiting factors. The research findings of Karanakaran and Redi have identified the factors of complexity of information needs, lack of sufficient expertise, dispersion of information sources and lack of access to information sources as the advantages of cooperative information behavior. Some studies have also identified the barriers to cooperative information behavior and the lack of spirit of participation, responsibility, and envy of the progress of others is a serious obstacle to any cooperative activity. Another area investigated by the research is the comparison of these two types of information search behavior. The findings of this research showed that the strengths and motivating factors of collaborative search behavior along with the weaknesses of individual search behavior and other stimuli are among the most important differences of this research. There are two types of information search behavior, which has provided the context for the orientation from individual to collaborative search behavior. Reddy and Jansen observed that two main concepts: (a) collaboration (two or more people working together to search for information) and (b) solving an information need as a group; Also, the important role of communication as the first motivating factors has been one of the most important reasons for the direction towards collaborative search. In another study, Kurankaran and colleagues considered the stimuli and technology of information and communication recovery as one of the main motivating factors in directing towards cooperative behavior. Early search behaviors, most of the research activities focused on individual search, but as a number of researchers have stated, the importance of collaboration in organizations is increasing and collaborative information behavior is increasing, and attention is shifting from focusing on individual search to more research. Focused collaborative search. Although there are different views and different vocabulary in the relationship between individual and collaborative search behavior and clear demarcation between these two types of search behavior is still in the early stages and despite some barriers to collaborative search and some strengths of individual search, but stimuli such as The complex nature of information, dispersion of information, lack of specialization, the role of information retrieval technologies, the importance of collaborative aspects of work, time constraints, targeted information search, meaning understanding, information search troubleshooting, workload sharing, sending diverse questions, communication and interaction. , the complexity of information problems, the interdisciplinary nature of information, understanding the behavior of collaborative information in organizations, in turn, are the starting point and the factor of moving from individual search to collaborative search. The researchers believe that, despite the identification of the direction of information behaviors, there are still gaps, and to know how this process is, one should learn about the existing approaches in the field of information systems design and identify the type of information behaviors based on this.Also, there is an urgent need to understand the conceptual characteristics of cooperative search behavior and its supporting technical methods in cooperative activities, because the main characteristics of cooperative information behavior and the activities that lead to cooperative information behavior are still completely unclear.
Conclusion: Early search behaviors, most of the research activities focused on individual search, but as a number of researchers have stated, the importance of collaboration in organizations is increasing and collaborative information behavior is increasing, and attention is shifting from focusing on individual search to more research. Focused collaborative search. However, there are different views and different terminology on the relationship between individual and collaborative search behavior, and a clear demarcation between these two types of search behavior is still in the early stages. The research findings indicated that despite the barriers and benefits of individual and collaborative information seeking behavior, factors such as the complex nature of information, scattered information, lack of expertise, the role of information retrieval technologies, the importance of collaborative aspects of work, time constraints, targeted information seeking, understanding meaning, motivation for collaboration, workload sharing, diversity of requests, communication and interaction, complexity of information problems, interdisciplinary nature of information, and understanding of collaborative information behavior in organizations are motivating factors leading to a shift from individual to collaborative information seeking behavior. Also, there is an urgent need to understand the conceptual characteristics of cooperative search behavior and its supporting technical methods in cooperative activities, because the main characteristics of cooperative information behavior and the activities that lead to cooperative information behavior are still completely unclear.
Shahrzad Nasrollahzadeh, Safiyeh Tahmasebi Limooni, Mitra Ghiasi,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Background and Purpose: Studies show that limited models have been designed to measure women's information sharing behavior, but so far no valid and reliable tool has been provided to measure women's information sharing behavior in information environments. Since knowing and determining the type of information environment and the extent of their use in information sharing behavior is very effective in strengthening information channels, and informal communication is extremely important in scientific relations, and women, as one of the social groups in a prestigious positions in Society; Most of their information needs are met through informal channels of information, so it is necessary to examine women's information environments; Because the identification of these environments is a solid foundation for planning and making changes in the type and manner of presenting macro-policies with the aim of women achieving dignified competencies, and it can also be a way to optimize information environments. Therefore, the purpose of the current research is to construct and validate a questionnaire to analyze the information sharing behavior of women in information environments.
Materials and methods:This research is mixed in terms of applied objective, in terms of exploratory approach, and in terms of data collection method. The statistical population in the qualitative section includes 15 experts and in the quantitative section includes all women (20 years old and above) active members of urban institutional public libraries in the city centers of Mazandaran province, numbering 4936 people. The sample size was 357 people who were selected by proportional stratified random sampling in 1401. The proportional stratified random sampling method has other names such as "matched sampling", "proportionate to volume" and "proportional" method. This method is used when the target population of the research has a heterogeneous and inconsistent structure. Therefore, due to heterogeneous and heterogeneity, in such cases, the research community is divided into different "classes", in fact, by using stratified sampling, the society is divided into homogeneous groups, so that the people in each class are similar and homogeneous. Then, a random sample is selected from each class in proportion to the number of people in the community. In this method, the researcher wants to select the research sample in such a way as to make sure that the subgroups are present in the sample with the same proportion as they exist in the society as representatives of the society. In other words, in this sampling method, the studied community units are grouped into classes that are homogeneous and congruent in terms of variable attributes so that their changes and diversity within the groups are reduced. As a result, groups and classes that have similar characteristics are formed. Then, with this action (dividing the society into homogeneous groups), the number of samples for each group is determined, then by using the simple random sampling method, the required number of people from each group will be selected in proportion. In this research, through stratified sampling, three geographical regions (east, west and center of Mazandaran province) were considered as strata, in such a way that the researcher entered the selected geographical strata after obtaining the necessary permits and filled out the questionnaire as It was randomly distributed among the designated groups. The sample size in this research was selected and precisely determined based on Cochran's formula. . The pattern of information sharing behavior of women in information environments, 34 questions in 10 dimensions of personal and personal motives; spatial factors; time factors; social motives, cultural motives; moral motives; motivation of informational awareness, political motivation; The information sharing environment and information sharing method was designed. Then, in order to analyze the data using statistical techniques and Smart PLS statistical software, content validity ratio and confirmatory factor analysis, instrument validity, check, and finally with Cronbach's alpha method and reliability coefficient. Combined, the reliability of the instrument was determined.
Findings: In the findings of the present research, the results showed that people with different motivations and to meet different needs turn to different information environments. Identifying the most important motivations for using these environments for sharing information can help scientific, educational, cultural and social institutions and especially organizations in charge of scientific and cultural policies in providing the best possible services. Reviewing what was previously discussed, people go to informal information sources such as their family members, relatives, and friends to obtain information. They were very dependent. Lack of access, illiteracy, lack of awareness, unfavorable economic conditions, cultural restrictions, and language or communication barriers have been declared as the main obstacles in obtaining daily information for women. Also, the findings regarding the background factors of women's information environments in information sharing showed that people do not depend on environmental factors and time factors, which were considered as the governing factors in women's information sharing in information environments, to establish social interaction. People are willing to engage in social interaction anywhere, at any time, and at different and unexpected places. When people gather in an information field, they actually participate in social interaction, and conversation about life, generalities, and specific circumstances that lead to unexpected and sometimes purposeful finding of information and formal and informal sharing of information on various topics. In the provided tool, it was found that including "moral", "social", "cultural" and "political" motivations among women can be important factors of information sharing in information environments and it is necessary to observe ethical minimums in information environments. To be Political issues, dimensions and sensitivity to them is another important issue that can be seen in this tool and must be observed by women in information environments and during information sharing. The type and cultural level of people and the sense of security guarantee for women are effective while sharing information in information environments. Therefore, the role of these factors in information sharing in information environments should not be ignored. Because these factors lead to the emergence of planned behaviors by women in information sharing and increase the confidence factor of the abilities of these environments, which ultimately, in this way, they feel satisfied with social interactions and information sharing. Also, based on the results of the research in the presented scale, the direct and indirect planning of discussions and the use of social networks have been approved as strategic factors of information sharing in women's information environments. In fact, the strategic factors of information sharing in women's information environments are a set of reasons that their implementati on and application cause the emergence of information sharing consequences in women's information environments. Environments such as parks or family gatherings are suitable environments for sharing information and experiences. A large part of the information we receive is obtained in a social context and in the form of interaction with familiar people, family members, and friends. In addition, the behavior of sharing information in women's information environments is done through "direct discussions". In social interactions, information is created and shared. Therefore, the most important issue in the information sharing process is effective interactions, and this usually happens through direct (face-to-face) or indirect communication. Formal and informal social interactions between people provide channels for creates information sharing between them. Through social interactions, people find more opportunities to share their information and experiences, and as a result, the flow of information increases. A review of researches shows that obtaining information in any period and for any user under any conditions is one of the main concerns. Because most of the responsibility of the family rests with women, especially regarding health, education and acquiring the necessary skills in household affairs. So they need more information. The sharing of information among women can be effective in raising children and strengthening the foundations of life, which in itself causes the society to flourish and grow more and more. How much the people present in the information environment show enthusiasm towards receiving or providing information is effective in the process of information sharing. Finally, the findings of the research showed that the structure of the pattern of women's information sharing behavior in information environments was confirmed according to the content validity ratio (0.76) and confirmatory factor analysis with the goodness of fit index (GOF) equal to 0.3285. Also, the tool had good reliability with total Cronbach's alpha values (0.988). On the other hand, the results of Figure (1) and Table 4 also show that the 34 items in question can be reduced to 10 factors. The contribution of each factor in explaining the variance of 34 items related to the designed questionnaire is different and decreasing. That is, the first factor has the largest contribution (24.70% with a specific value of 8.40) and the tenth factor with (2.97% and a specific value of 1.01) has the lowest contribution in explaining the variance of these 34 items. In total, all 10 factors have been able to explain 70.40% of the variance of the 34 items related to the designed questionnaire with specific values higher than 1. The results of the independent sample One Sample T-Test also showed that the significance level of the test regarding all the components of women's information sharing in information environments is less than the error level of 0.05% and the average of these variables is 3 (the middle of the Likert scale) 5 options is more and also the upper limit and lower limit of all the variables are both positive values, with confidence above 95%, it can be stated that the information sharing of women in information environments and its components are in a relatively favorable situation.
