The Effect of Marketing Strategies on Online Shopping Evaluation: Explaining the Role of Perceived Risk, Trust and Customer Purchase Intention (Case Study of Digikala Online Store)

The present study sought to investigate the effect of marketing strategies on online shopping evaluation and explain the role of perceived risk, trust, and customer purchase intention.

This study is an applied-developmental one in terms of its objective and of survey type concerning its data collection method. The statistical population of this study consisted of the customers of Digikala website in Rasht who had purchased through this site at least once. Out of this population, a sample of 399 people was selected by convenience sampling. For data collection, a standardized 44-item questionnaire was designed. The validity of the questionnaire was verified by the experts and advisors and its reliability was also confirmed by Cronbach's alpha coefficient, which was above 0.7. In addition, the analysis of the obtained data and research hypothesis tests were carried out through descriptive and inferential statistics using SPSS 22 and Amos 22 software.

Results showed that product marketing strategies have a significant impact on price and product quality risks. Online store marketing strategies have also a significant effect on quality risks but not on security risks. It was also found that product price risks and product quality risks have a significant impact on each other. It was also shown that product quality risks and quality risks have a significant impact on each other. In addition, price and product quality risks have a significant effect on customer trust in the product and quality and security risks have also a significant impact on customer trust in the store. However, customer trust in the product and store does not have a significant effect on online purchase intention. Finally, online purchase intention was found to have a significant effect on online shopping evaluation.