The effect of perceived service quality, website quality and reputation on the purchase intention online, considering the role of trust and perceived risk in online shopping (Case study: customers of Shahr Bank of Isfahan Province)

The understanding of services by customers and the appropriate website quality of organizations and companies as a portal to introduce the organization and the services provided can encourage the purchase of the organization's and company's products while increasing customer trust. Therefore, the purpose of the current research is to investigate the effect of perceived service quality, website quality and reputation on the intention to buy online, given to account the role of trust and understanding of risk in online shopping among customers of Shahr Bank in Isfahan. This research is applied in terms of purpose and descriptive survey. The statistical population includes the customers of Shahr Bank of Isfahan province, so a sample size of 384 people was considered using Cochran's formula by simple random sampling method. In order to collect data, a questionnaire (perceived service quality, website quality, website reputation, purchase intention and trust online shopping by Hamzah, et al. (2017) and a questionnaire on perceived risk among customers by Ariffin et al. (2018) was used. The validity of the questionnaires was confirmed by the supervisor and the advisor and was also confirmed by calculating the divergent validity. Reliability of questionnaires using Cronbach's alpha coefficient for variables (perceived service quality, website quality, website reputation, purchase intention, trust online shopping, perceived risk in customers, respectively 0.84, 0.84, 0.86, 75 0.0, 0.87, 0.78) which are all more than 0.7 and were confirmed. For statistical calculations, SPSS software was used for descriptive statistics and Smart PLS for inferential statistics and hypothesis calculations. The findings of the research showed that perceived service quality and website quality have a significant effect on the online purchase intention of Shahr Bank customers of Isfahan province with the mediating role of trust. However, the hypotheses of website reputation on online purchase intention with the mediating role of trust and trust online shopping on online purchase intention due to the moderating role of perceived risk have not been confirmed.