Search published articles


Showing 40 results for Model

Ms Zohre Eftekhar, Ms Soraya Ziaei, Mr Hadi Sharif Moghaddam,
Volume 5, Issue 4 (3-2019)
Abstract

Background and Aim: This paper aims to survey the method of Selecting subject to coping with Information Resources based on the Ellis model in Seminary, study 323 Students in Fars and Bushehr Province.   
Methods: The method of this study is a survey with analytical approach. Data collection tools in this study was questionnaire and in order to assess validity (content), and the questionnaire reliability was obtained by Cronbach alpha. Sampling is purposeful; Descriptive and analytical statistical methods such as Spearman's correlation coefficient, Kruskal-Wallis and Friedman tests were utilized. 
Results: prying mind (2/6), reviewing of information resources (3/13), Sites in the Internet related to subjects or social networks (3/92), Using online databases or weblogs (3/48), Authority (3/7), Studying abstract (2/48), is so important for seminary students.      
Conclusion: The results showed that Students of Seminary selected different methods that selected by research population for Selecting subject to coping with Information Resources and its not based on the Ellis Model
Dr. Mohsen Nowkarizi, Mr. Ali Akbari, Dr. Reza Rostami, Dr. Ali Moghimi,
Volume 5, Issue 4 (3-2019)
Abstract

Background and Aim: Under the influence of various factors, people use different methods and methods to obtain information and express different information behaviors. These behaviors have been introduced in the form of patterns and models of information retrieval by information science experts in recent decades, which can be used in various fields. One of these areas that almost all people are directly or indirectly involved in is the field of treatment and medicine.   
Methods: This paper whit quasi-experimental examines the Analysis of information behavior of psychotherapists in the process of diagnosing and treating mental disorders based on the Kuhlthau information search process model. The population of this study is psychologists and psychiatrists with more than two years of treatment history. The sample selected from this group also includes 30 therapists who entered the competition through a public call as a top therapist using a simple sampling method. 
Results: The findings show that the sequence of therapists' movements is in accordance with Kuhlthau's opinion and they perform a repetitive movement in the diagnosis and treatment process, but the level of presence of therapists (time spent) differs at different stages from the model considered by Kuhlthau. The findings also showed that variables such as treatment history, field of study, and gender could influence the behavior of therapists. On the other hand, the relationship between the information of the therapists' information behavior and variables such as information literacy, state anxiety and trait, specialized knowledge and self-assessment of therapists was significantly evaluated.    
Conclusion: The information behavior that a treatment specialist performs in his or her treatment process can be analyzed according to the Kuhlthau model.
Narges Neshat, Marzieh Moradian,
Volume 6, Issue 3 (10-2019)
Abstract

Background and Aim: The purpose of this study is to determine the quality requirements of the National Digital Library based on the Kano model and categorize users needs into three groups of:  Basic, functional and motivational.
Methods: This survey was conducted with a qualitative approach. The requirements of the digital library were extracted using two standards: "Digiqual manual" and the "Digital Library Evaluation Manual."   The requirements were adjusted based on Kano model in a questionnaire consisting of four categories and 52 pairs of questions (104 questions).
Results: The results of each of the requirements (basic, functional, motivational) in four dimensions (access control, content, data retrieval, and visual effects) show that   half of the users' requests are in the basic requirements group which National Digital Library officials should pay more attention to and prioritize the redesign or development plan of the digital library. Also, the second priority was the requirements of the functional group. Paying attention to the requirements of this group causes satisfaction and dissatisfaction otherwise. Attention to meeting the motivational requirements of the third priority if met  could create a high level of satisfaction in the use of the National Digital Library.
Conclusion: If clienteles  satisfaction is of worth,    managers of the National Digital Library should design short-term and long-term programs according to the users real needs.
Ph.d Student Nahid Amiri, Dr Nosrat Riahinia, Dr Sholeh Arastoopoor, Dr Mohsen Haji Zeinolabedini, Dr Dariush Alimohammadi,
Volume 6, Issue 3 (10-2019)
Abstract

