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 customer participation (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 purchase intention, considering the mediating role of customer participation, among customers of small and medium-sized manufacturers in Borazjan Industrial Park. The present study is applied in terms of its purpose and descriptive-survey and correlational in nature and method of implementation. The statistical population included all customers of small and medium-sized manufacturers in Borazjan Industrial Park in 1403. Using the Cochran formula, the sample size was estimated at 384 people and they were selected using the convenience sampling method. The data collection tool was a standard questionnaire with a 5-option Likert scale, whose validity and reliability were confirmed (Cronbach's alpha and composite reliability above 0.7). Data analysis was performed using descriptive and inferential statistics (structural equation modeling with the partial least squares method) through SPSS 25 and SmartPLS 2 software. The results showed that trust has a positive and significant effect on purchase intention and customer participation. Also, customer involvement also showed a positive and significant effect on purchase intention. More importantly, the findings confirmed that customer involvement plays a significant mediating role in the relationship between trust and purchase intention.
Keywords
Trust
purchase intention
customer engagement

Subjects