ترتیب بر اساس: جدیدترینپربازدیدترین
فیلترهای جستجو: فیلتری انتخاب نشده است.
نمایش ۲۸۱ تا ۳۰۰ مورد از کل ۲٬۹۳۵ مورد.
۲۸۱.

Recycling of Municipal Sewage Sludge in Sustainable Logistics Systems in the Focus of Information Technology Management(مقاله علمی وزارت علوم)

حوزه‌های تخصصی:
تعداد بازدید : ۵۵۶ تعداد دانلود : ۳۳۴
The article is devoted to the problem of designing recycling in sustainable logistics systems in the field of processing wastewater treatment waste - municipal sewage sludge (MSS) in the focus of information technology management . The essence of the developed and proposed wastewater treatment project is based on its integration into the city's public utilities system, which will be a single basis for a closed-type logistics system that is managed on the basis of the introduction of a unified information system. This approach to the design of sustainable logistics systems ensures the formation of a closed material and informational logistics flow according to the "supply of raw materials - production - product distribution". This allows solving two problems: ensuring the creation of a closed logistics system that is managed by a single information base and developing a new type of fertilizer. The solutions proposed in this project in the implementation of the MSS processing project are complex and allow implementing all areas of the sustainable development strategy in the aspect of implementing modern information systems. The design technology makes it possible to completely close the logistics cycle for the supply and processing of MSS into finished products in the form of organic fertilizers
۲۸۲.

AI-WSN: Direction of Arrival Estimation Based on Bee Swarm Optimization for Wireless Sensor Networks(مقاله علمی وزارت علوم)

نویسنده:
حوزه‌های تخصصی:
تعداد بازدید : ۳۴۷ تعداد دانلود : ۲۹۷
An Artificial Intelligence (AI) technique plays the most crucial factor to consider in energy utilization in a wireless sensor network (WSN). AI transforms industrial operations by optimizing the energy consumption in sensor nodes. As a result, it is crucial for improving sensor node location accuracy, particularly in unbalanced or Adhoc environments. Because of this, the purpose of this research is to improve the accuracy of the localization process in locations where sensor nodes encounter barriers or obstacles on a regular basis. The Bees Swarm Optimization (BSO) algorithm is used to segment sensor nodes in order to increase the accuracy of the Direction of Arrival (DoA) estimate between the anchor and unknown node pairs. Even in the presence of unbalanced conditions, the proposed DoA- BSO involving three separate bee colonies can identify plausible anchor nodes as well as segment nodes arranged in clusters. In order to obtain the intended result, the objective function is designed to take into consideration the hops, energy, and transmission distance of the anchor and unknown node pairs, among other factors. The studies are carried out in a large-scale WSN using sensor node pairs in order to determine the precision with which the DoA-BSO can be located. When comparing DoA-BSO to conventional approaches, the findings of the meta-heuristic algorithm show that it improves the accuracy and segmentation of nodes significantly
۲۸۳.

A Modified UTAUT Model for Hospital Information Systems Geared Towards Motivating Patient Loyalty(مقاله علمی وزارت علوم)

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تعداد بازدید : ۵۵۴ تعداد دانلود : ۳۰۷
Healthcare service institutions (HSIs) have sought ways to motivate patient loyalty in response to surging rates of medical tourism. Previous research indicates that Hospital Information System (HIS) is essential for HSIs to gather, measure, and analyze the massive amounts of data required to generate patient loyalty. There is currently no consensus on the factors that comprise HIS specifically geared towards motivating patient loyalty (HISPL). Furthermore, HIS requires full adoption by HSI staff to be effective. Thus, to reduce wastage of HSI resources, it is necessary to predict whether a given HIS specifically geared towards motivating patient loyalty is likely to be adopted. The purpose of this study is to reveal the factors that comprise HISPL and to modify the Unified Theory of Acceptance and Use of Technology (UTAUT) model to help predict the likelihood of an HISPL to be fully adopted by HSI staff. The results revealed that pertinent HISPL factors are capability, configurability, ease of use/help desk availability and competence (EU), and accessibility/shareability (AS). Using these factors, the UTAUT model was modified to fit the specific needs of HISPL. The modifications are theoretical and will have to be validated in future empirical studies.
۲۸۴.