Conclusion: The scale designed to investigate the information sharing behavior of women in information environments in the work environment has been evaluated as suitable according to the revealed factors, and its use is recommended to measure the information sharing behavior of women in information environments. All criteria of Cronbach's alpha, significance of factor loadings between questions and underlying variables, Composite Reliability (CR), Average Variance Extracted (AVE), and Discriminant validity by Fornell and Larcker method, as well as the appropriateness of the measurement model, indicate that the questionnaire used in this research measures what the researchers are looking for. Therefore, the built tool provides the criteria of the behavior pattern of women's information sharing in information environments to the researchers. The results of the current research showed that people with different motivations and needs turn to different information environments. Identifying the most important motivations for using information environments in sharing information can help scientific, educational, cultural, and social institutions, especially organizations in charge of scientific and cultural policies, provide the best possible services. Discovered factors include:
Individual and personality motivations with sub-factors (personal desire, altruism, individual and personality fit, individual interests, and recognition of personality dimensions to share information between individuals or other; Spatial factors with sub-factors (no place and no need for a specific place for information sharing behavior in information environments); Time factors with sub-factors (timelessness, unplanned and completely accidental occurrence of information sharing behavior in information environments); Social motivations with sub-factors (social interaction, promotion of social status, and the desire to communicate in order to engage in information sharing behavior in information environments); Cultural motivations with sub-factors (people's cultural level, the existence of an information-seeking culture in people and the existence of an information-seeking culture in sharing); Ethical motives with sub-factors (religious and religious considerations in information sharing, interpersonal trust in information sharing, and privacy in information sharing); Information awareness motivation with sub-factors (gaining awareness of the results and consequences of information sharing behavior, information and knowledge sharing, exchange of knowledge and information, exchange of experience and scientific considerations affected by the results and consequences of information sharing in information environments); Political motivation with sub-factors (political issues and sensitivities in society, the existence of a sense of political security in society, the distribution and transfer of political information from one person, group, or organization to another, and the sharing of ideas and thoughts, suggestions, and experiences); Information sharing environment with sub-agents (formal gatherings, friendly meetings and informal gatherings and social networks to share information in information environments) and finally how to share information with sub-agents (direct plan of topics, indirect plan of topics and how to share information in Women's information environments were with information taken from social networks, family periodicals, etc.) , which by measuring in the experimental environment of public libraries of Mazandaran province, while confirming their efficiency in cultural environments, it was determined that the built tools are qualitatively and quantitatively capable has the measurement of the desired variable. Therefore, it is suggested:
Materials and methods:This research is mixed in terms of applied objective, in terms of exploratory approach, and in terms of data collection method. The statistical population in the qualitative section includes 15 experts and in the quantitative section includes all women (20 years old and above) active members of urban institutional public libraries in the city centers of Mazandaran province, numbering 4936 people. The sample size was 357 people who were selected by proportional stratified random sampling in 1401. The proportional stratified random sampling method has other names such as "matched sampling", "proportionate to volume" and "proportional" method. This method is used when the target population of the research has a heterogeneous and inconsistent structure. Therefore, due to heterogeneous and heterogeneity, in such cases, the research community is divided into different "classes", in fact, by using stratified sampling, the society is divided into homogeneous groups, so that the people in each class are similar and homogeneous. Then, a random sample is selected from each class in proportion to the number of people in the community. In this method, the researcher wants to select the research sample in such a way as to make sure that the subgroups are present in the sample with the same proportion as they exist in the society as representatives of the society. In other words, in this sampling method, the studied community units are grouped into classes that are homogeneous and congruent in terms of variable attributes so that their changes and diversity within the groups are reduced. As a result, groups and classes that have similar characteristics are formed. Then, with this action (dividing the society into homogeneous groups), the number of samples for each group is determined, then by using the simple random sampling method, the required number of people from each group will be selected in proportion. In this research, through stratified sampling, three geographical regions (east, west and center of Mazandaran province) were considered as strata, in such a way that the researcher entered the selected geographical strata after obtaining the necessary permits and filled out the questionnaire as It was randomly distributed among the designated groups. The sample size in this research was selected and precisely determined based on Cochran's formula. . The pattern of information sharing behavior of women in information environments, 34 questions in 10 dimensions of personal and personal motives; spatial factors; time factors; social motives, cultural motives; moral motives; motivation of informational awareness, political motivation; The information sharing environment and information sharing method was designed. Then, in order to analyze the data using statistical techniques and Smart PLS statistical software, content validity ratio and confirmatory factor analysis, instrument validity, check, and finally with Cronbach's alpha method and reliability coefficient. Combined, the reliability of the instrument was determined.
Findings: In the findings of the present research, the results showed that people with different motivations and to meet different needs turn to different information environments. Identifying the most important motivations for using these environments for sharing information can help scientific, educational, cultural and social institutions and especially organizations in charge of scientific and cultural policies in providing the best possible services. Reviewing what was previously discussed, people go to informal information sources such as their family members, relatives, and friends to obtain information. They were very dependent. Lack of access, illiteracy, lack of awareness, unfavorable economic conditions, cultural restrictions, and language or communication barriers have been declared as the main obstacles in obtaining daily information for women. Also, the findings regarding the background factors of women's information environments in information sharing showed that people do not depend on environmental factors and time factors, which were considered as the governing factors in women's information sharing in information environments, to establish social interaction. People are willing to engage in social interaction anywhere, at any time, and at different and unexpected places. When people gather in an information field, they actually participate in social interaction, and conversation about life, generalities, and specific circumstances that lead to unexpected and sometimes purposeful finding of information and formal and informal sharing of information on various topics. In the provided tool, it was found that including "moral", "social", "cultural" and "political" motivations among women can be important factors of information sharing in information environments and it is necessary to observe ethical minimums in information environments. To be Political issues, dimensions and sensitivity to them is another important issue that can be seen in this tool and must be observed by women in information environments and during information sharing. The type and cultural level of people and the sense of security guarantee for women are effective while sharing information in information environments. Therefore, the role of these factors in information sharing in information environments should not be ignored. Because these factors lead to the emergence of planned behaviors by women in information sharing and increase the confidence factor of the abilities of these environments, which ultimately, in this way, they feel satisfied with social interactions and information sharing. Also, based on the results of the research in the presented scale, the direct and indirect planning of discussions and the use of social networks have been approved as strategic factors of information sharing in women's information environments. In fact, the strategic factors of information sharing in women's information environments are a set of reasons that their implementati on and application cause the emergence of information sharing consequences in women's information environments. Environments such as parks or family gatherings are suitable environments for sharing information and experiences. A large part of the information we receive is obtained in a social context and in the form of interaction with familiar people, family members, and friends. In addition, the behavior of sharing information in women's information environments is done through "direct discussions". In social interactions, information is created and shared. Therefore, the most important issue in the information sharing process is effective interactions, and this usually happens through direct (face-to-face) or indirect communication. Formal and informal social interactions between people provide channels for creates information sharing between them. Through social interactions, people find more opportunities to share their information and experiences, and as a result, the flow of information increases. A review of researches shows that obtaining information in any period and for any user under any conditions is one of the main concerns. Because most of the responsibility of the family rests with women, especially regarding health, education and acquiring the necessary skills in household affairs. So they need more information. The sharing of information among women can be effective in raising children and strengthening the foundations of life, which in itself causes the society to flourish and grow more and more. How much the people present in the information environment show enthusiasm towards receiving or providing information is effective in the process of information sharing. Finally, the findings of the research showed that the structure of the pattern of women's information sharing behavior in information environments was confirmed according to the content validity ratio (0.76) and confirmatory factor analysis with the goodness of fit index (GOF) equal to 0.3285. Also, the tool had good reliability with total Cronbach's alpha values (0.988). On the other hand, the results of Figure (1) and Table 4 also show that the 34 items in question can be reduced to 10 factors. The contribution of each factor in explaining the variance of 34 items related to the designed questionnaire is different and decreasing. That is, the first factor has the largest contribution (24.70% with a specific value of 8.40) and the tenth factor with (2.97% and a specific value of 1.01) has the lowest contribution in explaining the variance of these 34 items. In total, all 10 factors have been able to explain 70.40% of the variance of the 34 items related to the designed questionnaire with specific values higher than 1. The results of the independent sample One Sample T-Test also showed that the significance level of the test regarding all the components of women's information sharing in information environments is less than the error level of 0.05% and the average of these variables is 3 (the middle of the Likert scale) 5 options is more and also the upper limit and lower limit of all the variables are both positive values, with confidence above 95%, it can be stated that the information sharing of women in information environments and its components are in a relatively favorable situation.
Conclusion: The scale designed to investigate the information sharing behavior of women in information environments in the work environment has been evaluated as suitable according to the revealed factors, and its use is recommended to measure the information sharing behavior of women in information environments. All criteria of Cronbach's alpha, significance of factor loadings between questions and underlying variables, Composite Reliability (CR), Average Variance Extracted (AVE), and Discriminant validity by Fornell and Larcker method, as well as the appropriateness of the measurement model, indicate that the questionnaire used in this research measures what the researchers are looking for. Therefore, the built tool provides the criteria of the behavior pattern of women's information sharing in information environments to the researchers. The results of the current research showed that people with different motivations and needs turn to different information environments. Identifying the most important motivations for using information environments in sharing information can help scientific, educational, cultural, and social institutions, especially organizations in charge of scientific and cultural policies, provide the best possible services. Discovered factors include:
Individual and personality motivations with sub-factors (personal desire, altruism, individual and personality fit, individual interests, and recognition of personality dimensions to share information between individuals or other; Spatial factors with sub-factors (no place and no need for a specific place for information sharing behavior in information environments); Time factors with sub-factors (timelessness, unplanned and completely accidental occurrence of information sharing behavior in information environments); Social motivations with sub-factors (social interaction, promotion of social status, and the desire to communicate in order to engage in information sharing behavior in information environments); Cultural motivations with sub-factors (people's cultural level, the existence of an information-seeking culture in people and the existence of an information-seeking culture in sharing); Ethical motives with sub-factors (religious and religious considerations in information sharing, interpersonal trust in information sharing, and privacy in information sharing); Information awareness motivation with sub-factors (gaining awareness of the results and consequences of information sharing behavior, information and knowledge sharing, exchange of knowledge and information, exchange of experience and scientific considerations affected by the results and consequences of information sharing in information environments); Political motivation with sub-factors (political issues and sensitivities in society, the existence of a sense of political security in society, the distribution and transfer of political information from one person, group, or organization to another, and the sharing of ideas and thoughts, suggestions, and experiences); Information sharing environment with sub-agents (formal gatherings, friendly meetings and informal gatherings and social networks to share information in information environments) and finally how to share information with sub-agents (direct plan of topics, indirect plan of topics and how to share information in Women's information environments were with information taken from social networks, family periodicals, etc.) , which by measuring in the experimental environment of public libraries of Mazandaran province, while confirming their efficiency in cultural environments, it was determined that the built tools are qualitatively and quantitatively capable has the measurement of the desired variable. Therefore, it is suggested:
- Necessary conditions to strengthen information sharing in information environments should be provided.
