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Investigating factors affecting online purchase intention with the mediating role of consumers’ attitudes towards user-generated content in entrepreneurial online stores
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Musrafa Taheri *   |
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Abstract: (229 Views) |
This study examines factors affecting online purchase intention with the mediating role of consumer attitude towards user-generated content in entrepreneurial online stores, which is performed as a case study on the Digikala store. This research is applied in terms of purpose and descriptive-survey-causal in terms of nature. Since the population size, which includes Digikala customers, is more than 10000, the sample size was estimated to be 384 customers based on Morgan’s table. Customers were selected using simple random sampling. The research tool was a standard questionnaire that Smriti et al. [2021] proposed, including 22 questions. The questionnaire’s validity was confirmed by using face validity and the convergent and divergent validity tests. In addition, its reliability using Cronbach’s alpha for all the variables was more than 0.7. Descriptive statistics via SPSS and inferential statistics via PLS were used for the data analysis. The results confirm all the hypotheses, and the research model fits well. Consumers always depend on online shopping and are more active in marketing. Customers create user-generated content and trust in them. This new communication method has increased the engagement between many people worldwide. Therefore, the more consumers interact with online content, the more positive attitude they have towards it. Hence, the results showed that consumer attitude towards user-generated content positively affects online purchase intention.
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Article number: 4 |
| Keywords: perceived credibility, brand engagement, perceived benefit, attitude towards user-generated content, online purchase intention |
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Full-Text [PDF 1206 kb]
(73 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/05/10 | Accepted: 2023/06/18 | Published: 2023/08/18
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