{"id":17855,"date":"2026-09-01T19:13:38","date_gmt":"2026-09-01T19:13:38","guid":{"rendered":"https:\/\/www.hnjournal.net\/7-9-48\/"},"modified":"2026-09-01T19:18:36","modified_gmt":"2026-09-01T19:18:36","slug":"7-9-48","status":"publish","type":"page","link":"https:\/\/www.hnjournal.net\/en\/7-9-48\/","title":{"rendered":"Article 48"},"content":{"rendered":"<div class=\"journal-article\" style=\"margin-bottom: 20px;\"><h3 style='text-align: right; font-family:Simplified Arabic;'>\u062f\u0648\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629<\/h3><p style='text-align:right; font-weight:bold; direction:rtl;'>\u0645\u0646\u064a\u0628 \u0627\u062d\u0645\u062f \u0627\u0644\u0633\u0639\u0648\u062f<sup>1<\/sup><\/p><div style='direction:rtl; text-align:right; font-size:12px; line-height:1.5;'><p><sup>1<\/sup> \u062c\u0627\u0645\u0639\u0629 \u062c\u0631\u0634\u060c \u0627\u0644\u0623\u0631\u062f\u0646.<\/p><p>\u0628\u0631\u064a\u062f \u0627\u0644\u0643\u062a\u0631\u0648\u0646\u064a: M.Alsoud@jpu.edu.jo<\/p><\/div><h4 style='text-align:left; direction:ltr; unicode-bidi:embed; font-family:Times New Roman;'>The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies<\/h4><p style='text-align:left; font-weight:bold; direction:ltr; margin-top:12px;'>Munib Ahmad Al-Saud\u00b9<\/p><div style='direction:ltr; text-align:left; font-size:12px; line-height:1.7; margin-bottom:10px;'><p style='margin:0 0 8px 0;'>\u00b9 Jerash University, Jordan.<br><span style=\"font-size:12px;\">Email:<\/span> M.Alsoud@jpu.edu.jo<\/p><\/div><p style='text-align:left;'><strong>DOI:<\/strong> <a href='https:\/\/doi.org\/https:\/\/doi.org\/10.53796\/hnsj79\/48' target='_blank' rel='noopener'>https:\/\/doi.org\/10.53796\/hnsj79\/48<\/a><\/p><p style='text-align: right;'><strong>\u0627\u0644\u0645\u0639\u0631\u0641 \u0627\u0644\u0639\u0644\u0645\u064a \u0627\u0644\u0639\u0631\u0628\u064a \u0644\u0644\u0623\u0628\u062d\u0627\u062b:<\/strong> <a href='https:\/\/arsri.org\/10000\/79\/48' target='_blank' rel='noopener'>https:\/\/arsri.org\/10000\/79\/48<\/a><\/p><p style='text-align: right;'><strong>\u0627\u0644\u0645\u062c\u0644\u062f (7) \u0627\u0644\u0639\u062f\u062f (9). \u0627\u0644\u0635\u0641\u062d\u0627\u062a:<\/strong> 929 - 941<\/p><p style='text-align: right;'><strong>\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0627\u0633\u062a\u0642\u0628\u0627\u0644:<\/strong> 2026-08-15 | <strong>\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0642\u0628\u0648\u0644:<\/strong> 2026-08-22 | <strong>\u062a\u0627\u0631\u064a\u062e \u0627\u0644\u0646\u0634\u0631:<\/strong> 2026-09-01<\/p><p><a href='\/volume7\/issue9\/7-9-48.pdf' target='_blank' rel='noopener' style='background-color:green;color:white;padding:10px 15px;text-decoration:none;border-radius:5px;'>Download PDF<\/a><\/p>\r\n<style>\r\n.hnsj-cite-btn{\r\n  display:inline-flex; 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A.. (2026). The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies. Humanities &amp; Natural Sciences Journal, 7(9). https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;Chicago&quot;:&quot;Al-Saud Munib Ahmad. 2026. \\&quot;The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies.\\&quot; Humanities &amp; Natural Sciences Journal 7, no. 9. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;Harvard&quot;:&quot;Al-Saud M. A.. 2026. The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies. Humanities &amp; Natural Sciences Journal. [Internet] 2026-09-01. [Cited 2026-09-02]. 7(9). Available at: https:\\\/\\\/www.hnjournal.net\\\/ar\\\/7-9-48\\\/. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;Vancouver&quot;:&quot;Al-Saud M. A.. The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies. Humanities &amp; Natural Sciences Journal. [Internet]. 2026-09-01; 7(9). Available from: https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;IEEE&quot;:&quot;Al-Saud M. A., \\&quot;The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies,\\&quot; Humanities &amp; Natural Sciences Journal, vol. 7, no. 9, 2026. https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;MLA&quot;:&quot;Al-Saud Munib Ahmad. \\&quot;The Role of Artificial Intelligence in Enhancing E-Business Success: A Field Study on Jordanian Companies.\\&quot; Humanities &amp; Natural Sciences Journal, vol. 7, no. 9, 2026-09-01, https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;}' data-cit-ar='{&quot;APA&quot;:&quot;\u0627\u0644\u0633\u0639\u0648\u062f \u0645. \u0627. (2026). \u062f\u0648\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629\u060c 7(9). https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;Chicago&quot;:&quot;\u0627\u0644\u0633\u0639\u0648\u062f \u0645\u0646\u064a\u0628 \u0627\u062d\u0645\u062f. 2026. \u00ab\u062f\u0648\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629\u00bb. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629\u060c 7(9). https:\\\/\\\/doi.org\\\/10.53796\\\/hnsj79\\\/48&quot;,&quot;Harvard&quot;:&quot;\u0627\u0644\u0633\u0639\u0648\u062f \u0645. \u0627. \u062f\u0648\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0637\u0628\u064a\u0639\u064a\u0629. 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direction:ltr;'><strong>Abstract: <\/strong> This study aims to investigate the role of Artificial Intelligence (AI) in enhancing the effectiveness and success of e-business, focusing on Jordanian companies as a primary field of study. Utilizing a quantitative descriptive-analytical approach, data was collected from a sample of managers, department heads, and decision-makers in Jordanian e-business firms through a structured questionnaire. The findings reveal a statistically significant positive impact of AI applications\u2014such as machine learning, intelligent chatbots, and predictive analytics\u2014on e-business success dimensions, including customer satisfaction, operational efficiency, and competitive advantage. The study concludes with several practical recommendations, most notably the necessity for Jordanian organizations to increase investment in digital and AI infrastructure and to foster an organizational culture supportive of continuous digital transformation.<\/p><p style='direction:ltr; text-align:left;'><strong>Keywords: <\/strong> Artificial Intelligence, E-Business Success, Jordanian Companies, Machine Learning, Competitive Advantage.<\/p><\/div>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0642\u062f\u0645\u0629 (Introduction)<\/p>\n<p style=\"text-align: justify;\">\u064a\u0634\u0647\u062f \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u0648\u0627\u0644\u0645\u062d\u0644\u064a \u0641\u064a \u0627\u0644\u0622\u0648\u0646\u0629 \u0627\u0644\u0623\u062e\u064a\u0631\u0629 \u062a\u062d\u0648\u0644\u0627\u062a \u062c\u0630\u0631\u064a\u0629 \u0648\u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0623\u0641\u0631\u0632\u062a\u0647\u0627 \u0627\u0644\u062b\u0648\u0631\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629 \u0627\u0644\u0631\u0627\u0628\u0639\u0629 \u0648\u0645\u0627 \u0631\u0627\u0641\u0642\u0647\u0627 \u0645\u0646 \u0637\u0641\u0631\u0627\u062a \u062a\u0642\u0646\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629\u060c \u062d\u064a\u062b \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0648\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (AI) \u0627\u0644\u0631\u0643\u064a\u0632\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u064a\u0647\u0627 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u0644\u0625\u0639\u0627\u062f\u0629 \u0647\u0646\u062f\u0633\u0629 \u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0648\u062a\u062d\u0642\u064a\u0642 \u0645\u0632\u0627\u064a\u0627 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 (Brynjolfsson &amp; McAfee, 2017). \u0648\u0641\u064a \u0638\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631\u060c \u0644\u0645 \u064a\u0639\u062f \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0644\u0644\u0623\u0639\u0645\u0627\u0644 \u0643\u0627\u0641\u064a\u0627\u064b \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0628\u0642\u0627\u0621 \u0648\u0627\u0644\u0646\u0645\u0648\u060c \u0645\u0645\u0627 \u062f\u0641\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0646\u062d\u0648 \u062a\u0628\u0646\u064a \u0646\u0645\u0627\u0630\u062c \u0623\u0639\u0645\u0627\u0644 \u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0645\u0631\u0646\u0629 \u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0627\u0644\u0623\u0645\u062b\u0644 \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 (Laudon &amp; Traver, 2021).<\/p>\n<p style=\"text-align: justify;\">\u0648\u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u060c \u0642\u0637\u0639\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0648\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0634\u0648\u0637\u0627\u064b \u0645\u0642\u062f\u0631\u0627\u064b \u0646\u062d\u0648 \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u062a\u0628\u0646\u064a \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0648\u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0644\u0645\u0648\u0627\u0643\u0628\u0629 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0644\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a\u0629. \u0648\u0645\u0639 \u062a\u0632\u0627\u064a\u062f \u062d\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u0623\u0635\u0628\u062d \u0644\u0632\u0627\u0645\u0627\u064b \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u062f\u0645\u0627\u062c \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a &#8211; \u0645\u062b\u0644 \u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629\u060c \u0648\u0631\u0648\u0628\u0648\u062a\u0627\u062a \u0627\u0644\u0645\u062d\u0627\u062f\u062b\u0629 \u0627\u0644\u0630\u0643\u064a\u0629\u060c \u0648\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u062a\u0646\u0628\u0624\u064a\u0629 &#8211; \u0641\u064a \u0635\u0644\u0628 \u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629\u061b \u0648\u0630\u0644\u0643 \u0628\u0647\u062f\u0641 \u0641\u0647\u0645 \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0639\u0642\u062f \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646\u060c \u0648\u0631\u0641\u0639 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u060c \u0648\u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641\u060c \u0648\u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0627\u062a \u0645\u062e\u0635\u0635\u0629 \u062a\u0631\u062a\u0642\u064a \u0644\u0645\u0633\u062a\u0648\u0649 \u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u0636\u0645\u0646 \u0648\u0644\u0627\u0621\u0647\u0645 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644 (Davenport et al., 2020; Kaplan &amp; Haenlein, 2019).<\/p>\n<p style=\"text-align: justify;\">\u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u062a\u0632\u0627\u064a\u062f \u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0648\u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a \u0628\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a\u060c \u0625\u0644\u0627 \u0623\u0646 \u0647\u0646\u0627\u0643 \u062d\u0627\u062c\u0629 \u0645\u0644\u062d\u0629 \u0648\u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641 \u0627\u0644\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062f\u0642\u064a\u0642\u0629 \u0644\u0647\u0630\u0627 \u0627\u0644\u0623\u062b\u0631 \u0636\u0645\u0646 \u0628\u064a\u0626\u0627\u062a \u0627\u0644\u062f\u0648\u0644 \u0627\u0644\u0646\u0627\u0645\u064a\u0629\u060c \u0648\u062a\u062d\u062f\u064a\u062f\u0627\u064b \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u060c \u0644\u0645\u0639\u0631\u0641\u0629 \u0645\u062f\u0649 \u0645\u0633\u0627\u0647\u0645\u0629 \u0647\u0630\u0647 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 (Choshin &amp; Ghaffari, 2017). \u0645\u0646 \u0647\u0646\u0627 \u062a\u0628\u0631\u0632 \u0627\u0644\u062d\u0627\u062c\u0629 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0644\u062a\u0623\u0637\u064a\u0631 \u0647\u0630\u0647 \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0648\u0642\u064a\u0627\u0633\u0647\u0627 \u0645\u064a\u062f\u0627\u0646\u064a\u0627\u064b.<\/p>\n<p style=\"text-align: justify;\">\u0648\u0641\u064a \u0630\u0627\u062a \u0627\u0644\u0633\u064a\u0627\u0642\u060c \u062a\u0634\u064a\u0631 \u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639 \u0641\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0642\u062f \u0641\u0631\u0636 \u0648\u0627\u0642\u0639\u0627\u064b \u062a\u0646\u0627\u0641\u0633\u064a\u0627\u064b \u062c\u062f\u064a\u062f\u0627\u064b \u062a\u062a\u0637\u0644\u0628 \u0645\u0648\u0627\u0643\u0628\u062a\u0647 \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u0644 \u0645\u0646 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0623\u062a\u0645\u062a\u0629 \u0627\u0644\u0628\u0633\u064a\u0637\u0629 \u0644\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0625\u0644\u0649 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 (Vargo &amp; Lusch, 2016). \u0648\u062d\u064a\u0646 \u0646\u0646\u0638\u0631 \u0625\u0644\u0649 \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0641\u064a \u0628\u064a\u0626\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0627\u0644\u0646\u0627\u0645\u064a\u0629 \u0648\u0644\u0627 \u0633\u064a\u0645\u0627 \u0627\u0644\u0623\u0631\u062f\u0646\u060c \u0646\u062c\u062f \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0628\u0630\u0644 \u062c\u0647\u0648\u062f\u0627\u064b \u062d\u062b\u064a\u062b\u0629 \u0644\u062a\u0639\u0638\u064a\u0645 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0642\u0646\u0648\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0648\u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\u061b \u0628\u063a\u064a\u0629 \u062a\u062c\u0627\u0648\u0632 \u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0646\u0641\u062a\u0627\u062d \u0639\u0644\u0649 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 (Choshin &amp; Ghaffari, 2017). \u063a\u064a\u0631 \u0623\u0646 \u062a\u0639\u0638\u064a\u0645 \u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0648\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0644\u0645 \u064a\u0639\u062f \u0645\u062c\u0631\u062f \u062e\u064a\u0627\u0631 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u060c \u0628\u0644 \u0623\u0635\u0628\u062d \u0636\u0631\u0648\u0631\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062d\u062a\u0645 \u0639\u0644\u0649 \u0627\u0644\u0642\u064a\u0627\u062f\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u062f\u0645\u062c \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0644\u0627\u0633\u062a\u0634\u0631\u0627\u0641 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0625\u062f\u0627\u0631\u0629 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0628\u0643\u0641\u0627\u0621\u0629\u060c \u0648\u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0642\u064a\u0642 \u0644\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0636\u062e\u0645\u0629 (Ng &amp; Wakenshaw, 2017).