فصلنامه مطالعات مدیریت کسب و کار هوشمند
پیاپی 43 (بهار 1402)

Augmented 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 Review:

Marketers 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.

Based 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.

The 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.

The 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).

Big data and digital technologies, such as artificial intelligence (AI), blockchain, the Internet of Things (IoT), and robotics, will transform businesses in many ways. This process of adapting to these changes is called digital transformation. Companies and policymakers in different countries are implementing various programs, strategies, and policies to achieve digital transformation. However, they face many challenges and obstacles that need to be identified and addressed. This research provides a comprehensive classification of the barriers to digital transformation using the meta-synthesis method including 38 selected articles.

The literature on this topic has proposed various classifications of the barriers to digital transformation. This research focuses on the barriers from the perspective of digital transformation management and excludes the studies that examine the barriers from a technical perspective. The literature on this topic can be divided into three main approaches: "examining the barriers to digital transformation across industries and companies", "innovation approach" and "barriers to organizational change".
Some of the barriers mentioned in the literature are:

Lack of standards, lack of legal basis for data use, integration with existing system environment, dependence on other technologies, and fear of transparency/acceptance (Vogelsang et al, 2019)
Law/standards, management, and workforce (Bailie & Chinn, 2018)
Strategy, business model, business processes, organizational structures, and organizational culture (Vukˇ si´, 2018)
The conflict between physical and digital systems, as well as the pervasive mindsets that are ingrained in the organization's culture (Nate & Erica, 2014).
Lack of guidance from the government and hence resistance to change; Changing the operating models requires replacing a large number of equipment and systems and involves significant capital; The interaction of different technologies may cause problems in a complex system; The adoption of new technologies requires a certain time for evaluation, and it takes time to adjust the strategy according to the new environment; Lack of overall planning and standardization (Lu et al, 2019).

This research is a descriptive-applied study that uses the meta-synthesis method. In this study, the seven-stage model of Sandusky and Barroso (2006) is applied. Based on the research objectives and questions, as well as the theoretical foundations related to the barriers to digital transformation, relevant articles were searched using the keywords in the national and international scientific databases. This search resulted in finding 173 articles related to the keywords. After identifying the articles, the models and concepts presented in them were coded. In this study, open, axial, and selective coding were performed. In the next step, the internal validity and reliability of the codings were checked.

As mentioned in the literature, the technological change in the digital field can be analyzed as a technological system and from the perspective of socio-technical transitions (Reinhardt, 2022). Different approaches for analyzing technological transitions are of interest in the literature. This study has chosen a multi-level perspective for this analysis. This perspective views the transition as a historical pattern that can be depicted in three different layers. According to this perspective, technology transition can be conceptualized as three nested levels: landscape, socio-technical regime, and niche.
Using this perspective, at the landscape level, the environment of a system is examined, and the two sub-categories of government and society are identified as barriers to digital transformation. Moreover, based on the systemic approach to the topic, the socio-technical regime, which is the system that governs the industry or the field studied in this study, is proposed. The basis of companies developing digital technologies should be analyzed and investigated according to the concept of barriers to digital transformation. In this thesis, this category is explained and the dimensions related to each category are discussed in detail.
Considering the scope of the study, this framework does not examine the internal relationships between the variables (sub-categories) under the categories. It seems that suggesting the relationship between sub-categories in the proposed framework can be a recommendation for future studies. Also, examining the solutions to overcome the barriers identified in a case study can be suggested as another recommendation for future studies.

The popularity of the platform BM in recent years, but the failure of platforms in various industries shows the need for field studies about the elements of the platform BM. This research was first carried out with a multi-case study strategy conducted 23 semi-structured interviews with managers and collected 11 archival reports related to the issue using theoretical sampling from three platforms of Tapsi, Snap, and Carpino, and data were analyzed by thematic analysis. As a result, 8 themes as elements of the BM in entering platform markets were identified. After this stage, 12 questionnaires were collected from experts, using snowball sampling, and then a model of the relationships between these factors was presented by the ISM method. The findings show that the competitive conditions of the platforms as the first element of BM have a high influence on other elements of BM. The most effective element in entering the market was the value proposition to users, which needs to be optimized according to the competitive conditions.

