Mediating Role of Customer Relationship Management between Buying Behavior and Critical Risk Factors via Digital Buying
نویسندگان
چکیده
Purpose: To examine the mediating effect of Customer Relationship Management (CRM) amid Digital Buying Behaviour (DBB) and Risk Factors (RF). Methods: The structured questionnaire was adopted to analyse critical factors DBB, RF CRM. instrument designed validated with help exploratory factor analysis confirmed items by confirmatory analysis. model fitness is verified. reliability scale tested along CR. field testing done remove ambiguity. nativity changes were incorporated align current study. responses collected using convenience sampling method through e-mail survey 410 valid (digital consumers) considered. data during August – November 2022. Quantitative approach used both directions considered variables. First, direct DBB on examined. Secondly, CRM studied. Further, in relationship established. Findings: significant directly connected (b = 0.952, p < .001), positively allied 0.471, .001). related 0.779, 0.001), after removal variable (CRM), b weight reduced from 0.952 0.703. Sobel test steered confirm significance mediation CRM, statistic (z= 3.09, <.001). Thus, act as a partial mediator RF. Novelty: present study integrates features associated digital buying solitary manner unlike sliced approach. role especially uniqueness research. studying itself new attempt. Keywords: (DBB); (RF); (CRM); Mediating Effect; Confirmatory Analysis; Test
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ژورنال
عنوان ژورنال: Indian journal of science and technology
سال: 2023
ISSN: ['0974-5645', '0974-6846']
DOI: https://doi.org/10.17485/ijst/v16i6.54