Background and Aim: The object of the  study was to Analyze IFLA Library Reference Model (LRM) Entities and Attributes for Iranian Traditional Music Resources, Case Study: Morq-e Sahar Song.
Method: The  study inherits an applied content analysis method. All Entities and Attributes of  IFlA LRM Model based on  two checklists include:  Final report of IFlA LRM on August 2017 and Transition Mappings User Tasks, Entities, Attributes, and Relationships in FRBR, FRAD, and FRSAD mapped to their equivalents in the IFLA Library Reference Model Analyzed for Morq-e Sahar Song data elements. The research sample size involves Fifty different performances of Morq-e sahar Song.
Results: The results show that all the eleven Entities and the Thirty -Seven Attributes of IFLA-LRM except for Cartographic scale attribute parallels  in Morq-e sahar  song data elements.
Conclusion: As a first step,  the results of  the study  in identifying conveniences of this model for organizing traditional Iranian music resources, realizing IFlA LRM Model’s Entities and Attributes which is  appropriate in Iranian traditional music organization is operational.  The results are also practical for experts of Information organization and designers of Information retrieval system.
Miss Soheila Khoeini, Dr Nader Naghshineh,
Volume 6, Issue 3 (10-2019)
Abstract

Background and Aim: E-learning is an important topic  in the educational settings and students are  significant prerequisites of it,  who have an essential role for the acceptance and effective use of e-learning management systems so that knowing their attitudes and mental models is essential for the successful implementation of such a method. Therefore, the aim of this study was to investigate the Adoption Rate of students' mental model with the structure of the learning management system of the University of Tehran using the card sorting method.   
Methodology: Research had qualitative approach with card sorting and interview tools. Usabilitest software, descriptive statistics, distance matrix, and hierarchical clustering were used to analyze the data. Sample consisted of 15 postgraduate students at Tehran  University (second semester of the academic year 2019-2020) that were interacting with the learning management system (Moodle).
Findings: Findings indicate that out of 42 cards examined, the status and classification of 36 cards (85%) in the learning management system were fully consistent with the participants' mental model and only in some cases such as "Help" and" Recent lessons referred" according to their mental model, users expected these sections to be placed in other categories. As well as labeling; 66% of users found the "settings" tag more appropriate than their "preferences" and the function of some, such as "medal management", "medal preferences" was unclear to them. Also, the categories presented in the three sections: "User Profile", "Quick Access" and "My Lessons" were approved by users.
Conclusion: The results show that the degree of adaptation of students' mental model to the structure of the learning management system of the University of Tehran is at a desirable level.
Saiede Khalilian, Ahmad Shabani,
Volume 6, Issue 4 (3-2020)
Abstract

Background and Aim: Information seeking behavior arises when one feels a void in his/her knowledge which inspires one to acquire new information. The central point in explaining behavior is the fact that many features influence its occurrence, and emotions are considered to be a major element involved in human information behavior.  Also, Information seeking is a positive and negative emotional experience. The aim was to survey the role of emotions in information behavior.
Method:  Library research method was applied to study theoretical foundations and conceptual relationships of emotions in relation to information needs and related concepts. 
Results: By conceptual studies of the models process of information retrieval behavior of Kuhlthau and Nahl, it was found that emotional factors are very important in information retrieval and information-seeking behavior, which is influenced by negative (uncertainty, fear, anger) and positive emotions (happy, confident, satisfied).  Negative emotions increase at the beginning and over time and in the process of searching for information, decreases, while positive emotions intensifies.  Also,  these results indicate that positive emotions may help individuals acquire information to resolve an existing problem, whereas negative emotions may aid individuals acquire information when there is no apparent problem.
Conclusion:   In order to solve information need and to attain appropriate   desirable feedback, it is necessary that emotions be well identified and understood by both the user and the information systems, so  they could be better controlled.
, ,
Volume 7, Issue 1 (6-2020)
Abstract

