واکاوی تاثیراعتماد مصرف کننده بر تجارت الکترونیک در شرایط تحریم اقتصادی در شرکت های صادراتی استان مازندران

The purpose of this research is to investigate the effect of consumer trust on e-commerce under economic sanctions in Mazandaran export companies. This research is classified as a descriptive-survey research in terms of its applied purpose and method. The statistical population of the present research is consumers of commercial companies in Mazandaran province; Cochran's formula was used to determine the sample size, and according to that formula, the sample size required for the research is 196 people. The collection tool in this research is a standard questionnaire, the reliability of which was confirmed using Cronbach's alpha coefficient of 0.804. SMART PLS software was used to analyze the collected data. The results of the research show the effect of (perceived reputation and perceived size and the level of multiple coherence and system confidence and tendency to trust) on consumer trust. It also shows the effect of (consumer trust and perceived risk) on consumer attitude. The results also show that consumer attitude affects their willingness, consumer trust has a significant effect on perceived risk, and perceived risk also has a visible effect on consumer purchasing willingness.