Behavior of technology users is among the major topics Information Systems (IS), which has been widely researched covering a notable number of variables influencing technology acceptance. These influential variables include elements pertaining to information technology (e.g. service quality and output quality), psychology (e.g. technology anxiety and resistance to change), and sociology (e.g. social effects and social states) [115]. Based on various technology acceptance models, different variables may influence the user behavior, such as accepting, using, and recommending the technology. Technology Acceptance Model (TAM) is broadly used in various technological fields [1,104]. In TAM, user perception includes perceived usefulness and perceived ease of use as two key variables for discovering the user behavior. The theoretical framework of this study is based on TPB (Theory of Perceived Behavior), TAM and some other related behavioral and system theories such as IS Success Model and Social Cognitive Theory. Assessment of factors influencing users' behavior would shed light on promotion of mobile applications; subsequently, this research concentrates on the factors that directly or indirectly play roles in predicting their behavior when using mobile applications. Generally, these influential factors are of two types: personal assessment of the effectiveness of the presented behaviors, i.e., response efficacy, and the perceived ability for performing the task, self-efficacy. On the other side, system quality, information quality, and service quality will be considered as independent factors influencing the users' perception. Furthermore, this study intends to propose a comprehensive model for investigating the "adoption intention" of and "intention to recommend" a mobile application by taking into account the following items: attitude, trust, perceived behavioral control, flow and satisfaction. Although there are various related studies on the adoption intention of technologies, this study aims to investigate all potential factors playing role directly or indirectly in the behavior of mobile application users as an instance Mobile application user behavior in the developing countries: A survey in Iran Nastaran Hajiheydari a, b, ⁎

Increasing world-wide trends of using mobile social networks and the rise of competition between different social applications makes it essential for social network providers and marketers to identify the key factors leading to user loyalty. The purpose of this paper is to identify the key factors that affect the loyalty of mobile social networks users. The proposed model was tested through structural equation modeling techniques and an online survey. The sample consisted of 388 mobile social networks users in Iran. The results indicate that sociability, entertainment and fashion are primary drivers of attitude toward a mobile social network. The results also show the significant role of attitude and satisfaction on consumer loyalty. This study helps both marketers and mobile social network providers know the key drivers of customer loyalty in order to tailor their marketing efforts and communication strategies.

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The rapid evolution of mobile computing technology has been attributed to the increasing capitalizing by companies on this innovative business medium. The result of conformity between technology advancement and market demand increment for mobility has led to the development of different categories of mobile businesses in recent years. This research reviews the previous related literature to the subject and by deploying meta-synthesis as a systematic quantitative method; a generic model covering important factors contributing to mobile application diffusion is presented. The proposed comprehensive model consists of users' specifications, technical aspects and contextual factors in the first level. This article also represents the logical relationship expected to be valid between these factors as conceptual framework, which could be investigated in future studies. the proposed influencing factors as a generic model can help developers and mobile business analysts to have a comprehensive understanding about the contexts may influence their mobile application success or failure.

A look at the situation of competition in healthcare industry indicates that it is very important to provide high quality services in this industry, something which can be regarded as a success factor. Therefore, hospitals are more successful if they pay more attention to internal marketing in order to maintain their customers. Thus, this study is an investigation about the relationship between internal marketing plans and measures based on human resources, employee perception of the internal marketing strategy and employee job performance in healthcare industry. For this purpose, 249 subjects were selected from the personnel and administration department as a sample. To answer the research questions, a questionnaire was then used for data collection. All of the 11 research hypotheses were confirmed. In addition, research variables and their relationships were analyzed and investigated in SPSS 22 and PLS. According to the research findings, internal marketing and internal market orientation plans had both direct and indirect impacts on the customer-oriented behavior.