Hospital Information System for Motivating Patient Loyalty: A Systematic Literature Review(مقاله علمی وزارت علوم)

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تعداد بازدید : ۷۲۳ تعداد دانلود : ۳۱۷
Healthcare service institutions (HIS) seeking to motivate patient loyalty have identified Hospital Information Systems (HIS) as a potential solution to gather, measure, and analyze the healthcare data necessary for this goal. The purpose of this systematic review of the literature is to reveal how prevalent the use of HIS with respect to motivating patient loyalty, and to investigate the efficacy of HIS in doing so. To generate data, published empirical studies and conference papers from the past five years were compiled from the following online databases: Scopus, ACM Digital Library, IEEE Xplore, ScienceDirect, and Emerald Insight. The search results indicate that, while the use of HIS in motivating patient loyalty is rare relative to other topics within the general field of HIS, HIS use have a significant positive impact on patient satisfaction, which is understood in the literature to be directly related to patient loyalty. There remains a gap in empirical studies on the direct application of HIS with the purpose of increasing patient loyalty. Future research may be required on the development of an HIS focused on motivating patient loyalty, which can be empirically tested in a real-world HSI setting.
۲۸۵.

Continued Usage of E-Learning: A Systematic Literature Review(مقاله علمی وزارت علوم)

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تعداد بازدید : ۶۰۶ تعداد دانلود : ۲۶۳
During the COVID-19 pandemic, the usage of e-learning systems became the main challenge for many universities. E-learning has risen as cutting-edge method for promoting learning delivery. To ensure productive use, it is important to continue using e-learning. Numerous studies have shown that continued usage by the user is the indicator of success in e-learning, and in recent years, research on continued use of e-learning is being explored at a higher level than before. However, to date, there have been no attempts to systematically analyse these studies in order to provide researchers and practitioners with a picture of the current state of continued usage of e-learning. The aim of this research is to provide an in-depth look at the theory of continued use information systems in e-learning context. In this study, we used a systematic review approach to collect, evaluate, and synthesize data on the accuracy and value of previous articles published in digital databases between 2009 and 2019 that were based on this research area. To include all relevant research papers that were written during this period time, we used a Systematic Literature Review (SLR) approach to collect and review studies by following a predefined review process that included both automated and manual search strategies. We listed 87 primary studies from the review study that presented research on the continued use of e-learning. These studies were analysed using a comprehensive mapping method that collected relevant information to address a series of research questions. We summarized and analysed the published articles, which covered a wide range of research subjects, including the majority of factors that affect e-learning use. While research on the continued use of e-learning is growing and providing a promising new field of research, the systematic review found that a clearer understanding of the environment and path is not well reported. This research will contribute to a better understanding of the factors that affect e-learning use over time
۲۸۶.

A Decentralized Polling System Using Ethereum Technology(مقاله علمی وزارت علوم)

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تعداد بازدید : ۵۷۳ تعداد دانلود : ۲۷۸
Polling system is not trusted everywhere around the world it is very important in this modern world to replace the traditional polling system with the new technology. Some countries like United States, Japan, and India suffer from corrupted polling system. Major issues are faced by current polling systems like system hacking, vote rigging, vote manipulation, distributed denial of service attack, and online polling booth capturing. This paper will lead to the problems faced by the traditional polling system and how the new technology will provide the solution to that problem. Also, our purpose is to check the feasibility of the system by recording the transaction fees and evaluate the right way to spend the amount of gas in the transaction. This will highlight blockchain frameworks including blockchain as a service and polling system which is on blockchain that addresses all constraint introducing ethereum which is a blockchain-based distributed computing platform. Ethereum is open source, and publicly available with a system featuring smart contracts. It provides the cryptocurrency wallets that let you make cheap, instant payments with gas in the form of ethers. The ethereum community is the most active and largest blockchain community in the world. There is no centralized organization that controls ethereum.
۲۸۷.

