Author : Mohsen malekalketab khiabani, mandana abdizadeh, and mas bambang baroto
Keyword : Online shopping, trusting beliefs, trusting attitudes, consumers’ intention, tehran, iran, structural equation modeling
Subject : Business
Article Type : Original article (research)
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Abstract : Consumers’ intention to purchase through online in capital city of Iran, Tehran is getting higher and its trend is positive despite the United States (US) economic and financial sanctions. The present article aims to identify the effect of trusting beliefs on consumers’ intention to use online shopping in Tehran, Iran and testing trusting attitudes as the mediator. In order to achieve objectives of the study, authors took quantitative approach involving questionnaires distribution with response rate of 56.36. Then, authors based data analysis on sound methodological foundation through utilizing structural equation modeling (SEM) technique via analysis of moment structure (AMOS) version 22. At first, reliability test, and factor analysis with principal component analysis (PCA) extraction method were conducted in IBM SPSS software in order to ensure internal consistency, adequacy of sample size, and normality of the collected data. Then, confirmatory factor analysis (CFA) with two-step strategy was run in AMOS in order to fitting model of the present study to the collected data and testing formulated hypotheses. Findings supported that trusting beliefs has a strong and positive direct effect on consumers’ intention with .709 standardized regression weights. Moreover, trusting attitudes mediates the relationship between trusting beliefs and consumers’ intention indirectly with .235 standardized regression weights. This study will be practical for online vendors especially Iran and marketing managers, academics, scholars who are concerned in this research era.
Article by : Mohsen Malekalketab Khiabani
Article add date : 2020-08-29
How to cite : Mohsen malekalketab khiabani, mandana abdizadeh, and mas bambang baroto. (2020-August-29). Trusting beliefs, iranian consumers’ intention to use online shopping, and mediation effect of trusting attitudes: structural equation modeling technique. retrieved from https://www.openacessjournal.com/abstract/94