Sharif Digital Repository

Human beings have always been tried to make new, innovative things to benefit from. The new things have been improved from a wheel to a smart car and the benefits have been improved from survival to survival plus fitness, happiness, sense of belonging, security and etc. Companies which have been following the human nature, and thinking of new, innovative products and consumers’ benefits cohesively, could gain competitive advantages. But the process of new product development has always been costly and due to the high failure rate it is risky. One of the main challenges in NPD projects is understanding consumer's behavior. Most companies try to identify consumer's needs by knowledge... 

It is our purpose in this study to compare and analyze behavioral aspects of residential property valuation in Iran. More specifically, this research aims to explore the attributes that influence the value of residential property from the consumers’ and valuers’ perspective to determine whether valuers account for consumer behavior accurately. Finally, we investigate which variables operate at the lower end of the market, as distinct from those influencing the value of higher priced property. The core methodology underpinning the measurement of buyer and valuer behavior is the use of survey analysis. The identification of variables employing a two stage process forms an initial but critical... 

Environmental problems have been one of the considerable issues since the irreversible characteristics of nature and its effect on human life were recognized. Scientists have proposed a variety of solutions in order to overcome such problems. Green marketing can be regarded as one of the solutions in this area. Similar to most other issues, this concept has been noticed less in developing countries compared to developed countries. Therefore, researchers in this study conducted a comprehensive research on the concept of green marketing in Iran focusing on consumers’ behavior.
To achieve relevant results, two types of research were conducted: qualitative and quantitative. The results of... 

With the easy access to internet and connected devices ubiquities, Today more than 50 million people use online education platforms to improve their skills and broaden their knowledge. In this research we tend to answer two questions based on data from Iranian students from top domestic universities.First question is which factors would these users consider in choosing their online education platform. This would be especially interesting to know in context of Iran’s cultural and job market situations.Second question we are interested in the same context is what are the factors that make users of these platforms to stop using them. This is very important since stoppage rate of online... 

The purpose of this study is to model the long-term effects of taxes on different aspects of private cars upon auto ownership and use, and thereby auto industries in producing more fit cars, so as to minimize auto emission. It involves used car market, different car demands and auto industry production. The study follows some previous studies in this area and tries to enhance the various aspects of the model by directing it toward a more real situation. In order to visualize the effects of the model, it has been applied on the case of Shiraz in 1378. It has been shown that the model was able to reduce air pollution and fuel consumption by 90% and 50%, respectively, as compared to the “Do... 

The objective of this study is to investigate the effects of brand familiarity and product type on consumer responses to cause-related marketing (CRM). The construct of involvement is used to categorize products. Besides, the general reaction of consumers to CRM campaigns in low-CRM-awareness situation is assessed. A classical experimental design with 202 respondents is used and results are analyzed using repeated-measures ANOVA and paired t-tests. The results show that how the interaction of brand familiarity and product type can affect the consumer responses to cause-related marketing campaigns. Brand familiarity and interaction effect of familiarity and product type proved influential on... 

Air pollution is known as one of the most important problems of large cities. The main reason for such air pollution is the increase in using private vehicles. There are some solutions for controlling and reducing air pollution. One efficient way to achieve this goal is by imposing taxes on aspects of private vehicles. The purpose of this study is to investigate the effect of taxes on different aspects of private cars to reduce city air pollution, by (1) promoting users to purchase smaller and higher vehicle technology including electric cars, and drive less, and (2) forcing local car manufacturing companies by market demand mechanism to improve technology in their products. This study is a... 

The provision of developmental infrastructure by governments and their various effects on the lives of citizens has always been the subject of discussion among researchers and policymakers. In particular, the infrastructure associated with access to modern energies causes changes in household economic behavior. The effects of pipeline gas connection on household behavior is the main subject of this research. By using micro level data, these effects compare the behavior of beneficiary households and lack of natural gas. The data includes households living in the entire geographical zone of Iran and between 1377 and 1394. First, we show that natural gas is a direct substitute for liquid fuels... 

