Cyber Marketing and its role in enhancing Customer Confidence the mediating role of the Electronic Purchase Decision A survey study of the opinions of a sample of MasterCard holders in the city of Mosul

Abstract

In their study, the researchers sought to address cyber marketing and its role in enhancing customer trust, highlighting the mediating role of the e-purchase decision. The study's first step included examining the concept of cyber marketing, reviewing the views of authors and researchers on the details of this concept, explaining its importance and objectives, and identifying the dimensions addressed in previous studies. In the second step, the researchers addressed the concept of customer trust as a fundamental element in the cyber environment. They clarified its concept and dimensions, which enhance customer interaction with companies operating in this field. The third step focused on reviewing the literature on the e-purchase decision as an intermediary between cyber marketing and customer trust, highlighting its importance and impact on purchasing behavior. The researchers selected a sample of MasterCard holders in the city of Mosul for the study, targeting (160) respondents using a questionnaire designed for this purpose. The fourth step analyzed the obtained data using a set of statistical methods appropriate to the nature of the data, with the aim of testing the hypotheses linking the study's main variables. The results showed a positive and significant relationship between cyber marketing and customer trust, confirming the mediating role of the e-purchase decision. In light of the results, the researchers presented a set of proposals aimed at enhancing the effectiveness of cyber marketing and increasing customer trust, while leveraging the study's findings to develop more effective marketing strategies.