The Integration of Reverse Engineering and Characteristics Based Costing Approaches and its Applying in a Manufacturing Company(مقاله علمی وزارت علوم)

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تعداد بازدید : ۷۰۸ تعداد دانلود : ۲۳۱
This research deals with integrating RE and CBC in the product design process. RE improves the product value based on evaluate the competition products, whereas CBC aims to use a process approach to define activities and prelates those activities to products or customers using the product’s Characteristics. Integrating RE and CBC together leads to the improvement of product value, an increase of customer satisfaction, and support of competitive advantage. In this study first, a conceptual model of integration of these two approaches is provided and then the implementation procedures in product design cycle are explained, and finally, the results got from implementing it in an Electronic Industries company are discussed.
۲۸۸.

مرور نظامند ادبیات پژوهش با محوریت فناوری مالی، یادگیری ماشین و مدیریت تجربه مشتری و ارائه چارچوبی برای پژوهش های آتی(مقاله علمی وزارت علوم)

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تعداد بازدید : ۴۵۶
نوآوری فناورانه حوزه صنعت مالی، زیست بوم فناوری مالی را موجب شد. با ظهور هوش مصنوعی، دنیای فناوری و مالی به هم گره خورد تا پردازش های مالی هوشمندانه تری به مدیران جهت تصمیم گیری های هوشمندانه ارائه می کند. نتایج استفاده از روش های یادگیری ماشین ثابت نبوده و پیش بینی دقیق در مورد نتایج حاصل از تجربه مشتریان برای الگوریتم های یادگیری ماشین چالش برانگیزاست. تلاش های زیادی در خصوص مدیریت تجربه مشتری انجام شده است ولی، چارچوب تلفیقی فناوری مالی در تعامل باهوش مصنوعی و یادگیری ماشین در مفهوم سازی تجربه مشتری که می تواند دانش تجربه مشتری را موجب شود، موضوعی است که کمتر به آن پرداخته شده است. این مقاله، با بررسی 75 مقاله و جمعبندی آن در 41 مقاله پژوهشی، موضوع پژوهش حاضر را موردبررسی قرار داده است. جهت پیش بینی ارائه نظریه ،روش تحقیق، تئوری بنیادین می باشد. هدف این مقاله،پوشش شکاف مطالعاتی ازطریق ارائه یک چارچوب تلفیقی است که مسیر کلی برای انجام و مطالعه پژوهش های حوزه فناوری مالی و هوش مصنوعی، در استخراج و مدیریت دانش تجربه مشتریان را در برمی گیرد. یافته ها نشان می دهند که مطالعات انجام شده در سه محور فوق را می توان به پنج بخش اصلی نوآوری طبقه بندی کرد که شبکه های ایجاد ارزش از تجربه مشتریان را در چارچوب تلفیقی فناوری مالی، یادگیری ماشین و تجربه مشتری ارائه می کند. یافته ها، مسیر خوبی برای پرداختن به برخی محدودیت ها در پژوهش های فناوری های مالی و هوش مصنوعی برای مدیریت دانش تجربه مشتریان از طریق امکان ارائه الگو عملکرد مشتریان را فراهم می کنند.
۲۸۹.

Q-Learning Enabled Green Communication in Internet of Things(مقاله علمی وزارت علوم)

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تعداد بازدید : ۵۲۰ تعداد دانلود : ۲۲۸
Limited energy capacity, physical distance between two nodes and the stochastic link quality are the major parameters in the selection of routing path in the internet of things network. To alleviate the problem of stochastic link quality as channel gain reinforcement based Q-learning energy balanced routing is presented in this paper. Using above mentioned parameter an optimization problem has been formulated termed as reward or utility of network. Further, formulated optimization problem converted into Markov decision problem (MDP) and their state, value, action and reward function are described. Finally, a QRL algorithm is presented and their time complexity is analyses. To show the effectiveness of proposed QRL algorithm extensive simulation is performed in terms of convergence property, energy consumption, residual energy and reward with respect to state-of-art-algorithms.
۲۹۰.