<\/p>\n<p style=\"text-align: justify;\">\u0648\u0641\u064a \u0630\u0627\u062a \u0627\u0644\u0633\u064a\u0627\u0642\u060c \u064a\u0634\u064a\u0631 \u0627\u0644\u0639\u062a\u0648\u0645 (2023) \u0625\u0644\u0649 \u0623\u0646 \u062a\u0628\u0646\u064a \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0639\u0631\u0628\u064a\u0629 \u0648\u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0644\u0645 \u064a\u0639\u062f \u0645\u062c\u0631\u062f \u062e\u064a\u0627\u0631 \u062a\u0631\u0641\u064a\u0647\u064a\u060c \u0628\u0644 \u0623\u0635\u0628\u062d \u0636\u0631\u0648\u0631\u0629 \u062d\u062a\u0645\u064a\u0629 \u062a\u0641\u0631\u0636\u0647\u0627 \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629\u061b \u0646\u0638\u0631\u0627\u064b \u0644\u062f\u0648\u0631\u0647\u0627 \u0627\u0644\u0641\u0639\u0651\u0627\u0644 \u0641\u064a \u062e\u0641\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0648\u062a\u0633\u0631\u064a\u0639 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u060c \u0648\u0625\u0639\u0627\u062f\u0629 \u0647\u0646\u062f\u0633\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0628\u0645\u0627 \u064a\u0644\u0628\u064a \u0627\u0644\u062a\u0637\u0644\u0639\u0627\u062a \u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0631\u0642\u0645\u064a\u064a\u0646.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0634\u0643\u0644\u0629 \u0627\u0644\u0628\u062d\u062b<\/strong>: \u062a\u062a\u0628\u0644\u0648\u0631 \u0645\u0634\u0643\u0644\u0629 \u0627\u0644\u0628\u062d\u062b \u0641\u064a \u0627\u0644\u062a\u0633\u0627\u0624\u0644 \u0627\u0644\u0631\u0626\u064a\u0633 \u0627\u0644\u062a\u0627\u0644\u064a: \u0645\u0627 \u0645\u062f\u0649 \u0645\u0633\u0627\u0647\u0645\u0629 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629\u061f \u0648\u064a\u062a\u0641\u0631\u0639 \u0639\u0646\u0647 \u0627\u0644\u062a\u0633\u0627\u0624\u0644\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629 \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0623\u062b\u0631 \u0647\u0630\u0647 \u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0639\u0644\u0649 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0648\u0628\u0646\u0627\u0621 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0628\u062d\u062b<\/strong>: \u062a\u0643\u0645\u0646 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0641\u064a \u0633\u062f \u0627\u0644\u0641\u062c\u0648\u0629 \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629 \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0628\u064a\u0626\u0627\u062a \u0627\u0644\u062f\u0648\u0644 \u0627\u0644\u0646\u0627\u0645\u064a\u0629 (\u0645\u062b\u0644 \u0627\u0644\u0623\u0631\u062f\u0646)\u060c \u0648\u062a\u0643\u0645\u0646 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0641\u064a \u062a\u0642\u062f\u064a\u0645 \u0631\u0624\u0649 \u0648\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0644\u0629 \u0644\u0635\u0646\u0627\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 \u0648\u0627\u0644\u0645\u062f\u064a\u0631\u064a\u0646 \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0623\u062f\u0627\u0626\u0647\u0645 \u0627\u0644\u0645\u0624\u0633\u0633\u064a.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0628\u062d\u062b<\/strong>: \u064a\u0647\u062f\u0641 \u0627\u0644\u0628\u062d\u062b \u0625\u0644\u0649 \u0642\u064a\u0627\u0633 \u0623\u062b\u0631 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (\u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629\u060c \u0627\u0644\u0631\u0648\u0628\u0648\u062a\u0627\u062a \u0627\u0644\u0645\u062d\u0627\u062f\u062b\u0629\u060c \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u062a\u0646\u0628\u0624\u064a\u0629) \u0641\u064a \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 (\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629) \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0646\u0638\u0631\u064a \u0648\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629 (Theoretical Framework &amp; Literature Review)<\/p>\n<p style=\"text-align: justify;\">\u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u062f\u0631\u0627\u0633\u0629\u060c \u064a\u062a\u0645 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0645\u062a\u063a\u064a\u0631\u064a\u0646 \u0631\u0626\u064a\u0633\u064a\u064a\u0646: \u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0642\u0644 \u0648\u0647\u0648 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a\u060c \u0648\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639 \u0648\u0647\u0648 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0628\u0623\u0628\u0639\u0627\u062f\u0647 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 (\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0648\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629). \u0648\u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u062a\u0641\u0635\u064a\u0644 \u0623\u062f\u0628\u064a\u0627\u062a \u0648\u0645\u0641\u0627\u0647\u064a\u0645 \u0647\u0630\u064a\u0646 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u064a\u0646:<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u0648\u0644\u0627\u064b: \u0645\u062a\u063a\u064a\u0631 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (Artificial Intelligence Applications)<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0627\u0644\u0623\u0639\u0645\u0627\u0644:<\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u064f\u0639\u0631\u0651\u0641 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0625\u062c\u0631\u0627\u0626\u064a\u0627\u064b \u0648\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0627\u064b \u0628\u0623\u0646\u0647 \u0642\u062f\u0631\u0629 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u062d\u0627\u0633\u0648\u0628\u064a\u0629 \u0648\u0627\u0644\u0628\u0631\u0645\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0639\u0644\u0649 \u0645\u062d\u0627\u0643\u0627\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0630\u0647\u0646\u064a\u0629 \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0645\u062b\u0644 \u0627\u0644\u062a\u0639\u0644\u0645\u060c \u0627\u0644\u0627\u0633\u062a\u0646\u062a\u0627\u062c\u060c \u0625\u062f\u0631\u0627\u0643 \u0627\u0644\u0623\u0646\u0645\u0627\u0637\u060c \u0648\u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u062f\u0648\u0646 \u062a\u062f\u062e\u0644 \u0628\u0634\u0631\u064a \u0645\u0628\u0627\u0634\u0631 (Kaplan &amp; Haenlein, 2019). \u0648\u0641\u064a \u0633\u064a\u0627\u0642 \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\u060c \u062a\u062c\u0627\u0648\u0632 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0645\u0641\u0647\u0648\u0645 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u0642\u0646\u064a\u0629 \u0627\u0644\u0628\u0633\u064a\u0637\u0629 \u0644\u064a\u0635\u0628\u062d \u0634\u0631\u064a\u0643\u0627\u064b \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u064b \u0642\u0627\u062f\u0631\u0627\u064b \u0639\u0644\u0649 \u0625\u0639\u0627\u062f\u0629 \u0647\u0646\u062f\u0633\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0636\u062e \u0627\u0644\u0647\u0627\u0626\u0644 \u0645\u0646 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 (Big Data) \u0644\u062a\u0639\u0638\u064a\u0645 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u064a\u0629 (Brynjolfsson &amp; McAfee, 2017).<\/p>\n<p style=\"text-align: justify;\"><strong> \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0648\u0627\u0644\u062f\u0648\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0627\u0644\u0623\u0639\u0645\u0627\u0644:<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0643\u062a\u0633\u0628 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0623\u0647\u0645\u064a\u0629 \u0645\u062d\u0648\u0631\u064a\u0629 \u0645\u062a\u0632\u0627\u064a\u062f\u0629 \u0641\u064a \u0647\u064a\u0643\u0644\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629\u061b \u0625\u0630 \u0644\u0645 \u062a\u0639\u062f \u0645\u062c\u0631\u062f \u0623\u062f\u0648\u0627\u062a \u062a\u0642\u0646\u064a\u0629 \u062b\u0627\u0646\u0648\u064a\u0629 \u0644\u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0628\u0639\u0636 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0628\u0644 \u0623\u0635\u0628\u062d\u062a \u0645\u062d\u0631\u0643\u0627\u064b \u0623\u0633\u0627\u0633\u064a\u0627\u064b \u0644\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0648\u0625\u0639\u0627\u062f\u0629 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a (Brynjolfsson &amp; McAfee, 2017). \u0648\u062a\u062a\u062c\u0644\u0649 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0647\u0630\u0647 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0641\u064a \u0642\u062f\u0631\u062a\u0647\u0627 \u0627\u0644\u0641\u0627\u0626\u0642\u0629 \u0639\u0644\u0649 \u0645\u0639\u0627\u0644\u062c\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0643\u0645\u064a\u0627\u062a \u0647\u0627\u0626\u0644\u0629 \u0645\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u063a\u064a\u0631 Structured (\u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0636\u062e\u0645\u0629) \u0628\u0633\u0631\u0639\u0629 \u0648\u062f\u0642\u0629 \u0641\u0627\u0626\u0642\u062a\u064a\u0646 \u062a\u0639\u062c\u0632 \u0627\u0644\u0637\u0631\u0642 \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0639\u0646 \u0645\u062c\u0627\u0631\u0627\u062a\u0647\u0627\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0627\u062a \u0627\u0644\u0639\u0644\u064a\u0627 \u0645\u0646 \u0627\u0644\u062a\u062d\u0648\u0644 \u0646\u062d\u0648 \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0644\u0629 \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0642\u064a\u0629 \u0628\u062f\u0644\u0627\u064b \u0645\u0646 \u0631\u062f\u0648\u062f \u0627\u0644\u0641\u0639\u0644 \u0627\u0644\u0645\u062a\u0623\u062e\u0631\u0629 (Davenport et al., 2020).<\/p>\n<p style=\"text-align: justify;\">\u0648\u0639\u0644\u0649 \u0635\u0639\u064a\u062f \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a\u060c \u062a\u0633\u0647\u0645 \u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0645\u0643\u064a\u0646 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0645\u0646 \u0627\u0644\u062a\u0643\u064a\u0641 \u0627\u0644\u0633\u0631\u064a\u0639 \u0645\u0639 \u0627\u0644\u062a\u062d\u0648\u0644\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0648\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0645\u062a\u0642\u0644\u0628\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u0627\u0644\u062a\u0639\u0644\u0645 \u0627\u0644\u0639\u0645\u064a\u0642 \u0648\u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629\u060c \u062a\u0633\u062a\u0637\u064a\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062e\u0641\u0636 \u0627\u0644\u0647\u062f\u0631 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u060c \u0648\u0623\u062a\u0645\u062a\u0629 \u0627\u0644\u0645\u0647\u0627\u0645 \u0627\u0644\u0631\u0648\u062a\u064a\u0646\u064a\u0629\u060c \u0648\u062a\u0648\u062c\u064a\u0647 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0646\u062d\u0648 \u0627\u0644\u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0625\u0628\u062f\u0627\u0639\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u0642\u064a\u0645\u0629 (Kaplan &amp; Haenlein, 2019). \u0647\u0630\u0627 \u0648\u064a\u0624\u062f\u064a \u062a\u0628\u0646\u064a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0625\u0644\u0649 \u062e\u0644\u0642 \u0628\u064a\u0626\u0629 \u0639\u0645\u0644 \u0630\u0643\u064a\u0629 \u062a\u062a\u0633\u0645 \u0628\u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0648\u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0627\u0644\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0636\u0645\u0646 \u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0648\u062a\u0641\u0648\u0642\u0647\u0627 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a\u0629 (Ng &amp; Wakenshaw, 2017)..<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u0628\u0631\u0632 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629<\/strong>:<\/p>\n<p style=\"text-align: justify;\">\u062a\u062a\u0639\u062f\u062f \u0627\u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0644\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u062a\u062a\u062f\u0627\u062e\u0644 \u062f\u0627\u062e\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a\u060c \u0648\u0645\u0646 \u0623\u0628\u0631\u0632\u0647\u0627:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629 (Machine Learning):<\/strong> \u0648\u062a\u064f\u0633\u062a\u062e\u062f\u0645 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0644\u0648\u0643 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0648\u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0623\u0646\u0645\u0627\u0637 \u0627\u0644\u0634\u0631\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u062a\u064a\u062d \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0642\u062f\u064a\u0645 \u062a\u0648\u0635\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u062e\u0635\u0635\u0629 \u0648\u0645\u0648\u062c\u0647\u0629 \u0628\u062f\u0642\u0629 (Davenport et al., 2020).