Presenting a Model of Factors which affect Online Shopping intention which a Combinatorial Approach

Subject Areas :

افشین رهنما قره خان بیگلو ¹ , behrouz jafari giglou ² , Farideh Babaei ³

1 -
2 - Faculty of Human Science, University of Shahed, Tehran, Iran
3 - Islamic Azad Universit, Hidach Branch, Zanjan, Iran

Received: 2024-11-04 Accepted : 2025-01-18

Keywords: Online re-purchase, Online trust, Online satisfaction, Website quality & Delivery of goods ,

Abstract :

 

The purpose of this study was to investigate the effect of pre-purchase and after-purchase factors on the intention to re-buy from online stores in Iran. The statistical population of the present study was Azad University students in Tehran who had a history of shopping online from two stores Digikala and Bamilo. In the qualitative section, semi-structured interviews were conducted. In this regard, the data from deep interviews with 18 students of Azad University in Tehran resulted in 73 free codes and 29 descriptive codes and 8 main themes based on these codes, the conceptual model of the research was presented and based on the model the concept of research hypotheses was developed. Then, through a quantitative research method, we examined the conceptual model of the research. In this section, a questionnaire was first given to the unrestricted statistical society through the Cochran formula. Statistical samples including 385 cases, were distributed among the internet shoppers and then analyzed by structural equation modeling and PLS software to analyze the research hypotheses. Data analysis showed that brand reputation variables, brand promotion, product warranties, and delivery had a direct impact on online trust and satisfaction. The impact of website design on trust and diversity of goods were not endorsed by trust and, finally, brand conscience and brand trust had a direct impact on online re-purchase.

References:

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