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دانلود رایکان مقاله انگلیسی ISI با موضوع استراتژی های بازاریابی، ریسک های ادراک شده و اعتماد مصرف کننده

عنوان فارسی مقاله:

استراتژی های بازاریابی، ریسک های ادراک شده و اعتماد مصرف کننده در رفتار خرید آنلاین

عنوان انگلیسی مقاله:

Marketing strategies, perceived risks, and consumer trust in online buying behaviour

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بخشی از مقاله انگلیسی :

4. Method

4.1. Participants
The research focused on holidaymakers returning to Manchester international airport who had used the Internet in order to book a part (i.e. travel, accommodation, destination tourism activities) or the whole spectrum of their holidays. The research was conducted during June and July 2014. This study used structured personal interviews with structured questionnaires as the most appropriate method of obtaining the primary data. Personal interviews were the best method of achieving the study's objectives since they are the most versatile and productive method of communication (Pappas, 2014). They facilitate spontaneity and also provide the potential to guide the discussion back to the outlined topic when discussions are unfruitful (Sekaran and Bougie, 2009). The participants' selection was based on an exclusion question at the beginning of the interview which asked whether they had used online purchasing of tourist products for their current vacations. Although the proportion of missing data was low, listwise deletion (the entire record is excluded from the analysis) was used because this is the least problematic method of handling missing data (Allison, 2001).