Reyhaneh Toudeh Bahambari; Hossein Hakimpour; Mahdi Mahmoodzadeh Vashan; Hamid Rezaeifar
Abstract
The study of the factors affecting consumer buying behavior in online environments is taking on a more detailed form every day. For this purpose, the present study was conducted with the aim of prioritizing the factors affecting consumer buying behavior in online social media marketing. The analysis ...
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The study of the factors affecting consumer buying behavior in online environments is taking on a more detailed form every day. For this purpose, the present study was conducted with the aim of prioritizing the factors affecting consumer buying behavior in online social media marketing. The analysis and validation of indicators were done using the combined method of structural equation modeling and partial least squares. In addition, in order to determine the importance and type of performance of each factor, the IPMA matrix was used. The research data was influenced by consumer information, which mostly included women with a master's degree and in the age range of 36 to 50 years, using the available non-probability sampling method that is common for online surveys, and using Cohen's effect size formula, 466 people were examined. The findings of the research showed that the factor of consumer engagement has the highest degree of importance and ease of use has the highest level of performance in the general model of social media. In addition, the factor of consumer engagement has the highest degree of importance, and electronic word-of-mouth (EWOM) has the highest level of performance in Instagram, and vice versa, EWOM is the most important, and consumer engagement has the highest degree of performance in Telegram. These results can be used by marketers to influence consumer buying behavior and in online marketing plans in their desired direction.
Monireh Akbari; Mahdi Mahmoodzadeh Vashan; Hossein Hakimpour
Abstract
This study aimed to identify the factors affecting security and privacy in the development of virtual banking in Iran using a thematic pluralistic research methodology. First, the elements constituting cooperation were identified in a library study. Then, in-depth interviews were conducted with 20 scholars ...
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This study aimed to identify the factors affecting security and privacy in the development of virtual banking in Iran using a thematic pluralistic research methodology. First, the elements constituting cooperation were identified in a library study. Then, in-depth interviews were conducted with 20 scholars and academic experts to extract the elements and group them according to the theme analysis method. The output was the identification of 27 indicators in two main categories and six subcategories. The convergent and divergent validity methods were used to determine the validity whose results were optimal. The results show that the effectiveness of security and privacy in developing virtual banking in Iran depends on the development of a comprehensive plan and attention to the future needs of the banking system, which will create satisfaction. So, it is necessary to develop general policies for reforming the banking system in the future. Also, according to the experts, customers’ satisfaction with the quality of the banking services, their trust in these services, and the ease of using them are the strengths of the virtual banking services and can be handled for attracting more customers and improving competitiveness in the virtual banking industry. On the other hand, customers’ need for e-services in the modern world is unavoidable. In cyberspace, the e-services of banks have become one of the fastest and most valid ways of financial transactions whose key requirement is trust in these services.
