kaveh mirani; zahrahaji enzehayi; vahid rabiei; shaho zamaneh dadaneh
Abstract
The study is to investigate the effect of fear of online theft of customer identity on the intention to buy sports products online. The statistical population consisted of all customers of online sports stores. In order to estimate the sample size, SPSS Sample Power determination software and Sample ...
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The study is to investigate the effect of fear of online theft of customer identity on the intention to buy sports products online. The statistical population consisted of all customers of online sports stores. In order to estimate the sample size, SPSS Sample Power determination software and Sample power were used. So, the sample size was estimated about 330 people. This research is descriptive and of the type of correlation studies based on structural equation modeling. To collect the data, three questionnaires related to personal information, a 12-item questionnaire on “fear of online identity theft” of Hill et al. (2015) and a 10-item online “shopping intention” questionnaire (2015) were used. The face and content validity of the research instrument was confirmed by a group of experts and its construct validity was confirmed by confirmatory factor analysis based on structural equation model. The reliability of the questionnaires was also reported using Cronbach's alpha coefficient equal to 0/82 and 0/85, respectively. To analyze the data, SPSS software, SPSS Sample Power and Amos samples were used.
The results showed that as the fear of online identity theft increased, so did the intention to shop online. In general, it can be said that customers today not only expect appropriate and valuable services, but also demand honesty and benevolence. Therefore, with the optimal provision of such variables, it is likely that customers' intention to buy online will be positively encouraged. Based on the results, it is recommended that webmasters update their websites every six months to increase security.
