Background and Aim: With the increasing expansion of the Internet in life, one of the topics discussed is the method of conducting transactions through the Internet, which has been considered by many organizations and customers. Because policy-making is inherently compl More
Background and Aim: With the increasing expansion of the Internet in life, one of the topics discussed is the method of conducting transactions through the Internet, which has been considered by many organizations and customers. Because policy-making is inherently complex, the law of diversity must be dealt with in a complex way, so much research has been done to support online shopping. Providing a virtual buyer behavior policy model based on the online brand trust variable.Method: The present study is a fundamental development with a mixed approach and seeks to provide a conceptual model of customers' intention to buy in online shopping behavior by considering the variable of trust in the online brand. A remarkable scientific or practical effect in the field of online shopping behavior has been selected. Accordingly, at this stage, 15 experts participated in the research and formed the sample of this section. The main tool for data collection in the qualitative stage of the research was a semi-structured interview using a protocol that was planned and conducted.
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