Aim: There is a framework of the organizational cybernetics so-called Viable System Model (VSM) that identifies a viable management plan in all general key channels of information that need to be maintained. The purpose was to evaluate the constructive facets of the organization and identify areas of organizations cybernetics.
Methodology: Theoretical analysis method evaluates the VSM among the scientific articles published from 2000 to 2020, which are indexed in Scopus and ISI databases. Thus, of 180 articles, the abstract and content of 51 were reviewed.
Findings:  A viable system (VS) is composed of five interactive sub-systems which may mapped on aspects of organizational structure. The study of the organizations’ collaboration based on the type of environment among the selected articles stated that the highest rate of application of the VSM with 52.9% were in industrial units and then educational institutions with 21.6%.
Conclusion:  Understanding the structure and operational functions, evaluating the complexities of systems and its subsets and guiding effective mechanisms in achieving the goals and maintaining the sustainability of the organization are the most important advantages and achievements of the VSM with the organizational cybernetic approach. Using the VSM of software allows users to structure, design and review the system levels of organizations well.
Dr Ali Mansouri, Mrs Fatemeh Zarmehr, Dr Hossein Karshenas,
Volume 7, Issue 1 (6-2020)
Abstract

Background and aim: Four text mining methods are examined and focused on understanding and identifying their properties and limitations in subject discovery.
Methodology: The study is an analytical review of the literature of text mining and topic modeling. 
Findings: LSA could be used to classify specific and unique topics in documents that address only a single topic. The other three text mining methods focus on topics and general partiality of the text. PLSA is applicable to documents dealing with a topic, unlike the LSA, it is used to discover general themes and contexts. However, LDA is more applicable to documents that address several issues. The CTM, method can be used to identify relationship between different subject categories.
Conclusion: Text mining tactics are suitable for employing analysis in discovering and extracting the text subjects.
Dr Safiyeh Tahmasebi Limooni,
Volume 7, Issue 4 (3-2021)
Abstract

Objective: The aim is to discover the underlying context components of IOT usability in Iranian libraries: A qualitative approach consistent with grounded theory.
Method: This qualitative study was conducted based on grounded theory. Data were collected through semi-structured interviews with 13 faculty members of knowledge and information science based on purposeful and chain methods. Responsive and inter-docking method (repeatability index) had been used for validity and reliability.
Findings: By reviewing the texts and propositions obtained from the interviews, 7 basic components of IoT usability in Iranian libraries were identified from 36 categories and concepts. These include communication and exchange of information, awareness and cognition, intelligences, Information findability, information literacy, self-reliance and automating, and structures and infrastructures.
Conclusion: The identified underlying components provide a suitable platform for the rule and realization of the main phenomenon of IoT usability in Iranian libraries. Based on the results, the paradigm and theoretical model of IoT usability is drawn and presented in Iranian libraries. By identifying the underlying components and their relationship in the theoretical model and based on the attitudes of interviewees in Iranian libraries, libraries could use it to establish and implement IoT.
Dr Mohammad Ghaffari, Dr Ehsan Soltanifar, Mr Farbod Ranjbar Motlagh, Ms Mina Khoshroo,
Volume 7, Issue 4 (3-2021)
Abstract

Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers.  Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system. 
Davoud Haseli, Akram Taghipour, Mohammad Reza Esmaili Givi, Reza Akbarnejad,
Volume 7, Issue 4 (3-2021)
Abstract

Purpose: The purpose is to classify the components of SERVQUAL services quality in public libraries based on Kano's customer satisfaction model, prioritize them based on the Asymmetric Impact‌-Performance Analysis and, determining the classification of SERVQUAL components according to users’ groups.
Methodology: This is an applied descriptive survey. Population included active members aged 15 and older in the five public libraries of Qaemshahr, Iran.  Stratified random sampling was used. Instruments included customer satisfaction and SERVQUAL questionnaires.  Multiple regression analysis conducted, creating two Dummy Variables of penalty and reward. SERVQUAL components were classified into three groups of: Basic, performance and excitement services. Asymmetric Impact‌-Performance Analysis on overall users’ satisfaction was   calculated.
Findings: Shows that accountability features of the group of basic services with high-performance, characteristics of responsiveness in the group of performance services with low-performance, and the three characteristics of physical dimensions with low performance, reliability and empathy, and attention with high-performance are in the group of excitement services. Prioritization features identified increasing and maintaining level of performance of: 1) responsiveness; 2) physical dimension; 3) responsibility; 4) reliability; and 5) empathy and attention.  Moreover, demographic features exhibited that women were more satisfied. Age, education, and history of using the library has increased users' satisfaction. With the surge of the level of users' satisfaction with the physical dimensions and reliability has increased then the level of satisfaction with empathy and attention has decreased.
Conclusion: This study was first to enter the literature of nonlinear analysis of users' satisfaction by Kano's model and Asymmetric Impact‌-Performance Analysis measuring service quality of public libraries. Nonlinear analysis enabled the determination of priority of actions based on positive/negative performance compared to linear regression coefficient. Also, disclosed the variation of level of satisfaction of diverse groups of users in terms of gender, age, education and history of use.
Mr Ahmad Majlesara, Dr Fatemeh Fahim Niya, Dr Nader Naghshineh,
Volume 8, Issue 2 (9-2021)
Abstract

