{"id":24411,"date":"2025-05-29T12:12:22","date_gmt":"2025-05-29T09:12:22","guid":{"rendered":"https:\/\/nemeculab.dmc.ionio.gr\/studentmedia\/?p=24411"},"modified":"2025-05-30T12:26:31","modified_gmt":"2025-05-30T09:26:31","slug":"%cf%87%cf%81%ce%b7%cf%83%ce%b9%ce%bc%ce%bf%cf%80%ce%bf%ce%b9%cf%8e%ce%bd%cf%84%ce%b1%cf%82-%ce%b1%ce%bd%cf%84%ce%b1%ce%b3%cf%89%ce%bd%ce%b9%cf%83%cf%84%ce%b9%ce%ba%ce%ac-%ce%bc%ce%bf%ce%bd%cf%84%ce%ad","status":"publish","type":"post","link":"https:\/\/nemeculab.dmc.ionio.gr\/studentmedia\/%cf%87%cf%81%ce%b7%cf%83%ce%b9%ce%bc%ce%bf%cf%80%ce%bf%ce%b9%cf%8e%ce%bd%cf%84%ce%b1%cf%82-%ce%b1%ce%bd%cf%84%ce%b1%ce%b3%cf%89%ce%bd%ce%b9%cf%83%cf%84%ce%b9%ce%ba%ce%ac-%ce%bc%ce%bf%ce%bd%cf%84%ce%ad\/","title":{"rendered":"\u03a7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ce\u03bd\u03c4\u03b1\u03c2 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd 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\u0391\u03b9\u03b3\u03cd\u03c0\u03c4\u03bf\u03c5."},"content":{"rendered":"<p><strong>\u0395\u03bd\u03b5\u03c1\u03b3\u03cc\u03c2 \u03c3\u03cd\u03bd\u03b4\u03b5\u03c3\u03bc\u03bf\u03c2 \u03ac\u03c1\u03b8\u03c1\u03bf\u03c5:\u00a0<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0261517715001600?fr=RR-2&amp;ref=pdf_download&amp;rr=94537c83ef186f59\">https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0261517715001600?fr=RR-2&amp;ref=pdf_download&amp;rr=94537c83ef186f59<\/a><\/strong><\/p>\n<p>\u03a4\u03bf citescore \u03c4\u03bf\u03c5 \u03c0\u03b5\u03c1\u03b9\u03bf\u03b4\u03b9\u03ba\u03bf\u03cd \u03b1\u03bd\u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf 24.1, \u03bf\u03b9 \u03bb\u03ad\u03be\u03b5\u03b9\u03c2 \u03ba\u03bb\u03b5\u03b9\u03b4\u03af\u03b1 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b1\u03bd \u03ba\u03b1\u03c4\u03b1 \u03c4\u03b7\u03bd 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\u03b3\u03bb\u03c9\u03c3\u03c3\u03b9\u03ba\u03ae \u03b5\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1.<\/p>\n<p>\u0397 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03b2\u03b1\u03c3\u03af\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03b5 \u039c\u03bf\u03bd\u03c4\u03b5\u03bb\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u0394\u03bf\u03bc\u03b9\u03ba\u03ce\u03bd \u0395\u03be\u03b9\u03c3\u03ce\u03c3\u03b5\u03c9\u03bd (SEM) \u03bc\u03b5 \u03c7\u03c1\u03ae\u03c3\u03b7 robust \u03b5\u03ba\u03c4\u03b9\u03bc\u03b7\u03c4\u03b9\u03ba\u03ce\u03bd \u03c4\u03b5\u03c7\u03bd\u03b9\u03ba\u03ce\u03bd (WLSMV, MLR), \u03c0\u03c1\u03bf\u03ba\u03b5\u03b9\u03bc\u03ad\u03bd\u03bf\u03c5 \u03bd\u03b1 \u03b1\u03bd\u03c4\u03b9\u03bc\u03b5\u03c4\u03c9\u03c0\u03b9\u03c3\u03c4\u03b5\u03af \u03b7 \u03bc\u03b7 \u03ba\u03b1\u03bd\u03bf\u03bd\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03c9\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd. \u0391\u03c1\u03c7\u03b9\u03ba\u03ac \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03c4\u03b7\u03ba\u03b5 \u03b4\u03b9\u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03ae \u03c0\u03b1\u03c1\u03b1\u03b3\u03bf\u03bd\u03c4\u03b9\u03ba\u03ae \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 (EFA) \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03c0\u03bf\u03ba\u03ac\u03bb\u03c5\u03c8\u03b7 \u03c4\u03b7\u03c2 \u03b4\u03bf\u03bc\u03ae\u03c2 \u03c4\u03c9\u03bd \u03b5\u03bd\u03bd\u03bf\u03b9\u03ce\u03bd, \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03bf\u03cd\u03bc\u03b5\u03bd\u03b7 \u03b1\u03c0\u03cc \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03b9\u03c9\u03c4\u03b9\u03ba\u03ae \u03c0\u03b1\u03c1\u03b1\u03b3\u03bf\u03bd\u03c4\u03b9\u03ba\u03ae \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 (CFA). \u0395\u03be\u03b5\u03c4\u03ac\u03c3\u03c4\u03b7\u03ba\u03b1\u03bd \u03b7 \u03c3\u03c5\u03b3\u03ba\u03bb\u03af\u03bd\u03bf\u03c5\u03c3\u03b1 \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03c7\u03c9\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b5\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03ba\u03b1\u03b9 \u03b7 \u03b5\u03c3\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ae \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03c9\u03bd \u03b4\u03b5\u03b9\u03ba\u03c4\u03ce\u03bd.