کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1028838 1483495 2016 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Marketing strategies, perceived risks, and consumer trust in online buying behaviour
ترجمه فارسی عنوان
استراتژی های بازاریابی، ریسک، و اعتماد مصرف کننده در رفتار خرید آنلاین
کلمات کلیدی
رفتار برنامه ریزی شده. ریسک در نظر گرفته شده؛ سفر و گردشگری؛ اعتماد مصرف کننده
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


• The study aims to assess the impact of risks in online consumer trust and purchasing intentions.
• It illustrates the marketing influence upon the formulation and extent of perceived risks.
• Marketing mostly influences product price and web-vendor quality risks.
• Product and web-vendor risks positively influence one another.
• Product and web-vendor oriented risks influence trust to almost the same extent.

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 29, March 2016, Pages 92–103
نویسندگان
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