Factors Affecting the Satisfaction of Iranian Customers In Online Shopping From Instagram Stores

Subject Areas : Journal of Iranian Social Development Studies

Bita  Garshivaz ¹ (management faculty, Payame Noor University, Tehran, Iran)
Milad  Padidarfard ² (Management and Economics Faculty, Tarbiat Modares University, Tehran, Iran)
Mohammad  Mehrabioun ³ (Management Faculty, Kharazmi University, Tehran. Iran)

Received: 2022-05-26 Accepted : 2022-06-27 Published : 2007-12-22

Keywords: Online Shop, Customer Satisfaction, Exploratory Factor Analysis (EFA), online shopping,

Abstract :

Following the outbreak of Coronavirus (Covid-19), online businesses are booming. In order to stay in this highly competitive environment, we are required to satisfy and retain our customers. In this regard, the question arises that what factors affect customer satisfaction in online shopping from Instagram stores? A similar question has been asked many times by various researchers regarding online shopping from different platforms; however, this article tries to examine these factors about Iranian customers in the "Instagram social network", which currently hosts thousands of Iranian online stores. Accordingly, in this article, using a designed questionnaire and exploratory factor analysis (EFA) via IBM SPSS Statistics 26 software, eight factors have been identified that can be considered by Instagram businesses. Identified factors affecting customer satisfaction from Instagram online shopping are: delivery and responsiveness, quality of visual contents, age and reputation of the store's Instagram page, product information quality, product quality and guarantee, store’s physical and virtual identity , store's Instagram page design, diversity and up-to-date store products.