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This study investigates the factors influencing online purchase intentions among Iranian consumers, specifically in the context of Raja Company. Key findings indicate that perceived website quality and positive attitudes towards online purchasing significantly impact purchase intentions, while gender shows no effect. The research provides insights for Raja managers to enhance their online purchasing strategies based on these determinants.

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0% found this document useful (0 votes)
3 views

53000920130202

This study investigates the factors influencing online purchase intentions among Iranian consumers, specifically in the context of Raja Company. Key findings indicate that perceived website quality and positive attitudes towards online purchasing significantly impact purchase intentions, while gender shows no effect. The research provides insights for Raja managers to enhance their online purchasing strategies based on these determinants.

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huyenanhcute310
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Shiraz Journal of System Management

Vol. 1, No. 2, (2013), 17-45

A Model for Factors Affecting on Online


Purchase Intention Raja Company Case Study

Soheila Sardar Donighi∗


Department of Management,
Islamic Azad University, Tehran North Branch,
Tehran, Iran
I D
S Sardar@iau-tnb.ac.ir

Ehsan Nour Mohammadi

f
Islamic Azad University, Tehran North Branch, S
o
Tehran, Iran

v e
Abstract. The rapid growth of Internet technology development has
enabled consumers to search for product information and purchase prod-

h i
ucts or services from Internet. As such, it is vital to examine the factors
that effect on the customer online purchase intention. So, the main pur-
pose of this study is to accomplish this duty. Data has been gathered
from 309 Raja’s travelers and analyzed by SPSS software in terms of

c
Descriptive and Inference statistics. The results indicate that perceived
quality of web site, by means of trust in web site, has effect on online

A r
purchase intention(p-value<%5). In second hypothesis, online purchase
intention has been affected by attitude toward online purchasing (p-
value<%5). But in the third hypothesis, results show that gender has
no effect on online purchase intention (p-value<%5). The implications
of this investigation help to Raja managers to facilitate and improve
the online purchase.

Keywords: Online purchase intention, perceived quality of web site,


trust in web site, attitude toward online purchasing, gender

Received: November 2012; Final Revision: May 2013



Corresponding author

17

www.SID.ir
18 S. Sardar Donighi, and E. Nour Mohammadi

1. Introduction
Internet and Web technologies have fundamentally changed the way
businesses interacted, transacted and communicated with consumers
(Ranganathan & Sanjeev, 2007).
In fact, The advancement of the World Wide Web has resulted in the cre-
ation of a new form of retail transactions electronic retailing (e-tailing)
or web-shopping (Ling, chai& piew, 2010). The internet has become one
of the major attributes of the information society, and is continuously

D
improving its services all over the world ( Tariq & Eddaoudi, 2009). As
a business medium, the Internet is unique in permitting firms to cre-

S I
ate interactive online environments that allow consumers to gather and
evaluate information, assess purchase options, and directly buy prod-
ucts at their own convenience. Web-based retailing has become a global
phenomenon with steady increase in online sales across the globe (Ran-
ganathan & Sanjeev, 2007).

o f
The rapid growth of the Internet technology has enabled Iranian con-
sumers to purchase products or services from the web-retailers and
search product information from the Internet (Ling, chai & piew, 2010).

v e
However, the internet has not yet been fully exploited in the Iranian mar-
ket, as it has been in the European and American countries. Recently,

i
the internet has seen a great improvement in the number of Iranian in-
ternet Users ( Tariq & Eddaoudi, 2009).

h
Web-shopping behavior does not necessarily follow traditional consumer
behavior in the bricks-or-mortar retailing environment, thus Internet

c
marketers are advised to explore the determinants of customer online

r
purchasing intention among the web shoppers. With a good understand-
ing of the web shopper’s online purchase intention, web-retailers will be
able to develop effective and efficient web-shopping strategies to attract

A
new and potential web-shopping customers. Since consumer behavior is
cultural-specific, it is unclear whether the reported findings of the con-
sumer online purchase intention in the western countries (which exhibit
low uncertainty avoidance in the Hofstede cultural typology) can be di-
rectly applied in a cross-cultural context such as in Iran (Ling, chai &
piew, 2010).
So the main purpose of this study is to examining the factors that effect

www.SID.ir
A Model for Factors Affecting on Online ... 19

on Iranian’s online purchase intention especially when they are purchas-


ing ticket for trip from website.

