The Effect of Digital Business Adoption on Tourist Purchase Intention, Given the Mediating Role of Digital Trust: Evidence from Mazandaran Tourism Industry

Document Type : Original Article

Authors
Yaser Shokri 1
Farzad Rezazadeh 2
1 Master's Degree in Business Administration, Marketing orientation, Sari Branch, Islamic Azad University, Sari, Iran.
2 Master's Degree in Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2024.461077.1138
Abstract
The purpose of this research is to investigate the impact of digital business adoption on the purchase intention of tourists, considering the mediating role of digital trust in the tourism industry of Mazandaran province. Based on the goals, this research is of applied research type and based on data collection and research plan, it is descriptive-survey. The statistical population of the research is all tourists in Nowruz 1402 in Mazandaran province, about 10 million people. According to Cochran's formula, a sample of 385 people should be selected. which were selected by simple random sampling method. The standard questionnaire of Pellegrinia et al. (2022) was used to measure the variables. The validity of the content of these questionnaires has been confirmed by the supervisor. The reliability of the questionnaire was calculated using Cronbach's alpha method, which is equal to 0.884, which can be said to have acceptable reliability. By taking the questionnaires, the obtained information was analyzed using SPSS and PLS4 software. The results indicate that the adoption of digital business has a positive and significant effect on the digital trust and purchase intention of tourists. Also, digital trust has a positive and significant effect on the purchase intention of tourists in Mazandaran province.

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  • Receive Date 06 December 2023
  • Revise Date 27 January 2024
  • Accept Date 03 March 2024