<\/p>\n<p style=\"text-align: justify;\"><strong> \u0631\u0648\u0628\u0648\u062a\u0627\u062a \u0627\u0644\u0645\u062d\u0627\u062f\u062b\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 (Intelligent Chatbots)<\/strong>: \u0648\u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0627\u062a \u0639\u0645\u0644\u0627\u0621 \u0641\u0648\u0631\u064a\u0629\u060c \u062a\u0641\u0627\u0639\u0644\u064a\u0629\u060c \u0648\u0630\u0643\u064a\u0629 \u0639\u0644\u0649 \u0645\u062f\u0627\u0631 \u0627\u0644\u0633\u0627\u0639\u0629 \u0648\u0637\u0648\u0627\u0644 \u0623\u064a\u0627\u0645 \u0627\u0644\u0623\u0633\u0628\u0648\u0639\u060c \u0645\u0645\u0627 \u064a\u0642\u0644\u0644 \u0645\u0646 \u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u062f\u0639\u0645 \u0627\u0644\u0628\u0634\u0631\u064a \u0648\u064a\u0631\u0641\u0639 \u0645\u0633\u062a\u0648\u0649 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Kaplan &amp; Haenlein, 2019).<\/p>\n<p style=\"text-align: justify;\"><strong> \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u062a\u0646\u0628\u0624\u064a\u0629 (Predictive Analytics):<\/strong> \u0648\u062a\u0639\u062a\u0645\u062f \u0639\u0644\u0649 \u0627\u0644\u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0644\u0627\u0633\u062a\u0634\u0631\u0627\u0641 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u060c \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0645\u0633\u0628\u0642\u0627\u064b\u060c \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0632\u0648\u0646 \u0648\u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0628\u0645\u0631\u0648\u0646\u0629 \u0639\u0627\u0644\u064a\u0629 (Ng &amp; Wakenshaw, 2017).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062b\u0627\u0646\u064a\u0627\u064b: \u0645\u062a\u063a\u064a\u0631 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 (E-Business Success) \u0648\u0623\u0628\u0639\u0627\u062f\u0647<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0641\u0647\u0648\u0645 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629:<\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u064f\u0642\u0635\u062f \u0628\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0628\u0643\u0641\u0627\u0621\u0629 \u0648\u0641\u0627\u0639\u0644\u064a\u0629 \u0639\u0628\u0631 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0634\u0628\u0643\u0629 \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a \u0648\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 (Laudon &amp; Traver, 2021). \u0648\u0644\u0627 \u064a\u0642\u062a\u0635\u0631 \u0647\u0630\u0627 \u0627\u0644\u0646\u062c\u0627\u062d \u0639\u0644\u0649 \u062a\u0639\u0638\u064a\u0645 \u0627\u0644\u0623\u0631\u0628\u0627\u062d \u0641\u062d\u0633\u0628\u060c \u0628\u0644 \u064a\u0645\u062a\u062f \u0644\u064a\u0634\u0645\u0644 \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u0628\u0646\u0627\u0621 \u0639\u0644\u0627\u0642\u0627\u062a \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u0645\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u062d\u0642\u064a\u0642 \u062a\u0641\u0648\u0642 \u0645\u0624\u0633\u0633\u064a \u0645\u0633\u062a\u062f\u0627\u0645 (Choshin &amp; Ghaffari, 2017).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0648\u0627\u0644\u062f\u0648\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629:<\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u064f\u0639\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0627\u0644\u063a\u0627\u064a\u0629 \u0627\u0644\u0646\u0647\u0627\u0626\u064a\u0629 \u0648\u0627\u0644\u0628\u0648\u0635\u0644\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0648\u062c\u0647 \u0643\u0627\u0641\u0629 \u062c\u0647\u0648\u062f \u0648\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0627\u0644\u0633\u0627\u0639\u064a\u0629 \u0644\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a. \u0648\u062a\u0628\u0631\u0632 \u0623\u0647\u0645\u064a\u0629 \u0647\u0630\u0627 \u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0641\u064a \u0643\u0648\u0646 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u0644\u0645 \u062a\u0639\u062f \u062a\u0642\u062a\u0635\u0631 \u0639\u0644\u0649 \u062d\u062f\u0648\u062f \u062c\u063a\u0631\u0627\u0641\u064a\u0629 \u0645\u0639\u064a\u0646\u0629\u060c \u0628\u0644 \u0623\u0635\u0628\u062d\u062a \u0633\u0627\u062d\u0629 \u0639\u0627\u0644\u0645\u064a\u0629 \u0645\u0641\u062a\u0648\u062d\u0629 \u062a\u062a\u0633\u0645 \u0628\u0634\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0648\u062a\u063a\u064a\u0631 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0628\u0634\u0643\u0644 \u0644\u062d\u0638\u064a\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0648\u0627\u0633\u062a\u062f\u0627\u0645\u062a\u0647 \u0645\u0624\u0634\u0631\u0627\u064b \u0642\u0627\u0637\u0639\u0627\u064b \u0639\u0644\u0649 \u0643\u0641\u0627\u0621\u0629 \u0648\u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0628\u0642\u0627\u0621 (Laudon &amp; Traver, 2021). \u0625\u0646 \u0627\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0645\u062a\u0642\u062f\u0645\u0629 \u0645\u0646 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u064a\u0645\u0643\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u0639\u0638\u064a\u0645 \u062d\u0635\u062a\u0647\u0627 \u0627\u0644\u0633\u0648\u0642\u064a\u0629\u060c \u0648\u0632\u064a\u0627\u062f\u0629 \u062a\u062f\u0641\u0642\u0627\u062a\u0647\u0627 \u0627\u0644\u0645\u0627\u0644\u064a\u0629\u060c \u0648\u0628\u0646\u0627\u0621 \u0633\u0645\u0639\u0629 \u0645\u0624\u0633\u0633\u064a\u0629 \u0642\u0648\u064a\u0629 \u0648\u0645\u0648\u062b\u0648\u0642\u0629 \u0644\u062f\u0649 \u0645\u062e\u062a\u0644\u0641 \u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0635\u0627\u0644\u062d (Choshin &amp; Ghaffari, 2017).<\/p>\n<p style=\"text-align: justify;\">\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u0646\u0639\u0643\u0633 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0639\u0644\u0649 \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0636\u0627\u0641\u0629 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0648\u062a\u062d\u0642\u064a\u0642 \u0645\u0648\u0627\u0621\u0645\u0629 \u062f\u0642\u064a\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629 \u0648\u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062e\u0627\u0631\u062c\u064a. \u0648\u062a\u0634\u064a\u0631 \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0646\u062c\u062d \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0645\u0646\u0635\u0627\u062a\u0647\u0627 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0628\u0641\u0627\u0639\u0644\u064a\u0629 \u062a\u062a\u0645\u0643\u0646 \u0645\u0646 \u062a\u062d\u0642\u064a\u0642 \u062a\u0641\u0648\u0642 \u0646\u0648\u0639\u064a \u064a\u0635\u0639\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062a\u0642\u0644\u064a\u062f\u0647\u060c \u0648\u0630\u0644\u0643 \u0628\u0641\u0636\u0644 \u062a\u0631\u0627\u0628\u0637 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0648\u062a\u0643\u0627\u0645\u0644\u0647\u0627 (Vargo &amp; Lusch, 2016). \u0645\u0646 \u0647\u0646\u0627\u060c \u064a\u0635\u0628\u062d \u0642\u064a\u0627\u0633 \u0648\u062a\u0637\u0648\u064a\u0631 \u0639\u0646\u0627\u0635\u0631 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0636\u0631\u0648\u0631\u0629 \u062d\u062a\u0645\u064a\u0629 \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0648\u0633\u0639 \u0641\u064a \u0638\u0644 \u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u062a\u0624\u0643\u062f \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0627\u0644\u0639\u0631\u0628\u064a\u0629 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629 \u0623\u0646 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u064a\u0639\u062a\u0645\u062f \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 \u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u062a\u0642\u0646\u064a\u0629 \u0645\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0624\u0633\u0633\u064a\u0629\u061b \u062d\u064a\u062b \u064a\u0648\u0636\u062d \u0639\u0627\u0628\u062f\u064a\u0646 \u0648\u0627\u0644\u0634\u0648\u0628\u0643\u064a (2022) \u0623\u0646 \u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u064a\u0633\u0627\u0647\u0645 \u0628\u0635\u0648\u0631\u0629 \u0645\u0628\u0627\u0634\u0631\u0629 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 &#8220;\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621&#8221; \u0648\u0631\u0641\u0639 \u0643\u0641\u0627\u0621\u0629 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u0642\u064a\u0645\u0629. \u0648\u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0630\u0627\u062a\u0647\u060c \u064a\u0628\u064a\u0651\u0646 \u0627\u0644\u0646\u0639\u064a\u0645\u064a \u0648\u0622\u062e\u0631\u0648\u0646 (2024) \u0623\u0646 \u0627\u0645\u062a\u0644\u0627\u0643 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u064a\u0645\u0646\u062d\u0647\u0627 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u062a\u0645\u0643\u0646\u0647\u0627 \u0645\u0646 \u0627\u0644\u0635\u0645\u0648\u062f \u0648\u0627\u0644\u062a\u0641\u0648\u0642 \u0648\u0633\u0637 \u0634\u062f\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u0627\u0644\u0631\u0642\u0645\u064a \u0627\u0644\u0645\u062d\u0644\u064a \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a.<\/p>\n<p style=\"text-align: justify;\"><strong> \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629:<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0633\u062a\u0646\u0627\u062f\u0627\u064b \u0625\u0644\u0649 \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629\u060c \u064a\u062a\u0645 \u0642\u064a\u0627\u0633 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062b\u0644\u0627\u062b\u0629 \u0623\u0628\u0639\u0627\u062f \u0631\u0626\u064a\u0633\u064a\u0629 \u0648\u0645\u062a\u0631\u0627\u0628\u0637\u0629:<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>\u0623) \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Customer Satisfaction):<\/strong> \u064a\u064f\u0639\u062f \u0627\u0644\u0645\u0624\u0634\u0631 \u0627\u0644\u0623\u0628\u0631\u0632 \u0644\u062a\u0642\u064a\u064a\u0645 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u0648\u064a\u0642\u0648\u062f \u0625\u0644\u0649 \u0645\u062f\u0649 \u062a\u0644\u0628\u064a\u0629 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0648\u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0644\u062a\u0637\u0644\u0639\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u060c \u0648\u0633\u0631\u0639\u0629 \u0648\u0633\u0647\u0648\u0644\u0629 \u0625\u062a\u0645\u0627\u0645 \u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0627\u062a\u060c \u0648\u062f\u0642\u0629 \u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0645\u062a\u0637\u0644\u0628\u0627\u062a\u0647 \u0627\u0644\u0641\u0631\u062f\u064a\u0629 (Vargo &amp; Lusch, 2016). \u0625\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u064a\u0633\u0647\u0645 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0641\u064a \u0631\u0641\u0639 \u0647\u0630\u0627 \u0627\u0644\u0631\u0636\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u062f\u0642\u064a\u0642 \u0644\u0644\u062e\u062f\u0645\u0627\u062a \u0648\u062d\u0644 \u0627\u0644\u0645\u0634\u0643\u0644\u0627\u062a \u0627\u0644\u0641\u0648\u0631\u064a (Davenport et al., 2020).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0628) \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 (Operational Efficiency):<\/strong> \u062a\u064f\u0645\u062b\u0644 \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0647\u062f\u0631 \u0641\u064a \u0627\u0644\u0648\u0642\u062a\u060c \u0627\u0644\u062c\u0647\u062f\u060c \u0648\u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0623\u062a\u0645\u062a\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a\u0629 \u0628\u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 (Brynjolfsson &amp; McAfee, 2017). \u0648\u062a\u0633\u0627\u0639\u062f \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0628\u0633\u064a\u0637 \u0633\u064a\u0631 \u0627\u0644\u0639\u0645\u0644 \u0648\u062e\u0641\u0636 \u0627\u0644\u0623\u062e\u0637\u0627\u0621 \u0627\u0644\u0628\u0634\u0631\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0646\u0639\u0643\u0633 \u0625\u064a\u062c\u0627\u0628\u0627\u064b \u0639\u0644\u0649 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629 \u0627\u0644\u0643\u0644\u064a\u0629 (Ng &amp; Wakenshaw, 2017).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c) \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Competitive Advantage):<\/strong> \u062a\u0639\u0646\u064a \u0627\u0645\u062a\u0644\u0627\u0643 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0642\u062f\u0631\u0627\u062a \u0648\u062e\u0635\u0627\u0626\u0635 \u0641\u0631\u064a\u062f\u0629 \u064a\u0635\u0639\u0628 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u062a\u0642\u0644\u064a\u062f\u0647\u0627 \u0628\u0633\u0647\u0648\u0644\u0629\u060c \u0645\u0645\u0627 \u064a\u0645\u0646\u062d\u0647\u0627 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0648\u0642 \u0641\u064a \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0648\u0627\u0644\u0628\u0642\u0627\u0621 \u0641\u064a \u0628\u064a\u0626\u0629 \u062a\u062a\u0633\u0645 \u0628\u0634\u062f\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u0627\u0644\u0631\u0642\u0645\u064a (Laudon &amp; Traver, 2021). \u064a\u062a\u064a\u062d \u062a\u0628\u0646\u064a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0628\u062a\u0643\u0627\u0631 \u0646\u0645\u0627\u0630\u062c \u0623\u0639\u0645\u0627\u0644 \u062c\u062f\u064a\u062f\u0629 \u062a\u0633\u0628\u0642 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0648\u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0628\u0637\u0631\u0642 \u0645\u0628\u062a\u0643\u0631\u0629 (Choshin &amp; Ghaffari, 2017).