2. Online Shopping and Customer Online Pur-


chase Intention
Online shopping is becoming increasingly popular. Advancement in the
Internet technology has facilitated the growth of in-home shopping (Lump-

D
kin & Hawes, 1985). Online retail sales are estimated to grow from$172
billion in 2005 to $329 billion in 2010 (Johnson, 2005). There are 32

S I
countries worldwide with the Internet penetration rate higher than 50%
(http://www.internetworldstats.com).
Shim, Quereshi and Siegel (2000) define web shopping as the process
consumers go through to purchase products or services over the Inter-

f
net. The terms online-shop, Internet-shop, web-shop and online-store

o
are used interchangeably in the extant literature. Web shopping is an
e-commerce system used by shoppers in the context of business-to-
consumer (B2C) or business-to-business (B2B).

v e
Customer online purchase intention was one of the intensive research ar-
eas in the extant literature. Customer online purchase intention in the

i
web-shopping environment will determine the strength of a consumer’s
intention to carry out a specified purchasing behavior via the Internet

h
(Salisbury, Pearson, Pearson and Miller, 2001). Purchase intention can
be classified as one of the components of consumer cognitive behavior

c
on how an individual intends to buy a specific brand. Laroche, Kim and

r
Zhou (1996) assert that variables such as consideration in buying a brand
and expection to buy a brand can be used to measure consumer purchase
intention. Based on the argument of Pavlou (2003), online purchase in-

A
tention is the situation when a customer is willing and intends to become
involved in online transaction. Online transactions can be considered as
an activity in which the process of information retrieval, information
transfer, and product purchase are taken place (Pavlou, 2003).
The potential benefits of online shopping for consumers include con-
venience, various selection, low price, original services, personal atten-
tion, and easy access to information, among others. The proliferation of

www.SID.ir
20 S. Sardar Donighi, and E. Nour Mohammadi

online shopping has stimulated widespread research aimed at attract-


ing and retaining consumers from either a consumer-or a technology-
oriented view (Jarvenpaa and Todd 1997). The consumer-oriented view
focuses on consumers’ salient beliefs about online shopping. Such beliefs
may influence purchase channel selection. For example, online consumer
behavior has been examined from the perspectives of consumer demo-
graphics (Brown et al. 2003; Chau et al. 2002; Korgaonkar et al. 2004;
Li et al. 1999; O’Keefe et al. 2000; Park and Jun 2003; Park et al. 2004;
Stafford et al. 2004), cognitive/psychological characteristics (Hoffman

I D
and Novak 1996; Huang 2003; Lynch and Beck 2001; Novak et al. 2000;
Wolfinbarger and Gilly 2001; Xia 2002), perceptions of risks and ben-
efits toward online shopping (Bhatnagar and Ghose 2004a; Bhatnagar

f S
and Ghose 2004b; Bhatnagar et al. 2000; Featherman and Pavlou 2003;
Garbarino and Strabilevitz 2004; Huang et al. 2004; Jarvenpaa and
Todd 1997; Jarvenpaa and Tractinsky 1999; Jarvenpaa et al. 1999;
Joines et al. 2003; Kolsaker et al. 2004; Liang and Jin-Shiang 1998;

e o
Liao and Cheung 2001; Park et al. 2004; Pavlou 2003; Pires et al. 2004;
Solomon 1999), shopping motivation (Childers et al. 2001; Johnson et
al. 2004; Novak et al. 2000; Wolfinbarger and Gilly 2001), and shopping
orientation (Donthu and Garcia 1999; Korgaonkar and Wolin 1999; Li

i v
et al. 1999; Swaminathan et al. 1999).
The technology-oriented view, on the other hand, explains and predicts
consumer acceptance of online shopping by examining technical speci-

c h
fications of an online store. These specifications include user interface
features, Web site content and design, and system usability. The above

r
two views do not contradict but rather reinforce each other.
As the competition in e-commerce is intensified, it becomes more im-
portant for online retailers to understand the antecedents of consumer

A
acceptance of online shopping or online purchasing. Such knowledge is
essential to customer relationship management, which has been recog-
nized as an effective business strategy to achieve success in the electronic
market. In the below, the determinants of consumer acceptance of on-
line purchasing are reviewed in detail in order to extracting our research
model.

www.SID.ir
A Model for Factors Affecting on Online ... 21

3. Determinants of Consumers of Online Pur-


chasing
Previous research has identified four determinants of consumer accep-
tance of online shopping, namely consumer characteristics, personal per-
ceived values, website design and the product itself.
The first factor is consumer characteristics (Swaminathan, Lepkowska-
White,& Rao, 1999). Variables belonging to this factor include person-
ality traits (O’Cass & Fenech, 2003), self-efficacy (Eastin, 2002), demo-