Background and Objective: The study aims to develop and validate a model for analyzing the textual feedback of users in social networks in the face of environmental events and actions with emphasis on identifying the factors affecting the presentation of text messages by users in social networks.
Research Methodology: Heuristic mixed method has been used. In the first stage, the meta-combined method was applied with a qualitative basis. In the second stage, to inspect, validate the identified factors and prepare the final research model, the survey method via questionnaire and forming conveyor group was combined. Population consisted of: 1) Selection and analysis of written documents related to the analysis of textual feedback and users' feelings, including 60 articles and works based on valid criteria from among 198 articles and works; 2) Experts in  information technology, sociology, behaviorism, etc., which 15 people were selected, but as a result and limitations of the corona pandemic comments and suggestions were remotely submitted.
Results: Using the seven steps of meta-combination, a conceptual pattern was obtained in six conceptual layers, categories and codes. In each layer, concepts and topics were included, and to end 27 components were identified. For qualitative validation, the obtained model was found based on the opinions of experts in the form of focus groups and the conceptual model was approved by the research experts.
Conclusion: The conceptual model - obtained from the hybrid stages and focus groups – which has been approved and accepted by experts could be used as a basis for future research to guide, and direct the behavior of users in social  networking in order to provide strategies and executive policies for officials and decision makers in relevant organizations and institutions.
Zahra Khajeali Jahantighi, Zahra Abazari, Zohreh Mirhosseini, Fahimeh Babalhavaeji,
Volume 8, Issue 3 (11-2021)
Abstract

Background and Aim: The aim is to provide an appropriate patients informative model of self-care for the medical information system of the country.
Methodology: This is an applied survey research. Through Cochran's formula sample of 356 individuals were selected from the population of 5,000 individuals. Khajeh Ali (et al., 2020) Qualitative Standard Research Questionnaire (with 2 dimensions, 14 components and 92 questions) was used.
Findings: It was revealed that all parameters of the self-care informing factor analysis model of patients in the medical informing system are significant at 95% confidence level and the model has a good fit. Also, care of medical services has a weight of 0.422, the correction component is 0.924 and behavioral care is 0.417. Meanwhile, 0.92 for the component of participation in care, 0.897 for prevention, for the component of personal cares, 0.482, and 0.448 for the component of satisfaction, 0.502 for the component of environmental cares and 0.852 for health have been acquired. Regarding the information dimension, 0.907 for science and knowledge component, 0.852 for processing, 0.887 for news distribution, and 0.798 for knowledge have been acquired. In addition, for the dimensions of information and self-care, weights of 0.69 and 0.77 were obtained, respectively.
Conclusion: Chronic care is the duty of the primary care team with physicians giving extensive part of their time. Since patient care occurs in service delivery units - part of health system and of a larger community – ensuing participatory care. Information behavior research is to help science professionals to be knowledgeable about the information needs of their target community to make the required planning to offer information resources for patient self-care of the country. Obtained model could bring promising result in the medical information system.

Dr Zivar Sabaghinejad, Mr Abdolreza Khalaf-Kabomeiri, Dr Ahmad Fakhri,
Volume 9, Issue 2 (9-2022)
Abstract

Introduction: Study evaluated the internal structure of Ellis information seeking model in the student community with the aim of presenting the Persian norm.
Methods: This is a descriptive-analytical study conducted by cross-sectional survey method in the second semester of the academic year 1399-1400. Population comprise of 280 graduate students at Ahvaz Jundishapur University of Medical Sciences. Data collection tool is a questionnaire based on Ellis information seeking behavior pattern with 41 questions. Findings were analyzed using SPSS software and Amos.
Results: Results of exploratory factor analysis by principal component method with Varimax cycle led to identify five factors of identification, confirmation and organization; Monitoring, conservation and extraction; Relevance; Availability and up-to-datedness and credit factor. The extracted five-factor pattern explains more than 66% of the changes in information seeking behavior. The results of confirmatory factor analysis indicate the optimal fit of the extracted pattern. All factors had good consistency and Cronbach's total alpha of the instrument was 0.97.
Conclusion: The five-factor pattern of web-based information retrieval behavior is a new self-report tool for assessing the nature of academic user retrieval behavior on the Web. This pattern is based on Ellis's information pattern in terms of content and items used, but it differs from it in terms of subscale.
 
