An Integrated Model For Online shopping, Using Selective Models

As in traditional shopping, customer acquisition and retention are critical issues in the success of an online store. Many factors impact how, and if, customers accept online shopping. Modelspresented in recent years, only focus on behavioral or technological aspects of online shopping. So far, acomprehensive and integrated model which covers both behavioral and technological aspects of online shopping does not exist. This study aims to present one such model. The mainpurpose of this study is to present an integrated model of online shopping intentions, such that both aspects of technology andbehavior are covered. After an inclusive secondary research, factors which impact online shopping preference were identified,analyzed, and combined. Using the same approach, there relationships between the factors and their interactions were hypothesized. Finally, in order to test the hypotheses, data werecollected through a well-structured questionnaire, and analyzed with the help of smart PLS Package. The results indicate thatcustomers' attitudes towards shopping online, product/Service attributes, and online store attributes impact their preference for online shopping.

کلیدواژه ها:

technological aspects of online shopping ، behavioral aspects of online shopping ، online shopping ، purchase intentions ، online customers