The Effect of Affiliate Marketing on Purchase Intention of Customers: Investigation of the Mediator Role of Customer Trust and the Moderator Role of Customer Involvement and Customer Perceptions. (Case Study: Food Industry)

With the rapid development of modern technologies, there have been rapid changes in consumer behavior as well as in the development of digital marketing and digital marketing tools. Today, digitalization has led to an increase in consumer awareness, and thus retailers need to find effective ways to stand out. The use of digital marketing leads to better use of marketing management techniques to make significant changes in product design, packaging, efficiency and performance. This type of marketing encompasses all marketing processes and aims to make more profit. Accordingly, this study examines the impact of affiliate marketing as one of the dimensions of digital marketing on customers' intention to buy by considering the mediating role of customer trust and modulating customer involvement and perception using structural modeling technique among 385 users. Deals with food ordering applications. The results of this study show that representative marketing has a significant effect on customer trust and customer trust also has an effect on purchase intention. Also, the moderating effect of customer involvement and perception on the relationship between customer trust and purchase intention is confirmed.