<\/p>\n<p>\u03a4\u03ad\u03bb\u03bf\u03c2, \u03b7 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ae \u03b1\u03c5\u03c3\u03c4\u03b7\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03b8\u03b7\u03ba\u03b5 \u03bc\u03b5 \u03c4\u03b7 \u03c7\u03c1\u03ae\u03c3\u03b7 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03c9\u03bd (nested \u03ba\u03b1\u03b9 non-nested), \u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1 \u03c3\u03c5\u03bd\u03ad\u03b2\u03b1\u03bb\u03b1\u03bd \u03c3\u03c4\u03b7\u03bd \u03c4\u03b5\u03ba\u03bc\u03b7\u03c1\u03b9\u03c9\u03bc\u03ad\u03bd\u03b7 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bb\u03bb\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03bf\u03c5 \u03b8\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03bf\u03cd \u03c3\u03c7\u03ae\u03bc\u03b1\u03c4\u03bf\u03c2. \u0397 \u03c3\u03cd\u03b3\u03ba\u03c1\u03b9\u03c3\u03b7 \u03b2\u03b1\u03c3\u03af\u03c3\u03c4\u03b7\u03ba\u03b5 \u03c3\u03b5 \u03b4\u03b5\u03af\u03ba\u03c4\u03b5\u03c2 \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae\u03c2 \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b5\u03be\u03b7\u03b3\u03bf\u03cd\u03bc\u03b5\u03bd\u03b7 \u03b4\u03b9\u03b1\u03ba\u03cd\u03bc\u03b1\u03bd\u03c3\u03b7 (R\u00b2), \u03c0\u03c1\u03bf\u03c3\u03b4\u03af\u03b4\u03bf\u03bd\u03c4\u03b1\u03c2 \u03b5\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03b9\u03ba\u03ae \u03b9\u03c3\u03c7\u03cd \u03c3\u03c4\u03b1 \u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03ac \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03ac\u03c3\u03bc\u03b1\u03c4\u03b1.<\/p>\n<h3><strong>3.\u03a4\u03b1 \u03b5\u03c1\u03c9\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03b8\u03ad\u03c4\u03b5\u03b9 \u03c4\u03bf \u03ac\u03c1\u03b8\u03c1\u03bf<\/strong><\/h3>\n<p>\u0397 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ae \u03b5\u03c1\u03ce\u03c4\u03b7\u03c3\u03b7 \u03c0\u03bf\u03c5 \u03c0\u03c1\u03bf\u03c3\u03c0\u03b1\u03b8\u03b5\u03af \u03bd\u03b1 \u03b1\u03c0\u03b1\u03bd\u03c4\u03ae\u03c3\u03b5\u03b9 \u03b7 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03b5\u03af\u03bd\u03b1\u03b9:<br \/>\n<strong>\u03a0\u03bf\u03b9\u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b1\u03c0\u03cc\u03c6\u03b1\u03c3\u03b7 \u03c4\u03c9\u03bd \u03bc\u03b9\u03ba\u03c1\u03bf\u03bc\u03b5\u03c3\u03b1\u03af\u03c9\u03bd \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03b9\u03ba\u03ce\u03bd \u03b3\u03c1\u03b1\u03c6\u03b5\u03af\u03c9\u03bd \u03c3\u03c4\u03b7\u03bd \u0391\u03af\u03b3\u03c5\u03c0\u03c4\u03bf \u03c3\u03c4\u03bf \u03bd\u03b1 \u03c5\u03b9\u03bf\u03b8\u03b5\u03c4\u03ae\u03c3\u03bf\u03c5\u03bd \u03ae \u03cc\u03c7\u03b9 \u03c4\u03bf \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03cc\u03c1\u03b9\u03bf;<\/strong><\/p>\n<p>\u0397 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03b5\u03c0\u03b9\u03ba\u03b5\u03bd\u03c4\u03c1\u03ce\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c3\u03b5 \u03c4\u03c1\u03b5\u03b9\u03c2 \u03b2\u03b1\u03c3\u03b9\u03ba\u03bf\u03cd\u03c2 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2:<\/p>\n<ul>\n<li><strong>\u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u039f\u03c6\u03ad\u03bb\u03b7<\/strong>: \u03a0\u03cc\u03c3\u03bf \u03c9\u03c6\u03ad\u03bb\u03b9\u03bc\u03bf \u03b8\u03b5\u03c9\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03c4\u03bf \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03cc\u03c1\u03b9\u03bf \u03b1\u03c0\u03cc \u03c4\u03b9\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2.