- New solutions for the optimal management of information sharing in information environments should be considered.
- Ways to create a positive attitude to promote and grow information sharing in information environments should be developed.
- An integrated approach of interaction and optimal communication for information sharing in information environments should be adopted.
- Training and providing all kinds of skills and specialized information for information sharing in information environments are essential.
- Motivating, encouraging, and promoting the use of information environments for information sharing should be prioritized.
- Identifying and determining the levels of access to information in information environments is crucial.
Dr Yazdan Shirmohammadi, Mr Qasem Aryafard,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
purpose: The mobile application market is expanding rapidly. Furthermore, a new form of online-to-offline services available in mobile shopping apps, which help users instantly search for what they want online, try them on in nearby offline stores, and pay online, increasingly becomes popular. As technology is developing rapidly and the smartphone has become an essential part of our daily life, the smartphone is a versatile tool that can perform many functions. Shopping also changes its process from offline to online and is based on mobile. With the increase in the use of the Internet from smartphones, most of the Internet consumption is done through smartphones and not through personal computers as in the past (Kim et al., 2021). In recent years, online to offline has emerged as a new e-commerce model that differs from traditional e-commerce models. In this model, consumers can obtain information, access products through an online channel, and then consume them in offline stores. The rapid development of the online to offline model has led to the rise of online tourism platforms. Some tour operators choose to cooperate with online tourism platforms to sell tourism products with the aim of expanding market demand. In the case of the online-to-offline tourism supply chain, the tourism platform sells its product online and the tour operator provides the service offline. Through division of labor and cooperation, both of them can focus on applying their respective advantages to achieve a win-win situation. With the online-to-offline tourism model, consumers can book tourism products through an online platform anytime, anywhere. Before making a final decision, consumers often review the information displayed on the web page of online tourism platforms, especially the available reviews (Luca and Zervas, 2016, as cited in Zhou et al., 2022). Tourists can gather online information about price, service level, and product quality to make better purchase decisions. This has created many opportunities as well as severe challenges for the survival and growth of tourism-related companies (He et al.,2019). Companies providing online to offline services recognize smartphones as a useful communication channel for strategic marketing, and therefore they are willing to use smartphones to provide various services and types of information directly to customers and constantly reflect their needs (Fuentes & Svingstedt, 2017). Since the online platform is data controlled, so that the information is asymmetric, there will be problems such as fake reviews, rating fraud, false advertising, etc. This phenomenon puts consumers in an unfavorable information situation. According to the "Online Tourism Consumption Trend Report and Consumer Rights Protection Trend Report (2019)", the problems of online tourism platforms are mainly focused on ten aspects, including information leakage, false advertising, tourism products with big data analysis to harm Existing consumer income and data fraud investigation (Zhou et al., 2022). These problems not only affect consumers' tourism experience and reduce consumer satisfaction, but also damage the credibility of the tourism platform and weaken consumers' trust in the platform. Therefore, privacy protection is an important problem in this field. Since online to offline applications in tourism is an emerging and practical issue, it is very important to investigate this issue in our country. Previous studies have largely ignored service quality evaluation and decision-making by traditional travel agencies, hotels, and airlines. Although the importance of service quality in tourism firm development has been demonstrated by some researchers, few have studied the benefits of service quality from online tourism supply chains to offline hospitality and tourism fields for tourists. Also, in the researcher's point of view, the features of mobile shopping applications that are based on online to offline services are questionable as to what features affect the delight and satisfaction of tourists and lead to the brand's reputation. Meanwhile, the influence of the information quality (including the intrinsic information quality and the textual information quality) and the services quality (including the convenient services quality and the accessible services quality) perceived from online to offline mobile shopping applications on the delight of tourists and the reputation of the tourism brand is questionable. The researcher thought that it was not investigated in the previous research and the researcher investigated these issues in this research.
Methodology:Considering that tourism and hotel businesses can easily use online to offline tourism platforms by applying the results of this research to have satisfied and loyal customers, this research is applied in terms of purpose. On the other hand, in this research, the type of relationship and the degree of influence of the variables were described, so the method of doing the work is descriptive and correlational. In fact, the impact of information and service quality on privacy protection, delight, and reputation of tourism brands in mobile shopping applications based on online to offline (O2O) is investigated. A quantitative method was also used to collect data. The statistical population of this research is European tourists who traveled to Iran. Since the target population is unlimited and its exact size is not available, according to Cochran's formula for the unlimited population, 384 people are considered for the sample size. The convenient non-randomly sampling method is a suitable method for sampling. The collection of information takes place in two stages: library and field. By referring to reliable databases, the researcher examines scientific articles, books, dissertations, and theses to prepare the theoretical foundations of his subject. Then, a questionnaire is used to collect the data required by the researcher in the field and survey method. The questionnaire was made by the researcher. The questionnaire includes five demographic questions (gender, age, marital status, education, employment status). 39 items were designed to answer the research questions, which are analyzed with a Likert scale. In the inferential findings section, the pairwise relationships of the variables were evaluated with Pearson correlation test and the conceptual model of the research was tested with structural equation modeling test with AMOS software. Also, mediation relationships were tested using the Sobel method.
Findings: The online-to-offline service platform channels provide tourists with innovative tools to get service information, order travel package online (via apps) and check-in offline almost instantly. The main purpose of this research is to discover the effect of information quality (including intrinsic information quality and contextual information quality) and service quality (including convenient service quality and accessible service quality) perceived from online to offline based mobile shopping applications with perceived privacy protection on the delight of tourists and the reputation of the tourism brand. The findings indicated that the information quality (including the intrinsic information quality and the textual information quality) and the quality of services (including the convenient services quality and the accessible services quality) perceived from online to offline mobile shopping applications with the protection of privacy perceived on the delight of tourists and tourism brand reputation is effective and all hypotheses were confirmed.
Conclusion:In today's world, searching for information online is very important and common for tourists to make decisions. In recent years, online to offline has been used as a new e-commerce model. This research shows that all dimensions of a mobile phone shopping application, such as the information and services quality provided, privacy protection, are effective on delight of tourists and ultimately the brand's reputation. In fact, considering the wide importance of information needed by tourists, the validity of this information, considering the quality of intrinsic and textual information in applications is very important and effective. On the other hand, the quality of the services provided in these types of applications, easier access and their appropriateness are also factors that should be considered in this type of shopping applications. On the other hand, the higher the quality of information and services, the more the privacy of people in the online world is preserved and the delight of tourists increases. This delight of tourists also improves and increases the reputation of the attitudinal and behavioral brand.
This study investigates the impact of information quality including (intrinsic information quality and contextual information quality) and service quality (including the intrinsic information quality and the textual information quality) perceived from online to offline mobile shopping applications on delight of tourists and the behavioral and attitudinal reputation of the tourism brand. For this reason, the research model of Kim et al. (2021) is used, which was added to it with the researcher's innovation of the brand reputation variable. The results showed that the information quality intrinsic information quality and contextual information quality) and service quality (including the intrinsic information quality and the textual information quality) perceived from online to offline mobile shopping applications are effective on the delight of tourists and the behavioral and attitudinal reputation of the tourism brand. This research concludes that the quality of information provided in mobile shopping applications is important for tourists, especially European tourists in Iran. The quality of intrinsic information and the quality of textual information significantly affect tourists' perception of information quality, and this quality of information has an effect on the delight of tourist. Therefore, tourism industry managers should describe their products and services with detailed and accurate information. When providing it in mobile shopping applications, such as online-to-offline platforms, since the accuracy of information is a key feature of inherent information quality, practitioners in this industry must also thoroughly ensure that the data provided is up-to-date and reflect consumption transactions. Also, the results showed that convenience and high accessibility positively increase the perceived service quality of online to offline platforms. Based on this, tourism industry managers should create easier access for services. In particular, since new phone models are released frequently nowadays, mobile shopping applications must have compatible payment systems to remove barriers to tourists' purchases. Therefore, according to the available results, it is only in this case that mobile shopping applications can have high accessibility and convenience to affect the quality of mobile shopping application services. Another thing that was investigated in this research was the protection of privacy. The results show that privacy protection is a very important factor in creating the delight of tourists, this issue is observed in all the countries of the world that have achieved the technology of mobile shopping applications. Unfortunately, today, some technological advances endanger their privacy from the point of view of customers. For example, CCTV cameras, which are in most tourist places and should protect the safety of tourists, can violate their privacy, or artificial intelligence, which has many capabilities, in the view of some people, spies on their information and violates their privacy rights. Therefore, in the researcher's point of view, despite this level of concern in the world, tourists in our country also have concerns about privacy and take into account the care of their privacy when evaluating the quality of online services. As discussed in this study, managers should be confident that their security systems do not violate tourists' privacy to directly contribute to delight of tourist and brand reputation. Based on the results, it can be suggested that high-quality information helps customers who want to effectively find information on a specific topic and helps customers avoid unnecessary efforts to process useless information. Therefore, providing high-quality information can increase the delight of tourist. Tourism booking and review websites need to improve their entertainment element and create a more interactive and interesting experience for those browsing them. The information provided by the websites must be useful and up-to-date, match the needs of the user and provide links to other websites relevant to these users. By informing tourists about developments, sales plans, product updates and any other content they may find interesting and relevant, it helps to improve delight of tourists and ultimately brand reputation. Also, when tourists have a problem, they can be assured that they can talk to a genuine, caring and ideal person in person or on the phone. Even in the digital world, people like to connect with others. Since this research has a new topic in the field of technology in tourism, the researcher recommends that in future researches, this topic should be investigated with other statistical communities such as local tourists, international tourists, specific hotel guests and other sectors.
