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دانلود رایکان مقاله انگلیسی ISI با موضوع یکپارچه سازی تاثیرات تضمین بر سوابق اعتماد

عنوان فارسی مقاله:

تاثیر اعتماد و ارزش درک شده بر تمایل برای خرید آنلاین مسافرتی: یکپارچه سازی تاثیرات تضمین بر سوابق اعتماد

عنوان انگلیسی مقاله:

Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents

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4. Data analysis and results

A regression analysis of latent variables is used in this study, based on the partial least squares (PLS) optimization technique, to build a model that represents the relationships between the fourteen proposed constructs measured by many items. The PLS is a multivariate technique to test structural models (Wold, 1985). It estimates the model parameters that minimize the residual variance of the dependent variables of the whole model (Hsu, Chen, & Hsieh, 2006), it does not require any parametric conditions (Chin, 1998), it is recommended for small samples (Hulland, 1999), and it is particularly used for complex models, exploratory studies and prediction (Henseler, Ringle, & Sinkovics, 2009). It is the preferred algorithm when the study aim is prediction and theory development (Ayeh, Au, & Law, 2013; Hair, Ringle, & Sarstedt, 2011). This paper tries to explore the role of third-party assurance seals and their related constructs as antecedents of trust, and the role of trust and perceived value in predicting the intention to purchase travel online. This is the reason we chose the PLS technique.