درخت حوزه‌های تخصصی

Purpose: The present study was conducted aimed to apply a model of higher education for commercializing knowledge and responding to the needs of society in comprehensive and large branches of Islamic Azad University. Methodology: This study was applied in terms of objective, and in terms of method is in the category of data-based qualitative and exploratory research, conducted in two phases. In the first phase, while reviewing the literature, by 18 in-depth and semi-structured interviews using theoretical purposeful sampling (including 15 faculty members and 3 experts in the industry) required data were collcted that reached saturation. The data collected from the interviews were analyzed based on the systematic approach of Strauss and Corbin at three stages of open, axial and selective coding. Findings: Finally, a summary of the developed model was presented to 4 professors, and their opinions were collected for correction and adjustment. In order to evaluate the reliability of the data, the criteria of the Grounded Theory including comprehensibility, compatibility, controllability, and generality of Strauss and Corbin (2008) were carefully investigated. In the second phase, the results of the analysis were compiled in the form of a questionnaire and the first stage of Delphi was performed on 15 experts and by calculating Kendall's Coefficient of Concordance (W) of 0.564, 25 components were excluded. Then, the second and third stages of Delphi were performed on 15 and 12 experts, respectively. Given that a significant coefficient of less than 5% was obtained for all components, no component was excluded at the second and third stages of Delphi, and Kendall's Coefficient of Concordance (W) was calculated to be 0.600 and 0.788, respectively, indicating a consensus among members. Conclusions: Finally, the research model was developed with 6 main categories and 43 sub-categories.

Purpose: The main objective of this study was to provide a model of Internet TV development in Iran using marketing approach. Methodology: The present study was applied-developmental in terms of objective and exploratory sequential mixed in terms of nature. The statistical population was in the qualitative section was composed of professors and specialists of Internet TV, as well as experts and activists in this department. The experts were identified by purposeful and snowball sampling, which according to the adequacy of the data, a total of 25 experts were interviewed. The statistical population in the quantitative section was 384 ordinary and Internet TV audiences in Isfahan. In the qualitative section, the interview was used as a data collection tool and in the quantitative section; a 58-item questionnaire was used. The research method in the qualitative section was thematic analysis and in the quantitative section, the researcher used the structural equation approach and Smart PLS software. Findings: The results showed that the identification of components and elements of a model of Internet TV development and the relationship between these components and elements by marketing approach led to the development and promotion of Internet TV, by providing and facilitating the necessary conditions and facilities will make more audiences interested in using these services, and finally the result of this study is to provide an appropriate model for the development of Internet TV by marketing approach. Conclusion: The results obtained from the structural equations were evidence that all the designed equations in the qualitative section are approved and all components of the model have significant relationships with each other.

Purpose: the present research was designed and implemented with the aim of presenting a prediction model for consumer purchase behavior with emphasis on brand perception of Shahrvand store. Methodology: in order to achieve the research objectives, qualitative and exploratory grounded theory approach was used. The sample required for investigating the research questions was obtained through theoretical sampling method. The required data were collected through profound and semi-structured interviews until theoretical saturation. Overall, 10 interviews were performed with the experts of marketing and industrial management, general psychology, the representatives and staff of chain stores. For data analysis, Strauss and Corbin methodical approach was used by going through three stages of open, axial, and selective coding. Eventually the paradigmatic model of the research was presented. Findings: at the end of the data analysis, 94 concepts were identified as 19 items and six main classes. The results indicated that perceived satisfaction with the brand, brand communication, and enjoyable motives were introduced as excellent and effective conditions on development of the axial dimension of consumer status, grantmaking based on behavior, perception, and expectations of consumers about services. They lead to repeated purchase behavior, brand dependence, and brand loyalty through perceived strategies, perceived after sale services, and perceived value creation for consumer. Conclusion: based on the findings, stores, relation-oriented marketing, and internal branding of the store were identified as the contextual conditions, and perception of environmental factors plus consumers' perceived experience as confounding conditions.