Aghdas Soleimani, Zohre Kazemi, Mohammad Aghaei, Zahra Ghorbani,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Purpose: Today, internet-based technologies have brought new transformations to human life. Customers are able to compare products offered by sellers around the world to buy their online products. On the one hand, the widespread use of these technologies provides benefits for online companies that are constantly increasing. The importance of this issue is felt when there is a lot of competition between a large number of similar companies with different types of services. Now, companies are using social media technologies to advertise information about their brands. Social media are a good option for accessing and collecting information from other consumers. These media are widely used for social media marketing and provide various methods for marketers to reach and interact with consumers. Social media marketing refers to "the use of social media technologies, channels, and software to create, deliver, exchange, and provide offerings that have value for the stakeholders of an organization." Online marketing activities lead to the development of knowledge among users, empowering users from predictions about their future businesses, monitoring customer behavior through changes in the content produced, attracting new customers, increasing sales, and fast use and saving time. The goal of social media marketing is to help companies increase market share and customer purchase intention. Today, social media marketing plays a fundamental role in influencing purchase intent due to its ubiquity among consumers. These platforms provide essential information that guides purchase decisions and simplifies decision-making. Purchase intention is an activity in which consumers consider purchasing a product or a service. Purchase intention is the likelihood that a consumer will continue to purchase in the future. Consumer purchase intention can be influenced through the sharing of information or engagement in conversations and comments from other consumers. A strong presence on social media significantly affects purchase intention and builds customer trust. On the other hand, marketers consider brand trust as an important and relevant concept to purchase intention. Brand trust is defined as the willingness of consumers to rely on the power of the brand to fulfill the stated goal and the belief that the brand has the ability to deliver the promised benefits. Studies that have been conducted in the past have stated that brand trust is a precursor to purchase intention. Sung & Kim (2010) and Ellitan, Havina & Lukito (2022) believe that brand trust is considered as a variable that has a significant impact on purchase intention. For many years, brand attitude has been an important topic of research in marketing. Therefore, marketers consider it the most important predictor of consumer behavior towards a product or service. Basically, brand attitude refers to the consistent preference of consumers towards a specific brand and the overall evaluation by the consumer towards the brand. Attitude towards an object (including a brand) includes salient beliefs that are acquired through experience and can fluctuate positively or negatively as a function of past experiences. A favorable attitude towards a brand increases the likelihood of consumers continuing to use it in the future. Consumer attitude typically has a strong influence on their purchase intent. One of the growing global trends in Iran is the increasing demand for luxury goods. The luxury goods market has attracted the attention of researchers and marketing professionals due to its rising growth rate. In 2017, the global market for luxury fashion goods exceeded $1.2 trillion. It is expected that by 2030, approximately 500 million consumers will be luxury fashion customers. Research also shows that about 80% of the global luxury market is influenced by digital technology, and it is expected that online sales of luxury brands will reach 20% of total transactions by 2025. Many luxury brands now have official pages on social media platforms such as Facebook and Instagram, where they publish news about their products and brands. In Iran, luxury fashion brands are trying to achieve profitability by targeting a specific target group. Despite their significant activity on social media, these brands have not been successful in attracting customers through this channel. In addition to increased competition in the domestic market, the import of foreign brands with official dealerships or the entry of these brands and their original counterparts from unconventional channels are serious threats to the Iranian fashion market. Additionally, unofficial pages selling fashion products on social media or the sale of personal luxury products have made these items more accessible to interested individuals and made the competition more difficult. Despite the activities of luxury fashion brands on social media, these activities are not interactive and feedback is not received from customers about the products and services of these brands. As a result, these brands have not been successful in attracting customers, creating positive attitudes, and gaining their trust to the desired extent. Therefore, it is necessary to examine and identify the factors affecting the purchase intention of consumers of luxury clothing brands, including social media marketing, brand attitude, and brand trust, in order to help improve knowledge and improve planning in this field. Despite the importance and expansion of social media marketing in the country, not many studies have been conducted to identify the impact of social media marketing on purchase intention for luxury products. The researchers of this study, after reviewing the research background, found that the role of brand attitude and brand trust in the relationship between social media marketing and customer purchase intention has not been considered in both foreign and domestic research. Given the research gap in this area, the present study investigates the impact of social media marketing on the purchase intention of consumers of luxury clothing brands, taking into account the mediating role of brand trust and brand attitude, which has not been studied before.
Methodology: The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.
Findings: Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.
Conclusion: Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.
Methodology: The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.
Findings: Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.
Conclusion: Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.
Model of the antecedents and consequences of students self-disclosure in the educational environment
Mrs Shamsi Sokout, Mrs Maryam Slampanah, Mr Mohamad Javad Karam Afroz, Mrs Faranak Mousavi,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
purpose: The purpose of this research was to present a model of the antecedents and consequences of self-disclosure in the country's educational environment.
Although self-disclosure, its effective factors and consequences have special value from the aspect of many sciences such as counseling, educational management, educational sciences, psychology, etc., and numerous studies have been conducted on it, but a careful review of the research literature proved that so far no comprehensive and written study with a mixed approach and in the form of providing an integrated model has been done that has investigated the dimensions of this concept, its effective factors and consequences. Each of the existing studies have investigated one or more variables affecting self-disclosure separately. Therefore, according to the existing study gap, according to the history of the researcher's educational activity as a teacher and understanding the importance of self-disclosure in order to maintain the mental health of students of this country, the concern arises that in addition to a comprehensive look at the conducted researches, with an in-depth perspective, analyze this structure, its components, factors affecting it and its consequences in the educational environment of the country. Therefore, the main object of this research is "providing a model of the antecedents and consequences of self-disclosure in the educational environment of the country". In this research, the researcher intends to present effective factors and possible consequences in the form of a conceptual model.
Methodology: The methodology of this research is quantitative-descriptive. The sample of the current research is the first high school students of selected Tehran areas. These areas were selected by multi-stage cluster sampling method. According to subject of this research and the studied population (target), the sample size is selected according to the application of structural equations software, in the number of 600 students of the first secondary school in Tehran. For this purpose, the city of Tehran was first divided into five regions of North, South, East, West and Center by cluster sampling method. Then, from these five regions (regions 1, 5, 6, 8, 16), schools were selected as a cluster and then random samples were selected from each school. In this research, the researcher intends to use the questionnaire extracted from the qualitative part (made by the researcher). This questionnaire consists of two parts. The first part consists of demographic characteristics including gender, age, education level, and region, etc and the second part will contain specialized questions with a response package prepared on a five-point Likert scale.
A: Reflective measurement model test (cv com test)
B: Structural model tests include:
• Hypothesis significance test (direct path)
• R-squares or R2 test (determination coefficient)
• Structural model quality test (Cv Red)
C: the general fit test of the model at the end (SRMR)
Findings: According to the data obtained, there are 172 students in the seventh grade and 31.44%, 180 students in the eighth grade and 32.91%, and 195 students in the ninth grade and 35.65% and a total of 547 people answered the questions of the questionnaire in the educational levels of the first secondary school. According to the obtained data, all values of CV com are higher than 0.15. As a result, the quality of the measurement model is medium to high.
The results show that after removing the counseling expertise variable, the paths of the model from antecedents to self-disclosure and from self-disclosure to the consequences of self-disclosure are significant. It can be concluded that the components of trust, internal motivation, experience, being supported, context of acceptance and environmental conditions are the antecedents of students' self-disclosure. And the components of privacy awareness, mutual communication, creative thinking, problem solving, privacy risk, self-belief, optimism, monitorability, empathy, effective listening and learning from According to the obtained data, the effect of internal motivation on self-disclosure is T-Value = 7.509, the effect of trust on self-disclosure is T-Value = 4.632, the effect of having experience on self-disclosure is T-Value = 2.017, the effect of acceptance context on self-disclosure T-Value = 3.461, the effect of environmental conditions on self-disclosure T-Value = 4.343 and the effect of being supported on self-disclosure with T-Value = 4.392 which It is in the range [-1/96, 1/96]. P-Value=0, which is less than 0.05, rejects the H0 hypothesis and accepts the H1 hypothesis at the 95% confidence level. But the effect of consultant's expertise on self-disclosure T-Value = 0.5, which is not outside the range [-1.96, 1.96] and P-Value = 0.617, which is not less than 0.05, at the confidence level of 95 % HO hypothesis is confirmed and H1 hypothesis is rejected. And on the other hand, the value of β, which shows the intensity and direction of the effect, is positive in internal motivation 0.259, trust 0.168, experience 0.065, environment acceptance 0.12, environmental conditions 0.145, and being supported 0.2; therefore, it is predicted that if the research is repeated in a larger sample of the same community, this hypothesis will be confirmed, and on the other hand, the β value that shows the intensity and direction of the effect, the consultant's expertise is 0.015 and its direction is negative; Therefore, this hypothesis is not confirmed.
According to the obtained data, the effect of self-disclosure on mutual relationship T-value= 799.56, the effect of self-disclosure on creative thinking T-value = 252.22, the effect of self-disclosure on problem solving skill T-value = 684.41 Value, the effect of self-disclosure on self-belief, T-Value = 862/55, the effect of self-disclosure on monitorability, T-Value = 228/56, the effect of self-disclosure on empathy, T-Value = 10/911, the effect of self-disclosure on learning from mistakes T-Value = 64.12, the effect of self-disclosure on privacy awareness T-Value = 118.20, the effect of self-disclosure on privacy risk T-Value = 23.5, the effect of self-disclosure on optimism T-Value = 113.19 and the effect of self-disclosure on effective listening T-Value = 15.407, which is outside the range [-1.96, 1.96]. And P-Value = 0, which is less than 0.05, rejects the H0 hypothesis and confirms the H1 hypothesis at the 95% confidence level. And on the other hand, the value of β, which shows the intensity and direction of the effect, is 0.818 in mutual communication, 0.626 in creative thinking, 0.771 in problem solving skill, 0.829 in self-belief, 0.82 in monitorability, in empathy is 0.419, learning from mistakes is 0.468, privacy awareness is 0.591, privacy risk is 0.214, optimism is 0.551, and effective listening is 0.54. Therefore, it is expected that if the research is repeated in a larger sample of the same community, this hypothesis will be confirmed.
