نوع مقاله : مقاله پژوهشی
کارشناسی ارشد ،مدیریت بازرگانی ، دانشگاه پیام نور مرکز تهران غرب
عنوان مقاله [English]
This study is to investigate the impact of social support on the intention of continuous purchase with the mediation of confidence in sellers and brand trust. The method used in this study is descriptive-survey. Research data is collected through the five -choice Likert questions in the research questionnaire. In the present study, the questionnaire has been used in line with the statistical requirement of the statistical software of SPSS.V24 and the PLS.V3 structural equation software used in the form of a linear and multiple regression sections. The statistical population of research is the statistical population of the research is all customers of the Horizon Stores of North Tehran. The sample size vote of Cochran formula is used. In this way, the sample size was 384 tons and the sampling will be performed in a simple random way. Research results showed that social support for continuous purchase intention with mediation (0.384) emotional support for continuous purchase intention with mediation (495/ 0) Information Support on Continuous Purchase Intention to Mediation (0.284) Social Support on Continuous Purchase Intention In Intention to Buy among Customers (0.491) Trust for Sellers on Brand Trust (0.658) Social Support for Sellers' Trust (218/ 0) Brand trust has a significant impact on continuous purchase (0.479) among customers of Cyrus Horizon Stores in northern Tehran.