تأثیر ادراکات مصرف‌کننده بر قصد خرید با نقش نگرش و اعتماد مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، گرایش بازاریابی، دانشگاه شاهد، تهران، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشگاه شاهد، تهران، ایران

چکیده

در این مطالعه، به بررسی تأثیر ادراکات مصرف‌کننده بر قصد خرید با نقش نگرش و اعتماد مصرف‌کننده پرداخته شد. این پژوهش، از نظر هدف، از نوع پژوهش‌های کاربردی و از نظر شیوه گردآوری داده‌ها، جزو پژوهش‌های توصیفی_پیمایشی است. جامعه آماری این تحقیق شامل تمام مشتریان شرکت دیجی‌کالا (B2C) بود. حجم نمونه 384 نفر و با روش نمونه‌گیری در دسترس انتخاب شد. داده‌های جمع‌آوری شده با استفاده از روش مدل‌سازی معادلات ساختاری و نرم‌افزارهای PLS و SPSS تجزیه و تحلیل شد. نتایج این تحقیق نشان داد که ادراکات مصرف‌کننده بر قصد خرید با نگرش مصرف‌کننده و اعتماد مصرف‌کننده تأثیر معناداری دارد. از ابعاد ادراکات مصرف‌کننده بر اعتماد مصرف‌کننده و نگرش مصرف‌کننده تأثیر معناداری دارد اما ارزش درک شده بر اعتماد مصرف‌کننده تأثیر معناداری نداشت و این فرضیه رد شد. کیفیت خدمات مشتری بر اعتماد مصرف‌کننده تأثیر معناداری دارد اما فرضیه کیفیت خدمات مشتری بر نگرش مصرف‌کننده تأثیر معناداری نداشت و رد شد. همچنین، اعتماد مصرف‌کننده و نگرش مصرف‌کننده بر قصد خرید تأثیر معناداری دارد. از سوی دیگر، نگرش مصرف‌کننده رابطۀ بین ابعاد ادرکات مصرف‌کننده و قصد خرید مصرف‌کنندگان را میانجی می‌کند اما نگرش مصرف‌کننده رابطۀ بین کیفیت خدمات مشتری و قصد خرید را میانجی نمی‌کند و فرضیه رد شد. اعتماد مصرف‌کننده رابطۀ بین ابعاد ادرکات مصرف‌کننده و قصد خرید را میانجی می‌کند اما اعتماد مصرف‌کننده رابطۀ بین ارزش درک‌شده و قصد خرید مصرف‌کنندگان را میانجی نمی‌کند و این فرضیه نیز رد شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect of consumer perceptions on purchase intention with the role of consumer attitude and trust

نویسندگان [English]

  • Zahra Solymannzhad 1
  • Naser Yazdani 2
1 Master of Business Administration, Marketing major, Shahed University, Tehran, Iran
2 Associate Professor, Department of Business Administration, Shahed University, Tehran, Iran
چکیده [English]