Nosrat Riahinia, Farzaneh Shadanpour, Keyvan Borna, Gholam Ali Montazer,
Volume 9, Issue 3 (10-2022)
Abstract

Purpose: This study investigates the automatic keyword extraction from the table of contents of Persian e-books in the field of science using LDA topic modeling, evaluating their similarity with the golden standard, and users' viewpoints of the model keywords.
Methodology: This is mixed text-mining research in which LDA topic modeling is used to extract keywords from the table of contents of scientific e-books. The evaluation of the used approach has been done by two methods of cosine similarity computing and qualitative evaluation by users.
Findings: Table of contents are medium-length texts with a trimmed mean of 260.02 words, about 20% of which are stop-words. The cosine similarity between the golden standard keywords and the output keywords is 0.0932 thus very low. The full agreement of users showed that the extracted keywords with the LDA topic model represent the subject field of the whole corpus, but the golden standard keywords, the keywords extracted using the LDA topic model in sub-domains of the corpus, and the keywords extracted from the whole corpus were respectively successful in subject describing of each document.
Conclusion: The keywords extracted using the LDA topic model can be used in unspecified and unknown collections to extract hidden thematic content of the whole collection, but not to accurately relate each topic to each document in large and heterogeneous themes. In collections of texts in one subject field, such as mathematics or physics, etc., with less diversity and more uniformity in terms of the words used in them, more coherent and relevant keywords are obtained, but in these cases, the control of the relevance of keywords to each document is required. In formal subject analysis procedures and processes of individual documents, this approach can be used as a keyword suggestion system for indexing and analytical workforce.
 
Zahra Alimoradi, Mohammad Zerehsaz, Ali Azimi,
Volume 9, Issue 3 (10-2022)
Abstract

Purpose: Information counselors have different tasks depending on the different roles they can take on in libraries or other organizations. These tasks are based on the needs of the organization and, of course, current developments, especially in the field of emerging technologies. The first task of an information consultant in an organization can be to help determine the policies and information needs of that organization. The purpose of this study is to determine the model of desirable job competencies for holding an information consulting job in Iran.
Methodology: This research was applied in the fall and winter of 2019 using thematic analysis and Delphi analysis methods. The research community in the first part includes texts in the field of information consulting and two parts of Delphi include experts and experienced people in the field of information consulting. In this research, a coding list and two questionnaires for Delphi panels have been used as data collection tools. SPSS software was also used for data analysis.
Findings: Findings showed an increase in the score of all types of individual competencies, knowledge, and skills at the advanced level compared to the basic level. Moreover, the average merit scores in both levels were higher than the average level. This finding indicates that despite the high importance of all competencies at both professional levels, the importance of many competencies is higher at the advanced level, where more complex responsibilities are envisaged for IT consultants.
Conclusion: In the research model, the types of individual competencies, knowledge, and skills required at both the basic and advanced professional levels are introduced. It should be noted that providing specialized training to job applicants such as information counseling can strengthen their desirable job competencies. Therefore, when starting to work in professions such as intelligence consulting, applicants should have an acceptable level of competence and experience the additional training, knowledge, and skills needed to take on higher and more complex levels of responsibilities

Dr Zivar Sabaghinejad, Mr Reza Poorsavari, Dr Amin Koraei,
Volume 9, Issue 4 (1-2023)
Abstract

