Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

Investigating the effect of trust on purchase intention with the mediating role of perceived ease (case study of customers of small and medium-sized manufacturers located in Borazjan Industrial Park)

Document Type : Original Article

Authors
ahmad reza asadi 1
esmaeil kamali rad 2
1 Master of Business Administration, Khed Higher Education Institute, Bushehr, Iran.
2 Assistant Professor, Department of Management, Institute of Higher Education, Bushehr, Iran.
Abstract
This study aimed to investigate the effect of trust on online purchase intention, with the mediating role of perceived ease among customers of small and medium-sized manufacturers in Borazjan Industrial Park. The research method was descriptive-survey and correlational and was applied in terms of purpose. The statistical population included customers of small and medium-sized manufacturers in Borazjan Industrial Park in 1403. The sample size was determined using the Cochran formula as 384 people and was selected using the available (random) sampling method. The data collection tool was a standard questionnaire based on a 5-option Likert scale, the validity and reliability of which were confirmed through statistical analyses (Cronbach's alpha and composite reliability). Descriptive and inferential statistics were used with SPSS 25 and SmartPLS 2 software (structural equation modeling and partial least squares method) to analyze the data. The findings showed that trust has a significant effect on purchase intention. Also, trust significantly affects perceived ease, and perceived ease, in turn, has a significant effect on purchase intention.
Keywords
Trust
perceived ease
purchase intention
online shopping

Subjects