EXTENDED ABSTRACT
 
Introduction: In today's competitive era, in the new era marketing space, there is a diverse set of products, brands, and messages that make it difficult for consumers to choose the best option and narrow the field for marketers to compete. Therefore, considering the intense competition in the market, understanding the needs and desires of customers and also predicting their behavior can be one of the effective factors in the success or failure of businesses. Consumer perceptions are much more complex and influenced by a variety of factors that were not present in the past. With the advancement of technology and the Internet, consumers have access to more information and can use multiple sources to research and compare different products and services. This has led to consumer perceptions of products and services being heavily influenced by digital experiences and online information. Consumer perceptions of purchase intention refer to a set of processes, decisions, and emotions that a consumer experiences when deciding to purchase a product or service. These perceptions can be influenced by a variety of factors, including past experiences, product knowledge, personal needs and expectations, social and cultural influences, as well as advertising and other influences. Therefore, this study examined the effect of consumer perceptions on purchase intention with the mediating role of consumer attitude and trust.
Methodology: This research is considered to be a descriptive research in terms of its purpose and data collection method, and is a field study in terms of its relationship between research variables, and is of the correlation type. The statistical population of this research includes all customers of Digikala Company (B2C). Given that the statistical population of the research is unlimited and according to the Morgan table, the sample size of 384 people was selected using the available sampling method. The measurement tool of the present research is a standard questionnaire. The final questionnaire after the necessary changes includes 27 questions. A five-point Likert scale from strongly disagree to strongly agree was used to evaluate the research questionnaire. To determine the validity, the questionnaire was provided to experts and their opinions were sought, and finally, with their approval, the validity of the questionnaire was confirmed. Cronbach's alpha test was used to measure the reliability of the questionnaire. The reliability value was calculated separately for all variables, and for all variables, the reliability value was above 0.7, according to both Cronbach's alpha and composite reliability coefficient criteria, which indicates the appropriate reliability of the instrument in this study. SPSS and PLS software were used to analyze the data.
Discussion and Results: The results of this research showed that consumer perceptions have a significant effect on purchase intention with the mediating role of consumer attitude and consumer trust. The dimensions of consumer perceptions (perceived convenience, consumption risk, and consumers' mental symbol) have a significant effect on consumer trust and attitude. However, perceived value did not have a significant effect on consumer trust, and this hypothesis was rejected. Customer service quality has a significant effect on consumer trust. But the hypothesis of customer service quality did not have a significant effect on consumer attitude and was rejected. Also, consumer trust and consumer attitude have a significant effect on purchase intention. On the other hand, consumer attitude mediates the relationship between dimensions of consumer perceptions (perceived convenience, perceived value, consumption risk, consumers' mental image) and consumers' purchase intention. But consumer attitude does not mediate the relationship between customer service quality and purchase intention and was rejected. Consumer trust mediates the relationship between dimensions of consumer perceptions (perceived convenience, customer service quality, consumption risk, consumers' mental image) and purchase intention, but consumer trust does not mediate the relationship between perceived value and consumers' purchase intention and this hypothesis was rejected.
Conclusion: The findings of this study highlight the critical synergy between consumer perceptions on purchase intention with the mediating role of attitude and trust in shaping consumer behavior in the digital age. Understanding consumer perceptions plays a unique yet complementary role in creating meaningful consumer engagement. Therefore, it is suggested to sales managers that using techniques such as countdowns for discounts or time limits for special offers can create a sense of urgency and encourage customers to buy, and using targeted online and offline advertising to reach specific groups of audiences who are more likely to buy, and finally creating loyalty programs that encourage customers to make repeated purchases and provide rewards for them, these factors will increase consumer trust. It is also suggested that price guarantees be implemented on websites. If a customer sees that the product he has purchased has been offered at a lower price within a certain period, he can receive the price difference. Also, providing complete information about the features, price, terms of use and other details of the product helps customers make better decisions, and finally providing discounts or special offers for the first purchase can be an incentive for customers to reduce the risk of buying.

کلیدواژه‌ها [English]

  • Consumer perceptions"
  • Purchase intention"
  • Consumer attitude"
  • "
  • Consumer trust"

