عنوان مقاله [English]
Marketing strategies in e-commerce are one of the important issues in the new areas of marketing studies that are always the case. Due to the presence in e-commerce world and the application of new technology and business tools, organizations have to use new business strategies to face new competitive pressures. Also, the benefits of Internet shopping are not secret for anyone. Due to the increasing growth of electronic transactions, on the other hand, attendant risks, inherent uncertainty and a lack of trust towards the Internet are the main concerns of consumers in making purchases and online services. Therefore, gaining customers' trust from the logical and empirical dimension is a key indicator of communication and business development. Therefore, it is of primary importance that Internet service and product providers take action to keep and retain customers. The aim of this study is to investigate the effect of marketing strategies with emphasis of attendant risks and consumers' confidence on online shopping in electronic space. This is a descriptive survey research. The statistical population of the sample consisting of 400 shops in Tehran (Sports club, Trumpet, Iran Trade and Dijikala) has been done using Cochran formula. In this paper, the research measurement instrument is a researcher-made questionnaire on Likert scale (1-5) and simple random sampling has been used to choose the material. The sample volume is 30 people based on experts' opinions to determine the validity of the questionnaire. To determine the reliability, Cronbach's Alpha has been applied using SPSS with the value of more than 0.87. Structural equation Modeling and Lisrel software have been used to analyze the data. The result of the assumption test shows that, according to Table 7, all of the five research hypotheses have been accepted and the proposed model could provide a new insight for the researchers to develop strategies for placing e-trust in customers and be a basis for further studies in the future.