درخت حوزه‌های تخصصی

Purpose: The development of e-commerce and online shopping has given rise to emerging concepts of consumer behavior, including webrooming. Due to the novelty of the concept of webrooming in this study, an attempt has been made to provide a conceptual framework to explain this behavior and the factors affecting its formation.Method: In this regard, a field survey study was conducted by distributing questionnairy among a sample consisting of 384 gold and jewelry customers in Tehran. The questionnaires consisting of 9 dimensions and 38 items were distributed among the members of the statistical sample after ensuring reliability and validity. Data analysis along with partial least squares technique and Smart PLS software were used.Findings: According to the results, the benefits of online and offline channels have a significant impact on webrooming attitude; It was also discovered that attitude, perceived risk, anticipated regret, subjective norms and behavioral control have a significant impact on behavioral inclination and webrooming.Conclusion: The results of goodness of fit showed that the proposed model in this research has a good validity and fit. Given that webrooming has a negative impact on online sales; the results help online retailers mitigate this phenomenon by targeting webrooming antecedents.

The current research was conducted with the aim of providing a sustainable marketing model in the insurance industry with a focus on artificial intelligence. According to the type of data, the research method is mixed (qualitative-quantitative) of exploratory nature. In the statistical population, 12 people were selected from among the experts until the theoretical saturation was reached. The experts included professors of the faculty of business management and senior managers of Alborz insurance company, who were selected by non-probability, targeted and chain sampling. Quantitative part of 400 managers were insurance industry experts, using Cochran's formula, 196 people were selected by stratified random method. To collect data, semi-structured interviews and researcher-made questionnaires were used. The analysis method has been carried out in several consecutive steps. In the first stage, to identify the components of the model, the qualitative method and semi-structured interviews using the grounded theory have been used. In the next section, using interpretative structural modeling, the identified indicators were leveled. Finally, in order to fit the designed model in the qualitative part, a quantitative method with structural equation modeling approach was used with PLS4 software. The findings showed that 6 components were identified and there is a significant relationship between all components and sustainable marketing and the designed model has an acceptable fit. It can be concluded that AI can be incorporated as an essential component of a sustainable marketing strategy, enabling marketing professionals and businesses to make positive changes while increasing their brand reputation and profitability.

The objective of this study was to explore the sustainable business practices in technology start-ups, focusing on their environmental and social strategies. The research aimed to understand the motivations behind adopting sustainability, the specific practices implemented, the challenges faced during implementation, and the impact of these practices on business performance. This qualitative study employed semi-structured interviews to collect data from key personnel in technology start-ups, including founders, CEOs, sustainability managers, and other strategic decision-makers. A total of 19 participants were selected using purposive sampling. The interviews were transcribed and analyzed using NVivo software, following an inductive approach to identify themes. Theoretical saturation was achieved when no new themes emerged from the data. The analysis revealed five main themes: motivation for sustainability, environmental strategies, social strategies, challenges in implementation, and impact on business performance. Motivations included environmental concerns, market differentiation, regulatory compliance, ethical considerations, and economic benefits. Environmental strategies encompassed renewable energy use, waste management, sustainable product design, carbon footprint reduction, water conservation, and green procurement. Social strategies focused on employee well-being, community engagement, fair labor practices, stakeholder collaboration, customer education, social innovation, and inclusive hiring practices. Challenges included financial constraints, technological barriers, organizational resistance, supply chain complexities, regulatory hurdles, and market perceptions. The impact on business performance was positive, enhancing financial outcomes, operational efficiency, brand loyalty, innovation, and employee satisfaction. This study provides a comprehensive understanding of the sustainable business practices in technology start-ups, highlighting the multifaceted benefits and challenges of sustainability. The findings offer valuable insights for practitioners, policymakers, and researchers, emphasizing the importance of integrating environmental and social strategies into business operations to achieve long-term success and societal impact.