Introduction: The present study was conducted by explaining the internal norm of Davis's technology acceptance model in online health information search among Iranian students to provide a local model.
Methods: The current research is descriptive and was carried out using a survey method. The research community is the students of Ahvaz Jundishapur University of Medical Sciences at all levels of study. A sample of 358 people voluntarily participated in the research by stratified random sampling. The research tool was a researcher-made questionnaire with 20 questions, which after validation, Cronbach's alpha was 0/933 Obtained. The findings were analyzed with SPSS and AMOS software and using descriptive statistical tests, exploratory factor analysis, and other related tests.
Results: The findings of the exploratory factor analysis led to a four-factor model regarding students' online search for health information. The first factor: is the user's intention to search for health information online, the second factor: is the usefulness of using the Internet to receive health information, the third factor: is the ease of using the Internet to receive health information, and the fourth factor is the user's attitude towards the online search for health information. These four factors explain 66.983% of the changes related to the online search of health information among students.
Conclusion: The findings of the research indicate the approval of the Davis technology acceptance model for use in research in the field of health information among Iranian students. Therefore, it can be used in other research in this field among students with the assurance of confirming the internal norm.

 

Mojtaba Mazoochi, Dr Leila Rabiei, Dr Mohammad Moradi,
Volume 9, Issue 4 (1-2023)
Abstract

Introduction: Errors in data collection and failure to pay attention to data that is noisy in the collection process for any reason cause problems in data-based analysis and, as a result, wrong decision-making. Therefore, solving the problem of missing or noisy data before processing and analysis is of vital importance in analytical systems. The purpose of this paper is to provide a method to identify noisy data, outliers, and missing data and provide a suitable solution for these data.
Methods: This study is applied research. Data mining techniques including binning smoothing and regression models have been used to identify and replace outlier and noisy data.
Results: The results of the tests performed in the real environment related to the data of social networks show the proper performance of the proposed method. It has also been shown that the proposed method has higher accuracy compared to the methods of binning smoothing, average and linear regression. So that for the data related to the tweet section, the mean squared error obtained for the proposed method was equal to 0.04, the binning smoothing method was equal to 0.38, the linear regression method was equal to 0.05 and the average method was equal to 0.06.
Conclusion: The method presented in this article can initially identify outlier data through one-third and two-thirds normal, and then replace the outlier data with a linear regression model, which results in improving the performance of using and processing information and improving human-information interaction

Mansour Torkiantabar,
Volume 10, Issue 1 (6-2023)
Abstract

Purpose: This study was conducted to evaluate the organizational learning process of university library librarians based on the Marquardt model.
Methodology: This research is applied in terms of purpose and descriptive-survey method. The statistical population includes 552 librarians at the libraries of the Islamic Azad University. The sample size was estimated to be 227 people using the Krejcie Morgan table. To collect the required data for the research, a researcher-made questionnaire was used to assess the five components of learning organization based on the Marquardt model (learning dynamics, organizational transformation, empowerment of individuals, knowledge management, and application of technology). The collected data were analyzed using SPSS26 statistical software and statistical formulas of Kolmogorov-Smirnov, Cronbach's alpha, and t-test.
Findings: The results showed that organizational learning in the libraries of Islamic Azad University has a favorable situation and this situation for all five components (learning dynamics, organizational change, empowerment, knowledge management, and technology application) Was also approved.
Conclusion: Although the results of this study indicate the favorable situation of organizational learning in the libraries of Islamic Azad University, the continuation of this type of learning due to the many changes and developments that we see in the world today for all organizations, especially types Libraries are a basic necessity.

 

Safoura Parchami Afra, Seyed Mehdi Mirmehdi,
Volume 10, Issue 4 (3-2024)
Abstract

Purpose: Internet and electronic services have become an integral part of the life of every member of society. People do many of their jobs, including obtaining and collecting information, buying products, booking hotels, banking services, and downloading movies, books, music, etc., through the Internet. There are various methods to gain the trust of customers in electronic business, one of the methods which is an introduction to the subject of this research is the use of electronic word-of-mouth advertising or E-Wom. In such a way that most of the customers are looking for a better evaluation of the products based on word-of-mouth advertising. Information about products and services shared by customers over the Internet is considered cost-effective; Therefore, information can be shared with many people at the same time with minimal cost. This type of communication not only affects the attitudes and behaviors of consumers but also affects the brand image of customers. Today, applications, e-commerce websites, and social networking platforms such as Instagram, Twitter, and Facebook have created enough space for users to connect with brands. Communication that existed offline in the past has become more interactive. Consumers communicate with customers and other brands through mobile phones, and various social websites such as (Facebook, YouTube, LinkedIn, Twitter, and Instagram) by writing comments and online reviews on these sites. Needless to say, as the importance of online reviews is rapidly increasing. Online reviews are comments made by online visitors or potential customers about a product or service. These reviews are known as a tool for social benchmarking. User-generated content helps businesses build an online presence as well as build trust among design visitors. Online reviews have become an important source of information that allows consumers to seek accurate and reliable information by sharing the experiences of other consumers. A product or service review is made by a consumer who has experienced a service or purchased a product. Reviews are posted online on various platforms by consumers who have used or experienced a product or service. Also, a review of a product or service reflects the opinions and experiences of a customer in purchasing a product or service.Online reviews are becoming important sources of infor-
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.