In recent decades, a large number of information technology-based businesses have risen to the top of the world's top companies list. Until the early years of the third millennium AD, large companies and owners of oil wells and mineral resources, along with industrial production complexes that are several decades and several hundred years old, have been the flagships of the list of the largest and most successful companies in the world, but this dominance has been challenged by IT-based start-ups during the last two decades. According to the report of the Economist magazine, between the years 2006 and 2016, the top of the list of the world's top companies was suddenly empty of companies active in the fields of energy and production, and their places were filled by information technology young companies. These changes are clear examples of the transition of the world economy from resource-oriented to data-oriented.
According to international reports, the value of the production of information technology businesses from the total production of the world’s economy has increased by 29% in the period of 5 years, between 2015 and 2020, reaching 24 trillion and 615 billion dollars, and the share of the digital economy has reached 25% of the total world economy. In other words, the digital economy has swallowed two and a half percent of the share of the traditional economy in 5 years. (UNCTAD, 2019)
These facts show the need to pay attention to the position of businesses based on information technology.
Theoretical Literature
IT-based businesses
Businesses that convey their value proposition to customers through various information technology tools, and the main components of their business model are based on information technology, are called information technology-based businesses.

There are three defined levels in the definition of digital economy. Its limited definition as the main core of the digital economy includes specialized products in the field of information and communication technology, including hardware production, software development, and the provision of Internet and telecommunication services. In the second level, in addition to the central core, it also includes the added value resulting from digital platforms and services. The third level of definition, referred to in the literature as the digitized economy, includes the added value resulting from the use of information technology in all industries.

The present research is based on a model that is the product of a qualitative study. The mentioned model became the basis for designing the research questionnaire. After evaluating the validity of the content, the designed questionnaire was sent to a community consisting of three different groups of industry activists, and the received data was analyzed using the Structural Equations Method.

After conducting the tests and making the corrections, the final research model was confirmed, consisting of 5 main categories and 22 subcategories or indicators. The main categories counted include 1) organizational factors, 2) environmental factors, 3) policy factors, 4) economic results, and 5) non-economic results.
Internal characteristics refer to the factors that a business must focus on for success. In other words, if the following factors are present in a business, the chance of being successful in the market are much higher than that in businesses that did not pay attention to these factors. In other words, this group of factors refers to the internal coordinates of businesses prone to growth and development. These factors include the right project team, business model, specialized human resources, access to financial resources, innovation, and effective marketing.
The second group of factors affecting the development of businesses under research are environmental factors. These factors include five categories of sanctions, inappropriate laws, weak information technology infrastructure, economic stagnation of the country, and problems of the information technology innovation system.
The third category of factors explained in this research is the role of the government in the development of such businesses in the country. These factors have focused on how the government intervenes in this matter in such a way as to facilitate and accelerate the growth of these businesses. Although these factors are also relevant for businesses in different sectors, the examples of these policies in IT businesses and how the government supports them are different.

Based on the results of this research, policy factors in this model are an exogenous and independent variable that plays a key role in the development of this category of businesses. This issue confirms the necessity of the government's presence and adoption of policies to support the development of these businesses.

In recent years, modern production enterprises for sustainable competitive advantage and profitability, consider the purpose of producing their products to provide services to customers instead of selling products or providing a combination and package of services and products. Product-service systems (PSS) are one of the dimensions of servitization. Therefore, considering the increasing use in the industry and the increased publication of articles in its various fields, such as the design, implementation, and business models of digital, intelligent, sustainable PSS, as well as little research in this field in the country, it is an excellent opportunity, especially for acquaintance and review of articles and studies is to identify gaps in the current literature. To achieve the goals, a comprehensive bibliometric analysis, and network structure has been performed on the literature available in the Scopus database until 7/18/2022.

The paper answers the main research questions on the published research on the PSS: (Q1) What is the main information, pattern, and trends of publication? (Q2) Who are the main authors? (Q3) Which are the most productive countries? (Q4), Which articles have the highest number of citations? (Q5) Which are the most productive institutions and universities in PSS? (Q6) Which are the main journals? (Q7) What are the most frequently used keywords? (Q8) What are the patterns of the Co-Citation network and citation analysis and trends? (Q9) What is the collaboration (Co-Authorship) network among organizations, authors, and countries? (Q10) What is the Co-Occurrence network? (Q11) What are the main clusters? Moreover, what are their subjects and issues? What are the trends of research on PSS? (Q12), and What are the research gaps? (Q13).

