A review of marketing strategies and consumers' trust in purchasing, with focus on the role of perceived risks in internet environment (The Case of Snapp Market online store)
Subject Areas :
Mostafa Zandi Nasab
1
,
Seyed Mohamadbagher Jafari
2
*
,
Mahdi Farmani
3
1 - Ph.D. Student, Department of Business Management, Faculty of Management, University of Tehran
2 - University of Tehran
3 - MSc, Business management department, Faculty of Management & Accounting, Farabi Campus University of Tehran
Keywords: Planned behavior, Perceived risk, Consumer trust, Snapp market,
Abstract :
Despite of the rapid growth of online shopping, the literature on the relationship between perceived risk, marketing impact and their influence on consumers' trust in online shopping is not rich. Therefore, the purpose of this research is to examine marketing strategies and consumers' trust in order to focus on the role of perceived risks in internet environment. The present research is applied in terms of purpose and it is descriptive in terms of method. In this research library and field method have been used to collect information. The main tool for collecting data was a questionnaire. The statistical population of the study consisted of all users and customers of the Snapp Market online store that used the services of this online shop in May, 2019. As sample size, 384 people were selected by sampling method. Data analysis was done by structural equation modeling technique using LISREL and SPSS software. The research results show that marketing strategies have a negative impact on product price, product quality, and website safety risks and those risks have negative impact on consumers' trust, also consumers' trust has a positive impact on their intention in purchasing.
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