Samad Rahimiaghdam; Alireza Fazlzadeh; Noushin Ebrahimiaghdam
Abstract
The aim of this research is to explain the scientific foundation and offer practical solutions for online purchase intonation based on assurance strategies by mediating role of trust in online stores. The research is applied from goal perspective and descriptive -correlative from data collection type. ...
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The aim of this research is to explain the scientific foundation and offer practical solutions for online purchase intonation based on assurance strategies by mediating role of trust in online stores. The research is applied from goal perspective and descriptive -correlative from data collection type. The statistical population is all people of Tabriz city who have had at least one Internet shopping experience. 384 samples were selected by random sampling. Standard questionnaires were used to collect data. The data were analyzed by structural equations modeling method with AMOS software.The research findings indicate, assurance statement has directly effect with path coefficient 0.4 and indirectly effect by the mediating role of trust with path coefficient 0.07 on online purchase intenation. Third party assurance has directly effect with path coefficient of 0.3and indirectly effect by the mediating role of trust with path coefficient 0.08 on online purchase intention. Also trust has a positive impact on online purchase intenation with path coefficient 0.37.Given the significant direct and indirect effect, trust plays a partial mediating role in the relationship between assurance strategies and online purchase intention. It is suggested that managers implement assurance strategies in online stores in order to gain more trust and online purchase intention.
Ghasem Bakhshandeh; Samira Ghashghayi
Abstract
With the growth of e-commerce and numerous online businesses, more attention has been paid to the behavior of women who are an important part of consumers in this field. The purpose of the present study is to explore the influential factors on the intention of women to purchase clothing from online ...
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With the growth of e-commerce and numerous online businesses, more attention has been paid to the behavior of women who are an important part of consumers in this field. The purpose of the present study is to explore the influential factors on the intention of women to purchase clothing from online stores. In this regard, data were collected from 400 women in Khuzestan province using a questionnaire through convenience sampling. The conceptual model of the research was tested by structural equation modeling using SmartPLS3 software. The results revealed that the impacts of habitual online usage, subjective norm, and attitude toward online purchase were positive and significant on the intention to purchase online. In addition, the impact of perceived benefits on the intention to purchase online was also positive and significant. Furthermore, the results obtained from the Sobel test also revealed that attitude toward online purchase plays a mediating role between the perceived benefits and online purchase intention.