<\/li>\n<li><strong>\u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u0395\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1<\/strong>: \u03a0\u03bf\u03b9\u03b1 \u03c0\u03c1\u03bf\u03b2\u03bb\u03ae\u03bc\u03b1\u03c4\u03b1 \u03ae \u03b4\u03c5\u03c3\u03ba\u03bf\u03bb\u03af\u03b5\u03c2 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03c4\u03bf\u03c5.<\/li>\n<li><strong>\u03a0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03a0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2<\/strong>: \u03a0\u03cc\u03c3\u03bf \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc, \u03c4\u03b9\u03c2 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ad\u03c2 \u03b1\u03bb\u03bb\u03b1\u03b3\u03ad\u03c2 \u03ae \u03c4\u03b9\u03c2 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac<\/li>\n<\/ul>\n<p><strong>\u0388\u03bb\u03b5\u03b3\u03c7\u03bf\u03c2 \u03c5\u03c0\u03bf\u03b8\u03ad\u03c3\u03b5\u03c9\u03bd<\/strong><\/p>\n<p>\u0397 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03b5\u03bb\u03ad\u03b3\u03c7\u03b5\u03b9 \u03ba\u03ac\u03c0\u03bf\u03b9\u03b5\u03c2 \u03c0\u03b9\u03bf \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b5\u03c2 \u03c5\u03c0\u03bf\u03b8\u03ad\u03c3\u03b5\u03b9\u03c2, \u03b4\u03b7\u03bb\u03b1\u03b4\u03ae \u03c0\u03c1\u03bf\u03b2\u03bb\u03ad\u03c8\u03b5\u03b9\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c0\u03ce\u03c2 \u03c3\u03c7\u03b5\u03c4\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c5\u03c4\u03bf\u03af \u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5:<\/p>\n<ul>\n<li><strong>H1a<\/strong>: \u038c\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2 (\u03c0.\u03c7. \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2, \u03c0\u03af\u03b5\u03c3\u03b7 \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd) \u03bd\u03b9\u03ce\u03b8\u03b5\u03b9 \u03bc\u03b9\u03b1 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7, \u03c4\u03cc\u03c3\u03bf \u03c0\u03b9\u03bf \u03c0\u03bf\u03bb\u03bb\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 e-commerce.<\/li>\n<li><strong>H1b<\/strong>: \u038c\u03c3\u03bf \u03c0\u03b9\u03bf \u03ad\u03bd\u03c4\u03bf\u03bd\u03b5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2, \u03c4\u03cc\u03c3\u03bf \u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03b1 \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1 \u03b2\u03bb\u03ad\u03c0\u03b5\u03b9 \u03b7 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03c4\u03bf\u03c5.<\/li>\n<li><strong>H2<\/strong>: \u038c\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b1 \u03bf\u03c6\u03ad\u03bb\u03b7 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7, \u03c4\u03cc\u03c3\u03bf \u03c0\u03b9\u03bf \u03c0\u03b9\u03b8\u03b1\u03bd\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03bd\u03b1 \u03c5\u03b9\u03bf\u03b8\u03b5\u03c4\u03ae\u03c3\u03b5\u03b9 \u03c4\u03bf \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03cc\u03c1\u03b9\u03bf.<\/li>\n<li><strong>H3a<\/strong>: \u038c\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b1 \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1 \u03b1\u03bd\u03c4\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9, \u03c4\u03cc\u03c3\u03bf \u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03b9\u03b8\u03b1\u03bd\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2 \u03bd\u03b1 \u03c5\u03b9\u03bf\u03b8\u03b5\u03c4\u03ae\u03c3\u03b5\u03b9 \u03c4\u03b7\u03bd \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b1.