Human Information Interaction

Discovering the Underlying Components Affecting the Usability of IoT in Iranian Libraries: A Theory Based on Context

Safiyeh Tahmasebi Limooni

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.

The effect of organizational climate and knowledge sharing on the innovative behavior of employees in knowledge-based companies

Ali Biranvand

Purpose. The ultimate goal of innovative behavior is to improve performance of the individual, group, and ultimately organization all together. Many factors are influential in the realization of innovative behavior of employees of an organization. In this study, the influence of two factors of organizational climate and knowledge sharing has been reflected.
Method. The study uses an applied descriptive survey method. Population includes all official 373 employees of knowledge-based companies in Fars province (1399). Sample was189 individuals selected by simple random sampling method using Cochran's formula. Data collection was conducted by: Standard Questionnaires of Organizational Climate ( Book et al., 2005), Knowledge Sharing Questionnaire (Hoff and Reader, 2004), and Innovative Behavior Questionnaire (Johnson and Welba, 2004). Confirmatory factor analysis and structural equation modeling tests were used for data analysis.
Findings. The results show that organizational climate has a direct and positive effect on innovative behavior and knowledge sharing. Conversely, knowledge sharing also has a direct and positive effect on innovative behavior. The direct effect of organizational climate on innovative behavior is 0.52, which is strengthened by the role of knowledge sharing and increases by 0.83, which means that knowledge sharing by 0.31 has increased the organizational climate effect on innovative behavior.
Discussion and conclusion. Appropriately understanding - the type of relationship and how to influence organizational climate and knowledge sharing on the innovative performance of employees in knowledge-based companies - managers will be able to take more appropriate measures to instigate innovation in the company to increase organizational productivity, planning and management.

Assessing the level of familiarity, use and also the effectiveness of mind maps in the information retrieval process

Azam Sanatjoo

Background and Aim: Mind map is a full-color illustrated note-taking in which, main idea or subject is situated. The main ideas then branch out from the center, which are linked to the central idea. This is a relatively new topic, and slight research has been conducted to show its effectiveness worldwide. The aim is to examine the effectiveness of mind maps in the information retrieval process.
Method: This is an applied in terms of purpose and in order to collect information about the familiarity and use of graduate students with mind maps by survey method. The present study also investigates the effect of mental map tools on quasi-experimental information retrieval. The statistical population of the present study includes all graduate students (Master and PhD) of Ferdowsi University of Mashhad in 2016-2017, in four areas: humanities, basic sciences, engineering and agricultural sciences. The statistical sample size of the first phase of the research includes 224 graduate students and 127 doctoral students. The total size of the laboratory population is 30 people. The sampling method of the first stage is stochastic research of relative classes. The sample size of the second stage of the laboratory is purposeful. A questionnaire was used to collect data in this study. Cronbach's alpha of questionnaire number one is more than 0.8 and questionnaire number two and three is more than 7%.
Results: Analysis show that the level of familiarity with mind maps and its use by graduate students at Ferdowsi University is below average. The average overall level search satisfaction with the whole search process in the second stage (3.833) is higher than the first stage (3.704). The average effectiveness of the whole search process in the second stage - with the help of mental map (359/3) is more than the first stage of the search process - without mental map (2.332).
Conclusion: Mind maps are effective tools in the process of information retrieval that can be used with careful, purposeful planning and in consultation with experts in the field of information retrieval and information science. Information systems, search engines, information needs, etc. are among the areas in which mind maps can be examined.

Presenting a Digital Content Marketing Model (Case Study: Instagram Bloggers)

rasoul sanavifard

Background and Aim: Instagram content is of concerns to business owners today. Nevertheless, the central problem in the production of Instagram content is not just writing a text. But how the audience conveys and comprehends it. This article aims to provide a digital content marketing model for Instagram bloggers.
Research Method: This is an applied mixed research (quantitative and qualitative). Population of qualitative part includes experts in the field of digital content marketing. Sample for this section consisted of 20 individuals using purposive sampling method. In the quantitative part population consisted of all Instagram bloggers. Sample of 400 individuals selected based on Cochran's formula by stratified random method. Instruments were interviews and researcher-made questionnaires that approximately 600 questionnaires were sent online and 400 were returned. Lisrel and smartpls3 software were used to analyze the data.
Findings: Results identified 36 components and 95 indicators that 7 effective components including: Motivation, business intelligence, audience experience, preferences and tastes, research and development, creativity and influencers which respectively 0.119, 0.138, 0.105, 0.222, 0.128, 0.144 and 0.212 had an impact on digital content marketing. Furthermore, 11 components of competitiveness, communication, audience trust, value creation for the audience, promoting e-learning culture, loyalty and persuasion to buy, brand awareness, brand health, e-marketing effectiveness, word of mouth and participation influenced by digital content marketing. In addition, mechanisms, facilitators and barriers to digital content marketing were presented.
Conclusion: Results could be used as a first step in the study of digital content for Instagram bloggers and are also applicable to marketing and consumer behavior professionals. Paying attention to the content of bloggers' pages on Instagram in the field of marketing provides favorable conditions for improving consumers' attitudes towards online advertising and sales.

Classification and prioritize of services quality based on Kano's customer satisfaction model, Asymmetric Impact-Performance Analysis and SERVQUAL

Mohammad Reza Esmaili Givi

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.

Identifying Customer Journey Opportunities in 5A Model in Tourism Industry

Mohammad ghaffari

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.