A Model for Factors Affecting on Online Purchase Intention Raja Company Case Study

Subject Areas : Business Strategy

Soheila Sardar Donighi ¹ , Ehsan Nour Mohammadi ²

1 - Department of Management, Islamic Azad University, Tehran North Branch, Tehran, Iran
2 - Islamic Azad University, Tehran North Branch, Tehran, Iran

Received: 2014-04-20 Accepted : 2014-06-20 Published : 2015-04-01

Keywords: gender, Online purchase intention, perceived quality of web site, trust in web site, attitude toward online purchasing,

Abstract :

The rapid growth of Internet technology development hasenabled consumers to search for product information and purchase productsor services from Internet. As such, it is vital to examine the factorsthat effect on the customer online purchase intention. So, the main purposeof this study is to accomplish this duty. Data has been gatheredfrom 309 Raja’s travelers and analyzed by SPSS software in terms ofDescriptive and Inference statistics. The results indicate that perceivedquality of web site, by means of trust in web site, has effect on onlinepurchase intention(p-value<%5). In second hypothesis, online purchaseintention has been affected by attitude toward online purchasing (pvalue<%5). But in the third hypothesis, results show that gender hasno effect on online purchase intention (p-value<%5). The implicationsof this investigation help to Raja managers to facilitate and improvethe online purchase.