Investigation of the Factors Affecting the Intention to Purchase on Electronic Commerce

Document Type : Research Paper

Authors

1 Assistant Prof., Dep. of Management, Payamenoor University, Kerman, Iran

2 MSc. Public Administration, Valieasr University of Rafsanjan, Iran

3 Associate Prof., Dep. of Management, Tarbiyat Modares University, Tehran, Iran

4 MSc. Business Administration, Shahid Bahonar University, Kerman, Iran

Abstract

With the advent of e-commerce, organizations are changing
their business. Most researchers believe that electronic trading can be
successful when the public will trust in virtual environments. High degree
of confidence not only can meet customer expectations of a satisfactory
transaction, but can also eliminate certainty and perceived risk of online
transactions. The aim of this research is to study the factors affecting the
intention of purchase among customers of the Rayaneh website. The
results showed that virtual companies can create a safe environment that
guarantees the successful purchase and reduce the perceived risk and
increase perceived benefit and trust. The rise of virtual company
administrators, antecedents of cognitive, experiential, and emotional state
as well as individual personality increases the reliability and reduce the
perceived risk for online customers.

Keywords

Main Subjects

References

خداداد حسینی، ح.؛ عزیزی، ش. و میرحسینی، ح. ( 1385 ). کسب و تجارت الکترونیک ی: رویکرد ی
مدیریتی، تهران، سازمان مطالعه و تدوین کتب علوم انسانی دانشگاه ها (سمت).
دهدشتی شاهرخ، ز. و مبرهن، س. ( 1391 ). بررسی تأثیر عوامل انگیزش فردی بر خرید اینترنتی، نشریة
.37 -52 :(12) مدیریت بازرگانی، 4
فتحیان، م. و آقابابایی، ف. ( 1386 ). بررسی عوامل مؤثر بر رضایت مشتریان فروشگاه های
.103 -108 :(27) الکترونیکی، ماهنامة تخصصی عصر فناوری اطلاعات، 3
فتحیان، م. و مولاناپور، ر. ( 1387 ). تجارت الکترونیکی، تهران، آتی نگر.
میرسپاسی، ن. ( 1384 ). مدیریت استراتژیک منابع انسانی و روابط کار، تهران، میر.
نیکوکار، غ.؛ دیواندری، ع.؛ ابراهیمی، ع. و اسفیدانی، م. ( 1388 ). الگوی رفتارمصرف کننده و
-150 :(2) استراتژی های بازاریابی اینترنتی: لوازم خانگی ایران، نشری ه مدیری ت بازرگان ی، 1
.135
هومن، ح. ( 1391 ). مدل یابی معادلات ساختاری با کاربرد نرم افزار لیزرل، تهران، سازمان مطالعه کتب
علوم انسانی دانشگاه ها (سمت).
Bilkey, W.J. (1953). A psychological approach to consumer behavior analysis,
Journal of Marketing, 18 (1): 18-25.
Bilkey, W.J. (1955). Psychic tensions and purchasing behavior, Journal of Social
psychology, 41 (2): 247–257.

Chu, K., Li, C. (2008). A study of the Effect of Risk – Reduction strategies on
purchase intentions in online shopping, Journal of electronic Business
Management, 6 (4): 213– 226.
Evans, P.F. (2009). US Online Retail Forecast. 2008 To 2013. Retrieved from: http:
//www. 199it.com /wp.../002284.forrester.usonlineretailforecast.pdf
Gefen, D., Karahanna, E. and Straub, D.W. (2003). Trust and TAM in online
shopping: an integrated model. MIS Quarterly, 27(1): 51-90.
Grabner-Krauter, S. and Kaluscha, E.A. (2003). Empirical research in on-line trust:
A review and critical assessment. International Journal Human-Computer
Studies, 58 (6): 783-812.
Kim, D.J., Song, Y.I., Braynov, S.B., Rao, H.R. (2005). A multidimensional trust
formation model in B-to-C e-commerce: a conceptual framework and content
analyses of academia/practitioner perspectives, International Journal of
Decision Support Systems, 40(2): 143-165.
Kim, D.J., Ferrin, D.L., Rao, H.R. (2008). A trust-based consumer decision-making
model in electronic commerce: The role of trust, perceived risk, and their
antecedents, Decision Support Systems, 44(2): 544-564.
Lee, M. K. O., Turban, E. (2001). A trust model for internet shopping, International
Journal of Electronic Commerce, 6(1): 75–91.
Lewin, K. (1943). Forces behind food habits and methods of change, Bulletin of The
National Research Councit, 108(6): 35-65.
Luhmann, N. (1979). Trust and Power, Wiley, Chichester, UK.
Luhmann, N. (1988). Familiarity, confidence, thrust: problems and alternatives. in:
D.Gambetta (ED), Trust: making and breaking relations. Basil Blackwell.
Oxford.
McKnight, D.H. Cummings, L.L. Chervany, N.L. (1998). Initial trust formation in
new organizational relationships. Academy of Management Review, 23(3):
473-490.
Margherio, L. (1998). The emerging digital economy, U. S. Department of
Commerce, Washington D.C.
Martin, S. S. Camarero, C. (2008). How perceived risk affects online buying, Online
Information Review, 33 (4): 629-654.
Peter, P.J., Tarpey, L.X. (1975). A comparative analysis of three consumer decision
strategies, Journal of Consumer Research, 2(1): 29-37.
Zucker, L. (1986). Production of trust: institutional sources of economic structure

Files

Share

How to cite

Statistics