mahsa akbari - Academia.edu (original) (raw)

Papers by mahsa akbari

Research in Globalization

International Journal of Electronic Commerce Studies

This study aims to fill the gap between gamification features and their impacts on practical mark... more This study aims to fill the gap between gamification features and their impacts on practical marketing activities in The Covid-19 era by providing a comprehensive analysis between gamification features: immersion (storytelling), achievement (reward), and social (competition) on customer experience (CX) and engagement (CE). In this study, a Quasiexperimental design method was used to examine the relationship of the gamification features on CX and engagement. To investigate, an online survey was distributed to 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis and Sobel test were used to evaluate the impacts of gamification on CX and engagement. The results reveal that gamification has positive effect on CE and CX while, achievement has a more substantial impact than immersion and social on CX, competition has a stronger positive effect than storytelling but weaker positive effect than reward.

Journal of Globalization and Business Management, 2013

The objective of this study is to construct an approach based on multiple criteria decision makin... more The objective of this study is to construct an approach based on multiple criteria decision making (MCDM) and balanced scorecard (BSC) for evaluating performance for three nongovernmental Iranian's banks. Following the literature relating to banking performance and BSC concepts, experts and managers select 21 indexes for evaluation. Furthermore, fuzzy analytic hierarchy process (FAHP) calculated the relative weights of each chosen index in order to tolerate vagueness and ambiguity of information, and three MCDM analytical tools (TOPSIS, VIKOR, and ELECTRE) were adopted to rank the banking performance. The results indicate that a customer "C" has the most significant BSC perspectives and the customer satisfaction "C 1 " is the most major index in banking sector. This proposed fuzzy MCDM method combined with BSC approach is a comprehensive and up-todate model that can be a useful and effective assessment tool.

Abstract: Despite the importance of price mavens, little empirical research exists on understandi... more Abstract: Despite the importance of price mavens, little empirical research exists on understanding its theoretical and marketing drivers; especially in different cultural contexts Buyers in Iran often communicate positive and negative purchasing experiences through Word-of-Mouth (WOM), which creates special problems and opportunities for marketers. Price mavenism, which is associated with price-information searching and price-sharing behavior, is often considered as negative dimension of price. The purpose of this study, however, is to propose price mavenism as an outcome variable arising from both positive perceptions of price (prestige sensitivity) and negative perceptions (price and value consciousness). For this purpose structured questionnaire was developed to collect data and totaling 206 questionnaires of Iranian consumers were analyzed. The conceptual model was tested using structural equation modeling. This study found that prestige sensitivity, price consciousness and val...

ABSTRACT: The purpose of this study is to investigate the relationships between demographic trait... more ABSTRACT: The purpose of this study is to investigate the relationships between demographic traits and shopping behaviours include: prestige sensitivity, price consciousness, value consciousness and shopping hedonism.This study seek to develop a better understanding of Iranian consumers and determine their shopping behaviours. A structured questionnaire was developed to collect data and totaling 206 questionnaires of Iranian consumers were analyzed. T-Tests, ANOVA and multiple linear regressions are used to analyze the effects of demographics (independent variables) on shopping behaviors (dependent variable). The results indicated that gender and age have significant impact on prestige sensitivity and shopping hedonism. Other demographic variables produce non-significant results. Taken together our findings suggest that among several demographic variables, age and gender may be useful in predicting only two variables of shopping behaviors; i.e. prestige sensitivity and shopping hedo...

It has been recognized that brands play a role in industrial markets, but to date a comprehensive... more It has been recognized that brands play a role in industrial markets, but to date a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been an empirical study of the applicability of a full brand equity model in a B2B context. Furthermore, it could have hardly found a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business-to- business marketing. In this paper, Six research hypotheses, relating to the effects of four key drivers of B- to-B brand equity identified in a review of the relevant literature, were empirically tested with a sample of 150 respondents in B-to-B Iranian oil and gas Iranian firms using partial least squares analysis. The results delineate the high importance of the sales force to the creating and maintenance of a strong B-to-B brand. The most important factor of brand equity is the salesperson's behav...

The aim of this study is to identify and explore the situational factors, which lead customers to... more The aim of this study is to identify and explore the situational factors, which lead customers to misbehave in service settings. This study is designed to develop a better understanding of different drivers of misbehaviours from situational factors' perspective and examines the relationship of past misbehaviour and future misbehaviour intentions. The novelty point of this study is to illuminate the impact of situational factors on misbehaviour for the first time based on the background of Iranian culture. As the matter of fact that customer misbehaviour is prevalent in the Iranian chain stores, identifying the related antecedents especially from situation side is on the great center of attention.

