the effect of trust, religiousbeliefs and consumer innovationess online purchase intention of modest wear store customers

Document Type : Original Article

Authors

• Amirhossein Haji Nasiri ¹
• ahmad rahchamani ²

¹ Student of Business Management Department - Qazvin Unit - Qazvin Islamic Azad University - Iran

² Department of Management and Commerce-Qazvin unit-Qazvin Islamic Azad University-Iran

Abstract

The present research was conducted with the Purpose of investigating the effect of trust, religious beliefs and consumer innovation on the desire to buy clothes online among female online customers (case study: Nora store). An applied type of research was considered with a descriptive and correlational method. And 320 customers of Nora store's online clothes buyers were questioned. The content validity and face validity of the questionnaire were obtained from the factor analysis method, and the reliability of the questionnaire was calculated through Cronbach's alpha coefficient. Data analysis was done by structural equation method with PLS method. The findings of the research showed that the effect of trust on the perceived value and the effect of religious beliefs on the attitude towards online shopping were the strongest predictors of the willingness to buy clothes from Nora store. It can be acknowledged that the variables of fashion novelty, electronic novelty and trust, perceived value, attitude and religiosity are leading factors in the desire to buy clothes online. Consumer feedback accelerates knowledge management for competitive product market structure, which is the main strategy to help companies form competitive advantage.

Keywords

• Trust
• religion
• innovation
• shopping
• modest

Main Subjects

• Islamic Marketing

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