Moving Vehicles Detection and Tracking on Highways and Transportation System for Smart Cities(مقاله علمی وزارت علوم)

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تعداد بازدید : ۶۱۶ تعداد دانلود : ۲۸۳
The real-time video surveillance system has become an integral part of our life and Highways play a very crucial role in transportation. For a transportation system to work, the management of highways are necessary. It also prevents accident and other challenging issues on highways. Various machine learning and artificial intelligence based techniques are evolving with numerous advancement in this domain. These algorithms are efficient and very less time consuming. So the use of machine learning and artificial intelligence in transportation systems and highways could be very beneficial. In this paper, various approaches related to moving vehicle detection for the transportation system especially for highways are considered. The literature also reveals for existing research for the machine learning and AI based methodologies to resolve more complex real-time problems. The proposed work is also compared with the existing peer methods and demonstrated better performance achieved experimentally.
۲۹۱.

Machine Learning Algorithms for Early Fall Detection of Elderly People(مقاله علمی وزارت علوم)

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تعداد بازدید : ۶۹۷ تعداد دانلود : ۲۶۹
Falls are a serious concern among the elderly people, causing severe physical pain to them and placing a strain on medical infrastructure. The global elderly population is expected to grow significantly in the coming years, as advances in healthcare allow lifespans to increase globally. This will bring more chances for falls to occur. With this in mind, there is a need for new research to be conducted on finding ways to reduce this problem. One area which shows promise is the use of Machine Learning to perform fall detection. Machine Learning is a rapidly growing field, and it has many applications in various fields such as finance, technology and medicine. When it comes to fall detection, Machine Learning systems are often able to detect falls much better and efficiently than a human can, given the same input data. The goal of this paper is to conduct a survey study on the main and most common machine learning algorithms implemented in the field of early fall detection for elderly people and the characteristics. The paper will discuss the different types of fall detection systems, algorithms, tools, datasets, applications, and challenges.  By conducting this research, a better understanding of the context, progress and trends in the field will be possible so that future research will have a guide to build upon.
۲۹۲.

Experience of Land Use Development Planning at the Local (Municipal) Level in the European Union(مقاله علمی وزارت علوم)

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تعداد بازدید : ۵۶۶ تعداد دانلود : ۲۶۰
The article examines the development of theoretical and methodological approaches and practical recommendations for improving the ecological and economic foundations of land management and land management at the local level in the example of the European Union. In practice, regional, spatial, strategic, landscape, and integrated types of land use development planning are most often used in the European Union. With the development of the market economy of European society, environmental problems arose, which prompted the development of landscape planning, both landscape-ecological and socio-economic aspects of territorial development. The experience of landscape planning was introduced in Germany, which later became used in almost all European countries. The study and direct comparison of existing landscape planning systems in different European countries, and their reduction to several basic features are not possible and impractical because these systems are very different. This is due to a number of reasons: history, features of political systems, cultural traditions, level of economic development, the nature of legal systems and property relations. Landscape planning in the European Union is going to be one of the tensest areas of activity in the future, and Ukraine must take an active part in this process.
۲۹۳.

IPTV Access Methods with RADIUS-Server Authorization(مقاله علمی وزارت علوم)

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تعداد بازدید : ۸۴۷ تعداد دانلود : ۲۷۹
Security is one of the most important aspects of data transmission. To provide controlled access to the network, user authorization and authentication are often used with the help of an AAA server. RADIUS servers provide users with access to data, user authentication, and configuration information. When designing networks with such access control method implementation, it is necessary to understand how the characteristics of the communication channel affect the switching time of IP-TV channels, and therefore the overall quality of IP-TV services. The principles of the main protocols for IP-TV using a RADIUS server are described. The main parameters of the communication channel were identified. The mathematical model and the graphs demonstrate how IP-TV service access time depends on telecommunication channel parameters. The results of a practical experiment are presented to prove the formed mathematical model. The results of a practical experiment and theoretical calculation are compared.
۲۹۴.

