IDENTIFYING AND RANKING COGNITIVE AND INSTITUTIONAL ANTECEDENTS AFFECTIVE ON INITIAL TRUST OF INTERNET STORE CUSTOMERS, CASE STUDY: ONLINE STORESMARKETING PUBLICATIONS

Electronic commerce as one of the achievements of the modern age of information has changed a lot in the global business arena, has changed the rules of the game and has created fabulous advantages in the way of doing business for consumers and sellers. Although e-commerce has many advantages and despite the increasing rate of internet users in Iran, there is not a lot of e- purchase. Numerous studies have done about the barriers of e-purchase and effective factors in development and success of e-purchase around the world. One of the most important factors which are effective in development, prosperity and success of e-purchase is “Trust”. The purpose of this research is identifying and ranking cognitive and institutional antecedents affective on initial trust of internet store customers, and its variables are: purchase intent, trusting intentions toward online retailer, trusting beliefs toward online retailer, cognitive antecedents (perceived online retailer reputation) and institutional antecedents (information privacy concerns, situational normality of online environment). In this field a questionnaire was used to collect data with five-option Likert scale from 1 as too little to 5 as too much. In order to analyze the data obtained from the questionnaire, considering on type of the research and variables and by using of regression method and Steve Dennett t-test, proportional analysis was conducted by spss software. The population is 800 people that include online customers, online store and marketing publications from 1389 to the end of 1391 and the sample size is 260 people by using Morgan table. Whilst Cronbach’s alpha of questionnaire of prototype was indicated appropriate reliability. The results of research showed that except perceived online retailer reputation variable, other variables have an effect on initial trust and as regards the beta coefficient of situational normality of online environment is more than other variables, so we can conclude that its effect on initial trust is greater than the other.

Cognitive Antecedents, Institutional Antecedents, Online Store