https://www.mstj.org/ Marketing Science and Technology Journal en daily 1 Sat, 01 Jul 2023 00:00:00 +0330 Sat, 01 Jul 2023 00:00:00 +0330 https://www.mstj.org/article_706405.html Purpose – The development of mobile technology has changed the traditional financial industry and banking sector. While traditional banks have adopted artificial intelligence (AI) techniques to deepen the development of mobile banking applications (apps), the current literature lacks research on the use of AI-based constructs to explore users’ mobile banking app adoption intentions. To fill this gap, based on stimulus-organism-response (SOR) theory, two AI feature constructs as stimuli are considered, namely, perceived intelligence and anthropomorphism. This study then develops a research model to investigate how intelligence and anthropomorphism affect tasktechnology fit (TTF), perceived cost, perceived risk and trust (organism), which in turn influence users’ AI mobile banking app adoption(response). Design/methodology/approach – This study used a convenience nonprobability sampling approach; a total of 451 responses were collected to examine the model. The partial least squares technique was utilized for data analysis.Findings – The results show that intelligence and anthropomorphism increase users’ willingness to adopt mobile banking apps through TTF and trust. However, higher levels of anthropomorphism enhance users’ perceived cost. In addition, both intelligence and anthropomorphism have insignificant effects on perceived risk. The results providetheoretical contributions for AI-based mobile banking app adoption and offer practical guidance for bank planning to use AI to retain users. Originality/value – Based on SOR theory, this study reveals that as features, AI-enabled intelligence and anthropomorphism help us further understand users’ perceptions regarding cost, risk, TTF and trust in the context of AI-enabled app adoption intentions. https://www.mstj.org/article_706409.html The growing and extraordinary trend of digital technologies such as artificial intelligence and on the other hand the expansion and importance of information technology in all dimensions has made the digitization of human societies thefirst and strategic priority of all governments, especially developed governments, and with any economic, political andcultural conditions In order to grow and develop itself, it is inevitable to follow the digital path. Considering this issue, theaim of this study is to achieve the electronic government management model affected by electronic governance. Thestatistical sample of this research includes 25 health insurance managers and presidents who were selected and interviewed from among 130 people using the snowball sampling method until reaching theoretical saturation according to the size of the population and through Morgan's table. A questionnaire created by the researcher also contains 56 questions according to the topic of the data collection tool, and the collected data has been measured and evaluated using SPSS and Eviews software and the structural equation method. The findings indicate the positive and meaningful role of e-government in e-governance and indicate indicators such as planning and coordination (PC), monitoring and control (MC), electronic culture (EC), electronic partners (EP) and electronic leadership (EL). ) as electronic governance indicators. In order to strengthen e-goverment management in e-governance, laying the groundwork for infrastructures, gaining the trust of employees, partners and people, strong leadership and creating a culture and choosing organizations with similar characteristics in this field are among the things that need to be considered by e-governments. https://www.mstj.org/article_706410.html Purpose of this paper- The purpose of this study is to determine the factors affecting brand love and its effect on purchase intentions through the mediation of word-of-mouth advertising of cosmetics products in the market of Iran. Methodology- The study's statistical po pulation consisted of all customers of cosmetics brands of Lirac, Phyto, and Doctor Murad brands in Iran. Using random cluster sampling, 1500 of them were considered as a sample of the research. For data collection, a standard questionnaire was used with 45 questions. Cronbach's alpha coefficient was used to measure the reliability of the questionnaire. Findings- The results of the research showed that the brand’s images, as well as the brand’s trust, did not have any significant effect on the popularity of these brands among Iranian customers. However, social identity, popularity, image, and word-of-mouth advertising of the studied brands have significantlyaffected Iranian customers' purchase intentions. Value of paper- In a more comprehensive perspective, the present research examines the impact of the three main variables of brand image, brand trust, and social identity on brand love, and also the simultaneous impact of brand image and brand love on word-of-mouth advertising on a brand. https://www.mstj.org/article_706411.html The process of consumer decision-making and identifying ways to influence buyers' decisions is one of the most important marketing tasks. All the activities of marketers come to fruition at the stage of consumer intent; since thepurchase operation is done and as a result, the application of all marketers' efforts is determined and ends. The present study tries to investigate the effect of advertising through smartphones on consumers' purchase intentions and thefactors affecting the perception of consumers and their evaluation of advertisements made in this way. In this regard, some sales and service sites such as Digikala, Alibaba, Eligasht, Divar and Snapp have been selected and the advertisements of goods and services from these sites and its impact on consumers' purchase intention by considering several other factors such as credibility, information, motivation, Annoyance, emotional values, and severalother dimensions are studied. This research was conducted in Kurdistan province and the statistical population is those people who have a smartphone and have used at least one of the sites mentioned. A questionnaire was used tocollect the data; the analysis of the data collected and testing the hypotheses , as well as investigating normality and other statistical techniques were done using SPSS software and PLS software. The results show that the