Presenting a Model for the use of the Internet of Things in the Iranian Knowledge-based Companies(مقاله علمی وزارت علوم)

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تعداد بازدید : ۶۱۰ تعداد دانلود : ۳۴۸
The purpose of the present study is to present a model for the use of the Internet of Things in Iranian knowledge-based companies. From a purpose point of view, this research can be classified as applied research and in terms of data collection, it can be categorized as a qualitative and quantitative study. The main approach for achieving the model of using the Internet of Things is the grounded theory methodology which is based on a paradigmatic model. The research population for the qualitative phase is comprised of 25 executives and practitioners of knowledge-based companies who are somehow specialized in Internet of Things topics. The sample of this study was selected using the snowball sampling method and Cochran's formula for finite communities among all the managers and technology experts working in knowledge-based companies. After careful analysis of the interviews, 59 extracted concepts were identified in 5 main categories and 13 subcategories. Management requirements, customer requirements, and resistance economics give rise to the Internet of Things in knowledge-based companies.  The characteristics of the company, the characteristics of the human resources and the characteristics of the managers can provide a suitable ground for using the Internet of Things. And the conditions in the country, international pressures and international cooperation can be among the intermediary factors influencing the use of the Internet of Things. Raw materials and infrastructure can also be effective strategies for using the Internet of Things. Using the Internet of Things, customer-related factors, international collaborations, and expected results can be expected in knowledge-based companies.
۲۹۵.

Learning through Play: Gamification of Learning, A Systematic Review of Studies on Gamified Learning(مقاله علمی وزارت علوم)

نویسنده:
حوزه‌های تخصصی:
تعداد بازدید : ۵۳۵ تعداد دانلود : ۲۹۸
According to Gartner’s Hype Cycle, gamification is poised for large-scale adoption in the coming years. The construct of gamification has received considerable interest, especially in the context of learning. Over the past five years, research in the area has grown. The current study looks at consolidating the conducted research and attempts to provide a snapshot of the work carried out in the last five years. The chosen studies have explored the role of gamification in learning activities and have attempted to provide empirical evidence to support gamified learning. The purpose of the study is to review existing literature, in terms of the outcomes, outcome variables, context of the study, and research methodology used. This would not only add to the knowledge in the field but would also guide future research. Additionally, practitioners would benefit from a consolidated view of five years of research into the practice of gamification.
۲۹۶.

STCP: A Novel Approach for Congestion Control in IoT Environment(مقاله علمی وزارت علوم)

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تعداد بازدید : ۶۶۳ تعداد دانلود : ۳۴۰
The main idea of IoT is to connect several objects to each other through Internet. In the field of Computer Network the main problem identified by researchers is network congestion. Now a day’s network congestion is increasing very rapidly because IoT connect a huge number of devices to internet. A transport layer protocol TCP (Transmission Control Protocol) is accountable for network congestion control. The behavior of TCP is not stable as it takes long time to fill the available capacity of the network. It also continuously keeps assessing the capacity of data transmission through increasing the limits.TCP drops its data transmission rate aggressively when packets are dropped, which significantly reduces the throughput. This paper suggests a new approach, stable transmission control protocol for IoT applications. The experimental results show that stable transmission control protocol achieves better performance in terms of goodput.
۲۹۷.

Mapping Grayscale Images to Colour Space Using Deep Learning(مقاله علمی وزارت علوم)

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تعداد بازدید : ۶۱۷ تعداد دانلود : ۲۸۷
People are used to exploring grayscale images in their family albums but it is difficult to grasp the reality without colours. Luckily, with advancements in Machine Learning it has been possible to solve problems previously thought impossible. The authors aim to automatically colourize grayscale images using a subset of Machine Learning called Deep Learning. The system will be trained on an image dataset and given an input grayscale image the model will be able to assign aesthetically believable colours. A grayscale photograph has been provided; our approach solves the problem of visualizing a reasonable colour version of the grayscale picture. This issue is undoubtedly under controlled; therefore earlier methods to this problem have either counted majorly on user interaction or it leads to in unsaturated colourizations. The authors put forward a completely automatic approach that will try to produce realistic and vibrant colourizations as much as possible. The proposed system has been applied as a feed-forward in a Convolutional Neural Network and has been trained on over twenty thousand colour images currently.
۲۹۸.

