The impact of customer perceived value on intention to buy from Okala and Basalam online marketplaces
محورهای موضوعی : Journal of Business Analysisسیامک مهدی زاده 1 , رامین هاتفی اسکویی 2 , حکیمه نیکی اسفهلان 3
1 - گروه مدیریت ،دانشگاه میزان ، تبریز،ایران
2 - Independent Researcher, Tabriz, Iran, ramin.hatefi72@gmail.com
3 - استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحدارس، هادیشهر، ایران
کلید واژه: Customer perceived value, Electronics, Intention to buy, Okala and Basalam online stores,
چکیده مقاله :
The purpose of the current study is to explore the factors influencing the intention to purchase from online stores, with customer perceived value as a mediator. The research methodology is descriptive, the data collection method is field type, and the purpose is applied studies. The statistical population consists of customers of Okala and Basalam online stores. A sample of 384 participants was chosen using Cochran's formula for generalizability. Standardized questionnaires were used for data collection, ensuring validity and reliability. Data analysis began with the Kolmogorov-Smirnov test for data distribution and normality, followed by parametric methods like Pearson's correlation and structural equation modeling with the partial least squares (PLS) approach to test hypotheses. Results indicate that factors impact the intention to buy from Okala and Basalam online stores through customer perceived value mediation.
The purpose of the current study is to explore the factors influencing the intention to purchase from online stores, with customer perceived value as a mediator. The research methodology is descriptive, the data collection method is field type, and the purpose is applied studies. The statistical population consists of customers of Okala and Basalam online stores. A sample of 384 participants was chosen using Cochran's formula for generalizability. Standardized questionnaires were used for data collection, ensuring validity and reliability. Data analysis began with the Kolmogorov-Smirnov test for data distribution and normality, followed by parametric methods like Pearson's correlation and structural equation modeling with the partial least squares (PLS) approach to test hypotheses. Results indicate that factors impact the intention to buy from Okala and Basalam online stores through customer perceived value mediation.
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