Analyzing the effect of consumer trust on e-commerce in the conditions of economic sanctions in export companies of Mazandaran province

Document Type : Original Article

Authors
majid fattahi 1
qolamreza kazemi 2
1 Member of the Faculty of Management Department of Islamic Azad University, Sari Branch
2 PhD student in Business Management, Islamic Azad University, Sari branch
10.22034/jmek.2025.498510.1163
Abstract
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.

Keywords

Subjects

Management, Economics and Entrepreneurship Studies
Volume 6, Issue 1
Spring 2025

  • Receive Date 07 January 2025
  • Revise Date 19 February 2026
  • Accept Date 15 March 2025