نقش تحلیل کسب وکار دانشی در مدیریت امنیت داده های رایانش ابری (نمونه پژوهش: شرکت های دانش بنیان پارک علم و فناوری دانشگاه تهران)(مقاله علمی وزارت علوم)

حوزه‌های تخصصی:
تعداد بازدید : ۲۸۵ تعداد دانلود : ۳۴۵
رایانش ابری آخرین پاسخ فناوری برای رفع نیاز انسان به محاسبات سنگین است. این پژوهش به بررسی تأثیر تجزیه وتحلیل کسب وکار دانشی بر مدیریت امنیت داده های رایانش ابری با توجه به نقش میانجی فرهنگ داده محور و عقلانیت تصمیم گیری امنیت داده های رایانش ابری پرداخته است؛ لذا پژوهش حاضر از حیث هدف یک پژوهش کاربردی بوده و از حیث گردآوری داده ها از روش توصیفی- پیمایشی استفاده شده است. جامعه آماری پژوهش حاضر، خبرگان حوزه رایانش ابری شرکت های دانش بنیان در پارک علم و فناوری تهران (دانشگاه تهران) به تعداد 135 نفر بوده است. در پژوهش حاضر به علت محدود بودن تعداد اعضای جامعه آماری (135 نفر) از روش سرشماری برای جمع آوری داده ها استفاده شده است. ابزار گردآوری داده پرسشنامه های استاندارد از وانگ و همکاران (2020)، کائو (2015)، دیلن و دمیرکان (2013)، کایرن و همکاران (2012)، کایرن و شوکلی (2011)، چانگ و لین (2007) است که پایایی و روایی آن بررسی و مورد تأیید قرار گرفت. تجزیه وتحلیل داده ها نیز در دو بخش آمار توصیفی و استنباطی انجام شد. جهت آزمون فرضیه ها و برازش مدل، از تکنیک مدل سازی معادلات ساختاری و رویکرد حداقل مربعات جزئی و نرم افزار Smart PLS2 استفاده شد. نتایج نشان داد که تجزیه وتحلیل کسب وکار دانشی بر فرهنگ داده محور و فرهنگ داده بر عقلانیت تصمیم گیری داده های رایانش ابری تأثیر مثبت و معناداری دارد. همچنین عقلانیت تصمیم گیری داده های رایانش ابری بر مدیریت امنیت داده های رایانش ابری تأثیر مثبت معنادار دارد.
۲۹۹.

طراحی مدل هم آفرینی دانش مشتریان در صنعت بیمه(مقاله علمی وزارت علوم)