This section aims to summarize the available literature review in PSS to clarify the need for the present research.
Our literature review shows that PSS has increased in recent years. This increasing trend illustrates that PSS has attracted the attention of many academics and researchers. Although this field is crucial for modern firms, fewer studies have addressed PSS by scientometrics and bibliometric analysis. Therefore, it is vital to review these papers using bibliometric tools and specify gaps in the literature.
Figure 1 shows the annual publication trends and collaborations until 2022.
Figure 1: Figure 1 Literature published in the PSS field from 2000 to 2022 

This paper uses network structure, scientometrics, and descriptive analysis to analyze publications around the Product-service systems (PSS).
The present study uses "VOSviewer" software and open source R package "bibliometrix". Also, co-citation, collaboration (co-authorship), co-occurrence, citation, thematic mapping analysis, and clustering are discussed. The data collection came from the Scopus database.

The results show that the most dominant keywords are "product-service systems", "sustainability" and "PSS". The main common keywords in the leading cluster are PSS and servitization. The results show that most studies and citations are limited to developed economies such as China, England, and Italy. In addition, resources can be classified into four clusters. "Conceptualization and lexicography", "PSS design and implementation", "PSS integration and sustainability and connection with the supply chain" and "Digital and intelligent PSS".
Figure 2: Major keywords (WordCloud). source: findings of the present research 
Figure 3: Co-authorship network, source: findings of the present research 
Figure 4 displays the countries' collaboration networks.
Figure 4: Country Co-authorship network, source: findings of the present research 
The most cited papers globally are shown in Table 1.
Table 1: Most cited papers (global)
Paper
Total Citations
per Year s
Total Citation
Mont ok, 2002, j clean prod
67/ 1905
1411
Tukker a, 2004, bus strategy environ
73/ 2632
1392
Baines ts, 2007, proc inst mech eng part b j eng manuf
84/ 375
1350
Tukker a, 2015, j clean prod
114/ 5
916
Meier h, 2010, cirp ann manuf technol
54/ 2308
705
Tukker a, 2006, j clean prod
37/ 0588
630
Manzini e, 2003, j clean prod
24/ 1
482
Aurich jc, 2006, j clean prod
28/ 0588
477
Reim w, 2015, j clean prod
56/ 125
449
Beuren fh, 2013, j clean prod
39/ 1
391

This paper provides a network structure analysis and scientometrics of the trends in the field of PSS (2000–2022), using the Scopus and WOS databases. By comparing the search results in the two databases, 504 Scopus articles published in English were selected. We analyze and visualize with VOSviewer and Bibliometrix. Although there are several articles that have reviewed PSS, few have used a scientometrics approach in the PSS. This paper analyzed the most cited articles, the most productive authors and countries and frequent keywords and journals, the publication trends, and the most productive affiliations. This paper also conducted bibliometric analysis on Co-citation, Collaboration (Co-Authorship), Co-word (Co-Occurrence) analysis, citation, Thematic mapping, bibliographic coupling, and Clustering analysis. The results indicate a fast increase in the number of publications in recent years in the PSS. The analysis determines that “Ming x”, and “Sakao t” are the most productive authors in developing PSS. (Mont ok., 2002) is the most cited (global) article with 1411 citations
The important keywords are “product-service systems”, “product design” and “Product service system (PSS)”.

