An Exploration of the Effect of Consumer Trust on E-Commerce amid Economic Sanctions: A Study of Export Firms in Mazandaran Province

Document Type : Original Article

Authors
majid fattahi 1
Qolamreza Kazemi 2
1 Department of Business Management, Faculty of Humanities, Islamic Azad University, Sari, Iran.
2 PhD student, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2025.498510.1163
Abstract
The primary objective of this research is to investigate the impact of consumer trust on e-commerce under economic sanctions within export companies of Mazandaran province. In terms of purpose, this study is applied, and methodologically, it is classified as descriptive-survey research. The statistical population comprises consumers of commercial and export companies across Mazandaran province. Utilizing Cochran's formula, a sample size of 196 individuals was determined. The data collection instrument was a standard questionnaire. Its face and content validity were confirmed by academic professors and industry experts, while its reliability was verified using Cronbach's alpha coefficient (0.804). To analyze the collected data and test the research hypotheses, Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach was employed via SMART PLS software. The research findings demonstrate that factors including perceived reputation, perceived size, multiple cohesion level, system assurance, and propensity to trust exert a direct and significant impact on consumer trust. Furthermore, both consumer trust and perceived risk significantly influence consumer attitude, which subsequently has a significant effect on purchase intention. Additionally, consumer trust significantly mitigates perceived risk, and perceived risk notably affects purchase intention. Based on these empirical findings, practical recommendations are proposed to enhance consumer trust and foster e-commerce development under economic sanction conditions.
Keywords
Consumer Trust
E-commerce
Perceived Risk
Attitude
Purchase Intention
Economic Sanctions
Subjects
Ahadi, P., Haghdadi, A., & Saberian, F. (2021). [In Persian].
Chin, W. W. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and voice mail emotion/adoption study. Information Systems Research, 14(2), 189–217. https://doi.org/10.1287/isre.14.2.189.16018
Davari, A., & Rezazadeh, A. (2013). Structural equation modeling using the partial least squares (PLS) approach. Jahad Daneshgahi Publications. [In Persian]
Elmadar Meybodi, M. M., Mirabi, V. R., & Mohammad-Gholinia, J. (2010). Barriers to the adoption of electronic commerce in distributive cooperatives in Tehran Province. Cooperation and Agriculture, 21(4), 119–136. [In Persian]
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Ghaffari Ashtiani, P., Harri, M. S., & Gholami, B. (2011). Examining the role of electronic trust and subjective norms in customers’ adoption of e-commerce websites: A case study of Raja passenger trains. Journal of Marketing Management, 6(12), 63–80. [In Persian]
Grandon, E. E., & Pearson, J. M. (2004). Electronic commerce adoption: An exploratory study of established companies. Internet Research, 14(1), 19–33. https://doi.org/10.1108/10662240410519813
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), 195–204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Kim, C., Tao, W., Shin, N., & Kim, K. (2010). An empirical study of customers’ perceptions of security and trust in e-payment systems. Electronic Commerce Research and Applications, 9(1), 84–95. https://doi.org/10.1016/j.elerap.2009.04.004
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Kim, G., & Koo, H. (2016). The causal relationship between risk and trust in the online marketplace: A bidirectional perspective. Computers in Human Behavior, 55, 1020–1029. https://doi.org/10.1016/j.chb.2015.11.013
Li, B., & Tang, F. F. (2011). Online pricing dynamics in Internet retailing: The case of the DVD market. Electronic Commerce Research and Applications, 10(2), 227–236. https://doi.org/10.1016/j.elerap.2010.08.001
Lim, A. S. (2008). Inter-consortia battles in mobile payments standardization. Electronic Commerce Research and Applications, 7(2), 202–213. https://doi.org/10.1016/j.elerap.2007.06.001
Liu, D. R., & Liou, C. H. (2011). Mobile commerce product recommendations based on hybrid multiple channels. Electronic Commerce Research and Applications, 10(1), 94–104. https://doi.org/10.1016/j.elerap.2010.06.002
Magner, N., Welker, R. B., & Campbell, T. L. (1996). Testing a model of cognitive budgetary participation processes in a latent variable structural equations framework. Accounting and Business Research, 27(1), 41–50. https://doi.org/10.1080/00014788.1996.9729530
Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286–302. https://doi.org/10.1016/j.tourman.2014.10.014
Smith, M., & Li, Q. (2010). The boycott model of foreign product purchase: An empirical test in China. Asian Review of Accounting, 18(2), 106–130. https://doi.org/10.1108/13217341011060845
Teo, T. S. H., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35(1), 22–38. https://doi.org/10.1016/j.omega.2005.02.001
Wetzels, M., Odekerken-Schröder, G., & van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177–195. https://doi.org/10.2307/20650284
Yazdani-Zangeneh, M., & Khosravipour, B. (2010). Factors affecting the adoption of electronic commerce by small and medium-sized enterprises in the agricultural sector. Technology Growth, 7(25), 59–66. [In Persian]
Management, Economics and Entrepreneurship Studies
Volume 6, Issue 1
Spring 2025
Pages 26-38

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