Effect of awareness and website quality on customer’s emotion, purchase intention and perceived risk (case study: website of high speed internet service providers in Iran)

Document Type : Research Paper

Authors

1 Associate Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

2 Ph.D. Candidate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran

3 Ph.D. Graduate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran

Abstract

Internet use and online shopping have grown exponentially in recent years, especially since the COVID Pandemic. Although many studies have been conducted on the success factors of online retailers, few of them have addressed the factors affecting the online sales of services. On the other hand, the website quality, while important, it only shows a factor of evaluating online service provider. Other features of online sales sites can play an important role in influencing customer response and purchase intention. This study, using the stimulus-organism-response model, examines the factors affecting the customer purchase intention to buy services from the sites of high-speed Internet services provider companies in Iran. Structural equation modeling (SEM) was used to analyze the data. The findings are based on the fact that Security/Privacy have a positive and significant effect on reputation. Also, website design and customer service have a positive and significant effect on customer positive emotions. In addition, it was found that Security/Privacy have a positive and significant effect on perceived risk and positive emotions have a positive and significant effect on purchase intention. Finally, perceived risk has a positive and significant effect on negative emotions.

Keywords

References

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Journal of Business Administration Researches
Volume 12, Issue 23
November 2020
Pages 445-471

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