Investigating the Effect of Electronic Web Retailing and Word of Mouth Marketing Features on Consumer Attitude to Online Shopping(Case study: Digikala)

Mostafa Ghazizadeh | Naser Yazdani | راحیل ابراهیم زاده

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URL :   http://research.shahed.ac.ir/WSR/WebPages/Report/PaperView.aspx?PaperID=158606
Date :  2020/04/29
Publish in :    Advances in Strategic Management-A Research Annual

Link :  http://asm-emerald.com/article.aspx?id=48
Keywords :Keywords: Electronic word of mouth marketing, Perceived website image, Perceived website reputation, Comparative advantage, Attitude

Abstract :

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The aim of this study was to investigate the effect of retail website features and word of mouth electronic marketing on consumers attitudes to online shopping. The research method used in this research is descriptive and based on the purpose of the research, it is applied and in terms of data collection and analysis is quantitative research and survey type. The statistical population studied in this study includes buyers from Digi Kala site. Cronbachs alpha is the 44900 questionnaire, which indicates the strong reliability of the research tool. To analyze the research data, the normality of the data was assessed using the Kolmogorov-Smirnov test. In the next stage, the construct validity of the research variables and the resulting indices were examined using the confirmatory factor analysis test, and using the structural equation model, which is in fact a mixture of path analysis and confirmatory factor analysis, the research hypotheses were tested. it placed. Findings showed that the features of retail and e-mail marketing websites are effective on consumers attitudes to online shopping.