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نام کالا :
IDENTIFYING AND RANKING COGNITIVE AND INSTITUTIONAL ANTECEDENTS AFFECTIVE ON INITIAL TRUST OF INTERNET STORE CUSTOMERS, CASE STU
دسته بندی :
مقاله
قیمت :
80,000 ریال
نوع:
دیجیتال
سازنده محصول :
INTERNATIONAL JOURNAL OF CURRENT LIFE SCIENCES
کلمات کلیدی :
Cognitive Antecedents, Institutional Antecedents, Online Store
توضیحات :
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.