According to the findings, SRMR=0.062 is less than 0.08, so it can be concluded that the overall model has a good fit. The quality and fit status of the structural model resulting from the qualitative part of the research, which was one of the objectives of the quantitative part, was also examined.
In the present study, to calculate the goodness of fit (GOF), the average (R2) and (AVE) of the research components were extracted from smartpls software and included in the relevant formula.
GOF = √ 0.628192308× 0.685423077 = 0.656
According to the obtained data and the calculation result of GOF = 0.656, it can be said: the research model has a very good fit.
Conclusion: School is the foundation to all existing structures in society. A teacher is one of the most important role of a society and the first adult person after parents that the way of communicating with them is very important and has a serious impact on the emotional and social performance of students in school. The effective communication between students and the teacher not only gives the teacher a lot of motivation, but also can lead to creativity, satisfaction, academic progress, and better behavior of students in school and society. And finally, it should lead to students and teacher's mental health and create a foundation for establishing beneficial social relationships of students throughout their lives.
Self-disclosure is a process in which people verbally express their personal information or experiences to others. The school is one of the most important organized social institutions that by providing a healthy environment can cause the growth and prosperity of people's body and mind; This is shaped by students' relationships with teachers, counselors, and school administrators, as well as students' emotional growth, and self-disclosure develops this relationship.
Although self-disclosure, its effective factors and consequences have special value from the aspect of many sciences such as counseling, educational management, educational sciences, psychology, etc., and numerous studies have been conducted on it, but a careful review of the research literature proved that so far no comprehensive and written study with a mixed approach and in the form of providing an integrated model has been done that has investigated the dimensions of this concept, its effective factors and consequences. Each of the existing studies have investigated one or more variables affecting self-disclosure separately. Therefore, according to the existing study gap, according to the history of the researcher's educational activity as a teacher and understanding the importance of self-disclosure in order to maintain the mental health of students of this country, the concern arises that in addition to a comprehensive look at the conducted researches, with an in-depth perspective, analyze this structure, its components, factors affecting it and its consequences in the educational environment of the country. Therefore, the main object of this research is "providing a model of the antecedents and consequences of self-disclosure in the educational environment of the country". In this research, the researcher intends to present effective factors and possible consequences in the form of a conceptual model.
Methodology: The methodology of this research is quantitative-descriptive. The sample of the current research is the first high school students of selected Tehran areas. These areas were selected by multi-stage cluster sampling method. According to subject of this research and the studied population (target), the sample size is selected according to the application of structural equations software, in the number of 600 students of the first secondary school in Tehran. For this purpose, the city of Tehran was first divided into five regions of North, South, East, West and Center by cluster sampling method. Then, from these five regions (regions 1, 5, 6, 8, 16), schools were selected as a cluster and then random samples were selected from each school. In this research, the researcher intends to use the questionnaire extracted from the qualitative part (made by the researcher). This questionnaire consists of two parts. The first part consists of demographic characteristics including gender, age, education level, and region, etc and the second part will contain specialized questions with a response package prepared on a five-point Likert scale.
A: Reflective measurement model test (cv com test)
B: Structural model tests include:
• Hypothesis significance test (direct path)
• R-squares or R2 test (determination coefficient)
• Structural model quality test (Cv Red)
C: the general fit test of the model at the end (SRMR)
Findings: According to the data obtained, there are 172 students in the seventh grade and 31.44%, 180 students in the eighth grade and 32.91%, and 195 students in the ninth grade and 35.65% and a total of 547 people answered the questions of the questionnaire in the educational levels of the first secondary school. According to the obtained data, all values of CV com are higher than 0.15. As a result, the quality of the measurement model is medium to high.
The results show that after removing the counseling expertise variable, the paths of the model from antecedents to self-disclosure and from self-disclosure to the consequences of self-disclosure are significant. It can be concluded that the components of trust, internal motivation, experience, being supported, context of acceptance and environmental conditions are the antecedents of students' self-disclosure. And the components of privacy awareness, mutual communication, creative thinking, problem solving, privacy risk, self-belief, optimism, monitorability, empathy, effective listening and learning from According to the obtained data, the effect of internal motivation on self-disclosure is T-Value = 7.509, the effect of trust on self-disclosure is T-Value = 4.632, the effect of having experience on self-disclosure is T-Value = 2.017, the effect of acceptance context on self-disclosure T-Value = 3.461, the effect of environmental conditions on self-disclosure T-Value = 4.343 and the effect of being supported on self-disclosure with T-Value = 4.392 which It is in the range [-1/96, 1/96]. P-Value=0, which is less than 0.05, rejects the H0 hypothesis and accepts the H1 hypothesis at the 95% confidence level. But the effect of consultant's expertise on self-disclosure T-Value = 0.5, which is not outside the range [-1.96, 1.96] and P-Value = 0.617, which is not less than 0.05, at the confidence level of 95 % HO hypothesis is confirmed and H1 hypothesis is rejected. And on the other hand, the value of β, which shows the intensity and direction of the effect, is positive in internal motivation 0.259, trust 0.168, experience 0.065, environment acceptance 0.12, environmental conditions 0.145, and being supported 0.2; therefore, it is predicted that if the research is repeated in a larger sample of the same community, this hypothesis will be confirmed, and on the other hand, the β value that shows the intensity and direction of the effect, the consultant's expertise is 0.015 and its direction is negative; Therefore, this hypothesis is not confirmed.
According to the obtained data, the effect of self-disclosure on mutual relationship T-value= 799.56, the effect of self-disclosure on creative thinking T-value = 252.22, the effect of self-disclosure on problem solving skill T-value = 684.41 Value, the effect of self-disclosure on self-belief, T-Value = 862/55, the effect of self-disclosure on monitorability, T-Value = 228/56, the effect of self-disclosure on empathy, T-Value = 10/911, the effect of self-disclosure on learning from mistakes T-Value = 64.12, the effect of self-disclosure on privacy awareness T-Value = 118.20, the effect of self-disclosure on privacy risk T-Value = 23.5, the effect of self-disclosure on optimism T-Value = 113.19 and the effect of self-disclosure on effective listening T-Value = 15.407, which is outside the range [-1.96, 1.96]. And P-Value = 0, which is less than 0.05, rejects the H0 hypothesis and confirms the H1 hypothesis at the 95% confidence level. And on the other hand, the value of β, which shows the intensity and direction of the effect, is 0.818 in mutual communication, 0.626 in creative thinking, 0.771 in problem solving skill, 0.829 in self-belief, 0.82 in monitorability, in empathy is 0.419, learning from mistakes is 0.468, privacy awareness is 0.591, privacy risk is 0.214, optimism is 0.551, and effective listening is 0.54. Therefore, it is expected that if the research is repeated in a larger sample of the same community, this hypothesis will be confirmed.
According to the findings, SRMR=0.062 is less than 0.08, so it can be concluded that the overall model has a good fit. The quality and fit status of the structural model resulting from the qualitative part of the research, which was one of the objectives of the quantitative part, was also examined.
In the present study, to calculate the goodness of fit (GOF), the average (R2) and (AVE) of the research components were extracted from smartpls software and included in the relevant formula.
GOF = √ 0.628192308× 0.685423077 = 0.656
According to the obtained data and the calculation result of GOF = 0.656, it can be said: the research model has a very good fit.
Conclusion: School is the foundation to all existing structures in society. A teacher is one of the most important role of a society and the first adult person after parents that the way of communicating with them is very important and has a serious impact on the emotional and social performance of students in school. The effective communication between students and the teacher not only gives the teacher a lot of motivation, but also can lead to creativity, satisfaction, academic progress, and better behavior of students in school and society. And finally, it should lead to students and teacher's mental health and create a foundation for establishing beneficial social relationships of students throughout their lives.
Self-disclosure is a process in which people verbally express their personal information or experiences to others. The school is one of the most important organized social institutions that by providing a healthy environment can cause the growth and prosperity of people's body and mind; This is shaped by students' relationships with teachers, counselors, and school administrators, as well as students' emotional growth, and self-disclosure develops this relationship.
Marzieh Morovati, Nosrat Riahinia, Ali Azimi,
Volume 10, Issue 4 (3-2024)
Volume 10, Issue 4 (3-2024)
Abstract
Background and Aim: The Covid-19 pandemic crisis has highlighted the importance of open and timely access to scientific information. The aim of this study was to explain the world community's efforts to open access in the Covid-19 pandemic crisis.
Method: This was a review study in terms of approach using documentary research method. In this regard, open access literature was studied using searches on Google search engine, Google Scholar and databases such as PubMed, Web of Science, Scopus and the websites of publishers, journals and scientific institutions, focusing on the Covid-19 pandemic crisis.