<\/li>\n<li><strong>H3b<\/strong>: \u038c\u03c4\u03b1\u03bd \u03bc\u03b9\u03b1 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7 \u03b2\u03bb\u03ad\u03c0\u03b5\u03b9 \u03c0\u03bf\u03bb\u03bb\u03ac \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1, \u03c4\u03b5\u03af\u03bd\u03b5\u03b9 \u03bd\u03b1 \u03bc\u03b5\u03b9\u03ce\u03bd\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03bd\u03c4\u03af\u03bb\u03b7\u03c8\u03ae \u03c4\u03b7\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b1 \u03c0\u03b9\u03b8\u03b1\u03bd\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7 \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5.<\/li>\n<\/ul>\n<p>\u039c\u03b5 \u03b1\u03c5\u03c4\u03ad\u03c2 \u03c4\u03b9\u03c2 \u03c5\u03c0\u03bf\u03b8\u03ad\u03c3\u03b5\u03b9\u03c2, \u03b7 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03b5\u03af \u03bd\u03b1 \u03c7\u03b1\u03c1\u03c4\u03bf\u03b3\u03c1\u03b1\u03c6\u03ae\u03c3\u03b5\u03b9 \u03c0\u03ce\u03c2 \u03c3\u03c5\u03bd\u03b4\u03ad\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b5\u03c2 \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03ce\u03c2 \u03c4\u03b5\u03bb\u03b9\u03ba\u03ac \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7 \u03bb\u03ae\u03c8\u03b7 \u03b1\u03c0\u03cc\u03c6\u03b1\u03c3\u03b7\u03c2 \u03b3\u03b9\u03b1 \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 e-commerce.<\/p>\n<p><strong>\u03a3\u03c5\u03bc\u03c0\u03bb\u03b7\u03c1\u03c9\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c2 \u03a3\u03c4\u03cc\u03c7\u03bf\u03c2: \u03a3\u03cd\u03b3\u03ba\u03c1\u03b9\u03c3\u03b7 \u0398\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03ce\u03bd \u039c\u03bf\u03bd\u03c4\u03ad\u03bb\u03c9\u03bd<\/strong><\/p>\n<p>\u0395\u03ba\u03c4\u03cc\u03c2 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03c4\u03c9\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03cc\u03bd\u03c4\u03c9\u03bd, \u03b7 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03c0\u03c1\u03bf\u03c3\u03c0\u03b1\u03b8\u03b5\u03af \u03bd\u03b1 \u03b4\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03ce\u03c3\u03b5\u03b9 \u03c0\u03bf\u03b9\u03bf \u03b8\u03b5\u03c9\u03c1\u03b7\u03c4\u03b9\u03ba\u03cc \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf \u03b5\u03be\u03b7\u03b3\u03b5\u03af \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1 \u03c4\u03b7\u03bd \u03ba\u03b1\u03c4\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7. \u03a3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03b1, \u03c3\u03c5\u03b3\u03ba\u03c1\u03af\u03bd\u03b5\u03b9 \u03c4\u03bf <strong>\u03b5\u03ba\u03c4\u03b5\u03c4\u03b1\u03bc\u03ad\u03bd\u03bf \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03ae\u03c2 \u03b1\u03c0\u03bf\u03b4\u03bf\u03c7\u03ae\u03c2 (TAM)<\/strong> \u03bc\u03b5 \u03ac\u03bb\u03bb\u03b1 \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03b1 \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03b4\u03b5\u03b9 \u03c0\u03bf\u03b9\u03bf \u03c0\u03c1\u03bf\u03b2\u03bb\u03ad\u03c0\u03b5\u03b9 \u03c0\u03b9\u03bf \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03c4\u03b7 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c4\u03c9\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03c9\u03bd.<\/p>\n<h3><strong>4. \u03a4\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03b2\u03c1\u03b5\u03b9<\/strong>.