Human Information Interaction

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Background and Aim: Today, word of mouth communication plays a significant role in customer's decision-making, especially in the service environment, particularly tourism. However, it should be noted that several factors influence the pursuit of information (information tracking) in this type of communication that needs to be identified and strengthened.Therefore, the present study aims to provide a model for explaining effective factors in tracking information in electronic word of mouth communication among foreign tourists who have traveled to Kashan in the summer of  2016.   
Methods: The present research is applied and the method of data collection is descriptive-survey.The sample size was estimated to 150 people according to Morgan and Krejcie tables and random sampling was performed.To collect the research data, 28 questionnaires and 8 demographic questionnaires were designed by reviewing the theoretical foundations of the research.
Results: Of the eleven hypotheses, three hypotheses of the effect of perceived ease on mental involvement and the effect of trustworthiness and mental involvement on information follow up were confirmed, and eight other hypotheses were rejected. Therefore, mental involvement is not affected by the source trustworthiness, validity of the message, and the perceived benefits of online counseling communication. Subjective conflict can be influenced by the perceived ease of online counseling communication and perception fun. Comes from online communication communications. The source's trustworthiness and perceived benefits and perceived enjoyment of online advices do not affect its follow-up, and the validity of the message in online advocacy communications is effective in tracking it. Mental conflicts with online advocacy are also affected by follow-up.
Conclusion: According to the findings of the research, marketing and tourism experts should strive to advertise their services and awareness to the tourists through the use of the Internet and social media capabilities.

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Background and Aim: Managing the experience the user has in dealing with the website can play a significant role in improvement of a longer and more valuable relationship. One of the new technologies that can play a role in pleasant, enjoyable and effective experience of the users is gamification. Because this technology transforms every day, repetitive, and formal activities into exciting, challenging and entertaining experiences with the rules of the game and makes a different experience for users; also, provides the intention to use and advice to others. Therefore, the purpose of this study is to Digi Kala website features analysis in the field of gamification focusing on the roles of the mediator of experience and attitude of users and impact of the antecedents on intention to use and word of mouth intention   
Methods: This research is applied in terms of purpose and is descriptive in terms of method. The statistical population of the study consisted of all users of Digi Kala online store, which in the period of data collection in July, 2018 were users of this website, and 294 samples were collected by sampling method. The main tool for collecting data was a questionnaire. To analyze and confirm the validity of research, construct validity and convergent validity were investigated. Cronbach's alpha coefficient was used to assess the reliability of the questionnaire. SPSS and LISREL software were used to analyze the data.
Results: All the research hypotheses were approved except for the second hypothesis.
Conclusion: The results of the research show that service quality, system quality and information quality on Digi Kala website affect user experience and user experience on Digi Kala website affects the user's attitude toward it. Also, the user's attitude towards Digi Kala website affects the intention to use and word of mouth intention.

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Background and Aim: Information literacy is a foundation for all information-related professional skills for preparing them for better performing their careers. This applied survey aimed at determining the rate and level of DIL skills among Iranian students in the academic year 2017-2018.
Method: A 20 item  researcher-made valid and reliable questionnaire on DIL was prepared by conducting a comprehensive literature review. Questionnaires were completed by 1875 male/female students as a purposeful sample, majoring in different disciplines, academic levels at different Iranian Universities in the academic year of 2017-2018.  Data was analyzed by descriptive and inferential statistics.
Findings: Findings showed that several students (39.6%) had a relatively low DIL level and the mean rate of their DIL skills was a moderate (8.34 %). Differences were significant in regard to discipline, academic levels and Universities. Further, there was no significant difference between male and female students in their DIL levels. However, there was a significant difference in DIL scores among students majoring basic sciences. Considering the educational levels, Doctorate candidates had significantly higher DIL scores than undergraduate and graduate students.  Students in private Universities had significantly lower DIL scores than students in State Universities.
Conclusion: Disciplinary-based information literacy has not been very efficacious in Iranian Universities. Designing an IL-synthesized curriculum and turning    toward the information literate University in training professionally information-literate students  is the drive for achieving a successful higher education  system in Iran.
Originality/Value: This study has equally theoretical and practical implications. Practically, depicts the general state of Iranian students' DIL levels, it can apprise Iran's higher educational system of the inevitability of drill skills as such in academic curriculum in all educational levels and scientific disciplines. As DIL is initially introduced in this study, it can be inspiring the theoretical approach of information literacy and its literature by adding a newly-emerged notion of "disciplinary-based information literacy."   

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Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers.  Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.