mation for shoppers, influencing 20-50% of online purchase decisions. Many customers and consumers look for online reviews as the first step when making a purchase. Online reviews play an important role in predicting sales of many products and services and brand trust. Online reviews are as important to business as they are to customers.
 There are several reasons why online reviews are important and will help build strong relationships with potential customers as well as increase sales and attract leads.It is very important to identify the factors that cause consumers to write reviews, and consider the acceptance of a new technology. Intention is not only an expression of clarity about the possible course of future action in a particular situation; Rather, it reflects the degree of preparation and intensity of efforts that are expected to lead to the desired outcome. The Technology Acceptance Model (TAM) explains how people's performance of a specific behavior is determined by their behavioral intention for a specific task. TAM is developed to predict the possible adoption of a new technology by an individual or an organization. This model is based on the theory of reasoned action, which explains that behavior is determined by the intention to perform that behavior, attitude towards the behavior, and social pressure to perform that behavior  Therefore, the current research was conducted in Hamedan City to investigate the intention of customers to do online review with the technology acceptance approach.
 Research method: This research is applied in terms of purpose and descriptive in terms of implementation method. The statistical population of this research was the citizens of Hamedan. the sample size was 7 times the number of questions, i.e., 161 people, which were selected by the available sampling method. The formula 5q≤n≤15q was used to determine the sample size in structural equation studies. Sampling was obtained on the spot and through the online space. The tool for collecting data and information in this research is the use of an online questionnaire, including 21 questions, and data analysis has been done through the structural equation test and the partial least squares method using SPSS and SmartPls software. For construct validity, the measurement model of this research including convergent and divergent validity was conducted using Cronbach's alpha, composite reliability, AVE index, and Fornell and Larcker table. Composite reliability and Cronbach's alpha coefficient should be at least 0.7, which is acceptable based on the findings obtained from data analysis. The AVE index and factor loadings should also be greater than 0.5, which showed an acceptable value based on the results obtained from the data analysis.
According to the criteria of Fornell and Larker, a structural model should have more dispersion among its observables in comparison to other model structures, to be able to say that the hidden variable in question has high diagnostic validity. Therefore, the root mean extracted from each hidden variable must be greater than the maximum correlation of that hidden variable with other hidden variables. The results of the Fornell-Larker test showed that all the values on the main diameter are greater than the values in the corresponding column, which indicates that the used model has acceptable validity.
Findings: This research was conducted to investigate the intention of online reviews by customers according to the technology acceptance approach. According to the purpose and conceptual model of the research, seven hypotheses have been defined for examination. According to the results obtained from the structural equation method, the hypothesis of the significant effect of subjective norms on the perceived usefulness of online reviews is confirmed, and also based on the positiveness of the path coefficient, its effect is also direct. That is, the higher the subjective norms, the greater the understand
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.

