Investigating the relationship between the consumer's qualitative evaluation of the product, trust and willingness to buy again in e-commerce (case study: Hamedan city students)

Customer trust is one of the key factors and one of the main elements of success in e-commerce to the extent that many experts believe that the key to success in e-commerce is creating trust for the buyer. The main purpose of this research is to investigate the relationship between the consumer's qualitative evaluation of the product, trust and willingness to buy again in Hamadan students' e-commerce. The research method is based on the practical objective and in terms of the descriptive survey method, it is a correlation type. In order to measure this research, the standard questionnaire of Kim and Sullivan (2018) with a seven-level spectrum was used. The statistical population of the research is the students who have made online purchases more than once in Iran, which considering the limitedness of the population and using Morgan's table, 384 people were chosen to respond and the sampling method is simple random. In order to test the hypotheses, the structural equation modeling approach with SPLS software has been used. The final results showed that there was a significant relationship between the consumer's qualitative evaluation of the product, trust and willingness to buy again in e-commerce. It is suggested that online marketing and sales companies pay special attention to online trust and obtaining the necessary electronic licenses, so that they can attract more young customers, and also make students and other buyers feel the risk in their purchases with 24-hour support, so that they can experience more sales