Influencing Factors on Internet Customers Purchasing Behavior in Iran Based On Technology Acceptance Model (TAM)

Subject Areas : مدیریت

Vahid  Rendi ¹ (کارشناس ارشد، دانشگاه آزاد اسلامی، واحد قزوین، گروه مهندسی فناوری اطلاعات، قزوین، ایران)
Mohsen  Khon Siavash ² (استادیار، دانشگاه آزاد اسلامی، واحد قزوین، گروه ریاضی و آمار، قزوین، ایران (عهده دار مکاتبات))
Behrooz  Masoumi ³ (استادیار، دانشگاه آزاد اسلامی، واحد قزوین، گروه مهندسی کامپیوتر، قزوین، ایران)

Received: 2014-05-08 Accepted : 2014-09-09 Published : 2015-02-20

Keywords: Technology Acceptance Model (TAM), Online Shopping, Structural Equation Modeling (SEM),

Abstract :

The purpose of this research is studying influence of 12 factors on Customer’s attitude and Tendency to acceptance Internetshopping. We considered 29 hypothesize. The statistical population is actual and potential customers of online shops in Iran.We selected a random sample of size 500 from population. Our data were collected by questionnaire and library method.Using measurement tools, content validity and reliability were checked. Our results show 19 hypothesizes from 29 ones areaccepted and 10 hypothesizes are rejected. Except Income factor, other factors influence on acceptance internet shopping.The greatest effect is related to Customer intention for Internet shopping. Risk-taking has a minimal impact on the Attitudeinternet shopping experience, and Satisfaction has a significant impact on intention to buy.