مراجع

Abdullah, M. M., Aldughpassi, A. D., Sidhu, J. S., Al-Foudari, M. Y., & Al-Othman, A. R. (2021). Effect of psyllium husk addition on the instrumental texture and consumer acceptability of high-fiber wheat pan bread and buns. Annals of Agricultural Sciences, 66(1), 75-80.‏ https://doi.org/10.1016/j.aoas.2021.05.002
Ahadi, P., Saberisn, F. and pani, B. (2019). Investigating the Mental Image of Halal Brand Consumers using Neural Network Analysis Technique. New Marketing Research Journal, 9(3), 61-78. https://doi: 10.22108/nmrj.2019.118800.1849[In Persian].
Ajzen, I. (2018). Consumer attitudes and behavior. In Handbook of consumer psychology (pp. 529-552). Routledge.‏
Akhavan kharazaian, M. and Dadbeh, S. (2023). The Effect of Perceived Benefits of Digikala Customers on Price, Convenience and Product on Online Shopping Attitude and Intention. Commercial Surveys, 21(119), 99-118. https://doi: 10.22034/bs.2022.557353.2592[In Persian].
Akkaya, M. (2021). Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories. European research on management and business economics, 27(3), 100155.‏ https://doi.org/10.1016/j.iedeen.2021.100155
Alexander, C. (2023). Unfair commercial practices and individual consumer claims for damages–The transposition of art. 11a UCP directive in Germany and Austria. GRUR International, 72(4), 327-336.‏ https://doi.org/10.1093/grurint/ikac152
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339-1362.‏ https://doi.org/10.1108/JIMA-03-2019-0063
Alvarado-Herrera, A., Bigne, E., Aldas-Manzano, J., & Curras-Perez, R. (2017). A scale for measuring consumer perceptions of corporate social responsibility following the sustainable development paradigm. Journal of Business Ethics, 140, 243-262. https://doi.org/10.1007/s10551-015-2654-9
Andrian, N. P. (2023). The Effect of Electronic Word of Mouth and Perceived Value on Purchase Intention. Enrichment: Journal of Management, 12(3), 2312-2321.‏ https://doi.org/10.35335/enrichment.v12i3.654
Anggita, R., & Ali, H. (2017). The influence of product quality, service quality and price to purchase decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin, 3(6), 261-272.‏ https://doi: 10.21276/sb
Ashouri, F., Azad, N., Naami, A. and Modiri, M. (2023). Designing a model of dimensions affecting the change of consumer attitudes in the development of the rail transport industry. Journal of Transportation Research, 20(2), 251-262. https://doi: 10.22034/tri.2022.324223.3003[In Persian].
Azizi Qolanloo, N. (2016). Investigating the relationship between consumer mental involvement and purchase decision-making (case study of mobile phones). Master's thesis. Payam Noor University of Mazandaran Province, Payam Noor Center of Sari [In Persian].
Bahrami Nia, Azita. (2020). Investigating the effect of online service quality on consumer purchase intention with the mediating role of consumer perception (case study: Digikala online store). Master's thesis. Payam Noor University of Gilan Province, Payam Noor Center Rasht [In Persian].
Barta, S., Gurrea, R., & Flavián, C. (2023). Using augmented reality to reduce cognitive dissonance and increase purchase intention. Computers in Human Behavior, 140, 107564.‏ https://doi.org/10.1016/j.chb.2022.107564
Barzegar, S. (2024). Investigating the effect of consumer perceptions on consumers' purchase intention with the mediating role of consumer attitude and trust (Case study: Timche online store). Master's thesis. Payam Noor University of Mazandaran Province, Payam Noor Center, Joibar [In Persian].
Clerides, S., Krokida, S. I., Lambertides, N., & Tsouknidis, D. (2022). What matters for consumer sentiment in the euro area? World crude oil price or retail gasoline price? Energy Economics, 105, 105743.‏ https://doi.org/10.1016/j.eneco.2021.105743
Dardmand, M R. (2019). Intention to purchase branded products with a view to quality perception and the mediating role of consumer risk aversion (case study: Samsung phones). Master's thesis. Azarabadgan Institute of Higher Education, Faculty of Humanities [In Persian].
Dolgopolova, I., Li, B., Pirhonen, H., & Roosen, J. (2022). The effect of attribute framing on consumers’ attitudes and intentions toward food: A Meta-analysis. Bio-Based and Applied Economics, 10(4), 253-264.‏