<\/h3>\n<h4>\u0395\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03ba\u03b1\u03b9 \u0391\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03bf\u03c5 \u039c\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf\u03c5<\/h4>\n<p>\u0397 \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03ad\u03b4\u03b5\u03b9\u03be\u03b5 \u03cc\u03c4\u03b9 \u03c4\u03bf \u03c0\u03c1\u03bf\u03c4\u03b5\u03b9\u03bd\u03cc\u03bc\u03b5\u03bd\u03bf \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf \u03bc\u03ad\u03c4\u03c1\u03b7\u03c3\u03b7\u03c2 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b9\u03ba\u03b1\u03bd\u03bf\u03c0\u03bf\u03b9\u03b7\u03c4\u03b9\u03ba\u03ac. \u0394\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03ce\u03b8\u03b7\u03ba\u03b5 \u03cc\u03c4\u03b9 \u03bf\u03b9 \u03bc\u03b5\u03c4\u03b1\u03b2\u03bb\u03b7\u03c4\u03ad\u03c2 \u03bc\u03b5\u03c4\u03c1\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c9\u03c3\u03c4\u03ac \u03ba\u03b1\u03b9 \u03bc\u03b5 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1, \u03ba\u03b1\u03b8\u03ce\u03c2:<\/p>\n<ul>\n<li>\u039f\u03b9 \u03b4\u03b5\u03af\u03ba\u03c4\u03b5\u03c2 \u03c0\u03c1\u03bf\u03c3\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf\u03c5 (\u03cc\u03c0\u03c9\u03c2 \u03bf\u03b9 \u03c4\u03b9\u03bc\u03ad\u03c2 c\u00b2\/df, RMSEA, CFI, TLI, SRMR) \u03ae\u03c4\u03b1\u03bd \u03cc\u03bb\u03bf\u03b9 \u03b5\u03bd\u03c4\u03cc\u03c2 \u03c4\u03c9\u03bd \u03b1\u03c0\u03bf\u03b4\u03b5\u03ba\u03c4\u03ce\u03bd \u03bf\u03c1\u03af\u03c9\u03bd.<\/li>\n<li>\u039f\u03b9 \u03c4\u03b9\u03bc\u03ad\u03c2 <strong>AVE<\/strong> \u03be\u03b5\u03c0\u03ad\u03c1\u03b1\u03c3\u03b1\u03bd \u03c4\u03bf 0.5, \u03b4\u03b5\u03af\u03c7\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 <strong>\u03c3\u03c5\u03b3\u03ba\u03bb\u03af\u03bd\u03bf\u03c5\u03c3\u03b1 \u03b5\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1<\/strong>.<\/li>\n<li>\u039f\u03b9 \u03c4\u03b9\u03bc\u03ad\u03c2 <strong>AVE<\/strong> \u03ae\u03c4\u03b1\u03bd \u03c5\u03c8\u03b7\u03bb\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b1\u03c0\u03cc \u03c4\u03b9\u03c2 <strong>SIC<\/strong>, \u03ba\u03ac\u03c4\u03b9 \u03c0\u03bf\u03c5 \u03c5\u03c0\u03bf\u03b4\u03b7\u03bb\u03ce\u03bd\u03b5\u03b9 <strong>\u03b4\u03b9\u03b1\u03ba\u03c1\u03b9\u03c4\u03b9\u03ba\u03ae \u03b5\u03b3\u03ba\u03c5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1<\/strong>.<\/li>\n<li>\u03a4\u03ad\u03bb\u03bf\u03c2, \u03bf\u03b9 \u03c4\u03b9\u03bc\u03ad\u03c2 <strong>Cronbach\u2019s alpha<\/strong> \u03ba\u03b1\u03b9 <strong>\u03c3\u03cd\u03bd\u03b8\u03b5\u03c4\u03b7\u03c2 \u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1\u03c2 (CR)<\/strong> \u03be\u03b5\u03c0\u03ad\u03c1\u03b1\u03c3\u03b1\u03bd \u03c4\u03bf 0.7, \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03b9\u03ce\u03bd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd <strong>\u03b1\u03be\u03b9\u03bf\u03c0\u03b9\u03c3\u03c4\u03af\u03b1 \u03c4\u03c9\u03bd \u03ba\u03bb\u03b9\u03bc\u03ac\u03ba\u03c9\u03bd<\/strong>.<\/li>\n<\/ul>\n<h4>\u0391\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1 \u0395\u03bb\u03ad\u03b3\u03c7\u03bf\u03c5 \u03a5\u03c0\u03bf\u03b8\u03ad\u03c3\u03b5\u03c9\u03bd<\/h4>\n<p>\u039f\u03b9 \u03c3\u03c4\u03b1\u03c4\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b1\u03bd\u03b1\u03bb\u03cd\u03c3\u03b5\u03b9\u03c2 \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03af\u03c9\u03c3\u03b1\u03bd \u03cc\u03bb\u03b5\u03c2 \u03c4\u03b9\u03c2 \u03c5\u03c0\u03bf\u03b8\u03ad\u03c3\u03b5\u03b9\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03bf\u03c5:<\/p>\n<ul>\n<li><strong>H1a \u2013 \u03a0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2 <\/strong><strong>\u279d \u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7<\/strong><br \/>\n\u03a5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 <strong>\u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c7\u03ad\u03c3\u03b7<\/strong> (b = .557, p &lt; 0.01). \u0394\u03b7\u03bb\u03b1\u03b4\u03ae, \u03cc\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b1\u03b9\u03c3\u03b8\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c0\u03b9\u03b5\u03c3\u03bc\u03ad\u03bd\u03b5\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc \u03ae \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac, \u03c4\u03cc\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03bf\u03c5\u03bd \u03c4\u03b1 \u03bf\u03c6\u03ad\u03bb\u03b7 \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5.