The effect of customers' attitudes on their intentions of web rooming with the mediating role of online risk in luxury goods

Subject Areas : Electronic Commerce

mousa rahimi ¹ , ² , moein Khajeh ³

1 - Department of MBA, Shiraz branch, Islamic Azad University, Shiraz, Iran
2 - Department of management, Islamic Azad university, Shiraz,
3 - Former M.Sc. Student, Department of management, Islamic Azad university, Shiraz, Iran.

Received: 2024-02-21 Accepted : 2024-08-17 Published : 2024-11-10

Keywords: Customer attitude, Intentions of web rooming, Online risk, Luxury goods,

Abstract :

The purpose of this research is to investigate the effect of customers' attitudes on their intentions of web rooming with the mediating role of online risk in luxury goods. This research was applied in a descriptive survey method. The statistical population of this research is all customers of online stores in unlimited numbers. The sample size was determined based on Cochran's formula for an unlimited population of 384 people and random sampling method was available. The data collection tool in this research was a questionnaire taken from Shankar et al. (2021) and Choi and Yang (2016). In this research, content validity and construct validity were measured and the reliability of the questionnaire was obtained by calculating the coefficients of factor loadings, Cronbach's alpha and composite reliability. In order to test the hypotheses, the structural equation model and SmartPLS version 2 and SPSS version 19 software were used. The results of data analysis showed that customers' attitudes have a positive and significant effect on their intentions of web rooming in luxury goods. Customers' attitudes have an effect on their intentions of web rooming with the mediating role of online risk in luxury goods.

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