Investigating the effects of factors affecting customer distrust and the formation of negativebehaviors of e-customers (Case study of Badran Company)

Knowing and predicting customer behaviors is of particular importance for today's companies, because itis clear that the customer is a fundamental and vital factor in the survival and growth of any company. Thebasis of the performance and survival of a business system is based on customers' trust in products, quality,price and so on. With reference to the concepts of trust management and the concept of the law of inversionand contradiction in mathematics, this study examines the effective factors and their influences on customerdistrust and the formation of negative behaviors of Badran e-customers. The objectives of the research are;Investigating the effect of individual factors on customer distrust, Investigating the effect of organizationalfactors on customer distrust; Investigating the effect of product factors on customer distrust; Investigatingthe effect of social distrust on customer distrust; Investigating the effect of customer distrust on negativebehaviors and finally examining the modulation of customer confidence in the relationship betweencustomer distrust and negative customer behaviors. The method of collecting information was library andfield. This research is of applied and descriptive survey type and the statistical population includeselectronic customers of Badran company. According to Morgan's table, the minimum sample size was ۳۸۴;Therefore, ۳۹۸ people participated in this study and their answers were analyzed using structural equationmodeling and adjustment test in LISREL and warp PLS software. The results of structural equationmodeling show that these factors affect customer distrust. Customer distrust affects the occurrence ofnegative behaviors against the company. The relationship between self-confidence esteem adjustment andthe relationship between customer distrust and negative behaviors was not confirmed.

کلیدواژه ها:

Trust Management ، Customer Distrust ، Social Distrust ، Negative Customer Behaviors ، WarpPLS.