List of Articles

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  1 - Analyzing the Reasoned Action Theory to Explain the Intention to Use Online Stock Trading among Iranian Investors
  S. M. Jalali F. Taherilia E. Nikmanesh
  In this study, attempts are made to recognize effective factors in enhancing the intension to use online stock trading application by real investors via combining the models of reasoned action and decomposed theory of planned behavior and merging it with dimensions of o More

  In this study, attempts are made to recognize effective factors in enhancing the intension to use online stock trading application by real investors via combining the models of reasoned action and decomposed theory of planned behavior and merging it with dimensions of online stock trading. Questionnaires designed and ditributed between 300 people attended in Tehran Stock Exchange and agah broker firm. In order to determine the validity and standardization Exploratory and confirmatory factor analysis methods are used. The reliability of the survey is calculated 0.89 by Cronbach alpha. This research is applicable, descriptive, survey and correlational. The research Conceptual model of structural equations modeling was confirmed by using of the LISREL software. The findings represent that, based on structural equation modeling, attitude and subjective norm will affect the behavioral tendencies. Also, there is a positive and significant relation between perceived usefulness and ease of use and the attitude and between subjective norm to injunctive norm. Manuscript profile
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  2 - The Effect of Food Product Health Claims in Evaluating the Consumers and Developing New Products
  F. Khodayari M. A. Abdolvand S. J. Tabibi H. Nikoomaram
  The aim of this research is to investigated the effect of food product health claims in consumers evaluation and new products development. This research attempts to develop quality standards in health food industry done for new product of soya enriched bread. The relati More

  The aim of this research is to investigated the effect of food product health claims in consumers evaluation and new products development. This research attempts to develop quality standards in health food industry done for new product of soya enriched bread. The relationship between factors influencing the evaluation of health claims and new product performance will be investigated. In this case, the health claims format by two physiologically oriented claims including heart disease and osteoporosis and two psychologically oriented food claims -stress and lack of energy-are expressed in enhanced function format versus disease risk reduction format and health claims evaluated for attractive, convincing and credible by individuals. Factors that can have an impact on respondents rating their perceptions of the benefits of the product, regulatory focus, emergent nature, consumer involvement and product differentiation are measured. The relationship between these factors and new product performance will be evaluated based on the health claims. The data are collected by questionnaire statements based on a seven-point Likert scale. The sample includes 399 peoples in Iran. The data collected are analysed by SEM method and LISREL software. The results have shown that characteristics such as the perceptions of the benefits of the product, regulatory focus, emergent nature, consumer involvement and product differentiation are under the effect of the evaluation of health claims and the claims will affect the performanceof new product. Manuscript profile
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  3 - Studying and Ranking Marketing Appropriate Strategies to Achieve Competitive Advantage in Private Hotels of Mazandaran Province
  A. Srayaei S. Mehrani
  The present study aims to evaluate and rank marketing appropriate strategies so as to capture sustainable competitive advantage in 3 to5-star Private hotels of Mazandaran province. Due to a comprehensive overview of literature related to marketing strategies, the featur More

  The present study aims to evaluate and rank marketing appropriate strategies so as to capture sustainable competitive advantage in 3 to5-star Private hotels of Mazandaran province. Due to a comprehensive overview of literature related to marketing strategies, the features and capabilities available in the non-governmental hotels and a conceptual model based on 3and 5-star indicators (Capabilities and facilities), a questionnaire is set‌ and then studied by 40 experts and specialists in the Mazandaran province. The data collected from 31experts were examined. The reliability of the survey instrument is approved by the results of inconsistency rate calculation for the questionnaires. AHP-fussy test will determine the priority of each indicator and strategy. Based on the results obtained,cost leadership strategy gained the first place of importance, and the strategy of segmentation and differentiation is ranked next respectively. Manuscript profile
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  4 - Investigating the Effective Factors on Mobile Bank Acceptance in Parsian Bank Customers in Arak City
  P. Ghaffari Ashtiyani M. Panahi Vanani R. Shaabani
  Nowadays, the wide spread usage of the mobile bank is the catalyst of an opportunity. So, the financial institues and banks benefit of it in their atmosphere of full turbulence. The main goal of this research is to study the effect of the mobile bank usage on the intent More

  Nowadays, the wide spread usage of the mobile bank is the catalyst of an opportunity. So, the financial institues and banks benefit of it in their atmosphere of full turbulence. The main goal of this research is to study the effect of the mobile bank usage on the intention of using mobile bank in electronic banking industy by testing 6 hypotheses. It is note worthy that the present research is a casual research from the viewpoint of the method and in nature, and for the performance, it is padding and based on the goal it is applicable and benefited of the structural equation to develop a new model for studying the relations between the components. The popultion of the research includes Arak Parsian bank customers in 2012. In order to get goal, 400 questionnaires are distributed and filled by Arak Parsian bank customers. 386 questionnaries are analyzed. In this reserrch, the effect of perceived usefulness and perceived benefit on on the use of mobile banking is not accepted, but other hypotheses are accepted. The result obtained represent that the perceived ease of use is considered as one of a prelude of individuals attitude towards using mobile banking and usage intention of modern bank services. Manuscript profile
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  5 - Studying the Relationship between Regular Marketing and Re-buying Behaviors in Chain Stores of Gorgan City
  M. T. Jalali Gorgan H. Mehrani
  In recent years, many changes have been observed in buying culture of customers and developing chain stores in Iran. Moreover, need to be more competition in business environments made necessary the stablishment of chain stores, the creation of competitive advantage and More

  In recent years, many changes have been observed in buying culture of customers and developing chain stores in Iran. Moreover, need to be more competition in business environments made necessary the stablishment of chain stores, the creation of competitive advantage and long relations to the costumers. Regular marketing is a response to stores requirement when establishing such a win-win long run relationship results in further buying behavior by satisfied and loyal customers. The reseachers used a descriptive – survey method to investigate the relationship between regular marketing and buying behavior in retail stores between all costumers of stores in Gorgan city. A structural equation applied is used to evaluate. The results indicate that the population studied is applicable. For investigating a significant relationship between the model variables and Pearson's correlation test is used to test the hypotheses. Four methods including communication, preferential treatment, personalization and reward, relationship marketing procedures are studied. The results show a significant relationship in all methods used by customers desiring to continue shopping. Also, a significant relationship is there between customer willingness to regular satisfaction and commitment. Also, there is a significant relationship between the variables of regular satisfaction and trust, trust and regular commitment, regular commitment and buying behavior. Manuscript profile