This study analyzes determinants of customers’ switching intentions. The context of this study is service area and we have studied customers’ behavior of internet service providers. In this research we focus both on transactional and relational variables. We have tried to clarify the role of consumers’ commitment on their intentions to switch. Drawing from literature and based on previous service switching research we have developed a switching model. This includes two component of customer commitment and the antecedents of commitment. We have developed our hypothesis according to this model and the literature review. The survey was administered to ADSL internet home users. A sample of 130... 

In recent years, Internet advertising has become increasingly customized to individual users. As advertising carry on refining its capacities, it is more likely to be seen as insightful and useful by everyone. Consumers, particularly Gen Y and older members of Gen Z, are becoming more accepting of relevant advertising as digital acquaintance. Consumers now welcome active advertising that responds and reflects social activity, location, and brand and product preferences in real-time. This ability to be agile within the consumer’s connected experience is an emerging revenue driver and will continue to grow as ad platforms and ad presentations become smarter. But more personalization results in... 

This study seeks to investigate the factors affecting consumer behavior when using a home blood glucose tester. Most of the previous research has been on improving the performance of home medical equipment to measure vital parameters such as pressure, sugar, oxygen, etc. They have also taken steps to increase the possibility of learning and easy use of the product, which only examines consumer behavior during use .In order to achieve this goal, the theory of planned behavior has been used. In this behavioral theory, the intention to perform a specific behavior, which in this study is the monitoring of blood sugar by the patient, is examined. Behavioral intent is the attitude towards use,... 

Many countries use a single water meter for multiple units within a building. This creates a cost externality where the cost of water consumed is spread over all units. Using administrative data from Tehran Water and Wastewater Co. for 2013 and 2014, we find an increase in the number of units on a communal meter on average increases per unit use by 0.4 percent. Estimation at different levels of units reveals that almost all communal meters have higher per unit water use. The results suggest that the externality is responsible for 2.7 percent of water consumption in our sample.
JEL classification: L9, Q25, Q50, Q58
 

Air and sound pollution in metropolises is a problem vexing every class of citizens, rich and poor. Extensive research has been carried out in recent decades resulting in strict and ever-expanding environmental regulations for automotive and other polluting industries to reduce emissions. Unfortunately, despite significant progress in emission reduction technologies, growth in population along with the number of vehicles on city roads, has intensified related health problems of citizens. As a result, a recent trend has been started around the world with the goal of development and wide-spread use of zero emission vehicles like electric vehicles in metropolises. One variety of electric... 

In this research, it has been tried to use deep learning methods and embedding vector, in addition to user-item data, from user side information such as age, gender, city, etc., and also for item information such as product name, product category, etc. can be used to better understand customer behavior patterns and provide a relatively rich recommender system. The proposed model in this research has two phases, the first phase tries to identify the user and item feature vector and form the user similarity matrix and the user-item correlation matrix. The outputs of phase one are used as inputs of phase two. In the second phase of the model, using these inputs, Top-N recommendation are... 

With the explosive growth of social media platforms, influencers have emerged as important factors in driving consumer decisions, prompting much research into their influence on their audiences. This study examines the relationship between social media influencers and consumer behavior by examining which characteristics of social media influencers influence consumer attitudes toward products and their resulting purchase intentions and increase their endorsement effectiveness. Through an extensive review of existing literature, this research identifies key influencer characteristics, including authenticity, attractiveness, communication, social responsibilities, and product match-up, as key... 

Over the past two decades, the interest in exploring consumers' behavior has risen to popularity. Nowadays, it is necessary for marketers to reach out to the right consumers at the right time and with the right message. Even though the positive impact of tracking consumers throughout their purchase journey and its managerial implications have been emphasized several times by academics, There is still a lack of practical research on how to discern the consumers' stage in the purchase journey from a holistic point of view. In this study, we develop several machine learning models, including RNNs (GRU and LSTM), Transformers, and XGBoost, by utilizing historical data of Yektanet (the leading...