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629 \u0627\u0644\u0646\u0627\u0638\u0645\u0629 \u0644\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a:<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0624\u0643\u062f \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0648\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629 \u0648\u062c\u0648\u062f \u0627\u0631\u062a\u0628\u0627\u0637 \u0648\u062b\u064a\u0642 \u0648\u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0628\u064a\u0646 \u062a\u0628\u0646\u064a \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u062a\u062d\u0642\u064a\u0642 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629:<\/p>\n<p style=\"text-align: justify;\">\u062f\u0631\u0627\u0633\u0629 (Choshin &amp; Ghaffari, 2017): \u062a\u0646\u0627\u0648\u0644\u062a \u0623\u062b\u0631 \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0648\u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0639\u0644\u0649 \u0623\u062f\u0627\u0621 \u0627\u0644\u0634\u0631\u0643\u0627\u062a\u060c \u0648\u0623\u0643\u062f\u062a \u0623\u0646 \u062a\u0628\u0646\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u064a\u062d\u0633\u0646 \u0628\u0634\u0643\u0644 \u062c\u0648\u0647\u0631\u064a \u0645\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u0627\u0644\u0648\u0635\u0648\u0644 \u0627\u0644\u0641\u0639\u0627\u0644 \u0644\u0644\u0623\u0633\u0648\u0627\u0642. \u0628\u064a\u0646\u0645\u0627 \u0631\u0643\u0632\u062a \u062f\u0631\u0627\u0633\u0629 (Davenport et al., 2020) \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u0625\u0639\u0627\u062f\u0629 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a\u060c \u0648\u0623\u0648\u0636\u062d\u062a \u0623\u0646 \u062f\u0645\u062c \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u064a\u0633\u0647\u0645 \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0648\u062a\u0639\u0632\u064a\u0632 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n<p style=\"text-align: justify;\">\u0646\u0627\u0642\u0634\u062a \u062f\u0631\u0627\u0633\u0629 (Kaplan &amp; Haenlein, 2019) \u0622\u0641\u0627\u0642 \u0648\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u0645\u0634\u064a\u0631\u0629 \u0625\u0644\u0649 \u0636\u0631\u0648\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u062a\u0642\u0646\u064a\u0629 \u0644\u062a\u0639\u0638\u064a\u0645 \u0627\u0644\u0639\u0648\u0627\u0626\u062f \u0648\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629. \u0643\u0645\u0627 \u0648\u0628\u062d\u062b\u062a \u062f\u0631\u0627\u0633\u0629 (Ng &amp; Wakenshaw, 2017) \u0641\u064a \u062f\u0648\u0631 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 \u0648\u0625\u0646\u062a\u0631\u0646\u062a \u0627\u0644\u0623\u0634\u064a\u0627\u0621 \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0643\u0641\u0627\u0621\u0629 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629<\/p>\n<p style=\"text-align: justify;\">\u062a\u0623\u0633\u064a\u0633\u0627\u064b \u0639\u0644\u0649 \u0645\u0627 \u062a\u0642\u062f\u0645\u060c \u062d\u0638\u064a\u062a \u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0628\u0627\u0647\u062a\u0645\u0627\u0645 \u0648\u0627\u0633\u0639 \u0645\u0646 \u0642\u0628\u0644 \u0627\u0644\u0628\u0627\u062d\u062b\u064a\u0646 \u0648\u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u064a\u0646 \u0641\u064a \u0645\u062e\u062a\u0644\u0641 \u0628\u064a\u0626\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u062d\u064a\u062b \u062a\u0646\u0627\u0648\u0644\u062a \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0627\u0644\u0623\u062f\u0628\u064a\u0627\u062a \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u062f\u0648\u0631 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a. \u0648\u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0633\u064a\u0627\u0642\u060c \u0633\u0639\u062a \u062f\u0631\u0627\u0633\u0629 (Castillo &amp; Taherdoost, 2023) \u0625\u0644\u0649 \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0623\u062b\u0631 \u0627\u0644\u062c\u0630\u0631\u064a \u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0641\u064a \u0625\u0639\u0627\u062f\u0629 \u0647\u0646\u062f\u0633\u0629 \u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0648\u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0645\u0624\u0633\u0633\u064a\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u0645\u0624\u0643\u062f\u0629\u064b \u0623\u0646 \u062f\u0645\u062c \u0647\u0630\u0647 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0641\u064a \u0627\u0644\u0645\u0646\u0635\u0627\u062a \u064a\u0633\u0627\u0647\u0645 \u0628\u0635\u0648\u0631\u0629 \u062c\u0648\u0647\u0631\u064a\u0629 \u0641\u064a \u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0641\u0648\u0631\u064a\u0629\u060c \u0648\u0631\u0641\u0639 \u0633\u0631\u0639\u0629 \u0648\u0633\u0647\u0648\u0644\u0629 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a. \u0648\u0641\u064a \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0645\u062a\u0642\u0627\u0631\u0628\u0629 \u0627\u0633\u062a\u0647\u062f\u0641\u062a \u0631\u0635\u062f \u0648\u0627\u0642\u0639 \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0641\u064a \u0627\u0644\u062f\u0648\u0644 \u0627\u0644\u0646\u0627\u0645\u064a\u0629<\/p>\n<p style=\"text-align: justify;\">\u0628\u062d\u062b\u062a \u062f\u0631\u0627\u0633\u0629 (Areiqat et al., 2021) \u0623\u062b\u0631 \u062a\u0628\u0646\u064a \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0642\u0637\u0627\u0639 \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0648\u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\u060c \u0648\u0623\u0638\u0647\u0631\u062a \u0646\u062a\u0627\u0626\u062c\u0647\u0627 \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0637\u0631\u062f\u064a \u062f\u0627\u0644 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0628\u064a\u0646 \u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u062a\u0637\u0648\u0631 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a\u060c \u0645\u0639 \u0634\u062f\u064a\u062f \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0636\u0631\u0648\u0631\u0629 \u062a\u062d\u062f\u064a\u062b \u0627\u0644\u0628\u0646\u0649 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u062a\u0642\u0646\u064a\u0629. \u0648\u0627\u0633\u062a\u0643\u0645\u0627\u0644\u0627\u064b \u0644\u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u0638\u0648\u0645\u0629. \u0631\u0643\u0632\u062a \u062f\u0631\u0627\u0633\u0629 (Chattaraman et al., 2021) \u0639\u0644\u0649 \u0642\u064a\u0627\u0633 \u062f\u0648\u0631 \u0648\u0643\u0644\u0627\u0621 \u0627\u0644\u062e\u062f\u0645\u0629 \u0627\u0644\u0645\u0639\u062a\u0645\u062f\u064a\u0646 \u0639\u0644\u0649 \u0627\u0644\u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u0648\u0631\u0648\u0628\u0648\u062a\u0627\u062a \u0627\u0644\u0645\u062d\u0627\u062f\u062b\u0629 \u0641\u064a \u062a\u0648\u062c\u064a\u0647 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u0631\u0642\u0645\u064a\u060c \u0648\u062a\u0648\u0635\u0644\u062a \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0627\u0644\u0641\u0639\u0651\u0627\u0644 \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u064a\u0642\u0644\u0644 \u0628\u0634\u0643\u0644 \u0645\u0644\u062d\u0648\u0638 \u0645\u0646 \u0627\u0644\u0627\u062d\u062a\u0643\u0627\u0643 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a \u0648\u064a\u0632\u064a\u062f \u0645\u0646 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u062b\u0642\u0629 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0648\u0627\u0646\u062a\u0645\u0627\u0626\u0647 \u0644\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0648\u0641\u064a \u062f\u0631\u0627\u0633\u0629 \u062d\u062f\u064a\u062b\u0629 \u062a\u0646\u0627\u0648\u0644\u062a \u0627\u0646\u0639\u0643\u0627\u0633\u0627\u062a \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0630\u0643\u064a \u0639\u0644\u0649 \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u0633\u0639\u062a \u062f\u0631\u0627\u0633\u0629 (Huang &amp; Rust, 2022) \u0625\u0644\u0649 \u0627\u0633\u062a\u0642\u0635\u0627\u0621 \u0627\u0644\u062f\u0648\u0631 \u0627\u0644\u0645\u062a\u0646\u0627\u0645\u064a \u0644\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0625\u0639\u0627\u062f\u0629 \u0647\u064a\u0643\u0644\u0629 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0648\u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u060c \u062d\u064a\u062b \u0623\u0638\u0647\u0631\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0623\u0646 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629 \u064a\u0633\u0627\u0647\u0645 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644 \u0641\u064a \u062e\u0641\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 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\u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0648\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u061b \u062d\u064a\u062b \u0627\u0633\u062a\u0647\u062f\u0641\u062a \u062f\u0631\u0627\u0633\u0629 (Omenazu et al., 2021) \u0642\u064a\u0627\u0633 \u0645\u062f\u0649 \u0645\u0633\u0627\u0647\u0645\u0629 \u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629 \u0648\u0646\u0638\u0645 \u0627\u0644\u062a\u0648\u0635\u064a\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0648\u0644\u0627\u0621 \u0627\u0644\u0631\u0642\u0645\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644\u060c \u0648\u0628\u064a\u0646\u062a \u0646\u062a\u0627\u0626\u062c\u0647\u0627 \u0623\u0646 \u0627\u0644\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u062f\u0642\u064a\u0642 \u0644\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u062f\u0639\u0648\u0645 \u0628\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u064a\u0631\u0641\u0639 \u0645\u0639\u062f\u0644\u0627\u062a \u0631\u0636\u0627 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0628\u0634\u0643\u0644 \u0645\u0644\u062d\u0648\u0638 \u0648\u064a\u0632\u064a\u062f \u0645\u0646 \u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u0629 \u062a\u0639\u0627\u0645\u0644\u0647\u0645 \u0645\u0639 \u0627\u0644\u0645\u062a\u0627\u062c\u0631 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629. \u0648\u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0642 \u0630\u0627\u062a\u0647\u060c \u0623\u0643\u062f\u062a \u062f\u0631\u0627\u0633\u0629 (Choshin &amp; Ghaffari, 2017) \u0623\u0646 \u062a\u0628\u0646\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u064a\u062d\u0633\u0646 \u0628\u0635\u0648\u0631\u0629 \u062c\u0648\u0647\u0631\u064a\u0629 \u0645\u0646 \u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0648\u0635\u0648\u0644 \u0627\u0644\u0641\u0639\u0627\u0644 \u0644\u0644\u0623\u0633\u0648\u0627\u0642 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0646\u0634\u0648\u062f\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0648\u0641\u064a \u0630\u0627\u062a \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0627\u0644\u0645\u0631\u062a\u0628\u0637 \u0628\u0642\u064a\u0627\u0633 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0624\u0633\u0633\u064a\u0629 \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0627\u0633\u062a\u0647\u062f\u0641\u062a \u062f\u0631\u0627\u0633\u0629 (Kraus et al., 2021) \u062a\u062d\u0644\u064a\u0644 \u0623\u062b\u0631 \u062a\u0628\u0646\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0648\u0628\u0646\u0627\u0621 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a\u060c \u0648\u0623\u0643\u062f\u062a \u0646\u062a\u0627\u0626\u062c\u0647\u0627 \u0623\u0646 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0641\u0639\u0627\u0644 \u0628\u064a\u0646 \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u0648\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a \u0648\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u064a\u064f\u0639\u062f \u0627\u0644\u0645\u0639\u064a\u0627\u0631 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0644\u0636\u0645\u0627\u0646 \u0627\u0633\u062a\u0645\u0631\u0627\u0631\u064a\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0648\u062a\u0641\u0648\u0642\u0647\u0627 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u0643\u0645\u0627 \u0648\u0623\u0634\u0627\u0631\u062a \u062f\u0631\u0627\u0633\u0629 (Davenport et al., 2020) \u0625\u0644\u0649 \u0623\u0646 \u0625\u062f\u0645\u0627\u062c \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u064a\u0633\u0647\u0645 \u0628\u0635\u0648\u0631\u0629 \u0645\u0628\u0627\u0634\u0631\u0629 \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u062c\u0648\u062f\u0629 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0628\u064a\u0646\u0645\u0627 \u0631\u0643\u0632\u062a \u062f\u0631\u0627\u0633\u0629 (Ng &amp; Wakenshaw, 2017) \u0639\u0644\u0649 \u062f\u0648\u0631 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0643\u0641\u0627\u0621\u0629 \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u0645\u062a\u0648\u0627\u0641\u0642\u0629\u064b \u0628\u0630\u0644\u0643 \u0645\u0639 \u0645\u0627 \u0623\u0643\u062f\u062a\u0647 \u062f\u0631\u0627\u0633\u0629 (Vargo &amp; Lusch, 2016) \u062d\u0648\u0644 \u0623\u0647\u0645\u064a\u0629 \u062a\u0631\u0627\u0628\u0637 \u0648\u062a\u0643\u0627\u0645\u0644 \u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0644\u0636\u0645\u0627\u0646 \u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0627\u0644\u0646\u062c\u0627\u062d \u0648\u0627\u0644\u062a\u0641\u0648\u0642 \u0641\u064a \u0628\u064a\u0626\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0633\u0639\u062a \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u062d\u0646\u064a\u0637\u064a (2022) \u0625\u0644\u0649 \u0627\u0633\u062a\u0642\u0635\u0627\u0621 \u0623\u062b\u0631 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0621 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0645\u0642\u062f\u0645\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629\u060c \u0648\u0623\u0638\u0647\u0631\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629 \u0641\u064a \u0631\u0641\u0639 \u0633\u0631\u0639\u0629 \u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n<p style=\"text-align: justify;\">\u0628\u064a\u0646\u0645\u0627 \u0628\u062d\u062b \u0627\u0644\u0642\u0631\u0639\u0627\u0646 \u0648\u0639\u0648\u0627\u062f (2023):\u062f\u0648\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629\u060c \u0648\u062a\u0648\u0635\u0644\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0625\u0644\u0649 \u0623\u0646 \u062f\u0645\u062c \u0627\u0644\u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 \u064a\u0633\u0647\u0645 \u0628\u0634\u0643\u0644 \u0645\u0644\u062d\u0648\u0638 \u0641\u064a \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0623\u062e\u0637\u0627\u0621 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u062a\u0639\u0632\u064a\u0632 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a\u0627\u0632 \u0628\u064a\u0646\u0645\u0627 \u062a\u0646\u0627\u0648\u0644\u062a \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0632\u0639\u0628\u064a (2024)<\/p>\n<p style=\"text-align: justify;\">\u0645\u062f\u0649 \u062a\u0628\u0646\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062e\u062f\u0645\u064a\u0629 \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0644\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629\u060c \u0648\u0623\u0643\u062f\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 \u064a\u0639\u0632\u0632 \u0645\u0646 \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0628\u0643\u0641\u0627\u0621\u0629 \u0639\u0627\u0644\u064a\u0629. \u0648\u0623\u062e\u064a\u0631\u0627 \u0627\u0633\u062a\u0647\u062f\u0641\u062a \u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u0635\u0631\u064a (2021) \u062a\u062d\u0644\u064a\u0644 \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0648\u062f\u0648\u0631\u0647\u0627 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0648\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u060c \u0648\u0623\u0643\u062f\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0623\u0646 \u062c\u0648\u062f\u0629 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0648\u0633\u0631\u0639\u0629 \u0625\u0646\u062c\u0627\u0632 \u0627\u0644\u0645\u0639\u0627\u0645\u0644\u0627\u062a \u062a\u0644\u0639\u0628 \u062f\u0648\u0631\u0627\u064b \u0648\u0633\u064a\u0637\u0627\u064b \u0645\u062d\u0648\u0631\u064a\u0627\u064b \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u0645\u0624\u0633\u0633\u064a.<\/p>\n<p style=\"text-align: justify;\">\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a (Research Model &amp; Hypotheses)<\/p>\n<p style=\"text-align: justify;\">\u0627\u0633\u062a\u0646\u0627\u062f\u0627\u064b \u0625\u0644\u0649 \u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0646\u0638\u0631\u064a \u0648\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629\u060c \u062a\u0645 \u0628\u0646\u0627\u0621 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645\u064a \u0644\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u0630\u064a \u064a\u0641\u062a\u0631\u0636 \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0642\u0644) \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0628\u0623\u0628\u0639\u0627\u062f\u0647 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 (\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639).<\/p>\n<p style=\"text-align: justify;\"><strong> \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u0623\u0648\u0644\u0649 (H1):<\/strong> \u064a\u0648\u062c\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 \u0645\u0639\u0646\u0648\u064a\u0629 (\u03b1 \u2264 0.05).<\/p>\n<p style=\"text-align: justify;\">\u0648\u062a\u062a\u0641\u0631\u0639 \u0639\u0646\u0647\u0627 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629 \u0627\u0644\u062a\u0627\u0644\u064a\u0629:<\/p>\n<p style=\"text-align: justify;\"><strong>&#8211; H1a<\/strong>: \u064a\u0648\u062c\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0631\u0641\u0639 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/p>\n<p style=\"text-align: justify;\"><strong>&#8211; H1b<\/strong>: \u064a\u0648\u062c\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>&#8211; H1c<\/strong>: \u064a\u0648\u062c\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0645\u0646\u0647\u062c\u064a\u0629 \u0627\u0644\u0628\u062d\u062b (Methodology)<\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0646\u0647\u062c \u0627\u0644\u0628\u062d\u062b:<\/strong> \u0627\u0639\u062a\u0645\u062f\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0647\u062c \u0627\u0644\u0648\u0635\u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a \u0644\u0643\u0648\u0646\u0647 \u0627\u0644\u0645\u0644\u0627\u0626\u0645 \u0644\u0637\u0628\u064a\u0639\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629\u060c \u062d\u064a\u062b \u064a\u0635\u0641 \u0638\u0627\u0647\u0631\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0648\u064a\u062d\u0644\u0644 \u0628\u064a\u0627\u0646\u0627\u062a\u0647\u0627 \u0644\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u0627\u0633\u062a\u0646\u062a\u0627\u062c\u0627\u062a \u062f\u0642\u064a\u0642\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u062c\u062a\u0645\u0639 \u0648\u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629:<\/strong> \u062a\u0643\u0648\u0646 \u0645\u062c\u062a\u0645\u0639 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0645\u0646 \u0643\u0627\u0641\u0629 \u0627\u0644\u0645\u062f\u064a\u0631\u064a\u0646\u060c \u0648\u0631\u0624\u0633\u0627\u0621 \u0627\u0644\u0623\u0642\u0633\u0627\u0645\u060c \u0648\u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0646 \u0641\u064a \u0623\u0642\u0633\u0627\u0645 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0627\u0644\u0631\u0627\u0626\u062f\u0629 \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629. \u062a\u0645 \u0627\u062e\u062a\u064a\u0627\u0631 \u0639\u064a\u0646\u0629 \u0639\u0634\u0648\u0627\u0626\u064a\u0629 \u0637\u0628\u0642\u064a\u0629 \u0642\u0648\u0627\u0645\u0647\u0627 (150) \u0641\u0631\u062f\u0627\u064b \u0645\u0646 \u0645\u062e\u062a\u0644\u0641 \u0627\u0644\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u062f\u0627\u0629 \u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a:<\/strong> \u062a\u0645 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0645\u062d\u0643\u0645\u0629 \u0643\u0623\u062f\u0627\u0629 \u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0623\u0648\u0644\u064a\u0629\u060c \u0648\u062a\u0643\u0648\u0646\u062a \u0645\u0646 \u0642\u0633\u0645\u064a\u0646: \u0627\u0644\u0623\u0648\u0644 \u064a\u063a\u0637\u064a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0634\u062e\u0635\u064a\u0629 \u0648\u0627\u0644\u0648\u0638\u064a\u0641\u064a\u0629\u060c \u0648\u0627\u0644\u062b\u0627\u0646\u064a \u064a\u062a\u0636\u0645\u0646 \u0641\u0642\u0631\u0627\u062a \u0642\u064a\u0627\u0633 \u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (\u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0642\u064a\u0627\u0633 \u0644\u064a\u0643\u0631\u062a \u0627\u0644\u062e\u0645\u0627\u0633\u064a \u0644\u062a\u062f\u0631\u062c \u0627\u0644\u0625\u062c\u0627\u0628\u0627\u062a).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0635\u062f\u0642 \u0648\u062b\u0628\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0629:<\/strong> \u062a\u0645 \u0639\u0631\u0636 \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0639\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u062d\u0643\u0651\u0645\u064a\u0646 \u0627\u0644\u0623\u0643\u0627\u062f\u064a\u0645\u064a\u064a\u0646 \u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u0635\u062f\u0642\u0647\u0627 \u0627\u0644\u0638\u0627\u0647\u0631\u064a \u0648\u0645\u062d\u062a\u0648\u0627\u0647\u0627\u060c \u0643\u0645\u0627 \u062a\u0645 \u062d\u0633\u0627\u0628 \u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062b\u0628\u0627\u062a (\u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e &#8211; Cronbach&#8217;s Alpha) \u0644\u0641\u0642\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629\u060c \u062d\u064a\u062b \u0628\u0644\u063a\u062a \u0642\u064a\u0645\u062a\u0647 \u0627\u0644\u0627\u062c\u0645\u0627\u0644\u064a\u0629 (0.86)\u060c \u0648\u0647\u064a \u0642\u064a\u0645\u0629 \u0645\u0642\u0628\u0648\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0648\u062a\u062f\u0644 \u0639\u0644\u0649 \u062b\u0628\u0627\u062a \u0639\u0627\u0644\u064d \u0644\u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a \u0648\u0645\u0646\u0627\u0642\u0634\u0629 \u0627\u0644\u0646\u062a\u0627\u0626\u062c<\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u0639\u0631\u0636 \u0647\u0630\u0627 \u0627\u0644\u0641\u0635\u0644 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u064a \u062a\u0645 \u0627\u0644\u062a\u0648\u0635\u0644 \u0625\u0644\u064a\u0647\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0644\u064a\u0644 \u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0627\u0644\u062a\u064a \u062c\u064f\u0645\u0650\u0639\u062a \u0645\u0646 \u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u062a\u0645\u062b\u0644\u0629 \u0641\u064a \u0627\u0644\u0645\u062f\u064a\u0631\u064a\u0646 \u0648\u0631\u0624\u0633\u0627\u0621 \u0627\u0644\u0623\u0642\u0633\u0627\u0645 \u0648\u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0646 \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0648\u0642\u062f \u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u062d\u0632\u0645 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 (SPSS) \u0644\u062a\u0648\u0635\u0644 \u0625\u0644\u0649 \u0627\u0644\u0625\u062d\u0635\u0627\u0621\u0627\u062a \u0627\u0644\u0648\u0635\u0641\u064a\u0629 \u0648\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0623\u0648\u0644\u0627\u064b: \u0635\u062f\u0642 \u0648\u062b\u0628\u0627\u062a \u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (Validity and Reliability)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u0635\u0644\u0627\u062d\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0644\u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u062a\u062d\u0644\u064a\u0644\u0647\u0627\u060c \u062a\u0645 \u0625\u062e\u0636\u0627\u0639\u0647\u0627 \u0644\u0627\u062e\u062a\u0628\u0627\u0631\u0627\u062a \u0627\u0644\u0635\u062f\u0642 \u0648\u0627\u0644\u062b\u0628\u0627\u062a\u060c \u062d\u064a\u062b \u062a\u0645 \u062d\u0633\u0627\u0628 \u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062b\u0628\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a (\u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e &#8211; Cronbach&#8217;s Alpha) \u0644\u0641\u0642\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0644\u0644\u062a\u0623\u0643\u062f \u0645\u0646 \u062b\u0628\u0627\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (1): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u062b\u0628\u0627\u062a \u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0639\u0627\u0645\u0644 \u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0648\u0623\u0628\u0639\u0627\u062f\u0647\u0627<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0639\u062f\u062f \u0627\u0644\u0641\u0642\u0631\u0627\u062a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0639\u0627\u0645\u0644 \u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e (Cronbach&#8217;s Alpha)<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u0645\u0633\u062a\u0642\u0644)<\/p>\n<\/td>\n<td>\n<p>6<\/p>\n<\/td>\n<td>\n<p>0.88<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (\u0627\u0644\u0628\u0639\u062f \u0627\u0644\u0623\u0648\u0644 \u0644\u0644\u062a\u0627\u0628\u0639)<\/p>\n<\/td>\n<td>\n<p>5<\/p>\n<\/td>\n<td>\n<p>0.85<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 (\u0627\u0644\u0628\u0639\u062f \u0627\u0644\u062b\u0627\u0646\u064a \u0644\u0644\u062a\u0627\u0628\u0639)<\/p>\n<\/td>\n<td>\n<p>5<\/p>\n<\/td>\n<td>\n<p>0.82<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (\u0627\u0644\u0628\u0639\u062f \u0627\u0644\u062b\u0627\u0644\u062b \u0644\u0644\u062a\u0627\u0628\u0639)<\/p>\n<\/td>\n<td>\n<p>5<\/p>\n<\/td>\n<td>\n<p>0.86<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>\u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0643\u0643\u0644 (\u0627\u0644\u0645\u0642\u064a\u0627\u0633 \u0627\u0644\u0643\u0644\u064a)<\/p>\n<\/td>\n<td>\n<p>21<\/p>\n<\/td>\n<td>\n<p>0.86<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u064a\u062a\u0636\u062d \u0645\u0646 \u0627\u0644\u062c\u062f\u0648\u0644 \u0623\u0639\u0644\u0627\u0647 \u0623\u0646 \u062c\u0645\u064a\u0639 \u0642\u064a\u0645 \u0645\u0639\u0627\u0645\u0644 \u0623\u0644\u0641\u0627 \u0643\u0631\u0648\u0646\u0628\u0627\u062e \u062a\u062c\u0627\u0648\u0632\u062a \u0627\u0644\u062d\u062f \u0627\u0644\u0623\u062f\u0646\u0649 \u0627\u0644\u0645\u0642\u0628\u0648\u0644 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b (0.70)\u060c \u062d\u064a\u062b \u0628\u0644\u063a \u0627\u0644\u062b\u0628\u0627\u062a \u0627\u0644\u0643\u0644\u064a \u0644\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 (0.86)\u060c \u0648\u0647\u064a \u0642\u064a\u0645 \u0639\u0627\u0644\u064a\u0629 \u062a\u062f\u0644 \u0639\u0644\u0649 \u0623\u0646 \u0623\u062f\u0627\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u062a\u062a\u0645\u062a\u0639 \u0628\u062f\u0631\u062c\u0629 \u0639\u0627\u0644\u064a\u0629 \u0648\u0645\u0648\u062b\u0648\u0642\u0629 \u0645\u0646 \u0627\u0644\u062b\u0628\u0627\u062a \u0648\u0627\u0644\u0635\u0644\u0627\u062d\u064a\u0629 \u0644\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a.