TY  - BOOK
AU  - Parvizi,Shahriyar
AU  - Aghaei,Iman
TI  - ROLE OF BRANDING ON THE ATTRACTION OF CUSTOMERS AND THE INTENTION TO BUY A PRODUCT ONLINE: CASE STUDY OF DIGIKALA IN IRAN
PY  - 2023///
KW  - Business Administration
KW  - Dissertations, Academic
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes References (sheets 80-88)
N2  - ABSTRACT
Online marketplaces are driven by consumers for factors like lowering transportation costs, making purchases easier, shifting bargaining power from sellers to buyers because consumers can compare and search for products quickly and easily, resulting in a lower purchase price, and businesses and organizations for factors like lowering storage costs and shipping costs. The Internet has significantly impacted human interactions, including online business and virtual networks. This new type of relationship allows for small and large transactions without physical presence, benefiting society and bringing about changes in the commercial world. Businesses use the Internet as a platform for acquiring knowledge and collecting customer and market information. Customers resort to online methods to find better quality goods and make informed purchases. Websites have become intermediaries between companies and customers, allowing for 
geographical expansion and national and international activities. Today, almost everyone has bought on the Internet.The goal of the current study is to determine how consumer product evaluations play a mediating role in the relationship between electronic commerce implementation and purchase intention. So, briefly and in accordance with the research's issue, the scope, objectives, questions, and hypotheses of the study are presented after the problem and necessity for performing the study are identified. In the following, the conceptual and operational definition of research variables is also mentioned.
Keywords: Online Purchases, Online Trust, Perceived Profitability, Perceived Risk, Purchase Intention
ER  -