حوزه‌های تخصصی:
تعداد بازدید : ۴۲۸ تعداد دانلود : ۴۰۷
دانش یک عنصر کلیدی برای پرورش نوآوری محصول و خدمت می باشد. یکی از جدیدترین مفاهیم مطرح شده برای استفاده از منابع دانش خارج از سازمان، مفهوم هم آفرینی دانش است. هم آفرینی دانش به معنای فرایندهای همکاری داوطلبانه میان مشتریان، پژوهشگران و مدیران سازمانی جهت خلق دانش پیرامون محصولات و خدمات است. مهم ترین بازیگری که در خلق مشترک دانش، نقش ایفا می کند، مشتری می باشد. مبحث هم آفرینی دانش مشتریان هنوز در صنعت بیمه کشورمان، به خوبی شناخته نشده است، لذا شناسایی مؤلّفه های آن و تعیین قدرت نفوذ هر یک از آنها یکی از چالشهای شرکتهای بیمه کنونی است. از این رو هدف پژوهش حاضر، شناسایی مؤلّفه-های هم آفرینی دانش مشتریان و ارائه مدل روابط مؤلفه های هم آفرینی دانش مشتریان در صنعت بیمه کشور می-باشد. این پژوهش بر اساس هدف بنیادی و بر اساس روش گردآوری داده ها توصیفی- پیمایشی می باشد. جهت شناسایی مؤلفه های پژوهش، مصاحبه هایی با 14 نفر از خبرگان شامل مدیران صنعت بیمه و اعضای هیئت علمی صاحب نظر در این زمینه به عمل آمد و جهت ارائه مدل روابط مؤلفه ها، پرسشنامه استاندارد رویکرد ساختاری- تفسیری، که مبتنی بر مقایسات زوجی می باشد، توسط 10 نفر از خبرگان تکمیل گردید.بر اساس نتایج حاصل از مصاحبه های نیمه ساختاریافته با خبرگان، 51 بعد و 7 مؤلّفه استخراج شدند که توسط رویکرد مدلسازی ساختاری- تفسیری، در 5 سطح طبقه بندی گردیدند. در این مدل، مؤلفه «زیرساختهای فن آوری اطلاعات و ارتباطات»، در پایین ترین سطح قرار دارد که نشاندهنده برخورداری از بالاترین قدرت نفوذ در میان سایرمؤلفه ها می باشد و بدین معنی است که تغییر و توسعه این مؤلفه، موجب تغییر و توسعه سایر مؤلفه های مدل خواهد شد. همچنین مؤلفه های «ایجاد انگیزش برای مشتریان» و «اعتمادسازی» که در بالاترین سطح مدل قرار دارند، تأثیرپذیرترین مؤلفه های مدل محسوب می گردند. بنابراین جهت اجرای بهینه فرایند هم آفرینی دانش مشتریان در شرکتهای بیمه، می بایست تقویت مؤلفه های سطوح پایینتر مدل که دارای قدرت نفوذ بیشتری می-باشند، در اولویت تصمیم گیری های مدیریتی قرار گیرد.
۳۰۰.

طراحی مدل مفهومی فریب ادراک شده تبلیغات شبکه های اجتماعی با رویکرد داده بنیاد(مقاله علمی وزارت علوم)

حوزه‌های تخصصی:
تعداد بازدید : ۵۰۲ تعداد دانلود : ۴۱۸
رشد روزافزون شبکه های اجتماعی و پررنگ شدن نقش آنها در دنیای تجارت و پیرو آن، در تبلیغات از یک طرف و سهولت انجام فریب در چنین رسانه های نوظهوری از طرف دیگر، باعث افزایش تبلیغات فریبنده و ادعاهای دروغین در این فضای ارتباطی و تجاری شده است؛ به گونه ای که برای مخاطبان این شبکه ها، تشخیص تبلیغات صادقانه از فریبکارانه دشوار بوده و همین مساله باعث ایجاد بی اعتمادی به تبلیغات در شبکه های اجتماعی و کاهش فروش می شود. به همین علت و در همین راستا ، پژوهش حاضر با هدف ارائه الگویی در زمینه فریب ادراک شده تبلیغات شبکه های اجتماعی و با بهره گیری از رویکرد داده بنیاد انجام شده است. بدین منظور از مصاحبه های عمیق و نیمه ساختار یافته استفاده شد که در میان 15 نفر از افرادی که تجربه فریب در خرید از شبکه های اجتماعی را داشته اند، انجام پذیرفت. داده ها نیز با استفاده از کدگذاری باز، انتخابی و نظری و نرم افزار MAXQDA2020 تحلیل شد و در نهایت، الگوی مفهومی با 8 مقوله اصلی، 15 مقوله فرعی و 69 مفهوم طراحی و مشخص شد که سودمندی ادراک شده شبکه اجتماعی و ویژگی های تبلیغات این شبکه ها به عنوان علل، و ویژگی رسانه به عنوان عامل همبسته با این علل در شکل گیری فریب ادراک شده اثرگذارند. در این میان، دانش مصرف کننده و اعتماد ادراک شده نقش اقتضائات را ایفا می کنند. نگرش مصرف کننده نیز به عنوان شرایط احراز شناخته می شود. ویژگی مصرف کننده نیز زمینه ساز رویداد چنین فرآیندی است که درنهایت، به شکل گیری پدیده ای به نام آسیب به روحیات مصرف کننده منجر می شوند، که پیامد فردی فریب ادراک شده تبلیغات شبکه های اجتماعی به حساب می آید.

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