PSS is rapidly developing in servitization and can operate as a new opportunity for countries and companies. This paper proposes a systematic view of how the PSS field. The results show that the studies conducted are limited to developed economies such as the United Kingdom, Italy, China, and Germany.
Furthermore, the study suggests suggestions for future research through identifying the literature gaps by ThematicMap analysis and helps scholars find research opportunities and propose some practical implications. This paper offers managers an opportunity to familiarize themselves with the design and implementation of PSS.
The most dominant keywords are sustainability, servitization, product service systems, business models, and circular economy. The main common keywords in the leading cluster include "business model" and "service-product systems", "circular economy", and "conceptual design". Based on the results of the clustering analysis, the issues of serviceability, product design, and service-product systems are among the most important main clusters. This paper also provides suggestions for future research and helps researchers by identifying gaps in the literature review by schematic map analysis. Based on the gaps, the most important of them are communication and implementation using technologies such as industry 4.0 and blockchain technology and intelligence, quantification of criteria and how to implement them, development of quantitative business models and smart product-service systems, and, how to implement and design its supply chain, define and develop new criteria, and the connection and application of new technology in this field were proposed.

Using e-commerce will significantly reduce energy consumption and pollution. Today, large stores easily sell their products electronically. The branches of electronic business have expanded so much that companies and organizations exchange with each other or provide their goods and services to their customers by spending the least possible time and cost. The use of information technology is one of the necessary links to increase commercial efficiency in the national economy and preserve the environment.
This research will not only explain the consumer trust in cultural products and examine its dimensions and components but also pay attention to the motivation and drivers of the movement towards the consumer trust in cultural products and understand the appropriate platform for its realization through gaming. Green and quality information will help. On the other hand, the case study of the present research is Digikala's online service company. At the time of the research, Digikala is the largest online store in Iran, has more than 2 million daily visitors, and has taken 70% of the online sales market share in Iran. Digikala's business model is a combination of virtual marketplace and retail (Shojaei Raisi, 1400). The reason for choosing Digikala electronic store is due to the use of gaming in attracting and retaining customers and the store's attempt to persuade customers to be environmentally responsible.

The main issue of the current research is whether the quality of information and green gaming has an effect on consumer trust in cultural products, taking into account the mediating role of perceived usefulness and perceived ease of use.

Gamification has emerged as a technological trend that transfers the features of games to non-game contexts. Studies in various fields such as health, education, and marketing have shown that gaming affects people's behavior. However, few sustainability studies provide conclusive findings on whether gamification affects actual pro-environmental behavior. The purpose of gamification is to transfer the features of games to non-game contexts in order to create a game experience. Accordingly, the user must perceive a gamified or interactive situation with a game-like service. To realize this, gameplay is based on the concept of "Loodus". For example, basic features of games such as goals, rules, structure, and feedback should be transferred to the non-game context. Through these components, gaming presents and conveys information in a different way. Customers actively participate in providing information and experience the information in the form of a game

The method of carrying out the present research is a survey and correlational research design of the type of structural equations using the method of partial least squares. The statistical population of the present study is the consumers of Digikala cultural products. The total number of the statistical population of the present study is uncertain. Considering the statistical population, Cochran's formula is used to determine the number of samples, for this purpose, 384 samples were selected due to heterogeneity and stratified proportional sampling.
The questionnaire was distributed among the customers in cultural products who have access to the Internet and have made an electronic purchase from DigiKala. Among the statistical samples of the research, 384 questionnaires were distributed, of which 380 questionnaires were answered, of which 4 questionnaires were excluded from the analysis because they did not answer a large number of questions. Finally, 380 questionnaires were included in the analysis.

The results showed that the quality of information has a significant effect on perceived usefulness and ease. Also, green gameplay has a significant effect on perceived usefulness and ease. Perceived usefulness plays a mediating role in the relationship between information quality and green gaming with consumer trust in cultural products. Perceived ease of use plays a mediating role in the relationship between information quality and green gaming with consumer trust in cultural products. The numbers inside the explained variance circle are the research variables.

In the new business process, gaining the trust of consumers of cultural products has taken an important and vital place in the goals of organizations, and senior managers know very well that their success in achieving the organization's major goals depends on gaining the trust of consumers of cultural products. Is. The purpose of the present study was to explain the effect of green gaming and information quality on consumer trust in cultural products with regard to the mediating role of perceived usefulness and perceived ease of use.
According to the findings of the research, it was found that green gaming has a significant effect on perceived usefulness. Green gaming is one of the ways that helps to attract customers in different aspects. Green gamification in terms of providing gamified information can increase pro-environmental behavior due to the reduction of psychological distance. Therefore, the presentation of gamified information should increase the perceived clarity and quality of information, which should therefore encourage pro-environmental behavior. In this regard, the results of Wolff's research (2020) showed that green gamification and gamified information have a positive effect on perceived usefulness and perceived ease.

