Mahmood Samadi, Mahmoud Nooraei, Mohammad Mehdi Mozaffari, Babak Haji Karimi,
Volume 20, Issue 59 (12-2020)
Abstract
The importance of retail in the marketing process has become weaker with the development of shopping centers today, The growth of shopping malls in the metropolitan areas of Iran has been increasing over the past few years and there is no longer competition for retailers. Therefore, surveying the behavior of consumers in their shopping centers is a competitive strategy for the owners of these industries in order to compete with retailers and other shopping centers. The statistical population in this research is Shopping centers of Tehran, Isfahan, Alborz and Mazandaran. The method of selecting shopping centers based on artificial intelligence studies has been done through genetic algorithm. The criteria for choosing the centers are optimal according to the principles of urban management. Using a conceptual model through structural equations of partial least squares, using the Smart PLS software, the statistical population of the study was 384 people. The results showed that the variables of beauty, escape, role play, comfort, brand identity, social responsibility, and impunity affect consumers' behavior in shopping centers, The results of this study have been able to provide a native model with respect to the structures of shopping centers in Iran.
Saeed Mohammadlou, Mohammad Mahdi Mozaffari, Babak Haji Karimi, Kamyar Kavosh,
Volume 21, Issue 62 (9-2021)
Abstract
One of the concepts that is widely considered in all societies today, especially in developed countries, is the electronic city. The e-city is not an invention or an innovative proposal, but a reality that has shown its place based on the needs of today's society. The aim of this study was to analyze the effect of components of business preferences in achieving e-city. This research is applied in terms of purpose and descriptive-analytical method. Data collection tool was a researcher-made questionnaire whose validity was confirmed as qualitative and quantitative validity and its reliability was confirmed using Cronbach's alpha method and combined reliability. In this study, in order to analyze the research data from the software SPSS and Amose were used. Findings of this study showed that the variables of customer knowledge, customer focus, customer lifetime value, value creation, technology, useful interaction and communication quality have a positive and significant effect on the realization of e-city. Among the research variables, the customer-centric variable with a path coefficient of 0.38 had the most impact and the customer knowledge variable with a path coefficient of 0.19 had the least impact.