flowexperience has the greatest impact and secondarily the value of advertising have an impact on the purchase intention. Among the factors affecting the value of advertising, the effect of information, credibility, entertainment and annoyance was confirmed and the effect of emotional value and motivation was not confirmed; the relationship between the factors studied and flow experience was confirmed, but the relationship between site design quality and emotional value on brand awareness was not confirmed. Studying the purchase intention of the brands studied in the research, it was found that the average purchase intention of the customers of these sites is equal. https://www.mstj.org/article_706414.html Technologically enabled financial innovations are blurring the boundaries and traditional business models and leads to new sources of value creation. Therefore, the current research was conducted with the aim of identifying and determining the impact of the components and indicators of the open banking business model in the Middle East Bank through the soft systems approach. The statistical population of this research in the qualitative part consists of middle-level managers of various branches of the Middle East Bank active in the field of open banking and managers of fintechs, whose sampling was carried out using a targeted and snowball method until reaching theoretical saturation and In th quantitative part he number of managers, employees and customers of the Middle East Bank branches in Tehran is based on the Cochran formula, and the sample size is equal to 370 people. The data collection tool in this research is semi-structured in-depth interviews in the qualitative part and researcher-made questionnaires in the quantitative part. The method of data analysis in the first part is based on the of soft systems methodology and in the quantitative part using confirmatory factor analysis and structural equations. https://www.mstj.org/article_706415.html The purpose of this research is to study the mediating role of customer online brand experience between brand engagement and brand satisfaction and brand loyalty in social media. The population under study consisted of 279 customers who were selected randomly from the database of an e-store. The data were analyzed by using a PLS software and using structural equation modeling. The findings revealed that community, information, engagement, identity-related, economicrelated, and experience effects on brand engagement. Online brand engagement influences on brand experience. Also, brand experience influences brand satisfaction and brand loyalty. Brand satisfaction effects on brand loyalty. Brand experience plays a mediating role between brand engagement and brand satisfaction and brand loyalty. https://www.mstj.org/article_706416.html The emphasis on customer perceived value has long been a part of the marketing and sales literature. With the advancement of variousorganizations in business to business markets, increased competition andthe execution of the best sales strategy has become a priority in businessmarkets. Therefore, creating superior customer value in competitivemarkets is critical to a company's success. Many industry organizationsare looking to increase customer value, but they do not know how toeffectively sell or how this strategy will impact on performance. To thisend, the present study investigates value-based selling and its impact onseller performance. The model used in this research is based on theframework of motivation, opportunity and ability. This modelencompasses both the organizational and the individual aspects ofstrategy implementation. Questionnaires completed by 212 vendors andsales managers of industrial organizations were used to measure thistwo-level model. Using structural equation modeling and data analysis,it can be concluded that the value-based sales approach improves thesales performance. Salespeople who are more able to build relationshipswith their company employees and decision makers in customers’ firmare more likely to succeed. In addition, one must have the necessaryknowledge to identify the true needs of the buyer and the position of thesale. The salesperson alone cannot perform all the sales tasks and needsthe support of the organization. The organization can facilitate vendor work by providing customer reference records and proof of credit, and by eliminating ambiguities of the buyer by creating tools that offer value quantity and financial results. As a result, value-based selling is more effective in situations and industries where the buyer has less demands, helping the seller create value by co-creating with buyer and turn it to an organization's asset.  https://www.mstj.org/article_706417.html The purpose of this research is to analyze the development policy of electric vehicles in Iran. Therefore, this research aims at a comprehensive analysis of the development of electric vehicles in Iran, considering that the review of previous research shows the lack of a comprehensive discussion and review in the policy field of the development of electric vehicles in Iran. The research method in this study is a hybrid method. First, the studied factors were obtained by reviewing the research literature, and then the validity and reliability between them was determined through the opinion of 18 experts who formed the decision team and through the Kappa coefficient. According to the results of the research, there is a close relationship between the factors of improving the economic situation, productivity, focus on a healthy environment, sustainable development, pragmatism, innovation and change, optimal strategy and policy, budget and livelihood, and comprehensiveness with the main category of the research, i.e. policy development of electric vehicles in Iran. It is based on the necessary strategies and policies and the implementation of appropriate policies, which leads to consequences such as: productivity, sustainable development, etc. Environmental problems caused by the extensive use of fossil fuels prompted car manufacturers to change their approach towards optimizing the existing engines with the least cost and changes in order to achieve maximum efficiency, and on the other hand, the concern of endangering Due to their limited resources and their non-renewability, their supply led the major consumers of oil and gas to search for alternative and renewable sources of energy.