Based on the findings of the research, to improve the trust of consumers in cultural products, it is suggested to provide complete information about green gaming to consumers and how to use it in a clear and transparent manner. implemented and the employees have sufficient knowledge about green gaming and have received the necessary training in this field.
One of the limitations of the current research was that this research was conducted only in the Digikala online store, so caution should be exercised in generalizing its results to other industries or other organizations. For future research, it is suggested that the model used in this research should be investigated in other industries or a specific organization, and individual and cultural factors regarding green gaming should be investigated.

Nowadays, cloud computing has attracted the attention of many organizations. So many of them tend to make their business more agile by using flexible cloud services. Currently, the number of cloud service providers is increasing. In this regard, choosing the most suitable cloud service provider based on the criteria according to the conditions of the service consumer will be considered one of the most important challenges. Relying on previous studies and using a meta-synthesis approach, this research comprehensively searches past researches and provides a comprehensive framework of factors affecting the choice of cloud service providers including 4 main categories and 10 sub-areas. Then, using the opinions of experts who were selected purposefully and using the snowball method, and using the Lawshe validation method, the framework is finalized.

This research aims to complete the results of previous studies and answer the following questions with a systematic review of the subject literature:-What are the components of the comprehensive framework for choosing cloud service providers?
-What are the effective criteria to choose a cloud service provider?
-What is the selected framework of effective factors?

Many researchers have looked at the problem of choosing the best CSP from different aspects and have tried to provide a solution in this field. In this regard, we can refer to "Tang and Liu" (2015) who proposed a model called "FAGI" which defines the choice of a trusted CSP through four dimensions: security functions, auditability, management capability, and Interactivity helps. "Kong et al." (2013) presented an optimization algorithm based on graph theory to facilitate CSP selection. Some researchers have also provided a framework for CSP selection, such as "Gash" (2015) who provides a framework called "SelCSP" with the combination of trustworthiness and competence to estimate the risk of interaction. "Brendvall and Vidyarthi" (2014) suggest that in order to choose the best cloud service provider, a customer must first identify the indicators related to the level of service quality related to him and then evaluate different providers. Some researchers have focused on using different techniques for selection. For example: "Supraya et al." (2016) use the MCDM method to rank based on infrastructure parameters (agility, financial, efficiency, security, and ease of use). They investigate the mechanisms of cloud service recommender systems and divide them into four main categories and their techniques in four features of scalability, accessibility, accuracy, and trust
In this research, it has been tried to use the models and variables of the subject literature in developing a comprehensive framework. The codes, concepts, and categories related to the choice of cloud service providers are extracted from previous studies, and a comprehensive framework of the factors influencing the choice of cloud service providers is presented using the meta-composite method.

In this research, based on the "Sandusky and Barroso" meta-composite qualitative research method, which is more general, a systematic review of the research literature was conducted, and the codes in the research literature were extracted. Then the codes, categories, and finally the proposed model are formed. The seven-step method of "Sandusky and Barroso" consists of: formulation of the research question, systematic review of the subject literature, search and selection of suitable articles, extraction of article information, analysis and synthesis of qualitative findings, quality control, and presentation of findings. Lawshe validation method has been used to validate the research findings.