<\/li>\n<li><strong>H1b \u2013 \u03a0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2 <\/strong><strong>\u279d \u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1<\/strong><br \/>\n\u03a5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 <strong>\u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c7\u03ad\u03c3\u03b7<\/strong> (b = \u2013.631, p &lt; 0.01). \u039f\u03b9 \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2 \u03b2\u03bf\u03b7\u03b8\u03bf\u03cd\u03bd \u03c4\u03b9\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03bd\u03b1 \u03b2\u03bb\u03ad\u03c0\u03bf\u03c5\u03bd \u03bb\u03b9\u03b3\u03cc\u03c4\u03b5\u03c1\u03b1 \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1, \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03bd \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03ae \u03c4\u03bf\u03c5\u03c2 \u03bd\u03b1 \u03c4\u03b1 \u03be\u03b5\u03c0\u03b5\u03c1\u03ac\u03c3\u03bf\u03c5\u03bd.<\/li>\n<li><strong>H2 \u2013 \u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7 <\/strong><strong>\u279d \u03a5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7<\/strong><br \/>\n\u0394\u03b9\u03b1\u03c0\u03b9\u03c3\u03c4\u03ce\u03bd\u03b5\u03c4\u03b1\u03b9 <strong>\u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c7\u03ad\u03c3\u03b7<\/strong> (b = .305, p &lt; 0.01). \u038c\u03c3\u03bf \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b1 \u03bf\u03c6\u03ad\u03bb\u03b7 \u03b2\u03bb\u03ad\u03c0\u03b5\u03b9 \u03b7 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7, \u03c4\u03cc\u03c3\u03bf \u03b1\u03c5\u03be\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b7 \u03c0\u03b9\u03b8\u03b1\u03bd\u03cc\u03c4\u03b7\u03c4\u03b1 \u03bd\u03b1 \u03b5\u03c6\u03b1\u03c1\u03bc\u03cc\u03c3\u03b5\u03b9 \u03c4\u03bf \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03cc \u03b5\u03bc\u03c0\u03cc\u03c1\u03b9\u03bf.<\/li>\n<li><strong>H3a \u2013 \u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1 <\/strong><strong>\u279d \u03a5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7<\/strong><br \/>\n\u0392\u03c1\u03ad\u03b8\u03b7\u03ba\u03b5 <strong>\u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c7\u03ad\u03c3\u03b7<\/strong> (b = \u2013.673, p &lt; 0.01). \u03a4\u03b1 \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03bf\u03cd\u03bd \u03c4\u03bf\u03bd \u03c0\u03b9\u03bf \u03b9\u03c3\u03c7\u03c5\u03c1\u03cc \u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03cc \u03c0\u03b1\u03c1\u03ac\u03b3\u03bf\u03bd\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03b1\u03c0\u03bf\u03c4\u03c1\u03ad\u03c0\u03b5\u03b9 \u03c4\u03b9\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7, \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03ae \u03c4\u03bf\u03c5\u03c2 \u03bd\u03b1 \u03c6\u03c4\u03ac\u03bd\u03b5\u03b9 \u03c4\u03bf \u201367%.