تاثير استراتژي هاي تضمين بر قصد خريد اينترنتي با ميانجي گري اعتماد در فروشگاه هاي آنلاين

The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online stores

ﻫـﺪف ﭘﮋوﻫﺶ ﺣـﺎﺿـــﺮ، ﺗﺒﯿﯿﻦ راﻫﮑـﺎر ﻋﻠﻤﯽ و ﮐـﺎرﺑﺮدي ﺑﺮاي ﻗﺼـــﺪ ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ ﺑﺮ اﺳـــﺎس اﺳﺘﺮاﺗﮋيﻫﺎي ﺗﻀﻤﯿﻦ ﺑﺎ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ اﻋﺘﻤﺎد در ﻓﺮوﺷﮕﺎهﻫﺎي آﻧﻼﯾﻦ اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮ اﺳﺎس ﻫﺪف، ﮐﺎرﺑﺮدي و ازﻧﻈﺮ ﻧﺤﻮه ﮔﺮدآوري دادهﻫﺎ ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ و از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ، ﻣﺮدم ﺷﻬﺮ ﺗﺒﺮﯾﺰ اﺳﺖ ﮐﻪ ﺣﺪاﻗﻞ ﯾﮏﺑﺎر ﺗﺠﺮﺑﻪ ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ داﺷﺘﻪاﻧﺪ. ﺗﻌﺪاد 384 ﻧﻤﻮﻧﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﺗﺼـﺎدﻓﯽ اﻧﺘﺨﺎب ﺷـﺪ. ﺑﺮاي ﮔﺮدآوري دادهﻫﺎ از ﭘﺮﺳـﺸﻨﺎﻣﻪ اﺳﺘﻔﺎده ﺷﺪ. ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ ﺑﺎ روش ﻣﺪلﺳــﺎزي ﻣﻌﺎدﻻت ﺳــﺎﺧﺘﺎري ﺗﻮﺳــﻂ ﻧﺮم اﻓﺰار اﯾﻤﻮس اﻧﺠﺎم ﺷــﺪ. ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸـﺎن ﻣﯽ دﻫﺪ ﺑﯿﺎﻧﯿﻪ ﺗﻀـﻤﯿﻦ ﺑﻪﻃﻮر ﻣﺴـﺘﻘﯿﻢ ﺑﺎ ﺿﺮﯾﺐ اﺳﺘﺎﻧﺪارد 0/40 و ﺑﻪﻃﻮر ﻏﯿﺮﻣﺴــﺘﻘﯿﻢ از ﻃﺮﯾﻖ ﻣﯿﺎﻧﺠﯽ اﻋﺘﻤﺎد ﺑﺎ ﺿــﺮﯾﺐ اﺳــﺘﺎﻧﺪارد 0/06 و ﺗﻀــﻤﯿﻦ ﺷــﺨﺺ ﺛﺎﻟﺚ ﺑﻪﻃﻮر ﻣﺴـﺘﻘﯿﻢ ﺑﺎ ﺿـﺮﯾﺐ اﺳـﺘﺎﻧﺪارد 0/30 و ﺑﻪﻃﻮر ﻏﯿﺮﻣﺴـﺘﻘﯿﻢ ﺑﺎ ﺿﺮﯾﺐ اﺳﺘﺎﻧﺪارد 0/08 ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ دارﻧﺪ. ﻫﻤﭽﻨﯿﻦ اﻋﺘﻤﺎد ﺑﺎ ﺿـﺮﯾﺐ اﺳﺘﺎﻧﺪارد 0/37 ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ دارد. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻌﻨﯽداري اﺛﺮ ﻣﺴـﺘﻘﯿﻢ و ﻏﯿﺮﻣﺴﺘﻘﯿﻢ، ﻣﺘﻐﯿﺮ اﻋﺘﻤﺎد ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﺟﺰﺋﯽ در راﺑﻄﻪ ﺑﯿﻦ اﺳـﺘﺮاﺗﮋ يﻫﺎي ﺗﻀﻤﯿﻦ و ﻗﺼﺪ ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ دارد. ﭘﯿﺸﻨﻬﺎد ﻣﯽﺷﻮد ﻣﺪﯾﺮان ﭘﯿﺎدهﺳﺎزي اﺳــﺘﺮاﺗﮋيﻫﺎي ﺗﻀــﻤﯿﻦ در ﻓﺮوﺷــﮕﺎهﻫﺎي اﯾﻨﺘﺮﻧﺘﯽ را در ﺟﻬﺖ ﺟﻠﺐ اﻋﺘﻤﺎد ﺑﯿﺸــﺘﺮ و ﻗﺼــﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن در ﻓﺮوﺷﮕﺎهﻫﺎي اﯾﻨﺘﺮﻧﺘﯽ ﺑﻪ ﮐﺎر ﮔﯿﺮﻧﺪ.

The aim of this research is to explain the scientific foundation and offer practical solutions for online purchase intonation based on assurance strategies by mediating role of trust in online stores. The research is applied from goal perspective and descriptive -correlative from data collection type. The statistical population is all people of Tabriz city who have had at least one Internet shopping experience. 384 samples were selected by random sampling. Standard questionnaires were used to collect data. The data were analyzed by structural equations modeling method with AMOS software.The research findings indicate, assurance statement has directly effect with path coefficient 0.4 and indirectly effect by the mediating role of trust with path coefficient 0.07 on online purchase intenation. Third party assurance has directly effect with path coefficient of 0.3and indirectly effect by the mediating role of trust with path coefficient 0.08 on online purchase intention. Also trust has a positive impact on online purchase intenation with path coefficient 0.37.Given the significant direct and indirect effect, trust plays a partial mediating role in the relationship between assurance strategies and online purchase intention. It is suggested that managers implement assurance strategies in online stores in order to gain more trust and online purchase intention.