<\/p>\n<p style=\"text-align: justify;\"><strong> \u062e\u0635\u0627\u0626\u0635 \u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (\u0627\u0644\u0648\u0635\u0641 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a \u0644\u0644\u0623\u0641\u0631\u0627\u062f)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0644\u062a\u0648\u0636\u064a\u062d \u0627\u0644\u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0637\u0628\u064a\u0639\u064a \u0648\u0627\u0644\u0648\u0638\u064a\u0641\u064a \u0644\u0623\u0641\u0631\u0627\u062f \u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0628\u0627\u0644\u063a \u0642\u0648\u0627\u0645\u0647\u0627 (150) \u0645\u0634\u0627\u0631\u0643\u0627\u064b\u060c \u062a\u0645 \u0627\u0633\u062a\u062e\u0631\u0627\u062c \u0627\u0644\u062a\u0643\u0631\u0627\u0631\u0627\u062a \u0648\u0627\u0644\u0646\u0633\u0628 \u0627\u0644\u0645\u0626\u0648\u064a\u0629:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (2): \u062a\u0648\u0632\u064a\u0639 \u0623\u0641\u0631\u0627\u062f \u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0648\u0641\u0642\u064b\u0627 \u0644\u0644\u0645\u0624\u0647\u0644 \u0627\u0644\u0639\u0644\u0645\u064a \u0648\u0627\u0644\u0645\u0633\u0645\u0649 \u0627\u0644\u0648\u0638\u064a\u0641\u064a<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u0635\u0646\u064a\u0641<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u0643\u0631\u0627\u0631 (N)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0646\u0633\u0628\u0629 \u0627\u0644\u0645\u0626\u0648\u064a\u0629 (%)<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u0624\u0647\u0644 \u0627\u0644\u0639\u0644\u0645\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p>\u0628\u0643\u0627\u0644\u0648\u0631\u064a\u0648\u0633<\/p>\n<\/td>\n<td>\n<p>90<\/p>\n<\/td>\n<td>\n<p>60.0%<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u0624\u0647\u0644 \u0627\u0644\u0639\u0644\u0645\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p>\u0645\u0627\u062c\u0633\u062a\u064a\u0631 \u0641\u0645\u0627 \u0641\u0648\u0642<\/p>\n<\/td>\n<td>\n<p>60<\/p>\n<\/td>\n<td>\n<p>40.0%<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u0633\u0645\u0649 \u0627\u0644\u0648\u0638\u064a\u0641\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p>\u0645\u062f\u064a\u0631 \u0642\u0633\u0645 \/ \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a<\/p>\n<\/td>\n<td>\n<p>55<\/p>\n<\/td>\n<td>\n<p>36.7%<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u0633\u0645\u0649 \u0627\u0644\u0648\u0638\u064a\u0641\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p>\u0645\u0633\u0624\u0648\u0644 \u062a\u0633\u0648\u064a\u0642 \u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a \/ \u0639\u0645\u0644\u064a\u0627\u062a<\/p>\n<\/td>\n<td>\n<p>95<\/p>\n<\/td>\n<td>\n<p>63.3%<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><strong> \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0627\u0644\u062d\u0633\u0627\u0628\u064a\u0629 \u0648\u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0645 \u062d\u0633\u0627\u0628 \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0627\u0644\u062d\u0633\u0627\u0628\u064a\u0629 \u0648\u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0625\u062c\u0627\u0628\u0627\u062a \u0623\u0641\u0631\u0627\u062f \u0627\u0644\u0639\u064a\u0646\u0629 \u0639\u0644\u0649 \u0641\u0642\u0631\u0627\u062a \u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629)\u060c \u0648\u062a\u0645 \u0627\u0639\u062a\u0645\u0627\u062f \u0627\u0644\u0645\u0639\u064a\u0627\u0631 \u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a \u0627\u0644\u062a\u0627\u0644\u064a \u0644\u0644\u062d\u0643\u0645 \u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062a\u0628\u0646\u064a: (\u0645\u0646 1 \u0625\u0644\u0649 2.33 \u0645\u0646\u062e\u0641\u0636\u060c \u0648\u0645\u0646 2.34 \u0625\u0644\u0649 3.66 \u0645\u062a\u0648\u0633\u0637\u060c \u0648\u0645\u0646 3.67 \u0625\u0644\u0649 5.00 \u0645\u0631\u062a\u0641\u0639).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (3): \u0627\u0644\u0645\u062a\u0648\u0633\u0637\u0627\u062a \u0627\u0644\u062d\u0633\u0627\u0628\u064a\u0629 \u0648\u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641\u0627\u062a \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a\u0629 \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u0629<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u0648\u0633\u0637 \u0627\u0644\u062d\u0633\u0627\u0628\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641 \u0627\u0644\u0645\u0639\u064a\u0627\u0631\u064a<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0645\u0633\u062a\u0648\u0649<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u062a\u0631\u062a\u064a\u0628<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (\u0627\u0644\u0645\u0633\u062a\u0642\u0644)<\/strong><\/p>\n<\/td>\n<td>\n<p>4.12<\/p>\n<\/td>\n<td>\n<p>0.54<\/p>\n<\/td>\n<td>\n<p>\u0645\u0631\u062a\u0641\u0639<\/p>\n<\/td>\n<td>\n<p>1<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 (\u0627\u0644\u062a\u0627\u0628\u0639)<\/strong><\/p>\n<\/td>\n<td>\n<p>3.98<\/p>\n<\/td>\n<td>\n<p>0.61<\/p>\n<\/td>\n<td>\n<p>\u0645\u0631\u062a\u0641\u0639<\/p>\n<\/td>\n<td>\n<p>2<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u0639\u062f\u0644 \u0627\u0644\u0639\u0627\u0645 \u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p>4.05<\/p>\n<\/td>\n<td>\n<p>0.57<\/p>\n<\/td>\n<td>\n<p>\u0645\u0631\u062a\u0641\u0639<\/p>\n<\/td>\n<td>\n<p>&#8211;<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><strong> \u0627\u062e\u062a\u0628\u0627\u0631 \u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 (Hypotheses Testing)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0646\u0635 \u0639\u0644\u0649: &#8220;\u064a\u0648\u062c\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629&#8221;\u060c \u062a\u0645 \u062a\u0637\u0628\u064a\u0642 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641 \u0627\u0644\u062e\u0637\u064a \u0627\u0644\u0645\u062a\u0639\u062f\u062f \u0648\u0627\u0644\u0645\u062a\u0648\u0633\u0637 (Multiple Linear Regression).<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (4): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0623\u062b\u0631 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0646\u062d\u062f\u0627\u0631 \u0627\u0644\u062e\u0637\u064a<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0627\u0644\u062a\u0627\u0628\u0639<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u0627\u0631\u062a\u0628\u0627\u0637 (R)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062a\u062d\u062f\u064a\u062f (R\u00b2)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0642\u064a\u0645\u0629 (F) \u0627\u0644\u0645\u062d\u0633\u0648\u0628\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062f\u0644\u0627\u0644\u0629 (Sig)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0627\u0644\u0642\u0631\u0627\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p>0.784<\/p>\n<\/td>\n<td>\n<p>0.615<\/p>\n<\/td>\n<td>\n<p>48.21<\/p>\n<\/td>\n<td>\n<p>0.000*<\/p>\n<\/td>\n<td>\n<p>\u0642\u0628\u0648\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\">\u064a\u062a\u0628\u064a\u0646 \u0645\u0646 \u0627\u0644\u062c\u062f\u0648\u0644 \u0623\u0639\u0644\u0627\u0647 \u0623\u0646 \u0642\u064a\u0645\u0629 (F) \u0627\u0644\u0645\u062d\u0633\u0648\u0628\u0629 \u0628\u0644\u063a\u062a (48.21) \u0648\u0647\u064a \u062f\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0627\u064b \u0639\u0646\u062f \u0645\u0633\u062a\u0648\u0649 \u0645\u0639\u0646\u0648\u064a\u0629 (Sig = 0.000 \u0648\u0647\u064a \u0623\u0642\u0644 \u0645\u0646 0.05). \u0643\u0645\u0627 \u0628\u0644\u063a \u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062a\u062d\u062f\u064a\u062f (R\u00b2) \u0646\u062d\u0648 (0.615)\u060c \u0645\u0645\u0627 \u064a\u0639\u0646\u064a \u0623\u0646 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u062a\u0641\u0633\u0631 \u0645\u0627 \u0646\u0633\u0628\u062a\u0647 (61.5%) \u0645\u0646 \u0627\u0644\u062a\u0628\u0627\u064a\u0646 \u0627\u0644\u062d\u0627\u0635\u0644 \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0644\u062f\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629\u060c \u0648\u0628\u0646\u0627\u0621\u064b \u0639\u0644\u064a\u0647 \u062a\u064f\u0642\u0628\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0644\u0627\u062e\u062a\u0628\u0627\u0631 \u0623\u062b\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0639\u0644\u0649 \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 (\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629)\u060c \u062a\u0645 \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0646\u062d\u0631\u0627\u0641 \u0627\u0644\u062e\u0637\u064a \u0627\u0644\u0645\u062a\u0639\u062f\u062f \u0627\u0644\u062c\u0632\u0626\u064a:<\/p>\n<p style=\"text-align: justify;\"><strong>\u062c\u062f\u0648\u0644 (5): \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0623\u062b\u0631 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0646\u062d\u062f\u0627\u0631 \u0627\u0644\u062e\u0637\u064a \u0627\u0644\u0645\u062a\u0639\u062f\u062f \u0627\u0644\u062c\u0632\u0626\u064a<\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0628\u0639\u062f \u0627\u0644\u0641\u0631\u0639\u064a \u0644\u0644\u0646\u062c\u0627\u062d<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u0627\u0646\u062d\u062f\u0627\u0631 (Beta)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0642\u064a\u0645\u0629 (t) \u0627\u0644\u0645\u062d\u0633\u0648\u0628\u0629<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u062f\u0644\u0627\u0644\u0629 (Sig)<\/strong><\/p>\n<\/td>\n<td>\n<p><strong>\u0627\u0644\u0642\u0631\u0627\u0631<\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (H1a)<\/strong><\/p>\n<\/td>\n<td>\n<p>0.452<\/p>\n<\/td>\n<td>\n<p>5.12<\/p>\n<\/td>\n<td>\n<p>0.000*<\/p>\n<\/td>\n<td>\n<p>\u0642\u0628\u0648\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0641\u0631\u0639\u064a\u0629<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 (H1b)<\/strong><\/p>\n<\/td>\n<td>\n<p>0.389<\/p>\n<\/td>\n<td>\n<p>4.45<\/p>\n<\/td>\n<td>\n<p>0.001*<\/p>\n<\/td>\n<td>\n<p>\u0642\u0628\u0648\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0641\u0631\u0639\u064a\u0629<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p><strong>\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (H1c)<\/strong><\/p>\n<\/td>\n<td>\n<p>0.412<\/p>\n<\/td>\n<td>\n<p>4.88<\/p>\n<\/td>\n<td>\n<p>0.000*<\/p>\n<\/td>\n<td>\n<p>\u0642\u0628\u0648\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0641\u0631\u0639\u064a\u0629<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify;\"><strong> \u0645\u0646\u0627\u0642\u0634\u0629 \u0627\u0644\u0646\u062a\u0627\u0626\u062c (Discussion of Results) <\/strong><\/p>\n<p style=\"text-align: justify;\">\u064a\u0647\u062f\u0641 \u0647\u0630\u0627 \u0627\u0644\u0641\u0635\u0644 \u0625\u0644\u0649 \u0639\u0631\u0636 \u0645\u0646\u0627\u0642\u0634\u0629 \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0645\u0639\u0645\u0642\u0629 \u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0627\u0644\u062a\u064a \u0623\u064f\u062c\u0631\u064a\u062a \u0639\u0644\u0649 \u0639\u064a\u0646\u0629 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0627\u0644\u0639\u0627\u0645\u0644\u0629 \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\u060c \u0648\u0630\u0644\u0643 \u0641\u064a \u0636\u0648\u0621 \u0627\u0644\u0625\u0637\u0627\u0631 \u0627\u0644\u0646\u0638\u0631\u064a \u0648\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0633\u0627\u0628\u0642\u0629 \u0630\u0627\u062a \u0627\u0644\u0635\u0644\u0629\u060c \u0628\u063a\u064a\u0629 \u062a\u0641\u0633\u064a\u0631 \u0627\u0644\u062f\u0644\u0627\u0644\u0627\u062a \u0627\u0644\u0639\u0644\u0645\u064a\u0629 \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0644\u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u0627\u0626\u062c.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0646\u0627\u0642\u0634\u0629 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0625\u062d\u0635\u0627\u0621 \u0627\u0644\u0648\u0635\u0641\u064a\u0629 \u0648\u062e\u0635\u0627\u0626\u0635 \u0639\u064a\u0646\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0623\u0634\u0627\u0631\u062a \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u0625\u062d\u0635\u0627\u0621 \u0627\u0644\u0648\u0635\u0641\u064a \u0627\u0644\u0645\u062a\u0639\u0644\u0642\u0629 \u0628\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0625\u0644\u0649 \u0623\u0646 \u0645\u0633\u062a\u0648\u0649 \u062a\u0628\u0646\u064a \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u062c\u0627\u0621 \u0628\u0645\u0633\u062a\u0648\u0649 &#8220;\u0645\u0631\u062a\u0641\u0639&#8221;. \u0648\u062a\u064f\u0639\u0632\u0649 \u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0625\u0644\u0649 \u0627\u0644\u0637\u0641\u0631\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u0648\u0639\u064a \u0627\u0644\u0625\u062f\u0627\u0631\u064a \u0627\u0644\u0645\u062a\u0632\u0627\u064a\u062f \u0644\u062f\u0649 \u0627\u0644\u0642\u064a\u0627\u062f\u0627\u062a \u0641\u064a \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0623\u0631\u062f\u0646\u064a \u0628\u0623\u0647\u0645\u064a\u0629 \u0645\u0648\u0627\u0643\u0628\u0629 \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a\u060c \u0644\u0627 \u0633\u064a\u0645\u0627 \u0641\u064a \u0638\u0644 \u0627\u0644\u062f\u0639\u0645 \u0627\u0644\u062d\u0643\u0648\u0645\u064a \u0648\u0627\u0644\u0645\u0624\u0633\u0633\u064a \u0644\u0628\u064a\u0626\u0629 \u0631\u064a\u0627\u062f\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0641\u064a \u0627\u0644\u0623\u0631\u062f\u0646. \u0647\u0630\u0627 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0645\u062a\u0646\u0627\u0645\u064a \u0641\u064a \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0645\u0643\u0651\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062f\u0645\u062c \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 \u0628\u0633\u0644\u0627\u0633\u0629 \u0641\u064a \u0639\u0645\u0644\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u064a\u0648\u0645\u064a\u0629 \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 (Laudon &amp; Traver, 2021).