عنوان انگلیسی مقاله:

Marketing strategies, perceived risks, and consumer trust in online buying behaviour

ترجمه عنوان مقاله: استراتژی های بازاریابی، ریسک، و اعتماد مصرف کننده در رفتار خرید آنلاین

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویرو ساینس دایرکت

نوع فایل: pdf

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چکیده

Despite the rapid increase in online shopping, the literature is silent in terms of the interrelationship between perceived risk factors, the marketing impacts, and their influence on product and web-vendor consumer trust. This research focuses on holidaymakers’ perspectives using Internet bookings for their holidays. The findings reveal the associations between Internet perceived risks and the relatively equal influence of product and e-channel risks in consumers’ trust, and that online purchasing intentions are equally influenced by product and e-channel consumer trust. They also illustrate the relationship between marketing strategies and perceived risks, and provide managerial suggestions for further e-purchasing tourism improvement.

Keywords: Planned behaviour; Perceived risk; Travel and tourism; Consumer trust

مدل مقاله

مدل استراتژی های بازاریابی، ریسک، و اعتماد مصرف کننده در رفتار خرید آنلاین

http://modir3-3.ir/article-english/ISI/isimarketing21-132899.PNG

منبع:(95 :Pappas, 2016)

فرضیات مقاله

H1. Product marketing strategies have a negative impact upon product price risks.
H2. Product marketing strategies have a negative impact upon product quality risks.
H3. Web vendor marketing strategies have a negative impact upon web vendor quality risks.
H4. Web vendor marketing strategies have a negative impact upon web vendor security risks.
H5. Product price risks have a negative impact upon product consumer trust
H6. Product quality risks have a negative impact upon product consumer trust
H7. Price and quality risks are inter related and positively influence one another.
H8. Web vendor quality risks have a negative impact upon web vendor consumer trust.
H9. Web vendor security risks have a negative impact upon web vendor consumertrust.
H10. Web vendor quality and security risks are inter related and positively influence one another.
H11. Product price risks and web vendor quality risks are inter  related and positively influence one another.
H12. Product price risks and web vendor security risks are inter related and positively influence one another.
H13. Product and web vendor quality risks are inter related and positively influence one another.
H14. Product quality risks and web vendor security risks are inter related and positively influence one another.
H15. The consumer’s trust in products has apositive impact on the intention to purchase.
H16. The consumer’s trust in web vendors has apositive impact on the intention to purchase.

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