文章基本信息

标题：MODERATING ROLE OF CONTENT MARKETING ON THE RELATIONSHIP BETWEEN PERCEIVED RISK AND THE INTENTION TO ONLINE SHOPPING
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作者：JASSIM AHMAD AL-GASAWNEH ; KHALID MOHAMMAD OMAR
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2020
卷号：98
期号：4
页码：587-595
出版社：Journal of Theoretical and Applied
摘要：This paper examined the moderation role of content marketing on the relationship between Perceived risk and Online shopping intention in Jordan based on perceived risk theory (PRT), Stimulus-Organism-Response theory (SOR), and e-technology acceptance model (TAM). The questionnaire was used to obtain data from 215 customers. Partial least squares structural equation modelling was used to analyses the results, and this study concluded a negative relationship between the Perceived risk and online shopping intention. Also, content marketing was found to moderate the perceived risk in order to increase the intent of customers toward online shopping. In practice, this study proves the importance of adequate content marketing particularly on the product and the online shopping procedure, as this can motivate the intention of online shopping among customers. This study is of value to online sellers, both individuals and companies.
关键词：Perceived risk;Content marketing;Intention to Online Shopping