Results: Since the formation of the open access movement, this issue has attracted a lot of attention and extensive efforts have been made in the direction of open access to research publications by the scientific community. Publishers, financial sponsors and international institutions have also entered this arena and various statements and plans have been formed in order to recognize the open access movement and its development. “Budapest Open Access Initiative”, “Bethesda Statement on Open Access Publishing”, “Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities” are the first measures in this regard. On the other hand, the importance of access to timely information, especially in the fields of medical sciences and information related to health and diseases, is worthy of attention in promoting public health. The need to pay attention to open access and sharing of information and the consequences of not doing so has become more important with the occurrence of critical and emergency situations caused by pandemic and public health emergencies. Along with the emergence of COVID-19 and the pandemic caused by it, many researches have been conducted in order to deal with the crisis of this disease and to find solutions for its treatment and control. The aspects of this deadly disease have attracted the attention of everyone, especially scientists and scholars in various fields around the world, and an unprecedented number of articles have been published in this field. In addition, many international organizations have published various information about the disease of COVID-19 in the form of open access, for example, “WHO Coronavirus Disease (COVID-19) Dashboard” and "Coronavirus Watch". The unprecedented crisis of the COVID-19 pandemic has highlighted the importance of information transparency and timely and open access to it. Access to accurate and timely information about this emerging disease is very important and can help to assess and understand the risks and obtain strategies to contain it, strong evidence, better information and support for decisions and policies in the direction of public health. The need to provide suitable solutions for treatment, prevention and control of the disease on the one hand and the increasing number of researches on COVID-19 on the other hand, has created new opportunities in the system of scientific communication and publication of research findings, and the scientific community has decided to accelerate the cycle of knowledge to find possible solutions to deal with the disease crisis. Explaining the efforts and measures taken in this direction during the COVID-19 pandemic as the most important global crisis and concern can provide useful information to the scientific community, especially those involved in research. Considering the unprecedented nature of the COVID-19 pandemic crisis, as well as the importance of timely and open access to scientific information about this disease, the question arises as to what measures have been taken in response to the COVID-19 pandemic crisis? Also, what measures and measures have been taken for free access to scientific information about the pandemic? A review of the literature regarding the issue of open access in the crisis of the COVID-19 pandemic showed in response to the COVID-19 pandemic crisis, a global effort has been made to facilitate open access to COVID-19 research findings. The need for appropriate strategies for the treatment, prevention and control of the disease and the increasing number of COVID-19 research has affected the system of scientific communication and the publication of research findings and the world community, especially reputable publishers and scientific institutions, have made extensive statements, measures and efforts to provide open access to as much scientific information as possible about the disease. During the crisis of the COVID-19 pandemic, many publishers, journals and funders have committed to open access in a statement to ensure that research findings and data relevant to this outbreak are shared rapidly and openly to inform the public health response and help save lives. The measures and actions of publishers and scientific journals in this regard are worthy of attention. Access to Elsevier's free medical and health research related to COVID-19 is possible through the "Elsevier's Novel Coronavirus Information Center". Elsevier has also created a collection of free resources, including evidence-based clinical guidelines and more than 41,000 research articles to read, download and extract data, in support of the research communities' impressive efforts in the fight against COVID-19. This guide provides an overview of the resources. Through the "COVID-19 Resource Centre", Lancet has provided free access to all research articles, review articles, news and analysis related to COVID-19 from its journals. Springer Nature has provided free access to the latest COVID-19 articles through the "Coronavirus (COVID-19) Research Highlights". The publisher has now enabled free access to articles, book chapters, reference works and protocols on its platforms and has supported all researchers to make their experimental datasets freely available. Springer Nature has made more than 8,700 preprint articles on COVID-19 available through “Research Square”, with links to key resources, free content, and up-to-date information related to COVID-19, along with key information and policies in support of access from placed far away. NEJM has made available a collection of articles and resources such as clinical reports and management guides about the pandemic, as well as a collection of resources about the COVID-19 vaccines. BMJ's Coronavirus (COVID-19) Hub has also supported health professionals and researchers through open access to practical guides, online courses, as well as the latest BMG news, opinions and research. PLOS is committed to publishing research as quickly as possible, especially in public health emergencies. All articles published in PLOS journals are free for all readers. PLOS articles collection highlights all the content related to the COVID-19 pandemic published in PLOS journals. To support the efforts of global health professionals and the scientific research community, Taylor & Francis has created a special collection of research articles related to COVID-19, providing free access to published articles related to COVID-19 in the publisher's major medical journals. he does. This collection is updated weekly. On the other hand, the archive of all research articles related to COVID-19 published in 2020 by Taylor & Francis has also been made available to the audience. Wiley has created the "COVID-19 Resources" in order to help researchers, educators and specialists for online training and access to the latest research on COVID-19. Believing in the power of social and behavioral sciences to transform the best medical research into policies and procedures for development, SAGE has published a collection of the latest medical research related to COVID-19 published by this publisher, as well as the best social and behavioral research in order to help It has enabled individuals, communities and guardians to make the best decisions to deal with the pandemic and its consequences. Science journals are trying to make research related to COVID-19 available in open access. The "COVID-19" option is placed on the main page of the Science website. CABI has also created free access to more than 37,000 records related to COVID-19 in its online platforms, Global Health and CAB Abstracts in order to support global efforts to deal with the disease pandemic. Global Health provides researchers and students with unparalleled access to all public health research and practices in the world - providing knowledge without borders. “Sci-Dev.Net” also includes episodes about the coronavirus in the Health, Science and Development series. Wolters Kluwer is also one of the publishers that has provided free access to publications related to COVID-19 in order to support professionals. According to IFLA reports, the actions of publishers such as Penguin Random House and Macmillan, as well as the measures of Audible and ENSSIB in terms of access to resources, are worthy of attention. Some libraries, such as the National Library and Archives of Iran, have provided extensive access to their users. Some associations and scientific societies, such as the International Coalition of Library Consortia, LIBER and the Association of University Library Directors in France, have asked publishers to facilitate access to works. Italian and Spanish librarians have called for more open access efforts. During the crisis of the COVID-19 pandemic, open access has also attracted the attention of scientific institutions, and extensive measures have been taken in this direction by them. In the January 30 statement, the Global Preparedness Monitoring Board called for immediate measures such as the free and immediate sharing of all information about the pandemic, the cooperation of countries to immediately allocate resources to prevent, identify and inform about the pandemic and the rapid sharing of research data by the research community, support Low-income countries are advised to ensure proper notification to national and international communities to control the pandemic. On January 30, 2020, following the recommendations of the Emergency Committee, the Director-General of the World Health Organization declared the disease pandemic a public health emergency of international concern. The world's scientists gathered on February 11-12, 2020 at the headquarters of the World Health Organization in Geneva to assess the current level of knowledge about the new virus and about critical questions and find solutions to contribute to accelerating and funding research priorities and solving the pandemic crisis and preparedness Discuss and negotiate for future issues. This meeting led to an agreement on two basic goals. The first case was to accelerate innovative research to help curb the pandemic and facilitate care, and the second case was to support research priorities that contribute to global research platforms. The World Health Organization believes that the coherence of countries is necessary to ensure fair access to the effects of COVID-19. The World Health Organization is collecting global research on the disease COVID-19 and the latest findings and international multilingual scientific information on the pandemic. UNESCO has also emphasized the value and necessity of open solutions in the face of the COVID-19 pandemic and believes that open access to scientific information can facilitate better and faster research in the direction of a suitable vaccine, and open Educational Resources help everyone to use their information. updates about COVID-19 and also teaches how to follow public health recommendations. Relying on its mission to ensure global access to information, UNESCO has taken various initiatives to apply open solutions in the fight against the pandemic. For example, the Coronavirus Watch provides a global view of the pandemic situation. The COVID-19 Universal REsource gateway (CURE) is also an immediate response to the pandemic. IFLA has made efforts to encourage the World Intellectual Property Organization to emphasize how balanced intellectual property laws can help facilitate access. IFLA has also provided a list of key resources for libraries in response to the COVID-19 pandemic on its website. Open access is also emphasized in the statement of the President and Secretary General of IFLA. Following the COVID-19 crisis, priorities have also been considered in the SPARC program. Also, the Copyright Clearance Center recognizes publishing and information institutions to participate in the public interest through access to scientific, news and educational materials related to COVID-19. The list of institutions is regularly updated. The Islamic World Science and Technology Monitoring and Citation Institute has also launched the "COVID-19 Visualizer" in order to provide up-to-date statistics about the pandemic situation and accelerate the transmission of scientific findings about COVID-19. In addition, government officials have also called for open access to the publications of COVID-19. The National Science and Technology Advisors of the United States of America, Canada, England, Australia, Brazil, Germany, France, Italy, Spain, India, Japan, New Zealand, Singapore, South Korea and the European Commission have published an open letter asking scientific publishers to Pandemic, make publications related to COVID-19 available with open access through PubMed Central and other public databases such as the World Health Organization's COVID-19 database. The world community’s efforts demonstrate the growing importance of open access and increasing attention to this issue. It seems that the global response to the COVID-19 pandemic crisis could provide lessons for better preparedness for possible future crises. The present study is one of the first studies conducted in our country regarding the free access movement in the pandemic crisis and tried to present a picture of the efforts of the scientific community in this field in response to the COVID-19 pandemic. It is obvious that future researches on the wide dimensions and angles of this issue can cause the scientific community to become more aware of the importance of free access, especially in crises.
Conclusion: The world community’s efforts demonstrate the growing importance of open access and increasing attention to this issue. It seems that the global response to the Covid-19 pandemic crisis could provide lessons for better preparedness for possible future crises. If open access is considered as a value in the system of publishing and research communications, the development and generalization of this value requires the adoption of policies and requirements of the scientific community in order to develop it as a global value.
Method: This was a review study in terms of approach using documentary research method. In this regard, open access literature was studied using searches on Google search engine, Google Scholar and databases such as PubMed, Web of Science, Scopus and the websites of publishers, journals and scientific institutions, focusing on the Covid-19 pandemic crisis.
