Investigating the Influence of Effective Factors on Consumer Cynicism and Formation of Electronic Clients’ Negative Behaviors

Today, recognizing and anticipating customer behaviors is of paramount importance to companies because it is clear that customers are vital for the survival and growth of companies. This research investigates the influence of effective factors on consumer cynicism and the formation of electronic clients’ negative behaviors in PanberezCompany. Research objectives are to study the effects of personal factors on consumer cynicism, organizational factors on consumer cynicism, product factors on consumer cynicism, social cynicism on consumer cynicism, consumer cynicism on negative behaviors and, finally, the moderating effect of customer s confidence in the relationship between consumer cynicism and negative behaviors. The data is collected with the library and field studies. The statistical population of this applied and descriptive research consisted of the electronic customers of Panberez Company. Based on Morgan’s Table, the minimum number of samples was 384; therefore, 398 people participated in this study, whose responses were analyzed using the structural equation modeling and modulation test in Lisrel, Warp and PLS software programs. The results of structural equation modeling show that these factors affect customer s cynicism. Customer’s cynicism influences the negative behaviors against the company. The moderating role of customer s confidence in the relationship between consumer cynicism and negative behaviors was not confirmed.

کلیدواژه ها:

consumer cynicism ، social cynicism ، customer negative behaviors ، WARP PLS ، E-commerce