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Objective: In recent years, electronic reading and the use of e-reader applications have expanded. The purpose of this research is to identify the influencing factors on users' continuous use of e-reader applications. For this purpose, the proposed hybrid model based on the Theory of Expectation-Confirmation, Davis's Technology Acceptance Model, and Perceived Playfulness Theory have been used. Methodology: The current research is applied in terms of purpose and survey type. The research population includes students who use e- reader applications (Taqcheh, Fidibo, Ketab Rah, and Ketab Sabz). Among them, 300 active users of the mentioned readers were selected as the statistical sample of the research. The data collection tool is a questionnaire. This questionnaire is taken from a research in English, which was translated into Persian by the authors of this article. Therefore, in order to ensure the clarity of the questions and the correctness of the translation, its validity and ending were re-evaluated by the authors. In order to measure the validity of the questionnaire, the opinions of 5 experts and managers of e-reader programs as well as professors of information science who have scientific publications in the field of technology acceptance were obtained and applied. Next, to measure the reliability, a preliminary study was conducted with the participation of 30 people from the research community and the value of Cronbach's alpha coefficient was calculated, and the value of 0.908 (9.08%) showed that the measurement tool has a suitable and desirable reliability. The collected data were analyzed using the structural equation modeling method. For data analysis, use SPSS Version 25 and Amos version 22 were used. Findings: The research findings showed that the personalization of e-reader applications has a significant effect on the perceived usefulness of users. Also, the personalization of e-reader applications has an effect on the Perceived Playfulness of users. Among other findings of this research, we can mention the significant effect of usefulness and Playfulness of e-reader applications on user satisfaction. The effect of user satisfaction on the use of e-reader applications was also reported to be significant. According to the mentioned cases, all the hypotheses of this research were confirmed. Conclusion: Although more than a decade has passed since the emergence and use of electronic readers in the world, the use of this technology in Iran has been growing gradually in recent years. According to the results of this research and considering the competition of manufacturing companies, manufacturers are expected to consider aspects of personalization, playfulness, usefulness, and user satisfaction in designing e-reader applications. In this regard, a detailed study of the users of e-reader applications with an emphasis on age, gender, education and occupation, as well as knowing their reading needs, can help managers to know more about the design of user-friendly applications and make users continue to use them.

Purpose: Instagram pages of public libraries were a suitable platform to establish and maintain communication with users and provide services and information they needed, especially during the epidemic of diseases such as COVID-19. The aim of the present study is to identify the factors affecting the willingness of users to continue using the Instagram pages of public libraries in West Azerbaijan province during the COVID-19 pandemic. Method: The current research is applied in terms of purpose and descriptive-survey of correlation type in terms of the data collection method. The research was carried out in 1399-1400. The data collection tool was a researcher-made questionnaire, whose face validity was confirmed by experts in this field, and its reliability was calculated using Cronbach’s alpha coefficient at 72%. The statistical population of the research included all the followers of the Instagram pages of public libraries in West Azerbaijan province during the COVID-19 pandemic, from which 20 active pages were selected, and the questionnaire was provided to them privately by the managers of the pages, and finally 212 questionnaires were returned. Descriptive statistics were used to determine frequency, frequency percentage, standard deviation and mean in SPSS software, and the structural equation modeling by partial least squares method in SmartPLS software was used to investigate the relationships between variables and test hypotheses. Findings: The findings of the analysis of path coefficients showed that there is a positive and significant relationship between perceived usefulness, responsiveness, social benefits and satisfaction with the desire to continuously use Instagram pages of public libraries in West Azerbaijan province. Satisfaction with the path coefficient (0.446) was the strongest factor in predicting the continued use of Instagram pages of public libraries in West Azerbaijan province during the COVID-19 pandemic. After satisfaction, responsiveness, usefulness, and social benefits, respectively, had the greatest impact on the desire to continuously use these pages. Interestingly, no significant relationship was observed between the variables of ease of use, expectations, perceived enjoyment, type of post uploaded, post upload time, content, social influence, and correlation with the tendency to continuously use Instagram pages of public libraries. The results related to the path coefficients of the factors of type of uploaded post, time of uploading post, ease of use and content on the perceived usefulness of users from the Instagram pages of public libraries in West Azerbaijan province showed that there is a positive and significant relationship and the type of uploaded post with the path coefficient (0/290) was the strongest predictor of perceived usefulness. Furthermore, the analysis of path coefficients showed that the relationship between perceived enjoyment and perceived usefulness on user satisfaction is not significant, but the coefficients of the effect of ease of use and expectations on user satisfaction from Instagram pages of public libraries in West Azerbaijan Province is positive and significant. In general, the value of the goodness of fit was 0/641, which indicates the appropriateness of the overall fit of the model. Originality/value: Considering that the desire and intention to continue using social media sites is an act after their admission and so far, few studies have identified the factors influencing the desire to continue using social media, especially Instagram pages in public libraries, the results of this study can have valuable scientific and practical implications for managers and policy makers in this field.

