Objective: To achieve the full potential of digital transformation, retail companies must use digital platforms to drive significant innovation in the retail industry. Millions of people participate in retail platforms. But a holistic model that explains the formation of consumer value co-creation intentions in such platforms is less available. Considerable research points to the proactive roles consumers play in the creation of value for companies. The concept of co-creation was an extension of the idea. Developed by researchers interested in user driven product innovation. As the co-creation efforts they studied demonstrated impressive increases in value, the phenomenon garnered considerable attention outside the innovation field in which it spread to marketing and, more recently, to branding. In the case of branding, co-creation expands to embrace other stakeholders than consumers. Merz and Vargo, Christodoulides and Gregory have all equated co-creation with the era of stakeholder-focused branding, with Merz and Vargo calling co-creation ‘a new brand logic’. Meanwhile, Ind and Bjerke defined stakeholder participation in brand co-creation as an issue of brand governance, largely because it implies that organizations share control over their brands with stakeholders. These studies indicate that co-creation resonates with an ever-increasing number of scholars who take the view that brand meaning and value(s) emerge from stakeholder engagement with a company. However, in spite of the importance these researchers place on considering all stakeholders to be co-creators, the only stakeholder groups branding researchers have empirically examined thus far have been consumers and marketers. Thus, the work of describing how brands are co-created with their stakeholders has barely begun. The purpose of this study was to develop and test a holistic model that explains the formation of customers' value co-creation intentions in Iranian retail platforms.Method: Since these indicators have a large measurement error, using a conventional regression model may lead to an estimation error. As a result, the structural equation approach, which is able to process measurement errors in addition to determining the structural relationships between hidden variables, is a more suitable option for the present study. Therefore, in order to analyze the data, Smart PLS software and the method of structural equations were chosen.Results: Relying on the relationship quality theory literature, value co-creation literature and relationship marketing literature, we proposed a theoretical model that explains the formation of customers' value co-creation intentions. We analyzed empirical data collected from 101 customers on the Digikala platform using structural equation modeling and confirmed 7 out of 10 hypotheses.Conclusion: The results show that in retail platform, trust and satisfaction influence value co-creation intentions, however, commitment does not influence value co-creation intentions. Our study contributes to the sharing economy literature by providing a comprehensive model of the antecedents of consumers' value co-creation intentions.

Background & Purpose: The ability to interact with customers effectively requires the identification of mental states and persuasion skill that can improve sales performance. This study aimed to explain the relationships between salesperson emotional intelligence and customer loyalty through the mediation of salesperson performance and customer value co-creation behavior. Methodology: This is an applied descriptive-correlational study, in which the statistical population included the salespersons working at 10 shopping centers in Tehran. The convenience sampling method was employed to select the statistical sample, whereas a questionnaire was used as the data collection tool. The path analysis model was then used through structural equation modeling (SEM) for hypothesis testing in AMOS. Findings: There were significant relationships between salesperson emotional intelligence and salesperson performance, between salesperson performance and customer loyalty, between salesperson emotional intelligence and customer value cocreation behavior, between customer value co-creation behavior and customer loyalty, and between salesperson emotional intelligence and customer loyalty through the mediation of salesperson performance and customer value co-creation behavior. Conclusion: Managers of shopping centers can enhance their salespeople’ s emotional intelligence to improve customer loyalty by increasing salesperson performance and customer value co-creation behavior so that they can compete successfully with other shopping centers.

Background: Tetralogy of Fallot (TOF) refers to a condition in which left ventricular volume is normal or slightly less than normal. Given the differences observed in some Asian patients with TOF، the present study was conducted to investigate left heart by determining Z-scores for the mitral valve in Iranian patients with TOF. Methods: Eligible subjects in this prospective descriptive study comprised all patients with TOF presenting to Shahid Modarres Hospital in Tehran from March 2012 to March 2015 and diagnosed as the candidates for surgery. After determining the need for surgery and the therapeutic method required، the mitral valve size and Z-scores were calculated. We analyzed sex، age، body surface area (BSA)، mitral size (in 2-chamber and 4-chamber view)، mitral Z-score، other cardiac anomalies، number of surgery and previous surgery. Results: Of a total of 80 patients included in the study over 3 years، 29 (36. 3%) were male and 51 (63. 8%) were female. The mean age of the patients was 7. 15± 3. 37 years and their mitral size was found to be 10-27 mm (16. 2± 5. 99 mm) using echocardiography. Z-scores of the mitral valve were also obtained as-3. 09± 2. 11، ranging between-7. 1 SD and +1. 3 SD. 58 (72. 5%) patients have only TOF and 22 (27. 5%) with other cardiac anomalies. 45 patients were for first time underwent surgery and 22 patients for second time، 12 patients for three time and 1 for forth. Of a total of 35 patients had previous surgery، the most common were shunt 15 (42. 9%) and then tetralogy of Fallot total correction (TFTC) in 12 (34. 3%). Of a total of 80 patients، 59 (73. 8%) underwent TFTC، 17 (21. 3%) under pulmonary valve replacement and 4 (5%) shunt. Conclusion: Z-scores of the mitral valve were found to be significantly below the normal value، (i. e. 0± 2 SD)، in the study patients، suggesting the risk of hypoplastic left heart syndrome in Iranian patients with TOF، nevertheless، the type of TOF examined in these patients might have been different from those observed in other races and regions.

Application and interpretation of statistical significance of association are the basic and necessary principle in medical research. Traditionally, hypothesis testing and reporting p-values are widely used to quantify the statistical significance of observed results. In the last two decades, the calculation of a p-value in research and especially the use of a threshold to declare the statistical significance of the p-value have been challenged. The limitations of p-value, such as the dependence of its value on the sample size and not reflecting the clinical significance, have been repeatedly mentioned. The statisticians and methodologists recommend do not report p-value alone, and reporting of effect size index with corresponding confidence interval is mandatory. However, many researchers do not pay attention to this and do not even interpret the p-value correctly. The present study intended, to provide an integrated instruction for reporting the statistical and clinical significance in medical sciences with the approach of hypothesis testing (reporting p-value).