Doniec, A., Lecoeuche, S., Mandiau, R., & Sylvain, A. (2020). Purchase intention-based agent for customer behaviours. Information Sciences, 521, 380-397.‏ https://doi.org/10.1016/j.ins.2020.02.054
Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.‏ https://doi.org/10.1016/j.jretconser.2018.06.007
Dunteman, A. N., & Lee, S. Y. (2023). Consumer acceptance of reduced sodium white and multigrain bread: Impact of flavor enhancement and ingredient information on sample liking. Journal of food science, 88(1), 417-429.‏ https://doi.org/10.1111/1750-3841.16395
Engert, M., Evers, J., Hein, A., & Krcmar, H. (2022). The engagement of complementors and the role of platform boundary resources in e-commerce platform ecosystems. Information Systems Frontiers, 24(6), 2007-2025.‏ https://doi.org/10.1007/s10796-021-10236-3
Ersoy, A. Y., Saygılı, M., Yılmaz, M. İ., Uslu, M. E., & Selvi, İ. H. (2022). Consumer sentiment in Turkey, from closure to the new normal. Sustainability, 14(15), 9135.‏ https://doi.org/10.3390/su14159135
Faryabi, M., Jabarzadeh, Y. and Ebrahimi Kharajo, V. (2022). InvestigatingThe effect of Quality of Service on Purchase intention with the Mediatin word of mouth and with the role of Innovative empathy (Case Study: Tourists and Health Elites). Journal of Tourism and Development, 11(1), 295-312. https://doi:10.22034/jtd.2021.272903.2272 [In Persian].
Gil-Pérez, I., Rebollar, R., & Lidón, I. (2020). Without words: the effects of packaging imagery on consumer perception and response. Current Opinion in Food Science, 33, 69-77.‏ https://doi.org/10.1016/j.cofs.2019.12.006
Gul, R. F., Liu, D., Jamil, K., Baig, S. A., Awan, F. H., & Liu, M. (2021). Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan. Fashion and Textiles, 8, 1-19.‏ https://doi.org/10.1186/s40691-021-00254-9
Hamoud, N. (2016). The Impact of Social Networks on Consumer Trust in Small E-Businesses. (Masters Thesis). University of Ottawa. http://dx.doi.org/10.20381/ruor-5111
Hampshire, C. (2016). Exploring UK consumer perceptions of mobile payments using smart phones and contactless consumer devices through an extended Technology Adoption Model. (Doctoral Dissertation). University of Chester.
Han-Lin, H., & Tsung-Lin, L. (2021). A Study on the Effects of Perceived Value on Purchase Intention of Aromatherapy. International Journal of Organizational Innovation (Online), 13(3), 135-148.‏
Heravi, S. (2019). Investigating the effect of perceived service quality on purchase intention with regard to the mediating role of perceived value and electronic word-of-mouth advertising (case study: luxury brands in the domestic clothing industry). Master's thesis. Kavian Higher Education Institute, Department of Business Management [In Persian].
Iqbal, W. (2019). Impact of perceived risk on customer’s online purchase intention towards branded apparels. Journal of Marketing Strategies, 1(1), 38-62.‏ https://doi: 10.52633/jms.v1i1.3
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: a perspective of a new emerging era. Frontiers in Psychology, 12, 808525.‏ https://doi.org/10.3389/fpsyg.2021.808525
Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), https://doi.org/10.1111/j.1083-6101.1999.tb00337.x
Joo, H. H., Kang, H. G., & Lee, J. (2022). Social media, consumer behaviour and information disclosure: evidence from the MERS outbreak in South Korea. International Journal of Empirical Economics, 1(01), 2250003.‏ https://doi.org/10.1142/S2810943022500032
Kandampully, J., & Solnet, D. J. (2024). Service Management and Marketing Principles: Competing in the Service Economy. Taylor & Francis.‏
Kelher, F. (2022). The effect of electronic customer satisfaction, electronic trust and perceived value with the mediating role of perceived convenience on consumer repurchase intention (Case study: online store customers). Master's thesis. Raja Higher Education Institute, Faculty of Technology. [In Persian].
Kim, H. Y., Molina, J. A., & Wong, K. G. (2024). Durable goods and consumer behavior with liquidity constraints. The Scandinavian Journal of Economics, 126(1), 155-193.‏ https://doi.org/10.1111/sjoe.12546