IntroductionAugmented reality has emerged as one of the main trends in the digital market in recent years (Whang et al, 2021). Augmented reality technologies, such as 3D spatialization mechanisms and sound adaptation mechanisms, eliminate distance barriers to information acquisition, add more enjoyable and entertaining components to the visit, and increase visitor immersion in exhibitions (Huang, 2021).As consumers' use of mobile augmented reality applications increases, it is necessary to strengthen theoretical and empirical insights to support this technology and understand its effects on consumer behaviors (McLean, & Wilson, 2019). Despite the rapid growth and increasing importance of augmented reality, recent research shows that managers lack insight into how augmented reality interacts with customers and need guidance to target customers who have adopted augmented reality (Jessen et al, 2020). A comprehensive review of cognitive, emotional, and behavioral responses in augmented reality shows that various studies have focused on benefits such as enjoyment and usefulness (Whang et al, 2021; Hilken et al, 2017). While things like the feeling of virtual presence, perceived value, attitude towards augmented reality, satisfaction, and experiential value have been paid less attention to (Kowalczuk et al, 2021; Nikhashemi et al, 2021). In order to answer the aforementioned research gap, the present research is trying to answer the following main question:How does a mobile-based augmented reality application affect the decision-making process in the real shopping experience?Literature ReviewMarketers are using mobile augmented reality apps to connect with their consumers in new and exciting ways. From a marketing research perspective, augmented reality is a strategic concept that integrates information or digital objects into the subject's perception of the physical world, often in combination with other media, to express or demonstrate consumer interests to achieve obvious organizational goals (Rauschnabel et al., 2019).Researches show that augmented reality enhances the consumer experience and drives their behavioral intentions Fan, et al, 2020; Kowalczuk et al., 2021; Nikhashemi et al., 2021). The research results of Whang et al. (2021) confirmed that the capabilities of mobile augmented reality technology evoke consumer behavioral and cognitive states, which in turn stimulate consumer purchase intention. However, their study did not consider the intention of continuous use of augmented reality, which is a major issue in this field. Because recent industry statistics show that about a quarter of augmented reality apps are never used after the initial download (Nikhashemi et al, 2021).In addition, purchase intention focuses on the extent to which consumers attempt to make a purchase after interacting with mobile augmented reality applications, while continued use intention emphasizes the extent to which consumers will use mobile augmented reality applications in the future (Lo et al, 2020). Tsai & Hung, 2019). Hence, it is critical to address the importance of augmented reality as a strategy to enhance consumer engagement and its responsive effects on purchase intention.MethodologyBased on the purpose, this research is applied, in terms of the type of data, it is quantitative, and in terms of data collection, it is descriptive and survey type. The statistical population was the customers of the Digikala online store, whose number was estimated to be more than 3000 people. With the available sampling method, 384 people were selected as a sample, and a researcher-made questionnaire (based on the Likert scale) was sent to them as an electronic link. 307 usable questionnaires were returned. Structural equation modeling with partial least squares approach was used for data analysis and hypothesis testing.ResultsThe data analysis showed that the factor loading value between the components of a variable and the latent variable is more than 0.4, which indicates that the components of this variable have been able to evaluate the latent variable well. Also, the significance of the factor load of each of the variables of the verification model is more than 1.96 and it is significant.Discussion and ConclusionThe current research was conducted with the aim of investigating the role of mobile augmented reality programs on continuous use and purchase intention by consumers among users of the Digikala store. The results of the research showed that virtual presence, experiential value, and purchase benefits have a positive effect on the attitude towards the mobile augmented reality program. In this regard, it can be said that the mobile augmented reality program produces and provides the content to the consumer that is more attractive to the user than ever before (Qin et al, 2021). The more customers engage with the content, the more likely they are to make the expected brand reaction (Park & Yoo, 2020). Also, perceived value and attitude towards the use of mobile augmented reality have a positive effect on consumer satisfaction. It can be claimed that mobile augmented reality allows users to see information related to customer service of various goods and products on any type of display around. Therefore, the more appropriate and up-to-date the quality of the designed system is, it leads to more people being interested and also more people using this technology and encouraging them to buy, and it leads to an increase in their satisfaction (Mclean et al, 2018; Oni et al. al, 2016; Chopdar & Balakrishnan, 2020). Based on the results of the research, satisfaction and perceived value have a positive effect on the intention to continue using and the intention to purchase. As the mobile augmented reality app enhances the shopping experience with the light and sound effects of a 3D movie, it allows stores and malls to transport their customers into a world of their own creation, combining elements of traditional online shopping with 3D experiences for Combine increased satisfaction and more accurate customer purchases (Chang et al, 2018; Chopdar & Balakrishnan, 2020).

Not only enhance the attractiveness of e-service quality, and extended free choice, and compare product information display is Safe and secure environment but also enhance customer loyality and customer satisfaction and therefore loyalty is to the company.Today, banks are trying for attract customers and maintain their market share by delivering the innovative services using e-banking. Banks always increase new electronic channels into their current services. Because of the loyal customers is the main factor of organizational success, obtaining Loyalty is the concept that in today's business has been considered by organizations.In this study different parts of customer experience management that include functional, mechanic and humanic Clues are evaluated also its relationship with customer loyalty in e-banking services examined. The result showed there is positive correlation between different parts of CEM and Continuous use in e-banking services. In this study, questionnaires were used for data collection. Respectively, to identify and prioritize determinative factors, correlation analysis and artificial neural networks were used. Results showed that in order of importance, Quality of service, loyalty, trust, satisfaction, customer expectations, attractiveness, competence of staff, ease of use are factors that determine customers’ repeat patronage of e-banking services.