The Impact of Perceived Risk on Immediate Purchase by Mediating Role in the Online Stores
Abstract
Due to the rapid development of information and communication technology and smart phones, smart technologies and mobile application software (applications) have become a broad and integral part of everyday life. The rapid growth of e-commerce has created new forms of business such as online to online and has changed the traditional performance of jobs and businesses. In the present study, the effect of perceived risk, perceived value and electronic store performance on sudden online shopping with the mediating role of satisfaction in the Digi Kala store was investigated. The above research is applied in terms of purpose and descriptive in terms of method. The sample size is 384 customers of all Digi Kala online store in Tehran, which is unlikely to be available and selected based on Cochran's formula, which was analyzed using Kolmogorov-Smirnov test. The factor and structural equations of LISREL and Sobel test were investigated for the effect between the hypotheses. The results show that the single-sample t-test statistic is larger than the critical value of t at an error level of 5%, ie 1.96, and all hypotheses were proved with 95% confidence, so that perceived risk, perceived value and e-shop performance Sudden online shopping has an effect on the role of satisfaction mediator in the Digikala store, and suggestions were made at the end.
Keywords
Full Text:
PDFReferences
Ahuja, M., Gupta, B., & Raman, P. (2013). An empirical investigation of online consumer purchasing behavior. Communication of the ACM, 46 (12): 145–151 . Procedia Economics and Finance 35.
Ajzen, I., & Driver, B. E. (2016). Applied of the theory of planned behaviour to leisure choice. Journal of Leisure Research, 24 (3):207–224
Akavan Fazel, Parisa, Aslanian Mehran (2019), creation of special value of brand by consideration of the effect of social media as for image of brand and dependency to it, paradigm application of organism and respond.
Akin arikan.(2008).“Multichannel Marketing metrics and methods for on and offline success”, Published: WILEY. ISBN: 978-0-470-23959-9.
Andrew Yang, Dan J. Kim, and Vishal Dhalwani;”(2019), Social Networking as a New Trend in e-Marketing” Houston, Texas, USA
Bagherian Farahabadi, Mohsen Sadrnia, Leyla Naghshbadni, Seyedsaleh (2019), role of media marketing in casual relation of loving to brand and virtual marketing in sport clothes
Ballester, E.D. and Aleman, J.L.,(2012),“Brand Trust in the Context of Consumer Loyalty”, European Journal of Marketing, Vol. 35 No.11/12, 2001, pp.1238-1258, 99.
Barnes, S. J., & Vidgen, R. T. (2019). An integrative approach to the assessment of e-commerce quality. Working Paper. http:// www. webqual.co.uk/ papers /webqualbookshop.pdf.
Batista , Deise de Arau ´jo , de Medeiros , Denise Dumke . (2012 )” Assessment of quality services through linguistic variables”. Benchmarking: An International Journal Vol. 21 No. 1, 2014 pp. 28-45
Bohrer; M.F.(2017),''Discriminant Analysis of Aaker's Brand Equity Model on Top-of-Mind Awareness / Brand Prospective Hospital Patients'', Anderson University.
Casapulla.G and other,(2013)Community network and access for all in the area of the free internet, New York: Routledge,2013,25-46
Chag et al., (2015), marketing effective communications by social networks, mediating role of social nodes
Cheuk man, L., (2017), “Factors Affecting Purchasing Decision in Online Shopping in Hongkong. The Hong Kong Polytechnic University”, , 11th 2017. Pp. 14-60.
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2: 203–215.
Davis, F.D. (2016). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13 (3): 319–340.
Dennis, Charles.(2009).“E-consumer behavior”. European journal of Marketing. Vol.43, No.9/10, pp.1121-1139.
Freeman, I. & Hasnaoui, A. (2011). “The meaning of corporate social responsibility: The vision of four nations”, Journal of Business Ethics, 100 (3), pp. 419-443.2
Fung, R. K. K., & Lee, M. K. O. (2016). EC-trust (trust in electronic commerce): exploring the antecedent factors. Proceedings of the fifth Americas conference on information systems.
Granovetter,(2015).User population and user contributions to virtual publics: A systems model. ACMSIGGROUP conference on supporting group work. Retrieved, 2015,14-29
Haseli Mohammadjavad, Rahpeyma, Amanollah (2019), study effectiveness of media marketing on presenting new products successfully (case study: Gyrad Clothing)
Hawkins. Del, Mothersbaugh.David, Best.Roger (2017); "Consumer Behavior: Bulding Marketing Strategy", Tenth Edition.