Results: Since the formation of the open access movement, this issue has attracted a lot of attention and extensive efforts have been made in the direction of open access to research publications by the scientific community. Publishers, financial sponsors and international institutions have also entered this arena and various statements and plans have been formed in order to recognize the open access movement and its development. “Budapest Open Access Initiative”, “Bethesda Statement on Open Access Publishing”, “Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities” are the first measures in this regard. On the other hand, the importance of access to timely information, especially in the fields of medical sciences and information related to health and diseases, is worthy of attention in promoting public health. The need to pay attention to open access and sharing of information and the consequences of not doing so has become more important with the occurrence of critical and emergency situations caused by pandemic and public health emergencies. Along with the emergence of COVID-19 and the pandemic caused by it, many researches have been conducted in order to deal with the crisis of this disease and to find solutions for its treatment and control. The aspects of this deadly disease have attracted the attention of everyone, especially scientists and scholars in various fields around the world, and an unprecedented number of articles have been published in this field. In addition, many international organizations have published various information about the disease of COVID-19 in the form of open access, for example, “WHO Coronavirus Disease (COVID-19) Dashboard” and "Coronavirus Watch". The unprecedented crisis of the COVID-19 pandemic has highlighted the importance of information transparency and timely and open access to it. Access to accurate and timely information about this emerging disease is very important and can help to assess and understand the risks and obtain strategies to contain it, strong evidence, better information and support for decisions and policies in the direction of public health. The need to provide suitable solutions for treatment, prevention and control of the disease on the one hand and the increasing number of researches on COVID-19 on the other hand, has created new opportunities in the system of scientific communication and publication of research findings, and the scientific community has decided to accelerate the cycle of knowledge to find possible solutions to deal with the disease crisis. Explaining the efforts and measures taken in this direction during the COVID-19 pandemic as the most important global crisis and concern can provide useful information to the scientific community, especially those involved in research. Considering the unprecedented nature of the COVID-19 pandemic crisis, as well as the importance of timely and open access to scientific information about this disease, the question arises as to what measures have been taken in response to the COVID-19 pandemic crisis? Also, what measures and measures have been taken for free access to scientific information about the pandemic? A review of the literature regarding the issue of open access in the crisis of the COVID-19 pandemic showed in response to the COVID-19 pandemic crisis, a global effort has been made to facilitate open access to COVID-19 research findings. The need for appropriate strategies for the treatment, prevention and control of the disease and the increasing number of COVID-19 research has affected the system of scientific communication and the publication of research findings and the world community, especially reputable publishers and scientific institutions, have made extensive statements, measures and efforts to provide open access to as much scientific information as possible about the disease. During the crisis of the COVID-19 pandemic, many publishers, journals and funders have committed to open access in a statement to ensure that research findings and data relevant to this outbreak are shared rapidly and openly to inform the public health response and help save lives. The measures and actions of publishers and scientific journals in this regard are worthy of attention. Access to Elsevier's free medical and health research related to COVID-19 is possible through the "Elsevier's Novel Coronavirus Information Center". Elsevier has also created a collection of free resources, including evidence-based clinical guidelines and more than 41,000 research articles to read, download and extract data, in support of the research communities' impressive efforts in the fight against COVID-19. This guide provides an overview of the resources. Through the "COVID-19 Resource Centre", Lancet has provided free access to all research articles, review articles, news and analysis related to COVID-19 from its journals. Springer Nature has provided free access to the latest COVID-19 articles through the "Coronavirus (COVID-19) Research Highlights". The publisher has now enabled free access to articles, book chapters, reference works and protocols on its platforms and has supported all researchers to make their experimental datasets freely available. Springer Nature has made more than 8,700 preprint articles on COVID-19 available through “Research Square”, with links to key resources, free content, and up-to-date information related to COVID-19, along with key information and policies in support of access from placed far away. NEJM has made available a collection of articles and resources such as clinical reports and management guides about the pandemic, as well as a collection of resources about the COVID-19 vaccines. BMJ's Coronavirus (COVID-19) Hub has also supported health professionals and researchers through open access to practical guides, online courses, as well as the latest BMG news, opinions and research. PLOS is committed to publishing research as quickly as possible, especially in public health emergencies. All articles published in PLOS journals are free for all readers. PLOS articles collection highlights all the content related to the COVID-19 pandemic published in PLOS journals. To support the efforts of global health professionals and the scientific research community, Taylor & Francis has created a special collection of research articles related to COVID-19, providing free access to published articles related to COVID-19 in the publisher's major medical journals. he does. This collection is updated weekly. On the other hand, the archive of all research articles related to COVID-19 published in 2020 by Taylor & Francis has also been made available to the audience. Wiley has created the "COVID-19 Resources" in order to help researchers, educators and specialists for online training and access to the latest research on COVID-19. Believing in the power of social and behavioral sciences to transform the best medical research into policies and procedures for development, SAGE has published a collection of the latest medical research related to COVID-19 published by this publisher, as well as the best social and behavioral research in order to help It has enabled individuals, communities and guardians to make the best decisions to deal with the pandemic and its consequences. Science journals are trying to make research related to COVID-19 available in open access. The "COVID-19" option is placed on the main page of the Science website. CABI has also created free access to more than 37,000 records related to COVID-19 in its online platforms, Global Health and CAB Abstracts in order to support global efforts to deal with the disease pandemic. Global Health provides researchers and students with unparalleled access to all public health research and practices in the world - providing knowledge without borders. “Sci-Dev.Net” also includes episodes about the coronavirus in the Health, Science and Development series. Wolters Kluwer is also one of the publishers that has provided free access to publications related to COVID-19 in order to support professionals. According to IFLA reports, the actions of publishers such as Penguin Random House and Macmillan, as well as the measures of Audible and ENSSIB in terms of access to resources, are worthy of attention. Some libraries, such as the National Library and Archives of Iran, have provided extensive access to their users. Some associations and scientific societies, such as the International Coalition of Library Consortia, LIBER and the Association of University Library Directors in France, have asked publishers to facilitate access to works. Italian and Spanish librarians have called for more open access efforts. During the crisis of the COVID-19 pandemic, open access has also attracted the attention of scientific institutions, and extensive measures have been taken in this direction by them. In the January 30 statement, the Global Preparedness Monitoring Board called for immediate measures such as the free and immediate sharing of all information about the pandemic, the cooperation of countries to immediately allocate resources to prevent, identify and inform about the pandemic and the rapid sharing of research data by the research community, support Low-income countries are advised to ensure proper notification to national and international communities to control the pandemic. On January 30, 2020, following the recommendations of the Emergency Committee, the Director-General of the World Health Organization declared the disease pandemic a public health emergency of international concern. The world's scientists gathered on February 11-12, 2020 at the headquarters of the World Health Organization in Geneva to assess the current level of knowledge about the new virus and about critical questions and find solutions to contribute to accelerating and funding research priorities and solving the pandemic crisis and preparedness Discuss and negotiate for future issues. This meeting led to an agreement on two basic goals. The first case was to accelerate innovative research to help curb the pandemic and facilitate care, and the second case was to support research priorities that contribute to global research platforms. The World Health Organization believes that the coherence of countries is necessary to ensure fair access to the effects of COVID-19. The World Health Organization is collecting global research on the disease COVID-19 and the latest findings and international multilingual scientific information on the pandemic. UNESCO has also emphasized the value and necessity of open solutions in the face of the COVID-19 pandemic and believes that open access to scientific information can facilitate better and faster research in the direction of a suitable vaccine, and open Educational Resources help everyone to use their information. updates about COVID-19 and also teaches how to follow public health recommendations. Relying on its mission to ensure global access to information, UNESCO has taken various initiatives to apply open solutions in the fight against the pandemic. For example, the Coronavirus Watch provides a global view of the pandemic situation. The COVID-19 Universal REsource gateway (CURE) is also an immediate response to the pandemic. IFLA has made efforts to encourage the World Intellectual Property Organization to emphasize how balanced intellectual property laws can help facilitate access. IFLA has also provided a list of key resources for libraries in response to the COVID-19 pandemic on its website. Open access is also emphasized in the statement of the President and Secretary General of IFLA. Following the COVID-19 crisis, priorities have also been considered in the SPARC program. Also, the Copyright Clearance Center recognizes publishing and information institutions to participate in the public interest through access to scientific, news and educational materials related to COVID-19. The list of institutions is regularly updated. The Islamic World Science and Technology Monitoring and Citation Institute has also launched the "COVID-19 Visualizer" in order to provide up-to-date statistics about the pandemic situation and accelerate the transmission of scientific findings about COVID-19. In addition, government officials have also called for open access to the publications of COVID-19. The National Science and Technology Advisors of the United States of America, Canada, England, Australia, Brazil, Germany, France, Italy, Spain, India, Japan, New Zealand, Singapore, South Korea and the European Commission have published an open letter asking scientific publishers to Pandemic, make publications related to COVID-19 available with open access through PubMed Central and other public databases such as the World Health Organization's COVID-19 database. The world community’s efforts demonstrate the growing importance of open access and increasing attention to this issue. It seems that the global response to the COVID-19 pandemic crisis could provide lessons for better preparedness for possible future crises. The present study is one of the first studies conducted in our country regarding the free access movement in the pandemic crisis and tried to present a picture of the efforts of the scientific community in this field in response to the COVID-19 pandemic. It is obvious that future researches on the wide dimensions and angles of this issue can cause the scientific community to become more aware of the importance of free access, especially in crises.
Conclusion: The world community’s efforts demonstrate the growing importance of open access and increasing attention to this issue. It seems that the global response to the Covid-19 pandemic crisis could provide lessons for better preparedness for possible future crises. If open access is considered as a value in the system of publishing and research communications, the development and generalization of this value requires the adoption of policies and requirements of the scientific community in order to develop it as a global value.
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.
Samira Daniali, Amir Hossein Seddighi,
Volume 10, Issue 4 (3-2024)
Volume 10, Issue 4 (3-2024)
Abstract
Background and Aim: Data as a strategic asset in any organization requires proper and effective management in order to provide transformative opportunities for the organization. In addition, the increase in the volume of data has forced organizations to move towards collecting, classifying and analyzing data so that they can identify the customer's needs and respond to them at the right time and in the right way. On the one hand, to manage such a volume of data and on the other hand, to maximize the business value resulting from the analyses based on these data, a concept called data governance has been introduced. Data governance is a system for determining the responsibilities, policies and standards used in connection with data-driven processes at the organization level, which tries to take steps to transform organization's data into business values while maintaining and increasing the quality of data. From this point of view, data governance is considered as a strategic program that aims to guide and monitor the various data dimensions of the organization in order to solve internal problems around data, and to improve collaboration between business and information technology departments. It will lead to increase productivity in data management and use, and help generate value by pushing the organization towards data-driven decisions. Considering the importance and role of data governance, organizations need to have a clear picture of their situation in this field. Therefore, the need for an approach that can evaluate data governance in organizations is strongly felt. For this purpose, this research tries to find an answer to this need by developing a model for evaluating data governance.
Method: In this research, first, a set of criteria for evaluating data governance is extracted from the literature, and according to the structure of the problem and the opinion of experts, a hierarchical structure is developed for evaluating data governance. Then the evaluation method is established using the proposed structure and a hybrid approach based on Analytic Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). In the following, the proposed approach is used in a case study in the food industry.
In the evaluation method, first, the weight of each criterion is calculated with the help of AHP. In this regard, the following steps are taken.
Method: In this research, first, a set of criteria for evaluating data governance is extracted from the literature, and according to the structure of the problem and the opinion of experts, a hierarchical structure is developed for evaluating data governance. Then the evaluation method is established using the proposed structure and a hybrid approach based on Analytic Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). In the following, the proposed approach is used in a case study in the food industry.
In the evaluation method, first, the weight of each criterion is calculated with the help of AHP. In this regard, the following steps are taken.
- Form a hierarchy
- For the elements of each level of the hierarchy, perform pairwise comparisons according to the expert opinion.
- Calculate the inconsistency rate for each matrix of pairwise comparisons.
- If the inconsistency rate for the matrix was more than 0.1, review the values of the paired comparisons of that matrix.
- Calculate the relative weight of the elements corresponding to each matrix of pairwise comparisons.
- The product of the relative weight of each criterion and the relative weight of all elements related to it, at all higher levels of the hierarchy, gives the final weight of that criterion.
