The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores
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 typ...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2020-08-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_11653_75aef0fd2975752a8e77d108144e003d.pdf |
| _version_ | 1797386041737347072 |
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| author | Samad Rahimiaghdam Alireza Fazlzadeh Noushin Ebrahimiaghdam |
| author_facet | Samad Rahimiaghdam Alireza Fazlzadeh Noushin Ebrahimiaghdam |
| author_sort | Samad Rahimiaghdam |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T22:03:10Z |
| format | Article |
| id | doaj.art-4addaece95854d8d85becc12d5e05f72 |
| institution | Directory Open Access Journal |
| issn | 2821-0964 2821-0816 |
| language | fas |
| last_indexed | 2024-03-08T22:03:10Z |
| publishDate | 2020-08-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | مطالعات مدیریت کسب و کار هوشمند |
| spelling | doaj.art-4addaece95854d8d85becc12d5e05f722023-12-19T10:34:03ZfasAllameh Tabataba'i University Pressمطالعات مدیریت کسب و کار هوشمند2821-09642821-08162020-08-0183211714610.22054/IMS.2020.45974.158011653The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online StoresSamad Rahimiaghdam0Alireza Fazlzadeh1Noushin Ebrahimiaghdam2Faculty Member, Department of management, faculty of economics and Management, University of Tabriz, Tabriz. (Corresponding Author: S.rahimi@Tabrizu.ac.ir) Faculty Member, Department of management, faculty of economics and Management, University of Tabriz, Tabriz. Faculty Member, Department of management, faculty of economics and Management, University of Tabriz, Tabriz.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.https://ims.atu.ac.ir/article_11653_75aef0fd2975752a8e77d108144e003d.pdfassurance strategiesonline purchase intentionthird party assuranceassurance statementtrust |
| spellingShingle | Samad Rahimiaghdam Alireza Fazlzadeh Noushin Ebrahimiaghdam The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores مطالعات مدیریت کسب و کار هوشمند assurance strategies online purchase intention third party assurance assurance statement trust |
| title | The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores |
| title_full | The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores |
| title_fullStr | The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores |
| title_full_unstemmed | The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores |
| title_short | The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores |
| title_sort | impact of assurance strategies on online purchase intonation by mediating role of trust in online stores |
| topic | assurance strategies online purchase intention third party assurance assurance statement trust |
| url | https://ims.atu.ac.ir/article_11653_75aef0fd2975752a8e77d108144e003d.pdf |
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