ing of the usefulness of online reviews. Based on the obtained results, the hypothesis of the significant effect of subjective norms on the perception of ease of use was confirmed. Also, due to the positive path coefficient, this effect is direct. That is, the higher the subjective norms of people concerning writing an online review, the greater the perception of ease of use.
 So, it can be concluded that when people notice the approval and acceptance of their online opinions by other people and understand that their opinions give other people a correct understanding of the product and service, it causes learning. It is easier for these people to write online comments on the Digikala site than for other people; Therefore, it creates the thought in these people that writing online comments is simple and easy for other people as well. According to the findings, the hypothesis of a significant effect of perceived behavioral control on the perceived usefulness of writing online comments has been confirmed. Due to the positiveness of the path coefficient, this hypothesis has a direct effect. That is, the greater the perceived behavioral control for writing an online review, the greater the usefulness. Considering the results of the research, the effect of perceived behavioral control on the perception of ease of use for writing online reviews by customers has been confirmed. That is, the more a person's behavioral control for writing an online review, the greater the perceived ease of use. According to the confirmation of this hypothesis, it can be concluded that having self-confidence, sufficient resources, opportunity and confidence in their opinions gives users a correct understanding of its simplicity and therefore it is easier for them to write online comments on the Digikala site. Therefore, this mentality is created for them that it is easy to write an online review on the Digikala site. According to the results, the hypothesis of a significant effect of perceived usefulness on the customer's attitude towards writing an online review has been confirmed. Considering the positive path coefficient of this hypothesis, its effect is also direct. That is, the higher the perceived usefulness of writing an online review, the more positive the users' attitude is. It can be concluded that to increase the attitude of users about writing online reviews, the role of these comments in increasing the information of other users and improving the performance and its role in purchasing the product and in general the usefulness of these comments should be understood. Based on the results of this research, the hypothesis of a significant effect of the perceived ease of use on the customer's attitude towards writing an online review was not confirmed and the hypothesis was rejected; Therefore, it can be concluded that the simplicity and ease of writing an online review on the Digikala site does not affect the users' attitude and other factors change the customers' attitude. The results obtained from this research show that the hypothesis of the significant effect of attitude on the customer's intention to write an online review has been confirmed. Due to the positive path coefficient, this effect is direct. That is, the more a person's attitude towards writing an online review is, the more the users will intend to do it; Therefore, it can be concluded that if writing online comments increases the awareness of consumers and changes their attitude, and also causes the transfer of positive and negative feelings about the products and services of the Digikala website, it makes users more intent to write online reviews.
Conclusion: Based on the present research, the online review intention can be explained by the technology acceptance approach. Based on this, having a favorable attitude towards online reviews is the basis of the intention to do it. Also, most of the variables related to the technology acceptance
__________________________________________________________________________
The Journal of Human Information Interaction is supported by Kharazmi University, Tehran, Iran.
This work is published under CC BY-NC-SA 3.0 license.

model shape the attitude toward online reviews. Therefore, paying attention to these variables is vital for those active in the field of electronic retailers.According to the confirmation of the first and second hypotheses regarding the positive and meaningful effect of subjective norms on the perceived usefulness and perceived ease of use, a trained and organized team can be deployed in the DigiKala organization and encourage and accept the online reviews of customers. and remind them that their online comments will make other users understand the products and services correctly and introduce writing online comments as an easy and simple task. According to the confirmation of the third and fourth hypothesis, which shows the positive and significant effect of perceived behavioral control on perceived usefulness and perceived ease of use, facilities such as praise and discount, as well as assuring users of their purchase, can increase the confidence of users. Also, due to the correct understanding of the beneficial effect of their comments on other users, and also considering the various ways to increase the self-confidence of users, he reminded them of the ease of writing online reviews and encouraged them to write online reviews. participate Considering that the fifth hypothesis is based on the confirmation of the positive and meaningful effect of perceived usefulness on users' attitudes, it is possible to write about the advantages and Positive Effects of Online Reviews on Payment Purchase Decisions. It is also possible to increase users' information about online reviews, which will change users' attitudes and encourage them to write online comments. According to the confirmation of the seventh hypothesis, which shows the positive and significant effect of the user's attitude toward writing an online review on the intention to write an online review, the DigiKala organization can educate users that online comments will increase their awareness. Also, these comments will convey positive and negative feelings about products and services so that users can use these comments before buying. Considering the importance of the role of online review in creating trust and selling more products, it is suggested that the role of online review be done for other areas in the e-commerce industry, such as tourism in Iran, buying and selling tickets, etc. The wider statistical community including the big cities of Iran that have a history of buying and using e-commerce services and online reviews should be considered to obtain more accurate and extensive results in this matter. It is useful to add variables as mediating variables or moderators related to the variables in this research to achieve more accurate results. The role of users' personalities and the moderating role of demographic variables can also be studied in the future to obtain a comprehensive understanding of online review behaviors.
 


Page 2 from 2     

© 2024 CC BY-NC 4.0 | Human Information Interaction

Designed & Developed by : Yektaweb