Today, cyberspace business is developing; this type of companies is looking to discover the factors affecting the customers’ purchases to increase the intention of customers with strengthening the positive factors and eliminate the negative factors and as well as increase the sales volume of products and offer better services to the customers. The present research studies the relationship between marketing strategy, perceived risk, trust and intention of purchasing in cyberspace customers in Iran. This study is applicable in terms of purpose and the research method is descriptive-survey. The sample consists of 400 customers of cyberspace companies located in Tehran, capital of Iran. The standard questionnaire was used for this purpose. Modeling of structural equations and minor partial squares methods were used to analyze the data. The results of this research showed that marketing strategy has a negative effect on perceived risk. It was also confirmed the negative impact of risk on customer confidence. In the following, it was found that the trust has a positive impact on customers’ purchasing intention.
کلید واژگان :Keywords: Perceived Risk, Customer Trust, Intent to Purchase, Marketing Strategy, Cyberspace Companies
ارزش ریالی : 600000 ریال
با پرداخت الکترونیک