Purpose: Since the prevalence of Covid-19 increased the use of e-learning and its dual importance in teaching methods, this study aimed to compare the effect of two teaching methods of brainstorming and group discussion by e-learning on learning level and interest in teamwork in social studies course. Methodology: This was an applied study in terms of purpose and semi-experimental with pre-test and post-test design in terms of implementation method. The study population was the third-grade elementary school students in district 20 of Tehran in the academic year of 2020-2021. The sample size was 60 students in two classes with 30 ones who were selected by available sampling method. One of the classes was considered as a teaching group with brainstorming method in a random way and the other class was considered as a teaching group with group discussion method. The teacher-made test of learning level in the social studies course and the teamwork interest questionnaire (Evans & Jarvis, 1986) were used to collect the data. Findings: The results of paired t-test showed that both methods of teaching brainstorming and group discussion by e-learning enhanced the level of learning and interest in teamwork in social studies course (P <0.001). The results of univariate analysis of covariance showed that the group discussion teaching method in comparison with the brainstorming teaching method enhanced the learning level and interest in teamwork in the social studies course (P <0.001). Conclusion: The results showed the effectiveness of both methods and the greater impact of group discussion teaching method compared to the brainstorming teaching method in both variables of learning level and interest in teamwork. Therefore, the use of group discussion teaching method should be prioritized to improve academic performance in social studies course.

Purpose: The main purpose of this study was to develop a model of factors affecting students' creativity and to evaluate its validity. Methodology: The research design was an exploratory (qualitative-quantitative) mix. In the qualitative part of the target population, all teachers of the sixth grade of elementary school in the 5th district of Tehran and professors of psychology and educational sciences were prestigious universities in the country, which were selected by purposive sampling of 10 teachers and 10 specialists. In a small part of the population considered in this study, all female primary school students in the sixth grade of the 5th district of Tehran in the year 1998-97, 350 of them were selected as a sample and in random clusters. In the qualitative part of the research, a semi-structured interview was used to obtain information and in the quantitative part, a researcher-made questionnaire was used. The validity and reliability of the questionnaire were confirmed. Factors with very minor changes in exploratory and confirmatory factor analyze using LISREL software and SPSS / 26 were accepted. Findings: The research findings showed that seven main factors namely students' interests and abilities, teacher characteristics, textbook content, learning style, educational space and school facilities, family and management style and principals' attitudes are effective in students' creativity. Conclusion: In general, since the first step in upgrading and improving any structures is to identify the factors affecting it, the findings of the present study help to develop theories of creativity, design of educational interventions, and general policies.

Purpose: The present research was performed to design interactive model of digital marketing in the area of online service startups based on mobile commerce in modern sociology. Methodology: This study was of fundamental type regarding the objective, and combined type regarding the method of implementation (qualitative and quantitative). The research population consisted of experts familiar with the issue in Hormozgan province in 2020, out of whom 20 were chosen as the sample through purposeful sampling method as the sample. The research instrument of the qualitative part was based on domestic and international research, wide the research instrument for the quantitative section was a 20- item questionnaire based on the qualitative part. In the qualitative section, using fuzzy Delphi method, the factors were identified and confirmed or screened, while they were ranked in the quantitative section using fuzzy DANP method. Findings: The results indicated that after three rounds of fuzzy Delphi, 15 indices were identified across six elements including technical/technological, personal user, social, customer orientation, perceived value, and reliability. Other results based on the fuzzy DANP method indicated that the user personal elements, plus social elements, reliability, perceived value, technological/technical, and customer orientation had the largest weights respectively. In addition, validity, personal innovation, and online experience claimed the first to third ranks in terms of weight. Conclusion: The results indicated the effective role of three elements of personal user, social, and reliability in comparison to other elements, which could be exploited by managers and planners to improve digital marketing based on mobile commerce.