In the meta-synthesis method, all the factors extracted from previous studies are considered as codes and concepts are obtained from the collection of these codes. Using the opinion of experts and considering the concept of each of these codes, codes with similar concepts were placed next to each other and new concepts were formed. This procedure was repeated in converting the concepts into categories and the proposed framework was identified. This framework consists of 27 codes, 10 concepts, and 4 categories (Table 1).
Table 1: Codes, concepts, and categories extracted from the sources
category
Concept
Code
No.
Trust
Security
Hardware Security
1 Network Security
2 Software Security
3 Confidentiality
4 Control
5 Guarantee and Assurance
Accessibility
6 Stability
7 Facing Threats
Technical Risk
8 Center for Security Measures
9 Technology
Efficiency
Service Delivery Efficiency
10 Interactivity
11 Hardware and Network Infrastructure
Configuration and Change
12 Capacity (Memory, CPU, Disk)
13 Functionality
Flexibility
14 Usability
15 Accuracy
16 Service Response Time
17 Ease of use
18 Managerial
Maintenance
Education and Awareness
19 Customer Communication Channels
20 Strategic
Legal Issues
21 Data Analysis
22 Service Level Agreement
23 Commercial
Customer Satisfaction
Responsiveness
24 Customer Feedback
25 Cost
Subscription Fee
26Implementation Cost
27The lack of a common framework for evaluating cloud service providers is compounded by the fact that no two providers are the same, so that this issue complicates the process of choosing the right provider for each organization. Figure 1 shows the proposed comprehensive framework including 4 categories and 10 concepts covering the issue of choosing cloud service providers. These factors are useful in determining the provider that best matches the personal and organizational needs of the service recipient. The main categories are: trust building, technology, management, and business, which will be explained in the following.
Figure 1: Cloud service provider selection framework

By comprehensively examining the factors affecting the choice, this research introduces specific areas such as trust building, technology, management, and business as the main areas of cloud service provider selection and add to the previous areas. The category of building trust between the customer, and the cloud service provider is of particular importance. In this research, the concepts related to trust building are: security (including hardware security, network security, software security, confidentiality and control), (availability, stability and stability), and facing threats (technical risk). In 36% of the articles, the concept of trust is mentioned, but in each study, only a limited number of factors affecting this category are discussed. This research takes a comprehensive look at the category of technology, the concepts of productivity (including service delivery efficiency, interactivity), hardware and network infrastructure (including configuration and repair, capacity (memory, processor, disk)), and performance (including flexibility, usability, accuracy of operation, service response time, ease of use). Considering the variety of services on different cloud platforms, service recipients must ensure that the provision of services is managed easily and in the shortest possible time by the cloud provider. The commercial aspect of service delivery deals with the two concepts of customer satisfaction (including responsiveness, customer feedback) and service rates (including: subscription cost and implementation cost), which are of interest to many businesses. The results of this research will help the decision makers of using the cloud space (both organizational managers and cloud customers) in choosing the best cloud service provider to have a comprehensive view of the effective factors before choosing and plan according to their needs.

Today, the strategic importance of information is obvious to all businesses. In addition, the competitive environment of each company is constantly changing. The Spring 2020 event was a testament to this fact. Due to the health and economic crisis caused by the emergence and spread of an unknown virus, various teams found it difficult to convey their advertising messages, campaigns and services. They could no longer rely on their assumptions about what customers buy and why and how they buy it (Johnson, 2020). Access to rich information for businesses that operate both in the field of e-commerce and in the retail sector of perishables is crucial. These products have a short life cycle and should be consumed faster. If the market intelligence model is properly designed for such businesses based on the supply chain of perishables, then managers will be able to correctly identify their customers, competitors and the business environment and run their business more successfully and grow as a result. In Iran, not much research has been conducted to provide a model that simultaneously addresses the aspects related to supply chain, market intelligence and online retail of fast-moving (perishable) products. and each of the models or patterns in the literature address one aspect of the issue. If market intelligence is at the service of the supply chain, it can create opportunities to reduce costs and increase customer satisfaction through collaborative decisions. Based on what was presented in the introduction, the main question of the research is extracted as follows.

RQ1: what are dimensions and components of Market Intelligence model in the supply chain of FMCG (perishables) products in online retailing.

