Influence of Web Seller Service Marketing Strategy on Purchase Intention on Digikala Social Network Users

The purpose of the present study was to investigate the impact of web vendor service marketing strategy on purchase intention with an emphasis on perceived risk and customer trust in social network of Digikala.

This field study is of applied type in terms of its purpose and a descriptive research in terms of data collection. The statistical population of the study included all customers of Digikala social network. As such, 384 individuals were selected by convenience non-probability sampling method.  The data were analyzed by SPSS 23 and PLS 2 softwares.

The results of the study indicate that the web vendor service marketing strategy has an effect on product price risk, web vendor security risk and product quality. In addition, product price risks, product quality risks and web vendor security risks affect customer’s trust and lastly, customer’s trust in vendor’s online services has an impact on online purchase intention.

It is concluded that paying attention to web vendor service marketing strategy is of paramount importance in reducing the perceived risks of customers. The suggestions of this study can be of help to online retailers in boosting trust in web vendor services and enhancing purchase intention.