The Effect of trust, customer service and convenience on Intention to Shop Online by mediating role of Attitude towards Online Shopping (Case Study: Digistyle)

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Chankeshi Sadaf; GHAFARI ASHTIANI PEYMAN; Hosseini Ghoncheh Seyed Jalaledin

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2021 | Volume:16 | Issue:52 Page(s): 1-19

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Title

The Effect of trust, customer service and convenience on Intention to Shop Online by mediating role of Attitude towards Online Shopping (Case Study: Digistyle)

Author(s)

Chankeshi Sadaf | GHAFARI ASHTIANI PEYMAN | Hosseini Ghoncheh Seyed Jalaledin | Issue Writer Certificate

Keywords

trust in online shoppingQ1

customer service in online shoppingQ1

convenience in online shoppingQ1

attitude towards online shoppingQ1

subjective normQ1

intention to shop onlineQ1

Abstract

The purpose of this study was to investigate the effect of trust, customer service and convenience on intention to shop online by mediating role of attitude towards online shopping. This research in terms of goal, is an applied research and in terms of data collection method, is descriptive and survey type. The statistical population is the audience that has bought at least twice the Digistyle online store on Instagram. Considering that the number of statistical population at the time of distribution of the questionnaire was 290 thousand people, based on Cochran's formula, 384 samples were selected to test the hypotheses using available sampling method The reliability of the questionnaires was confirmed by Cronbach’ s alpha and the validity of the tool was confirmed by the content method and calculating the content validity ratio formula. Data were analyzed using SPSS and lisrel software and the research hypotheses were tested. Findings indicate that “ trust (in online shopping)” , “ convenience (in online shopping)” and “ customer service (in online shopping)” has had a positive effect on “ attitude towards online shopping” . As well as the variables “ trust (in online shopping)” , “ convenience (in online shopping)” , “ attitude towards online shopping” and “ subjective norm” has a positive effect on the “ intention to shop online” . However, the effect of “ customer service (in online shopping)” on “ intention to shop online” is not significant.

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APA: Copy

Chankeshi, Sadaf, GHAFARI ASHTIANI, PEYMAN, & Hosseini Ghoncheh, Seyed Jalaledin. (2021). The Effect of trust, customer service and convenience on Intention to Shop Online by mediating role of Attitude towards Online Shopping (Case Study: Digistyle). JOURNAL OF MARKETING MANAGEMENT, 16(52 ), 1-19. SID. https://sid.ir/paper/410374/en

Vancouver: Copy

Chankeshi Sadaf, GHAFARI ASHTIANI PEYMAN, Hosseini Ghoncheh Seyed Jalaledin. The Effect of trust, customer service and convenience on Intention to Shop Online by mediating role of Attitude towards Online Shopping (Case Study: Digistyle). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2021;16(52 ):1-19. Available from: https://sid.ir/paper/410374/en

IEEE: Copy

Sadaf Chankeshi, PEYMAN GHAFARI ASHTIANI, and Seyed Jalaledin Hosseini Ghoncheh, “The Effect of trust, customer service and convenience on Intention to Shop Online by mediating role of Attitude towards Online Shopping (Case Study: Digistyle),” JOURNAL OF MARKETING MANAGEMENT, vol. 16, no. 52 , pp. 1–19, 2021, [Online]. Available: https://sid.ir/paper/410374/en

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