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0646\u0627\u0642\u0634\u0629 \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0623\u062b\u0628\u062a\u062a \u0646\u062a\u0627\u0626\u062c \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0646\u062d\u062f\u0627\u0631 \u0627\u0644\u062e\u0637\u064a \u0627\u0644\u0645\u062a\u0639\u062f\u062f \u0642\u0628\u0648\u0644 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0627\u0644\u0623\u0648\u0644\u0649\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0646\u0635 \u0639\u0644\u0649: &#8220;\u064a\u0648\u062c\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629&#8221;.<\/p>\n<p style=\"text-align: justify;\">\u062d\u064a\u062b \u062f\u0644\u0651\u062a \u0642\u064a\u0645 \u0645\u0639\u0627\u0645\u0644 \u0627\u0644\u062a\u062d\u062f\u064a\u062f (R\u00b2) \u0639\u0644\u0649 \u0623\u0646 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u062a\u0641\u0633\u0631 \u0646\u0633\u0628\u0629 \u0643\u0628\u064a\u0631\u0629 \u0645\u0646 \u0627\u0644\u062a\u0628\u0627\u064a\u0646 \u0627\u0644\u062d\u0627\u0635\u0644 \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629. \u0648\u062a\u062a\u0637\u0627\u0628\u0642 \u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0645\u0639 \u0645\u0627 \u0623\u0642\u0631\u062a\u0647 \u0623\u062f\u0628\u064a\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0645\u0646 \u0623\u0646 \u0625\u062f\u0645\u0627\u062c \u062a\u0642\u0646\u064a\u0627\u062a \u0645\u062b\u0644 \u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0636\u062e\u0645\u0629 \u0644\u0645 \u064a\u0639\u062f \u0645\u062c\u0631\u062f \u0631\u0641\u0627\u0647\u064a\u0629 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629\u060c \u0628\u0644 \u0647\u0648 \u0627\u0644\u0645\u062d\u0631\u0643 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u0644\u062e\u0644\u0642 \u0642\u064a\u0645\u0629 \u0645\u0636\u0627\u0641\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u0645\u0624\u0633\u0633\u064a (Brynjolfsson &amp; McAfee, 2017). \u0643\u0645\u0627 \u062a\u062a\u0648\u0627\u0641\u0642 \u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0645\u0639 \u0645\u0627 \u062a\u0648\u0635\u0644\u062a \u0625\u0644\u064a\u0647 \u062f\u0631\u0627\u0633\u0629 (Choshin &amp; Ghaffari, 2017) \u0648\u062f\u0631\u0627\u0633\u0629 (Davenport et al., 2020) \u0628\u0634\u0623\u0646 \u0627\u0644\u062f\u0648\u0631 \u0627\u0644\u062c\u0648\u0647\u0631\u064a \u0644\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0641\u064a \u0625\u0639\u0627\u062f\u0629 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u062a\u062d\u0633\u064a\u0646 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0643\u0644\u064a \u0644\u0644\u0634\u0631\u0643\u0627\u062a.<\/p>\n<p style=\"text-align: justify;\"><strong>\u0645\u0646\u0627\u0642\u0634\u0629 \u0646\u062a\u0627\u0626\u062c \u0627\u062e\u062a\u0628\u0627\u0631 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629 (\u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0639\u0646\u062f \u062a\u0641\u0643\u064a\u0643 \u0623\u062b\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0639\u0644\u0649 \u0627\u0644\u0623\u0628\u0639\u0627\u062f \u0627\u0644\u0641\u0631\u0639\u064a\u0629 \u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\u060c \u0623\u0638\u0647\u0631\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0642\u0628\u0648\u0644 \u0643\u0627\u0641\u0629 \u0627\u0644\u0641\u0631\u0636\u064a\u0627\u062a \u0627\u0644\u0641\u0631\u0639\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0646\u062d\u0648 \u0627\u0644\u0622\u062a\u064a:<\/p>\n<p style=\"text-align: justify;\">1<strong>.\u0627\u0644\u0623\u062b\u0631 \u0639\u0644\u0649 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (H1a):<\/strong> \u0623\u062b\u0628\u062a\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0644\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0631\u0641\u0639 \u0645\u0633\u062a\u0648\u0649 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0648\u062a\u064f\u0641\u0633\u0631 \u0647\u0630\u0647 \u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0628\u0623\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0631\u0648\u0628\u0648\u062a\u0627\u062a \u0627\u0644\u0645\u062d\u0627\u062f\u062b\u0629 \u0627\u0644\u0630\u0643\u064a\u0629 (Chatbots) \u0648\u0623\u0646\u0638\u0645\u0629 \u0627\u0644\u062a\u0648\u0635\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u0646\u062f\u0629 \u0625\u0644\u0649 \u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629 \u064a\u062a\u064a\u062d \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0642\u062f\u064a\u0645 \u062e\u062f\u0645\u0627\u062a \u0641\u0648\u0631\u064a\u0629\u060c \u0645\u062e\u0635\u0635\u0629\u060c \u0648\u0645\u062a\u0627\u062d\u0629 \u0639\u0644\u0649 \u0645\u062f\u0627\u0631 \u0627\u0644\u0633\u0627\u0639\u0629\u060c \u0645\u0645\u0627 \u064a\u0644\u0628\u064a \u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0645\u0639\u0627\u0635\u0631\u064a\u0646 \u0648\u064a\u0631\u0641\u0639 \u0645\u0646 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0648\u0644\u0627\u0626\u0647\u0645 (Kaplan &amp; Haenlein, 2019).<\/p>\n<p style=\"text-align: justify;\">2<strong>.\u0627\u0644\u0623\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 (H1b):<\/strong> \u062f\u0644\u0651\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0639\u0644\u0649 \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0625\u064a\u062c\u0627\u0628\u064a \u0644\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629. \u0648\u064a\u0631\u062c\u0639 \u0630\u0644\u0643 \u0625\u0644\u0649 \u0642\u062f\u0631\u0629 \u0627\u0644\u062e\u0648\u0627\u0631\u0632\u0645\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u062a\u0646\u0628\u0624\u064a\u0629 \u0639\u0644\u0649 \u0623\u062a\u0645\u062a\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0631\u0648\u062a\u064a\u0646\u064a\u0629\u060c \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0647\u062f\u0631 \u0641\u064a \u0627\u0644\u0648\u0642\u062a \u0648\u0627\u0644\u062c\u0647\u062f\u060c \u0648\u062e\u0641\u0636 \u0627\u0644\u0623\u062e\u0637\u0627\u0621 \u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0641\u064a \u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0632\u0648\u0646 (Ng &amp; Wakenshaw, 2017).<\/p>\n<p style=\"text-align: justify;\">3<strong>.\u0627\u0644\u0623\u062b\u0631 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (H1c):<\/strong> \u0623\u0643\u062f\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0645\u0639\u0646\u0648\u064a \u0644\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u0625\u0630 \u062a\u0645\u0646\u062d \u0647\u0630\u0647 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0633\u062a\u0634\u0631\u0627\u0641 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0628\u062a\u0643\u0627\u0631 \u0646\u0645\u0627\u0630\u062c \u0623\u0639\u0645\u0627\u0644 \u0641\u0631\u064a\u062f\u0629 \u062a\u0633\u0628\u0642 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0645\u0645\u0627 \u064a\u0646\u0639\u0643\u0633 \u0625\u064a\u062c\u0627\u0628\u0627\u064b \u0639\u0644\u0649 \u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0648\u0627\u0644\u0628\u0642\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 (Vargo &amp; Lusch, 2016).<\/p>\n<p style=\"text-align: justify;\"><strong> \u0627\u0644\u062e\u0627\u062a\u0645\u0629 \u0648\u0627\u0644\u062a\u0648\u0635\u064a\u0627\u062a (Conclusion &amp; Recommendations)<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong> \u0645\u0644\u062e\u0635 \u0627\u0644\u0646\u062a\u0627\u0626\u062c (Summary of Findings)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u0633\u0639\u062a \u0647\u0630\u0647 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0625\u0644\u0649 \u0627\u0633\u062a\u0642\u0635\u0627\u0621 \u0627\u0644\u062f\u0648\u0631 \u0627\u0644\u062d\u064a\u0648\u064a \u0627\u0644\u0630\u064a \u062a\u0644\u0639\u0628\u0647 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\u060c \u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0637\u064f\u0628\u0651\u0642\u062a \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0648\u0642\u062f \u0623\u0633\u0641\u0631\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u064a\u062f\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0639\u0646 \u062c\u0645\u0644\u0629 \u0645\u0646 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062c\u0648\u0647\u0631\u064a\u0629\u060c \u0623\u0628\u0631\u0632\u0647\u0627:<\/p>\n<p style=\"text-align: justify;\">1.\u0648\u062c\u0648\u062f \u0645\u0633\u062a\u0648\u0649 \u062a\u0628\u0646\u064a \u0645\u0631\u062a\u0641\u0639 \u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0644\u062f\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0645\u062d\u0644 \u0627\u0644\u062f\u0631\u0627\u0633\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0643\u0633 \u0648\u0639\u064a\u0627\u064b \u0625\u062f\u0627\u0631\u064a\u0627\u064b \u0645\u062a\u0646\u0627\u0645\u064a\u0627\u064b \u0628\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a.<\/p>\n<p style=\"text-align: justify;\">2.\u062b\u0628\u062a \u0635\u062d\u0629 \u0627\u0644\u0641\u0631\u0636\u064a\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0628\u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0630\u0648 \u062f\u0644\u0627\u0644\u0629 \u0625\u062d\u0635\u0627\u0626\u064a\u0629 \u0625\u064a\u062c\u0627\u0628\u064a\u0629 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (\u0645\u062b\u0644 \u062a\u0639\u0644\u0645 \u0627\u0644\u0622\u0644\u0629\u060c \u0648\u0631\u0648\u0628\u0648\u062a\u0627\u062a \u0627\u0644\u0645\u062d\u0627\u062f\u062b\u0629\u060c \u0648\u0627\u0644\u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u062a\u0646\u0628\u0624\u064a\u0629) \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0628\u0643\u0627\u0641\u0629 \u0623\u0628\u0639\u0627\u062f\u0647\u0627 (Brynjolfsson &amp; McAfee, 2017; Davenport et al., 2020).<\/p>\n<p style=\"text-align: justify;\">3.\u0623\u062b\u0628\u062a\u062a \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0648\u062c\u0648\u062f \u0623\u062b\u0631 \u0645\u0639\u0646\u0648\u064a \u0648\u0645\u0628\u0627\u0634\u0631 \u0644\u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0631\u0641\u0639 \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629\u060c \u0648\u062e\u0644\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 (Kaplan &amp; Haenlein, 2019; Ng &amp; Wakenshaw, 2017).<\/p>\n<p style=\"text-align: justify;\"><strong> \u0627\u0644\u062a\u0648\u0635\u064a\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u064a\u0629 (Practical Recommendations) <\/strong>\u0627\u0633\u062a\u0646\u0627\u062f\u0627\u064b \u0625\u0644\u0649 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u064a \u062a\u0645 \u0627\u0644\u062a\u0648\u0635\u0644 \u0625\u0644\u064a\u0647\u0627\u060c \u062a\u0642\u062f\u0645 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u062a\u0648\u0635\u064a\u0627\u062a \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0635\u0646\u0627\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 \u0648\u0625\u062f\u0627\u0631\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629:<\/p>\n<p style=\"text-align: justify;\">1.\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0628\u0646\u064a\u0629 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u062a\u0642\u0646\u064a\u0629: \u0636\u0631\u0648\u0631\u0629 \u0642\u064a\u0627\u0645 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0628\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0645\u062e\u0635\u0635 \u0644\u062a\u062d\u062f\u064a\u062b \u0627\u0644\u0628\u0646\u0649 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u0648\u062a\u0628\u0646\u064a \u0645\u0646\u0635\u0627\u062a \u0642\u0648\u0627\u0639\u062f \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0636\u062e\u0645\u0629 (Big Data) \u0627\u0644\u0645\u062f\u0639\u0648\u0645\u0629 \u0628\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a.<\/p>\n<p style=\"text-align: justify;\">2.\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0643\u0648\u0627\u062f\u0631 \u0627\u0644\u0628\u0634\u0631\u064a\u0629: \u0625\u0637\u0644\u0627\u0642 \u0628\u0631\u0627\u0645\u062c \u062a\u062f\u0631\u064a\u0628\u064a\u0629 \u0648\u0648\u0631\u0634 \u0639\u0645\u0644 \u0645\u062a\u062e\u0635\u0635\u0629 \u0644\u0631\u0641\u0639 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0646 \u0641\u064a \u0623\u0642\u0633\u0627\u0645 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u060c \u0628\u0645\u0627 \u064a\u0636\u0645\u0646 \u062d\u0633\u0646 \u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u0630\u0643\u064a\u0629 (Areiqat et al., 2021).<\/p>\n<p style=\"text-align: justify;\">3.\u062a\u0628\u0646\u064a \u0633\u064a\u0627\u0633\u0627\u062a \u0645\u0631\u0646\u0629 \u0644\u0644\u0627\u0628\u062a\u0643\u0627\u0631: \u062a\u062d\u0641\u064a\u0632 \u0627\u0644\u0642\u064a\u0627\u062f\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0639\u0644\u0649 \u062f\u0645\u062c \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0635\u0644\u0628 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0627\u0644\u0633\u0631\u064a\u0639\u0629 \u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 (Castillo &amp; Taherdoost, 2023).