The concept of market intelligence has attracted a lot of attention in recent years. Various experts have defined market intelligence in some way: market intelligence is formed through detailed and accurate information about business environment in general, consumer needs and preferences, technology and changes in the business environment that can affect buyers. (Hedin,2014). Market intelligence enables small businesses to identify market attractiveness and create value and drive innovation (Del Vecchio, 2018).   
2.1. Supply Market Intelligence
The relationship between market intelligence and supply chain can be found under concept of supply market intelligence. (SMI). Market intelligence is a process for gaining competitive advantage and reducing risk by increasing knowledge about market dynamics and includes market intelligence, process and price benchmarking to evaluate sourcing performance, competitive sourcing identifying strategic opportunities in markets that lead to lower prices ,emerging supply channels and markets (Hanfield,,2010).   
2.2. Organization Information Processing Theory (OIPT)
One of the theories which is the basis for market intelligence and business intelligence is organization information processing theory (OIPT), which was introduced by Galbraith in late 1973. According to Galbraith, when uncertainty is low, organizations can be managed by relying on rules and programs and hierarchical referrals but in situations where the organization is facing high uncertainty, the need for information processing increases and there are two general solutions in this regard: organizations must either reduce the need for information processing or increase information processing capabilities by investing in information systems (Galbraith, 1974).
2.3. Market Orientation
The root of market intelligence can also be traced to a concept called market orientation. The concept of market orientation has been developed from two perspectives: behavioral perspective and market intelligence perspective. According to Kohli and Jaworski, market orientation is a set of behaviors or activities related to market intelligence, dissemination of market intelligence among different units of the organization and responsiveness based on it (Kohli & Jaworski, 1990). According to Narver and Slater, Market Intelligence has three main components: customer orientation, competitiveness, and cross-sectoral coordination. In short, market orientation states that customer orientation helps companies to understand the needs and wants of their customers and take basic steps to meet them. Competitiveness will enable companies to create more value for customers than competitors and thus achieve a sustainable competitive advantage.  The role of market intelligence is in collecting, analyzing and disseminating this information (Narver & Slater, 1990).

In this study mixed method approach has been adopted. First, in order to achieve the research objectives and identify the indicators of market intelligence in the supply chain of perishable products (fruits and vegetables), the seven-step approach of Sandelowski and  Barroso’s (2003) meta-synthesis method was used. The statistical population covers the research published in 3 databases of ProQuest, Science Direct and Google Scholar during the period time of 2010-2021 for keywords of market intelligence and supply market intelligence. For other keywords, different period time was applied. In the second part, to obtain additional indicators, semi-structured interviews were conducted by an exploratory approach. In this regard, interviews were conducted with experts in the field of retail of fast-moving and perishable products, service providers of fruits in Iran’s e-commerce environment.

In order to achieve the most relevant research to enter the meta-synthesis process, criteria for inclusion and exclusion of research were considered.. A total of 1654 studies were reviewed, of which 276 studies had related topics, and with elimination of duplicated studies, There were 202 researches available, of which 113 had abstracts, 48 ​​had content and 31 had appropriate quality and analysis method. In order to combine the findings of the research, the approach of Sandelowski and Barroso has been followed, in the sense that after careful study of studies and articles, codes have been identified from their texts and the researcher has formed a classification based on it and Similar classifications were placed on the topic that best described it. The sample of Codes, concepts and category identified in meta-synthesis phase is illustrated in table 1.
Table 1. An example of coding in meta-synthesis process
Codes
Concept
Category
Customer Demographic Information
Customer Insight
Customer & Market Insight 
Customer personalization
Customer interests and Needs
Focus group sessions with customers
Customer Engagement
Call Center interaction with customer
Customers surveys
The coding process at the meta-synthesis stage led to the identification of 5 categories (supply chain intelligence, market and customer insight, business intelligence, social business intelligence and competitive intelligence), 23 concepts and 5 categories.
In the second phase of the research, the new items identified in the theme analysis of semi-structured interviews with experts which included Order, Co-Branding, Customer Club, and Financial Issues. By comparing and combining the dimensions and components obtained in the two qualitative stages of the research, the market intelligence model for perishable products in the field of online retail was presented in the form of the model presented in Figure 1. 
Figure 1. Supply market intelligence (research model) 
In order to validate the model, the conditions for establishing reliability and validity (convergent and divergent validity) and fit indices must be met according to Table 2.  
Table 2. Conditions for establishing Reliability & Validity
indicators
Allowable Validity
Reliability
Composite Reliability > 0.7 and Cronbach's alpha>0.6
Convergent validity
Loading Factor >0.5
CR>AVE
AVE>0/5
Rho_A>0/6
Discriminate validity
AVE>MSV
Fit Indices
GOF>0/36
SRMR<0/1
NFI>0/9
Descriptive statistics and central indicators such as mean, standard deviation, skewness and kurtosis for each of the components and dimensions and indicators are reported in the above table 3.
Table 3. Sample of Descriptive indicators and first-order confirmatory factor analysis 
The reliability index was evaluated by measuring the factor loads and the reliability of the latent variables was evaluated by the compositional reliability . Cronbach's alpha results, compositional  reliability and are shown in Table 4.Table 4. Sample of Cronbach's alpha results, composite reliability and convergent validity
Dimension
Components
Cronbach’s Alpha
CA>0/6
rho_A>06
Composite Reliability
CR>0/7
Average variance extracted
AVE>0/5
Supply chain intelligence
Suppliers club & insight
0/692
0/715
0/865
0/762
Service Provider Portal
0/925
0/926
0/938
0/656
Competitive intelligence
Response to Competition
0/844
0/848
0/895
0/682
Tactical competition
0/891
0/894
0/933
0/822
Customer & Market Insight
Customer Engagement
0/900
0/900
0/938
0/834
Social Business Intelligence
Competitive insight in social network
0/716
0/716
0/876
0/779
Social Customer Interaction
0/845
0/845
0/928

