Investigating the impact of expected performance and effort on the willingness to use social networking sites (case study: Iran's guest houses)

Publish Year: 1402
نوع سند: مقاله کنفرانسی
زبان: English
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تاریخ نمایه سازی: 3 مهر 1402


In the world of digital marketing, new business models have been introduced and new trends are emerging. One of the latest trends is social networking websites that have not only attracted many users and visitors, but are also a place-to-place online advertising of various companies and companies. The aim of this study was to investigate the effect of performance and expected effort on the tendency to use social networking sites (Case study: Iranian hospitality). The statistical population of this study according to Cochran's formula is ۲۷۰ guest managers as an example for providing questionnaires and obtaining answers in total. In this study, a standard questionnaire was used to collect data. Cronbach's alpha was used to determine the reliability of the questionnaire and the results showed that its value was ۰.۸۳۲ and the reliability was appropriate. Structural equations were used to analyze the data. The results show that the expected performance and expected effort impact the tendency to use social networking sites and have a direct and significant effect. Guests should take advantage of the mentioned opportunities and achieve higher profitability by influencing the behavior and attitude of customers


Mahrokh Namjoofar

Master of Business Administration - Marketing, Department of Management, College of Management, Parandak Branch, Institute of Higher Education, Parandak, Iran

Kiarash Zebarjad

Master of Industrial Engineering - Engineering Management, Department of Industrial Engineering, College of Technical and Engineering, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Soniya Behzadinasab

PhD in Business Administration - Marketing Management, Department of Business Administration, College of Management and Accounting, Roudehen Branch, Islamic Azad University, Roudehen, Iran

Ali Behzadinasab

Master of Executive Management - Marketing, Department of Executive Management, College of Social Sciences and Economics, Islamshahr Branch, Islamic Azad University, Mgosoft PDF MergerIslamshahr, Iran

Rezvan Behzadinasab

Master of Visual Communication - Visual Communication, Department of Art, College of Art and Architecture, Center Tehran Branch, Islamic Azad University, Tehran, Iran