I D
graphic profiles (Li, Kuo, & Russell, 1999; Sim & Koi, 2002; Vrechopou-
los, Siomkos, & Doukidis, 2001) and acceptance of new IT applications
(Childers, Carr, Peck, & Carson, 2001; Citrin, Sprott, Silverman, &

f S
Stem, 2000; O’Cass & Fenech, 2003). The second factor is personal
perceived values (Li et al., 1999). Variables in this dimension include
perceived risk (Bhatnager, Misra, & Rao, 2000; Eastin, 2002), perceived
convenience (Eastin, 2002), perceived website quality (O’Cass & Fenech,

e o
2003) and perceived benefits (Eastin, 2002).
The third factor is website design (Dahlen & Lange, 2002; Liang & Lai,
2002; Ranganathan & Grandon, 2002). Variables included in this factor
are security (Belanger, Hiller, & Smith, 2002; Liao & Cheung, 2001;

i v
Ranganathan & Grandon, 2002; Swaminathan et al., 1999) and privacy
(Belanger et al., 2002; Ranganathan & Grandon, 2002; Swaminathan et

h
al., 1999). The fourth factor is the product itself. Successful Internet
marketing depends on the product and service types being marketed

c
(Peterson et al., 1997). Product type affects consumer attitude to shop-

r
ping online (Bhatnager et al., 2000; Liao & Cheung, 2001; Peterson et
al., 1997). Furthermore, Liao and Cheung (2001) described the effects
of product life content (the degree to which the product is essential to

A
the daily lives of its users) on consumers initially prone to shop online.

3.1 Trust Toward Websites


One could say that trust itself is difficult to define, but one explanation
prevailed: ”the willingness of a party to be vulnerable to the actions of
another party based on the expectation that the other will perform a
particular action important to the trustier, irrespective of the agility to

www.SID.ir
22 S. Sardar Donighi, and E. Nour Mohammadi

monitor or control that other party” (Mayer et al., 1995). In other defini-
tion, Trust was defined as the beliefs one has regarding a seller’s behavior
based on the consumer’s perceptions of the seller’s ability, benevolence,
and integrity (Mayer et al., 1995; McKnight & Chervany, 2001; Palvou,
2003).
A great deal of the literature shows that trust plays an important role
in the relationship with uncertainty, interdependence, and concerns of
opportunism (Gefen, 2000; Gefen et al., 2003; Li et al., 2006; Pavlou
& Gefen, 2004). Indeed, trust may play a decisive role in the transac-

I D
tional relationship with environmental uncertainties between sellers and
buyers. Hence, if companies know how to create online trust, they can
enhance their web sites, which will have an impact on sales revenues and
profitability.

f S
In the context of online shopping, a great number of studies have insisted
that a customer’s purchase intentions, satisfaction, and loyalty are re-
lated closely to the building of consumer trust (Ba & Pavlou, 2002; Gefen

e o
et al., 2003; Li et al., 2006; Lim, Sia, Lee, & Benbasat, 2006). In fact,
although, online shopping has become almost a must in some developed
countries, several studies demonstrated that trust is a noteworthy factor
which influences customers to use internet as a mean of commerce. Trust

i v
is considered to be a precious asset in online transactions (Ponnurangam
et al., 2006). Koufaris and William (2002) found the notion of trust on
the internet is the basis for customer involvement in online shopping.

c h
Further, their research indicated that an enjoyable experience with the
use ofany website might lead to a significant level of trust in the com-

r
pany itself, thus motivating customers to buy again and again online.
Reicheld and Schefer (2000) also explained the acquisition of trust in
the core of loyalty circulation. Namely, once consumers have developed

A
trust toward a specific firm, they will tend to be willing to provide the
firm with their personal information, and then that firm can earn the
chance to create a more favorable relationship among customers. These
situations may make it possible to provide more customized products
and services.
McKnight and Chervany (2002) have specified that trust in e-commerce
context is related to the trust relationship between the online seller and

www.SID.ir
A Model for Factors Affecting on Online ... 23

buyer. This is based on the willingness of the seller to provide a safe


environment for every online transaction made by the customers, both
at the banking transaction and the product delivery moment.
As a result, the circulation of consumer trust is the result of a high
level of loyalty, and trust continually increases during the development
of the circulation. Brynjolfsson and Smith (2000) suggested that there
exist implicit uncertainties and inherent risks around online surround-
ings, which are the spatial and temporal separations between online
consumers and web retailers. These separations exist for the following

I D
reasons: first, there are monetary-loss relevant risks because online con-
sumers must depend on electronic information, and thus consumers face
exposure to incomplete or distorted product information; second, there

f S
are risks associated with the release of personal information to online
shopping malls and third parties. Therefore, consumers who have a high
level of trust toward online shopping malls tend to be more inclined to
pay price-premiums for the purchase of specific products.

