探索COVID-19期间在线购买信任与感知利益之间的联系

Tegowati Tegowati
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引用次数: 0

摘要

本研究调查了在印度尼西亚泗水2019冠状病毒病大流行期间,感知利益对在线消费者购买决策的影响。该研究考察了社交媒体作为营销人员在疫情期间支持产品销售的工具的作用,这与政府限制引起人群的社区活动的规定是一致的。本研究以信任为干预变量,分析感知利益对购买决策的直接和间接影响。本研究采用有目的的抽样方法,使用结构方程模型(SEM)对泗水100名在线消费者的数据进行分析。研究结果表明,感知利益对信任有直接显著的影响,感知利益对购买决策有直接显著的影响,信任直接影响购买决策,感知利益对消费者在线购买决策有显著的直接影响,信任作为中介变量。该研究为营销人员在疫情期间利用社交媒体支持产品销售提供了有价值的见解,并强调了信任对在线购买决策的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring the Link between Trust and Perceived Benefits in Online Purchasing during COVID-19
This study investigates the impact of perceived benefits on online consumer purchasing decisions during the COVID-19 pandemic in Surabaya, Indonesia. The study examines the role of social media as a tool for marketers to support product sales during the pandemic, which aligns with government regulations to limit community activities that cause crowds. The study uses trust as an intervention variable to analyze the direct and indirect impacts of perceived benefits on purchasing decisions. The research is conducted using a purposive sampling method, and data from 100 online consumers in Surabaya is analyzed using Structural Equation Modeling (SEM). The findings indicate that perceived benefits have a direct and significant impact on trust, perceived benefits have a direct and significant impact on purchasing decisions, trust directly influences purchasing decisions, and perceived benefits have a significant direct impact on consumer online purchasing decisions with trust acting as an intervening variable. The study provides valuable insights for marketers in utilizing social media to support product sales during a pandemic and highlights the importance of trust in online purchasing decisions.
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