0/866
According to Table4, the Cronbach's alpha value for all variables is greater than the appropriate limit of 0.6 . Also the value of the compositional reliability coefficient for each variable is more than the desired limit of 0.7. In this model, the convergent validity of the model variables is all higher than 0.5, all of which are at an appropriate level.    

In this study, the aim was to develop a market intelligence model in the supply chain of perishable products in the field of online retailing. Handfield (Handfield, 2006), introduced the supply market intelligence concept and considered business intelligence and market intelligence as the information drivers of  supply chain processes. According to the meta-synthesis of literature and analysis of semi-structured interviews with 14 experts, the components of each of the proposed dimensions were identified and social business intelligence and supply chain intelligence were identified as new dimensions of supply market intelligence model. In fact, a complete and optimal supply chain should include those activities that the customers value ​​and are willing to pay for the resulting services or products. Therefore, understanding customer behavior is very important. What is very important in the supply chain is that supply is aligned with demand across the supply chain, so a better understanding of suppliers and end customers is the best way to reduce costs in the supply chain., As a summary, the identified dimensions and the importance and role of each in the supply market intelligence model is discussed. 
- Supply chain intelligence. In this dimension, the components related to the to the links that make up the chain (logistics, sourcing, service provider gateway ...) should be considered to ensure that these links work efficiently. In e-commerce, logistics and service provider portals (such as website or mobile App) are very important because they are the connection point with customers and if the delivery is not done properly, especially for perishable products, in addition to customer dissatisfaction will cause product waste. Also, the service provider portals should have appropriate features such as speed, graphics, user friendliness, user experience, security, providing complementary services, ease of payment and other important features to make users and customers will revisit the website.
- Market and customer insights. In this dimension, 4p components and customers are defined. It is crucial to identify market trends as well as the position that the business has with its customers. In fact, depending on the type of product and service that customers are willing to pay for, supply chain processes can be restructured.
 - Competitive intelligence. The way competitors market their products and services and the scanning of the external business environment are crucial in shaping the business supply chain. According to the resource-based view theory, a service should be defined in the supply chain that cannot be easily copied or provided by competitors and brings a competitive advantage to the firm, and this requires knowledge of the technologies adopted by competitors and the type of service and price offered by them.
- Business intelligence. One of the important dimensions of the supply market intelligence model is business intelligence. In fact, the revenue model, sales volume, statistics and financial information and value that the retailer has created for itself, and the and the evaluation of incentives provided in the form of discount plans, provide insight to managers to focus on those products and services in the supply chain that they bring better and more to the business, and according to these factors, the company's revenue model can be defined.
- Social business intelligence. Social networks have had a significant impact in the last decade. Social customers are able to share information with countless members of these networks, so analyzing social customer relationships and current trends in these networks and analyzing the performance of competitors in these networks is very important. In fact, these networks have created a new potential market for businesses and require their own sourcing and marketing.
Based on what was covered in this study, it can be concluded that those businesses that operate in the field of online retailing, always need to find themselves in the path of information flow, which is an attempt to reduce uncertainty.