<\/p>\n<p style=\"text-align: justify;\"><strong>\u0622\u0641\u0627\u0642 \u0627\u0644\u0628\u062d\u062b \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a (Future Research Directions)<\/strong><\/p>\n<p style=\"text-align: justify;\">\u062a\u0642\u062a\u0631\u062d \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0625\u062c\u0631\u0627\u0621 \u0628\u062d\u0648\u062b \u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u062a\u062a\u0646\u0627\u0648\u0644 \u0642\u0637\u0627\u0639\u0627\u062a \u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0623\u062e\u0631\u0649 (\u0645\u062b\u0644 \u0627\u0644\u0642\u0637\u0627\u0639 \u0627\u0644\u0645\u0635\u0631\u0641\u064a \u0623\u0648 \u0627\u0644\u0644\u0648\u062c\u0633\u062a\u064a)\u060c \u0623\u0648 \u062f\u0631\u0627\u0633\u0629 \u0623\u062b\u0631 \u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0648\u0633\u064a\u0637\u0629 \u062c\u062f\u064a\u062f\u0629 \u0643\u0640 \u0627\u0644\u0623\u0645\u0646 \u0627\u0644\u0633\u064a\u0628\u0631\u0627\u0646\u064a \u0623\u0648 \u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0641\u064a \u0627\u0644\u0639\u0644\u0627\u0642\u0629 \u0628\u064a\u0646 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648\u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629.<\/p>\n<p style=\"text-align: justify;\">\u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639 \u0627\u0644\u0639\u0631\u0628\u064a\u0629 (References )<\/p>\n<p style=\"text-align: justify;\">\u0623\u0628\u0648 \u0635\u0639\u064a\u0644\u064a\u0643\u060c \u0645\u062d\u0645\u062f\u060c \u0648\u062e\u0631\u064a\u0633\u0627\u062a\u060c \u0623\u062d\u0645\u062f. (2023). \u062f\u0648\u0631 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0631\u0642\u0645\u064a \u0641\u064a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0645\u062c\u0644\u0629 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0648\u0627\u0644\u062a\u0642\u0646\u064a\u0629 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629\u060c 12(3)\u060c 45-68.<\/p>\n<p style=\"text-align: justify;\">Abu Su\u2018aylik, M., &amp; Khreisat, A. (2023). The role of digital innovation in achieving competitive advantage in Jordanian companies. Journal of Advanced Management and Technology, 12(3), 45-68.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u062d\u0646\u064a\u0637\u064a\u060c \u0631\u0627\u0626\u062f. (2022). \u0623\u062b\u0631 \u062a\u0637\u0628\u064a\u0642\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0621 \u0627\u0644\u0623\u0639\u0645\u0627\u0644: \u062f\u0631\u0627\u0633\u0629 \u0645\u064a\u062f\u0627\u0646\u064a\u0629. \u0627\u0644\u0645\u062c\u0644\u0629 \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c 18(2)\u060c 112-135.<\/p>\n<p style=\"text-align: justify;\">Al-Hunaiti, R. (2022). The impact of artificial intelligence applications on improving business performance: A field study. Jordan Journal of Business Administration, 18(2), 112-135.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0632\u0639\u0628\u064a\u060c \u0637\u0627\u0631\u0642. (2024). \u062a\u0628\u0646\u064a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0645\u0639\u0631\u0641\u064a\u0629 \u0648\u0623\u062b\u0631\u0647 \u0639\u0644\u0649 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062e\u062f\u0645\u064a\u0629 \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0645\u062c\u0644\u0629 \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629\u060c 15(1)\u060c 89-104.<\/p>\n<p style=\"text-align: justify;\">Al-Zoubi, T. (2024). The adoption of cognitive technologies and its impact on operational efficiency in Jordanian service companies. Journal of Economic and Administrative Studies, 15(1), 89-104.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0639\u062a\u0648\u0645\u060c \u0625\u0628\u0631\u0627\u0647\u064a\u0645. (2023). \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0641\u064a \u0639\u0635\u0631 \u0627\u0644\u062b\u0648\u0631\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629 \u0627\u0644\u0631\u0627\u0628\u0639\u0629. \u062f\u0627\u0631 \u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0644\u0644\u0646\u0634\u0631 \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639.<\/p>\n<p style=\"text-align: justify;\">Al-Atoum, I. (2023). Digital transformation and business management in the era of the Fourth Industrial Revolution. Dar Al-Thaqafa for Publishing and Distribution.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0645\u0635\u0631\u064a\u060c \u0639\u0628\u062f \u0627\u0644\u0644\u0647. (2021). \u0623\u0628\u0639\u0627\u062f \u0646\u062c\u0627\u062d \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629 \u0648\u062f\u0648\u0631\u0647\u0627 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u0648\u0644\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643. \u0645\u062c\u0644\u0629 \u062c\u0627\u0645\u0639\u0629 \u0627\u0644\u0642\u062f\u0633 \u0627\u0644\u0645\u0641\u062a\u0648\u062d\u0629 \u0644\u0644\u0628\u062d\u0648\u062b \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c 6(18)\u060c 77-94.<\/p>\n<p style=\"text-align: justify;\">Al-Masri, A. (2021). Dimensions of e-commerce success and their role in enhancing consumer loyalty. Al-Quds Open University Journal for Administrative and Economic Research, 6(18), 77-94.<\/p>\n<p style=\"text-align: justify;\">\u0628\u0646\u064a \u0647\u0627\u0646\u064a\u060c \u0645\u0631\u0648\u0627\u0646. (2024). \u0642\u064a\u0627\u0633 \u0645\u0624\u0634\u0631\u0627\u062a \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0645\u0636\u0627\u0641\u0629 \u0641\u064a \u0628\u064a\u0626\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629. \u0645\u062c\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629\u060c 8(4)\u060c 33-50.<\/p>\n<p style=\"text-align: justify;\">Bani Hani, M. (2024). Measuring customer satisfaction indicators and achieving added value in the e-commerce environment. Journal of Economic, Administrative and Legal Sciences, 8(4), 33-50.<\/p>\n<p style=\"text-align: justify;\">\u0639\u0627\u0628\u062f\u064a\u0646\u060c \u0633\u0646\u0627\u0621\u060c \u0648\u0627\u0644\u0634\u0648\u0628\u0643\u064a\u060c \u0645\u062d\u0645\u0648\u062f. (2022). \u062a\u0648\u0638\u064a\u0641 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0648\u0623\u062b\u0631\u0647 \u0639\u0644\u0649 \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0645\u062c\u0644\u0629 \u0625\u062a\u0642\u0627\u0646 \u0644\u0644\u0628\u062d\u0648\u062b \u0648\u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a\u060c 5(2)\u060c 150-175.<\/p>\n<p style=\"text-align: justify;\">Abdeen, S., &amp; Al-Shobaki, M. (2022). The use of artificial intelligence in digital platforms and its impact on customer satisfaction. Itqan Journal for Research and Studies, 5(2), 150-175.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0642\u0631\u0639\u0627\u0646\u060c \u0623\u062d\u0645\u062f\u060c \u0648\u0639\u0648\u0627\u062f\u060c \u0641\u0627\u0637\u0645\u0629. (2023). \u062f\u0648\u0631 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u0625\u062f\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0623\u0631\u062f\u0646\u064a\u0629. \u0645\u062c\u0644\u0629 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0627\u0645\u0629\u060c 63(1)\u060c 201-228.<\/p>\n<p style=\"text-align: justify;\">Al-Quraan, A., &amp; Awwad, F. (2023). The role of artificial intelligence in improving the efficiency of administrative operations in Jordanian companies. Public Administration Journal, 63(1), 201-228.<\/p>\n<p style=\"text-align: justify;\">\u0627\u0644\u0646\u0639\u064a\u0645\u064a\u060c \u0645\u062d\u0645\u062f\u060c \u0648\u0634\u0631\u064a\u062f\u0629\u060c \u0631\u064a\u0645\u060c \u0648\u0627\u0644\u0639\u0645\u0631\u064a\u060c \u062e\u0627\u0644\u062f. (2024). \u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0648\u0623\u062b\u0631\u0647\u0627 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629. \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u064a\u0631\u0645\u0648\u0643: \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0639\u0644\u0648\u0645 \u0627\u0644\u0625\u0646\u0633\u0627\u0646\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c 40(2)\u060c 85-110.<\/p>\n<p style=\"text-align: justify;\">Al-Nuaimi, M., Shreideh, R., &amp; Al-Omari, K. (2024). Advanced data processing and its impact on the competitive advantage of digital companies. Yarmouk Research: Human and Social Sciences Series, 40(2), 85-110.<\/p>\n<p style=\"text-align: justify;\"><a id=\"post-17855-_heading=h.xgmanfpsda94\"><\/a>\u0642\u0627\u0626\u0645\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639 \u0627\u0644\u0623\u062c\u0646\u0628\u064a\u0629 (References)<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Areiqat, A. Y., Hamdan, A., Alheet, A., &amp; Alareeni, B. (2021). Impact of artificial intelligence on E-commerce development. In The Importance of New Technologies and Entrepreneurship in Business Development (pp. 571-578). Springer International Publishing.<a href=\"https:\/\/doi.org\/10.1007\/978-3-030-69221-6_43\"> https:\/\/doi.org\/10.1007\/978-3-030-69221-6_43<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Brynjolfsson, E., &amp; McAfee, A. (2017). Machine, platform, crowd: Harnessing our digital future. W. W. Norton &amp; Company.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Castillo, M. J., &amp; Taherdoost, H. (2023). The Impact of AI Technologies on E-Business. Encyclopedia, 3(1), 107-121.<a href=\"https:\/\/doi.org\/10.3390\/encyclopedia3010009\"> https:\/\/doi.org\/10.3390\/encyclopedia3010009<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Chattaraman, V., Kwon, W. S., Gilbert, J. E., &amp; Ross, K. (2021). Smart retailing: Empirical insights into the role of AI-powered conversational agents. Journal of Retailing and Consumer Services, 60, Article 102451.<a href=\"https:\/\/www.google.com\/search?q=https:\/\/doi.org\/10.1016\/j.jretconser.2021.102451\"> https:\/\/doi.org\/10.1016\/j.jretconser.2021.102451<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Choshin, M., &amp; Ghaffari, A. (2017). An investigation of the impact of e-commerce on the performance of SMEs. Journal of Business and Industrial Marketing, 32(1), 106-116.<a href=\"https:\/\/www.google.com\/search?q=https:\/\/doi.org\/10.1108\/JBIM-01-2016-0006\"> https:\/\/doi.org\/10.1108\/JBIM-01-2016-0006<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Davenport, T., Guha, A., Grewal, D., &amp; Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24-42.<a href=\"https:\/\/doi.org\/10.1007\/s11747-019-00696-0\"> https:\/\/doi.org\/10.1007\/s11747-019-00696-0<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Huang, M. H., &amp; Rust, R. T. (2022). Artificial intelligence in service. Journal of Service Research, 25(2), 155-172.<a href=\"https:\/\/www.google.com\/search?q=https:\/\/doi.org\/10.1177\/1094670520952453\"> https:\/\/doi.org\/10.1177\/1094670520952453<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Kaplan, A., &amp; Haenlein, M. (2019). Siri, Siri, in my hand: Who\u2019s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25.<a href=\"https:\/\/doi.org\/10.1016\/j.bushor.2018.08.004\"> https:\/\/doi.org\/10.1016\/j.bushor.2018.08.004<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., &amp; Kailer, N. (2021). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, Article 102466.<a href=\"https:\/\/doi.org\/10.1016\/j.ijinfomgt.2021.102466\"> https:\/\/doi.org\/10.1016\/j.ijinfomgt.2021.102466<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Laudon, K. C., &amp; Traver, C. G. (2021). E-commerce 2021: Business, technology, society (16th ed.). Pearson.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Ng, D. K. S., &amp; Wakenshaw, S. Y. (2017). The internet-of-things: Review and research directions. International Journal of Production Research, 55(17), 5101-5115.<a href=\"https:\/\/www.google.com\/search?q=https:\/\/doi.org\/10.1080\/00207543.2017.1301548\"> https:\/\/doi.org\/10.1080\/00207543.2017.1301548<\/a><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Omenazu, S., et al. (2021). Machine learning applications and their implications for customer satisfaction in e-commerce platforms. International Journal of E-Business Research, 17(2), 45-62.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Vargo, S. L., &amp; Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.<a href=\"https:\/\/www.google.com\/search?q=https:\/\/doi.org\/10.1007\/s11747-015-0456-3\"> https:\/\/doi.org\/10.1007\/s11747-015-0456-3<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0627\u0644\u0645\u0642\u062f\u0645\u0629 (Introduction) \u064a\u0634\u0647\u062f \u0642\u0637\u0627\u0639 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u0648\u0627\u0644\u0645\u062d\u0644\u064a \u0641\u064a \u0627\u0644\u0622\u0648\u0646\u0629 \u0627\u0644\u0623\u062e\u064a\u0631\u0629 \u062a\u062d\u0648\u0644\u0627\u062a \u062c\u0630\u0631\u064a\u0629 \u0648\u0645\u062a\u0633\u0627\u0631\u0639\u0629 \u0623\u0641\u0631\u0632\u062a\u0647\u0627 \u0627\u0644\u062b\u0648\u0631\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629 \u0627\u0644\u0631\u0627\u0628\u0639\u0629 \u0648\u0645\u0627 \u0631\u0627\u0641\u0642\u0647\u0627 \u0645\u0646 \u0637\u0641\u0631\u0627\u062a \u062a\u0642\u0646\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629\u060c \u062d\u064a\u062b \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0648\u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a (AI) [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_joinchat":[],"footnotes":""},"class_list":["post-17855","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages\/17855","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/comments?post=17855"}],"version-history":[{"count":1,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages\/17855\/revisions"}],"predecessor-version":[{"id":17858,"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/pages\/17855\/revisions\/17858"}],"wp:attachment":[{"href":"https:\/\/www.hnjournal.net\/en\/wp-json\/wp\/v2\/media?parent=17855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}