Internet users need methods to ascertain web browser performance in a simple manner. The objectiv... more Internet users need methods to ascertain web browser performance in a simple manner. The objective of this study was to construct a practical approach based on fuzzy analytical hierarchy process for selecting the best web browsers. In this paper five alternatives and five criteria are considered. These alternatives and criteria, synthesize from experts� knowledge and judgments. Fuzzy AHP has chosen to calculate the relative weights of selecting methods in order to reduce vagueness and ambiguity of information and ranking. It shows that the proposed fuzzy AHP model for selecting the web browsers can be a useful and effective assessment tool.

The purpose of this study is to investigate the relationships between demographic traits and shop... more The purpose of this study is to investigate the relationships between demographic traits and shopping behaviours include: prestige sensitivity, price consciousness, value consciousness and shopping hedonism.This study seek to develop a better understanding of Iranian consumers and determine their shopping behaviours. A structured questionnaire was developed to collect data and totaling 206 questionnaires of Iranian consumers were analyzed. T-Tests, ANOVA and multiple linear regressions are used to analyze the effects of demographics (independent variables) on shopping behaviors (dependent variable). The results indicated that gender and age have significant impact on prestige sensitivity and shopping hedonism. Other demographic variables produce non-significant results. Taken together our findings suggest that among several demographic variables, age and gender may be useful in predicting only two variables of shopping behaviors; i.e. prestige sensitivity and shopping hedonism. In g...

Journal of Payavard Salamat, 2013

Background and Aim: Employees suggestion plan (ESP) is designed to encourage and improve employee... more Background and Aim: Employees suggestion plan (ESP) is designed to encourage and improve employees’ participation in developmental planning. The establishment of this system needs cultural, individual and structural preparedness. This study is aimed to determine organizational preparedness in Tehran University of Medical Sciences (TUMS). Materials and Methods: This research was a cross-sectional, descriptive and analytical study conducted in TUMS headquarters in Tehran, Iran. The heterogeneous sample of this study consisted of 155 employees. They were asked to fill out a researcher-made questionnaire to assess their attitude towards organizational preparedness for ESP establishment. The validity and reliability of the questionnaire were confirmed. The data were analyzed by SPSS, and descriptive results were presented. The data were also analyzed by Friedman and ANOVA statistical methods. Results: Most of the employees had a positive attitude towards the existence of individual and c...

Personality research has approached a salient consensus step due to widespread use of individual ... more Personality research has approached a salient consensus step due to widespread use of individual differences, converging on five big model factors with marketing concept. This paper clarifies a market mavenism psychology concept and relates market mavens with big five factor model. Market Mavens are consumer which have tendency to become especially involved in the marketplace. The purpose of this research is to contribute to identify prominent personality traits of market maven through big five model and attempts an in- depth investigation to provide guidance for manager so that they can more effectively appeal to consumers who possess this tendency. 146 questionnaires were distributed and have analyzed. Multiple linear regression is used to analyze the effects of five big model traits on market mavens dependent variable. As a result, Extraversion and Openness and Conscientiousness are the three significant characteristic which highlights in their personality traits. Theoretically, ...

Research Journal of Applied Sciences, Engineering and Technology

International Journal of Business Excellence

Revista Brasileira de Marketing, 2016

The aim of this study is to fill the existing gap in consumer behavior literature by demonstratin... more The aim of this study is to fill the existing gap in consumer behavior literature by demonstrating the comprehensive antecedents of consumer misbehavior model. Consequently, this paper contributes to elucidate the salient factors that lead customers to misbehave. Data were collected from a survey of chain stores in Iran, Tehran (Hyperstar, Hyperme, shahrvand)(n=384). Confirmatory factor analysis and structural equation modeling were utilized to analyze the data. This study represents associations between past consumer misbehaviors, Personality variables (Machiavellianism, self-esteem, sensation seeking, aggressiveness, Consumer Alienation), Environmental variables (Layout and design, atmospherics, Perceptions of employee service, Exterior environment), Situational variables (Loyalty Intention, Severity of dysfunctional misbehavior, Perceived opportunity, Perceived risk service) and motivational variables (financial motivation, Ego gain motivation, Revenge motivation). our empirical ...

The Neuroscience Journal of Shefaye Khatam, 2014