- Now, with the help of the weights calculated for each criterion and using the TOPSIS method, the alternatives will be ranked. The TOPSIS method is based on choosing the alternative that has the smallest distance from the positive ideal solution and the largest distance from the negative ideal solution. In this method, it is assumed that there are m alternatives (organizations) that must be evaluated based on n criteria. The steps of this method are as follows.
- Evaluate the alternatives with respect to each criterion according to the expert opinion.
- Normalize the decision matrix so that the data are on the same scale.
- Obtain the normalized weighted decision matrix by multiplying each component of the normal matrix by the weight of similar criteria.
- Calculate positive ideal and negative ideal solutions.
- Calculate the distance of each alternative from the ideal positive and ideal negative solutions.
- Obtain the closeness coefficient of the alternatives.
- Rank the alternatives in decreasing order of the closeness coefficient.
- Finally, the proposed evaluation method is used to evaluate data governance in five organizations active in the food industry.
Findings: According to the results of this research, data governance can be evaluated at the first level from three different dimensions, which are data quality, internal organizational effects, and external organizational effects. Then, at the second level, different criteria are considered for each dimension of data governance. Data quality evaluation criteria include data accuracy, data completeness, data consistency, data availability, data timeliness, and data uniqueness. The data accuracy measure refers to issues such as the percentage of incorrect information, the percentage of the need for manual corrective actions on the data, and the percentage of change in the retrieval of incorrect information after the implementation of data governance. The data completeness criterion seeks to ensure the completeness of various dimensions of information that the organization must use in its business line, and is related to issues such as the percentage of information filled in the required fields, the percentage of usable information, and the percentage of incomplete information. Data consistency refers to ensuring that the data is consistent and aligned with the policies, rules and values set for the data in the business. Data availability seeks to assess the time the business group has access to critical information and data elements.
Data timeliness refers to the degree to which the data represents reality at a particular point in time.
Data uniqueness means that no information item is recorded more than once in the data set.
The second dimension of data governance evaluation focuses on its internal organizational effects,andthe main criteria in this dimension are data governance efficiency, data governance productivity, and business cost savings. These criteria seek to evaluate the level of involvement, participation and impact of data governance in the organization. Among the important things in evaluating the efficiency of data governance are the number of business lines, functional areas, system areas, project teams, and other parts of the organization that have come together to support monitoring and providing resources for data governance, and in addition, categorizing and tracking the status of all issues that fall within the scope of data governance tasks. The data governance productivity considers the impact of data governance in relation to the amount of support and investment in this area, and includes issues such as the amount of reduction in resources required to coordinate members, products and other entities in data systems, the amount of reduction in work required to solve existing data problems, the percentage of projects or initiatives within the organization that have been identified and eliminated as redundant by the data governance program, and the number of redundant systems eliminated in order to create a single definition of customer, product, or other master data. Finally, the cost savings measure reflects the business value of data governance in terms of internal organizational impacts.
The third dimension of data governance evaluation considers the effects that go beyond the internal boundaries of the organization and affect the entire business of the organization. The criteria considered in this dimension include obtaining and improving customer satisfaction, complying with laws and creating business opportunities, which express the main motivations and drivers of the organization to adopt data governance in the current competitive environment. The customer satisfaction criterion measures the fruit of the efforts made to govern and manage data and turn it into a real business value. On the other hand, there are laws and regulations that are defined in relation to data and depending on the type of business at different national, regional and international levels, and failure to comply with them, in addition to monetary fines, will sometimes result in the suspension or even termination of the organization's business. Therefore, the level of compliance with laws is one of the key criteria in the evaluation of data governance from the perspective of external organizational effects. Finally, it is expected that high-quality data along with analysis and reporting systems will lead to informed decisions and data-driven insights and provide new business opportunities for the organization, which is the subject of the last criterion in this dimension.
Finally, five organizations active in the food industry were examined from the perspective of data governance. According to the information collected from these organizations and using expert opinion, pairwise comparisons were made at different levels of the proposed hierarchy. Then, using AHP, the weight of each dimension and criteria was calculated. According to the results, it can be seen that the external organizational effects is the most important dimension of data governance evaluation in organizations. In addition, customer satisfaction was chosen as the most important evaluation criterion, and compliance with laws and productivity were placed in the next positions. Then, the solutions and the distance of each organization from these solutions were calculated. studied organizations were scored based on the data governance criteria on a scale between zero and ten, and using the TOPSIS method, ideal positive and ideal negative Afterwards, the closeness coefficient and accordingly the rank of each organization was obtained.The results show that the third organization has the best performance in the field of data governance among other organizations, and
the second and fourth or ganizations are placed in the next places with a slight difference from each other.
The fifth organization has a much weaker performance and the first organization is in the last place by a large margin. These results emphasize the applicability of the proposed approach for evaluating data governance and show the steps to perform such an evaluation in a case study in the field of food industry. Such an evaluation in the target organizations can be used as a measure to determine the current state of data governance on the one hand, and on the other hand, it can be used to set goals to reach the desired state in data governance. Moreover, considering the comprehensive and general nature of the proposed approach, it enables its application in other organizations, regardless of their size and type, which is one of the advantages of this approach.
Conclusion: The volume of data is exploding in the last decade and its complexity is continuously increasing. Moreover, organizations have become more adept at using data, which has created new demands that require different methods to combine, change, store and present information. Leading organizations are finding that traditional solutions for data management are becoming more expensive and unable to truly manage the business. Therefore, organizations need to solve these data problems in another way and by implementing an effective data governance. Data governance, by monitoring data quality and aligning it with business goals, is one of the causes of internal organizational changes, such as increased productivity. It has external impacts like increasing customer satisfaction and creating new business opportunities. Therefore, organizations need to use, implement, and evaluate data governance in their business to maintain competitive advantage and comply with laws and regulations. The present study tried to provide an applicable approach to evaluate data governance in organizations. For this purpose, the dimensions of data governance and different criteria for their evaluation were determined using the literature review and the opinion of experts. Then, a hierarchical structure was proposed to evaluate data governance. This structure considers data governance from the three dimensions of data quality, internal organizational effects and external organizational effects of data governance. In the following, for each of these dimensions and depending on their nature, different criteria were introduced and explained. Then the evaluation method was developed based on the obtained structure and using a hybrid AHP and TOPSIS approach. In the next step, the proposed approach was used in a case study to evaluate data governance in five organizations active in the food industry. This study, while showing the implementation steps of the proposed approach, specifies its applicability and generalizability in other organizations. In addition, the results of this evaluation can help organizations to improve the state of data governance and while ensuring customer satisfaction and compliance with laws in the field of data, provide a platform for organizational excellence and new business opportunities.
Atefeh Heshmatzadeh, Dr Hamidreza Amel Ardestan, Farshid Aslani,
Volume 10, Issue 4 (3-2024)
Volume 10, Issue 4 (3-2024)
Abstract
Background and purpose: The Health Ministry plays a fundamental role in providing primary and to some extent secondary services in the Iranian health system, and the employees in the health ministry have important and dangerous tasks in order to maintain and promote the health of the community. Since improving the performance of health assistants can ultimately lead to improving health indicators, the main objective of the project is to study the role of pessimism in the professional performance of health assistants at the University of Medical Sciences in Isfahan, given the role of knowledge mediation and moderation of managerial leadership.
Materials and methods: This research is descriptive , experimental in functional purpose, and methodological in data collection. The statistical community of the study consisted of 235 staff members of the health department, who were considered on the basis of a sample number table of 140 people, but the 200 questionnaires were distributed in a simple random manner. The data were collected in a library-like and field-like manner. Standard questionnaires on job cynicism, knowledge retention, job performance scale, and transformational leadership were used to measure the research variables. Structural equation modeling with the PLS software was used to analyze the data..
Findings: Pessimism with a coefficient of 322/-0 has a significant and adverse effect on the professional performance of employees of the Health Department of the University of Medical Sciences in Isfahan. Pessimism with a coefficient of 486/0 has a significant effect on concealing the knowledge of the staff of the Health Department of the University of Medical Sciences in Isfahan.
Conclusion: In the organization, it is necessary to create an environment that encourages positive attitudes and encourages positive behaviors among employees. To reduce pessimism, it can be effective to involve more employees in decision-making and to encourage and support employees to come up with creative ideas to improve work processes.
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.
Miss Maryam Emamverdi*, Dr Fatemeh Fahimnia, Dr Sepideh Fahimifar,
Volume 10, Issue 4 (3-2024)
Volume 10, Issue 4 (3-2024)
Abstract
Abstract: Researchers emphasize the role of digital annotation technologies and tools in teaching and learning. The purpose of the present study was to improve the learning and reading experience of users about vocabulary by using different types of annotations (audio, phonetic transcription). The approach of this research was quantitative and the research method was semi-experimental and its design was pre-test-post-test. The statistical population are users with no knowledge of Persian language. In order to carry out the research, 30 non-Persian speaking users were selected from the statistical population using a non-probability and targeted sampling method and were randomly assigned into two experimental and control groups (15 people in the experimental group and 15 people in the control group). The tools used in this research were two questionnaires to perform practical work, one questionnaire in the pre-test stage and one questionnaire in the post-test stage. After the pre-test, the experimental group received support such as adding an interactive tutorial introducing the work program and IPA to users in order to improve the learning experience and strengthen reading. While the control group did not benefit from this intervention during the research process. The results showed that there is a significant difference between the reading scores between the experimental and control groups. Also, a significant difference was observed between the pre- and post-test scores in the experimental group. But this difference before and after the test was not observed in the control group. The average scores of users' learning and reading experience in the control group before the international transliteration training is equal to 18.6 and after the international transliteration training is 19.8, while the average scores of the users' learning and reading experience in the experimental group before the transliteration training International is equal to 1.19 and after the training of international transliteration, it has increased to 2.23. Also, in the pre-test stage, the average distance from the correct answer (error rate) of the experimental group was 4.09 and in the post-test stage, it reached 1.1, showing a significant decrease. In the control group, the average distance from the correct answer (error rate) of people was 3.4 and in the post-test stage it reached 3.6, which did not change much. Therefore, according to the above evidence, it can be said that the types of annotations (audio, transliteration) have resulted in a significant change in the learning and reading experience of users, and international transliteration training has been effective as a method to support the learning and reading experience of users.
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