Lao, A., Vlad, M., & Martin, A. (2021). Exploring how digital kiosk customer experience enhances shopping value, self-mental imagery and behavioral responses. International Journal of Retail & Distribution Management, 49(7), 817-845.‏ https://doi.org/10.1108/IJRDM-09-2020-0357
Larranaga, A., & Valor, C. (2022). Consumers' categorization of eco-friendly consumer goods: An integrative review and research agenda. Sustainable Production and Consumption, 34, 518-527.‏ https://doi.org/10.1016/j.spc.2022.10.005
Lisch, R. (2014). Measuring Service Performance: Practical Research for Better Quality.London, England: Routledge
Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436.‏ https://doi.org/10.1108/APJML-01-2018-0021
Lombart, C., Millan, E., Normand, J. M., Verhulst, A., Labbé-Pinlon, B., & Moreau, G. (2020). Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior. Computers in Human Behavior, 110, 106374.‏ https://doi.org/10.1016/j.chb.2020.106374
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.‏ https://doi.org/10.1016/j.im.2021.103509
Mehdian, M. (2013). The effect of brand extension strategy on consumer attitude towards new products, Master's thesis, Business Management, Damavand Ershad Higher Education Institute [In Persian].
Mehmood, S. M., & Najmi, A. (2017). Understanding the impact of service convenience on customer satisfaction in home delivery: Evidence from Pakistan. International Journal of Electronic Customer Relationship Management, 11(1), 23-43.‏ https://doi.org/10.1504/IJECRM.2017.086752
Mostafavi, M A. Faraji, M. (2019). Studying the effect of consumer perception on purchase intention and actual purchase behavior of organic food products, Fourth International Conference on Modern Research in Management, Economics and Development [In Persian].
Mustafa, S., Zhang, W., Anwar, S., Jamil, K., & Rana, S. (2023). An integrated model of UTAUT2 to understand consumers' 5G technology acceptance using SEM-ANN approach. Scientific Reports, 12(1), 20056.‏ https://doi.org/10.1038/s41598-022-24532-8
Mustafa, S., Zhang, W., Shehzad, M. U., Anwar, A., & Rubakula, G. (2022). Does Health Consciousness Matter to Adopt New Technology? An Integrated Model of UTAUT2 With SEM-f sQCA Approach. Frontiers in psychology, 13, 836194.‏ https://doi:10.3389/fpsyg.2022.836194
Neumann, H. L., Martinez, L. M., & Martinez, L. F. (2020). Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12(3),571-590.‏ https://doi.org/10.1108/SAMPJ-11-2019-0405
Nuojua, S. (2018). Consumer responses to single-use packaging. In MICRO 2018. Fate and Impact of Microplastics: Knowledge, Actions and Solutions (p. 199). MSFS-RBLZ.‏
Nuojua, S., Pahl, S., & Thompson, R. (2022). Ocean connectedness and consumer responses to single-use packaging. Journal of Environmental Psychology, 81, 101814.‏ https://doi.org/10.1016/j.jenvp.2022.101814
Nurhetty, S. W., & Sinuraya, C. (2022). The impact of working capital and production costs on consumer behavior and sales turnover at LQ45 manufacturing companies in 2015-2020. International Journal of Management Science and Business Administration, 8(3), 24-30. https://doi:10.18775/ijmsba.1849-5664-5419.2014.83.1003
Paczkowski, W. R. (2022). Business analytics: data science for business problems. Springer Nature.‏
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92–103. https://doi: 10.1016/j.jretconser.2015.11
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823-843. https://doi.org/10.1080/13683500.2021.1895729
Rosenfeld, D. L., Bartolotto, C., & Tomiyama, A. J. (2022). Promoting plant-based food choices: Findings from a field experiment with over 150,000 consumer decisions. Journal of Environmental Psychology, 81, 101825.‏ https://doi.org/10.1016/j.jenvp.2022.101825
Saeida Ardekani, S. and jahanbazi, N. (2015). Influence of store image on purchase intention: The moderating role of trust and perceived risk. New Marketing Research Journal, 5(2), 53-72. [In Persian].
Salem Kar Langroodi, M. (2014), The effect of store image, service quality and store brand image on purchase intention, Master's thesis, Business Administration, Islamic Azad University [In Persian].
Shahbazi, M. (2019). The role of packaging color and shape on consumer perceptions and purchase intention using the word association technique (case study of fruit juice). Master's thesis. Shahid Beheshti University, Faculty of Management and Accounting [In Persian].