Ho, C., & Lee, Y. (2013). The development of an e-travel service quality scale. Tourism Management, 28 (6): 1434-1449
Huang, P.H.(2018).” The adoption of emotional branding dimension: Psychological effects of brand story, brand association, brand uniqueness and brand experience”. Master Thesis, Maastricht University, Netherland
Hyedari Shabnam, Hasoman Mohammadreza, Amani Maryam (2018), discuss the effect of media marketing on special value of brand and customer’ respond
Javaheri Hadith, Ebrahimzadeh Yahya (2016), role of social networks in virtual marketing and its effect on smart public outcomes in organization, 4th international conference on science, technology and engineering, Aten, Greece.
Karbasivar, A., Yarahmadi, H. (2011). Evaluating Effective Factors on Consumer Impulse Buying Behavior. Asian Journal of Business Management Studies, 2(4), 174-181.
Keller, K.L.(2013).” Building customer-based brand equity: A blue print for creating strong brands”. Marketing Science Institute, Report No.01-107 ,pp.1-33
Kutler Philip, Armstrong Grey (2007), principles of marketing, translated by Bahman Frouzandeh, 8th edition.
Lai, E., Wang, Z.,(2012). An Empirical Research on Factors Affecting Customer Purchasing Behavior Tendency During Online Shopping. (pp583-586). Institute of Electrical and Electronics Engineers
Li Na and Zhang Ping , (2018), “Consumer Online Shopping Attitudes and Behavior: an Assessment of Research”, Electronic Commerce Customer Relationship Management. Eighth Americas Conference on Information Systems,34-45
Lin, C.-H., Yang, H.-L., & Liou, D.-Y. (2015). "The impact of corporate social responsibility on financial performance: Evidence from business in Taiwan". Technology in Society 31, 56-63.
Masoudi Milad, Sayadi Hossein, Nasersadrabadi Ali, (2016), identify effective factors for success of marketing by social networks and factorial analysis
Nazari Mohsen, Haji Heydari Nastaran, Nasri Mostafa (2015), discuss the effect of B2S internet store on intention of purchase using symmetric analysis technique, commercial management, period 4, no. 4, pp 127-146
Olfat Laya and Khosravani, Farzaneh and Jalali, Reza (2011), identify effective fators on internet purchase and prioritize them using FANP, management faculty of Tehran university, Commercial management
Oliver, R.L., & Bearden, W.O. (2017). Crossover effects in the theory of reasoned action: a moderating influence attempt. Journal of Consumer Research, 12: 324–340.
Pedro Domingos,(2014)” Mining Social Networks for Viral Marketing” Department of Computer Science and Engineering, University of Washington Vol.20 No.2,pp.188-209
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62: 441–450.
Pourshahid، Alireza ؛Tran, Thomas,(2007). "Modeling Trust in E-Commerce: An Approach Based on User Requirements",ninth international conference on Electronic commerce ،New York.413-421.
Randi Vahid, khon-e- Siyavash Mohsen, Masoumi Behrouz (2018), effective factors on internet purchasing in Iran as for technology acceptance model, development and variation management magazine.
Saeeda Ardakani Saeed, Jahanbazi Neda (2015_, the effect of store image on intention of customers, confidence and risk as mediating variables, scientific-research magazine of new marketing researches
Shahrul Nizam Salahuddin et al,(2016), Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention,pp104-410.
Sheshadri Chatterjee, Arpan Kumar Kar(2020) Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India.
Simon Homburg,(2007),A General theory of marketing ethics,journal of macromarketing,6,5-16
Siti, O. N., Mohammed, A.-J. A., Nik Kamariah, N. M. (2012). Actual Online Shopping Behavior among Jordanian Customers. American Journal of Economics, 125-129
Tariq, A. N., & Eddaoudi, B. (2018). Assessing the Effect of Trust and Security Factors on Consumers’ Willingness for Online Shopping among the Urban Moroccans. International Journal of Business and Management Science, 2(1), 17-32.
Taylor, S., Todd, P. A.(2019) Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176.
Venus Davar (2007), ethics and marketing, comparative discussion of clergies, managers of public and private companies
Wangsa Ign. H.S.,(2015) “TV-Based Advertising and Impact to theDimension of Brand Equity: Towards Effective Marketing Communication”, Universitas Katolik Darma Cendika Surabaya, Journal Kewirausahaan, Vol 1, No 2 .
wellman,A(2013).relational view of information seeking and learning in social networks.Management Science,2013, 49(4), 432–445
Willem pieterson,(2009). “Channel choice, citizens’ channel bahavior and public service channel strategy”, ISBN: 978-90-365-2807-8,13-16
Zhu, D.-S., Lee, Z.-C., O'Neal, G. S., Chen, Y.-H.,(2009). The Effect of Trust and Perceived Risk on Consumers' Online Purchase Intention. International Conference on Computational Science and Engineering, (pp. 771-776).
DOI: http://dx.doi.org/10.18415/ijmmu.v10i10.5202
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 International Journal of Multicultural and Multireligious Understanding
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.