<\/li>\n<li><strong>H3b \u2013 \u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1 <\/strong><strong>\u279d \u0391\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7<\/strong><br \/>\n\u03a5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 <strong>\u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ae \u03ba\u03b1\u03b9 \u03c3\u03b7\u03bc\u03b1\u03bd\u03c4\u03b9\u03ba\u03ae \u03c3\u03c7\u03ad\u03c3\u03b7<\/strong> (b = \u2013.247, p &lt; 0.01). \u0394\u03b7\u03bb\u03b1\u03b4\u03ae, \u03cc\u03c4\u03b1\u03bd \u03bc\u03b9\u03b1 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7 \u03b2\u03bb\u03ad\u03c0\u03b5\u03b9 \u03c0\u03bf\u03bb\u03bb\u03ac \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1, \u03c4\u03b5\u03af\u03bd\u03b5\u03b9 \u03bd\u03b1 \u03c5\u03c0\u03bf\u03c4\u03b9\u03bc\u03ac \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c0\u03b9\u03b8\u03b1\u03bd\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7 \u03c4\u03b7\u03c2 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b1\u03c2.<\/li>\n<\/ul>\n<h4>\u0388\u03bc\u03bc\u03b5\u03c3\u03b5\u03c2 \u0395\u03c0\u03b9\u03c0\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2 \u03c4\u03c9\u03bd \u03a0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ce\u03bd \u03a0\u03b9\u03ad\u03c3\u03b5\u03c9\u03bd<\/h4>\n<p>\u039f\u03b9 \u03c0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2 \u03b4\u03b5\u03bd \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03bf\u03c5\u03bd \u03bc\u03cc\u03bd\u03bf \u03ac\u03bc\u03b5\u03c3\u03b1, \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03ad\u03bc\u03bc\u03b5\u03c3\u03b1 \u03c4\u03b7\u03bd \u03b1\u03c0\u03cc\u03c6\u03b1\u03c3\u03b7 \u03b3\u03b9\u03b1 \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7, \u03bc\u03ad\u03c3\u03c9 \u03c4\u03c9\u03bd \u03c0\u03b1\u03c1\u03b1\u03ba\u03ac\u03c4\u03c9 \u03bc\u03b7\u03c7\u03b1\u03bd\u03b9\u03c3\u03bc\u03ce\u03bd:<\/p>\n<ul>\n<li><strong>\u039c\u03ad\u03c3\u03c9 \u03c4\u03c9\u03bd \u03b1\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ce\u03bd \u03bf\u03c6\u03b5\u03bb\u03ce\u03bd<\/strong>: \u0398\u03b5\u03c4\u03b9\u03ba\u03ae \u03ad\u03bc\u03bc\u03b5\u03c3\u03b7 \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 (b = .170, p &lt; 0.05).<\/li>\n<li><strong>\u039c\u03ad\u03c3\u03c9 \u03c4\u03b7\u03c2 \u03bc\u03b5\u03af\u03c9\u03c3\u03b7\u03c2 \u03c4\u03c9\u03bd \u03b5\u03bc\u03c0\u03bf\u03b4\u03af\u03c9\u03bd<\/strong>: \u0398\u03b5\u03c4\u03b9\u03ba\u03ae \u03ad\u03bc\u03bc\u03b5\u03c3\u03b7 \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 (b = .424, p &lt; 0.01).<\/li>\n<\/ul>\n<p>\u03a3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ac, \u03bf\u03b9 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2 \u03b1\u03c0\u03cc \u03c4\u03bf \u03b5\u03be\u03c9\u03c4\u03b5\u03c1\u03b9\u03ba\u03cc \u03c0\u03b5\u03c1\u03b9\u03b2\u03ac\u03bb\u03bb\u03bf\u03bd \u03ad\u03c7\u03bf\u03c5\u03bd <strong>\u03b9\u03c3\u03c7\u03c5\u03c1\u03ae \u03b8\u03b5\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03bd\u03bf\u03bb\u03b9\u03ba\u03ae \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7<\/strong> \u03c3\u03c4\u03b7\u03bd \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 (b = .594, p &lt; 0.01), \u03ba\u03b1\u03b8\u03ce\u03c2 \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03bf\u03c5\u03bd \u03c4\u03b1 \u03bf\u03c6\u03ad\u03bb\u03b7 \u03ba\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c1\u03af\u03b6\u03bf\u03c5\u03bd \u03c4\u03b1 \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1.<\/p>\n<h3><strong>5. \u03a4\u03b1 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03ac\u03c3\u03bc\u03b1\u03c4\u03b1 \u03c4\u03bf\u03c5 \u03ac\u03c1\u03b8\u03c1\u03bf\u03c5<\/strong><\/h3>\n<p>\u0397 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03b5\u03c0\u03b9\u03b2\u03b5\u03b2\u03b1\u03b9\u03ce\u03bd\u03b5\u03b9 \u03cc\u03c4\u03b9 \u03b7 \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03b7\u03bb\u03b5\u03ba\u03c4\u03c1\u03bf\u03bd\u03b9\u03ba\u03bf\u03cd \u03b5\u03bc\u03c0\u03bf\u03c1\u03af\u03bf\u03c5 \u03b1\u03c0\u03cc \u03bc\u03b9\u03ba\u03c1\u03bf\u03bc\u03b5\u03c3\u03b1\u03af\u03b1 \u03c4\u03b1\u03be\u03b9\u03b4\u03b9\u03c9\u03c4\u03b9\u03ba\u03ac \u03b3\u03c1\u03b1\u03c6\u03b5\u03af\u03b1 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b8\u03bf\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03b1\u03c0\u03cc \u03ad\u03bd\u03b1 \u03c3\u03cd\u03bd\u03bf\u03bb\u03bf \u03b1\u03bb\u03bb\u03b7\u03bb\u03bf\u03c3\u03c7\u03b5\u03c4\u03b9\u03b6\u03cc\u03bc\u03b5\u03bd\u03c9\u03bd \u03b3\u03bd\u03c9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03ba\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ce\u03bd \u03c0\u03b1\u03c1\u03b1\u03b3\u03cc\u03bd\u03c4\u03c9\u03bd. \u0395\u03b9\u03b4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03b1, \u03c4\u03b1 <strong>\u03b1\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03bf\u03c6\u03ad\u03bb\u03b7<\/strong> \u03b5\u03bd\u03b9\u03c3\u03c7\u03cd\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03c0\u03c1\u03cc\u03b8\u03b5\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u03c5\u03b9\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03b7, \u03b5\u03bd\u03ce \u03c4\u03b1 <strong>\u03b1\u03bd\u03c4\u03b9\u03bb\u03b7\u03c0\u03c4\u03ac \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03b1<\/strong> \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03bf\u03cd\u03bd \u03b1\u03c0\u03bf\u03c4\u03c1\u03b5\u03c0\u03c4\u03b9\u03ba\u03ac, \u03bc\u03b5 \u03b9\u03b4\u03b9\u03b1\u03af\u03c4\u03b5\u03c1\u03b1 \u03c5\u03c8\u03b7\u03bb\u03cc \u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03cc \u03b1\u03bd\u03c4\u03af\u03ba\u03c4\u03c5\u03c0\u03bf.<\/p>\n<p>\u039f\u03b9 <strong>\u03c0\u03b5\u03c1\u03b9\u03b2\u03b1\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03b9\u03ad\u03c3\u03b5\u03b9\u03c2<\/strong> \u2014\u03cc\u03c0\u03c9\u03c2 \u03bf \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2, \u03bf\u03b9 \u03b1\u03c0\u03b1\u03b9\u03c4\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03ba\u03b1\u03b9 \u03bf\u03b9 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\u03bc\u03b5\u03bb\u03bb\u03bf\u03bd\u03c4\u03b9\u03ba\u03ac \u03bf \u03c4\u03c1\u03cc\u03c0\u03bf\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03bd \u03bf\u03c0\u03bf\u03af\u03bf \u03bf\u03b9 \u03b4\u03b9\u03b5\u03b8\u03bd\u03b5\u03af\u03c2 \u03c4\u03ac\u03c3\u03b5\u03b9\u03c2 (\u03cc\u03c0\u03c9\u03c2 \u03b7 \u03ac\u03bd\u03bf\u03b4\u03bf\u03c2 \u03c4\u03bf\u03c5 mobile commerce \u03ae \u03bf\u03b9 \u03c0\u03bb\u03b1\u03c4\u03c6\u03cc\u03c1\u03bc\u03b5\u03c2 \u03c4\u03cd\u03c0\u03bf\u03c5 OTA) \u03b5\u03c0\u03b9\u03b4\u03c1\u03bf\u03cd\u03bd \u03c3\u03b5 \u03c0\u03b1\u03c1\u03cc\u03bc\u03bf\u03b9\u03b5\u03c2 \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ad\u03c2 \u03b1\u03c0\u03bf\u03c6\u03ac\u03c3\u03b5\u03b9\u03c2.<\/p>\n<p>\u03a4\u03ad\u03bb\u03bf\u03c2, \u03ba\u03b1\u03b8\u03ce\u03c2 \u03b7 \u03bc\u03b5\u03bb\u03ad\u03c4\u03b7 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b5 \u03c0\u03c1\u03b9\u03bd \u03c4\u03b7 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\u03bb\u03ad\u03be\u03b5\u03b9\u03c2 \u03ba\u03bb\u03b5\u03b9\u03b4\u03af\u03b1 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03b8\u03b7\u03ba\u03b1\u03bd.. \u0394\u03b9\u03b1\u03b2\u03ac\u03c3\u03c4\u03b5 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b1..<\/p>\n","protected":false},"author":747,"featured_media":24457,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[77],"tags":[2048,2044],"class_list":["post-24411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-epistimi","tag-tourism-ecommerce","tag-2044"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v14.0.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow\" \/>\n<meta name=\"googlebot\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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