Shekarchizadeh, Z. and Valikhani, Z. (2022). The Effects of Social Media Influencers on Online Purchase Intention through the Mediating Role of Attitude towards Advertising and Brand (Case of Study: Followers of Leather Clothing Pages on Instagram). New Marketing Research Journal, 11(4), 157-176. https://doi: 10.22108/nmrj.2022.129037.2464[In Persian].
Slazus, B. J., & Bick, G. (2022). Factors that influence FinTech adoption in South Africa: a study of consumer behaviour towards branchless mobile banking. Athens Journal of Business & Economics, 8(1),43-64.‏ doi:10.30958/ajbe.8-1-3.
Soares, J. C., Limongi, R., De Sousa Júnior, J. H., Santos, W. S., Raasch, M., & Hoeckesfeld, L. (2023). Assessing the effects of COVID-19-related risk on online shopping behavior. Journal of Marketing Analytics, 11(1), 82-94.‏ https://doi.org/10.1057/s41270-022-00156-9
Sohn, S. (2024). Consumer perceived risk of using autonomous retail technology. Journal of Business Research, 171, 114389.‏ https://doi.org/10.1016/j.jbusres.2023.114389
Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M.K. (2013). Consumer Behaviour: A European Perspective. Harlow: Pearson Education Limited.
Soon, Y. E., Murray, C. M., Aguilar, A., & Boshoff, K. (2022). Describing consumer involvement, recruitment, retention in Australian occupational therapy university education: A cross sectional survey. British Journal of Occupational Therapy, 85(8), 585-594.‏ https://doi.org/10.1177/03080226211064475
Stravinskienė, J., Matulevičienė, M., & Hopenienė, R. (2021). Impact of corporate reputation dimensions on consumer trust. Engineering Economics, 32(2), 177-192.‏ https://doi.org/10.5755/j01.ee.32.2.27548
Strzelecki, A. (2019). Key features of e-tailer shops in adaptation to cross-border e-commerce in the EU. Sustainability, 11(6), 1589.‏ https://doi.org/10.3390/su11061589
Taheri, E. (2019). The effect of the role of perception and personality of consumers on the intention to purchase hybrid cars. Master's thesis. Qom University, Faculty of Management and Economics [In Persian].
Vartanova, O., & Korol, I. (2021). Peculiarities of the consumer perception of Ukrainian and foreign brands. Three Seas Economic Journal, 2(1), 20-25.‏ https://doi:10.30525/2661-5150/2021-1-4
Vilnai-Yavetz, I., Gilboa, S., & Mitchell, V. (2022). “There is no place like my mall”: consumer reactions to the absence of mall experiences. Journal of Services Marketing, 36(4), 563-583.‏ https://doi.org/10.1108/JSM-04-2021-0118
Wang, C., Liu, T., Wang, J., Li, D., Wen, D., Ziomkovskaya, P., & Zhao, Y. (2023). Cross-Border E-Commerce Trade and Industrial Clusters: Evidence from China. Sustainability, 14(6), 3576.‏ https://doi.org/10.3390/su14063576
Wang, C., Liu, T., Wen, D., Li, D., Vladislav, G., & Zhu, Y. (2021). The impact of international electronic commerce on export trade: Evidence from China. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2579-2593.‏ https://doi:10.3390/jtaer16070142
Wu, S. I., & Lo, C. L. (2009). The influence of core‐brand attitude and consumer perception on purchase intention towards extended product. Asia Pacific Journal of Marketing and Logistics, 21(1), 174-194.‏ https://doi.org/10.1108/13555850910926317
Yuwen, H., Guanxing, S., & Qiongwei, Y. (2022). Consumers’ perceived trust evaluation of cross-border e-commerce platforms in the context of socialization. Procedia Computer Science, 199, 548-555.‏‏ https://doi.org/10.1016/j.procs.2022.01.067
Zaid, A. N., Kettana, N. E., & Sweileh, W. (2012). Attitudes of consumers and healthcare professionals towards the patient package inserts-a study in Palestine. Pharmacy practice, 10(1), 57.‏https://doi.org/10.4321/s1886-36552012000100010
Zhang, X., Xu, D., & Xiao, L. (2021). Intelligent Perception System of Big Data Decision in Cross‐Border e‐Commerce Based on Data Fusion. Journal of Sensors, 2021(1), 7021151.‏ https://doi.org/10.1155/2021/7021151
Zhao, X., Fan, L., & Xu, Y. (2025). An investigation of determinants of green consumption behavior: an extended theory of planned behavior. Innovation and Green Development, 4(1), 100198. https://doi.org/10.1016/j.igd.2024.100198
کاوش‌های مدیریت بازرگانی
دوره 17، شماره 42
بهمن 1404
صفحه 100-126

فایل ها

هم رسانی

ارجاع به این مقاله

آمار