e o
Koufaris and William (2002) examined the relative significance of using
the internet to buy and sell products and services based on the following
trust indices: third party privacy seals, privacy statements, third party
security seals, and security features. The result of this study showed

i v
that the most important index perceived by customers is security. The
output also proved that the valuation of trustworthiness by customers is
a lot different from the one done by experts in the field. Another impor-

c h
tant issue discussed by the research was the degree to which customers
are willing to divulge their personal information, including credit card

r
numbers and other information, to companies online.
In addition, during the recent years, customers have had more informa-
tion and options on the web, and companies struggle to maintain and

A
earn the trust of their customers and potential customers.
Customers’ trust is difficult to build, especially when there is a lack
of face-to-face communication or contact. In other words, there is this
need for people to see the tangibility of their transactions and avoid-
ance to anything virtual and does not physically exist. Trust was one
of the factors that proved to have the same effect everywhere, as the
higher the trust, the more people will be willing to buy online (Koufaris

www.SID.ir
24 S. Sardar Donighi, and E. Nour Mohammadi

and William, 2002). Other studies showed that security is critical in the
decision to buy online. The ability to provide secure website was signif-
icant in both implementation and success of online shopping (Ruppel,
Underwood-Queen and Harrington, 2006).

3.2 Web Site Quality


An analysis of extant literature on online shopping reveals three distinct
orientations underlying these studies; viz, Human-Computer Interaction

D
(HCI), behavioral, and consumerist orientations. These three streams
have also been identified by Chang, Cheung, and Lai (2005). In this

S I
section we imply only to the first category because is related to our
research. HCI research is primarily concerned with design and imple-
mentation of user interfaces that are easy to learn, efficient, and pleasant
to use. Scholars embracing a HCI orientation have investigated Web-

f
site related characteristics that potentially influence online consumer

o
behavior. These researchers emphasize factors such as information con-
tent (Ranganathan & Ganapathy, 2002); visual attractiveness of theWeb
site (Heijden, 2003); quality of information provided (Salaun & Flores,

v e
2001); ease of navigation, time taken for information search (Evarard &
Galletta, 2005; Spiller & Lohse, 1997; Tarafdar & Zhang, 2005); and the

i
overall design of the Web site (Flavin, Guinaliu, & Gurrea, 2006; Huiz-
ingh, 2000; G. Lee & Lin, 2005; Zviran, Glezer, & Avni, 2006). This

h
stream of research places technological factors to be at the forefront of
factors influencing online consumer shopping behavior.

c
Given that a Web site is the dominant medium of interaction between

r
merchants and consumers in online shopping, it is imperative that the
quality of the Web site is given adequate importance. Past research
on Web quality can be classified into four complementary approaches

A
(Ethier, Hadaya, Talbot, & Cadieux, in press). The first approach fo-
cused on the functional features of the site. Under this approach, scholars
examined the content, style, presentation, navigation and other features
of the Web site (Tarafdar & Zhang, 2005). The second approach drew
upon the technology acceptance model to view Web quality as an over-
arching construct that included elements such as information quality,
systems quality, and service quality. The third approach emphasized

www.SID.ir
A Model for Factors Affecting on Online ... 25

the fundamental service that the business-to-consumer (B2C) Web site


provided. Here, Web quality was assessed with subdimensions like reli-
ability, responsiveness, assurance, empathy, and tangibility. The fourth
approach viewed Web quality through the lens of the consumer atti-
tudes and perceptions (Aladwani & Palvia, 2002). Extending these ap-
proaches, scholars have also proposed multiple instruments for assessing
Web quality (e.g., WEBQUAL [Loiacono, Watson, & Goodhue, 2002];
SiteQual [Webb & Webb, 2004];SERVQUAL [Iwaarden & Wiele, 2003],
etc.) that try and incorporate dimensions from one or more of these
approaches.

I
A review of past research on Web site quality reveals little consensus
on what constitutes this construct. Multiple terms such as Web qual- D
f S
ity, Web site quality, service quality, site usability, and so forth, have
been used to denote different dimensions of Web site quality. Earlier
studies adopted a dominant HCI perspective focusing on the quality
of the medium through which online commerce was conducted between

e o
businesses and consumers. As more behavioral and consumerist studies
emerged, multiple lenses were used to assess Web site quality, thus lead-
ing to varied terminology and mixed empirical findings. However, there
is a broad agreement that quality of a B2C Web site is a multidimen-

i v
sional and a more complex construct (Ethier et al. in press).
Zviran, Glezer,& Avni (2006) further confirmed the linkage between Web site

h
design and customer satisfaction. Lepkowska-White (2004) found that online
buyers and online browsers differed significantly in their evaluation of B2C

c
sites. Online browsers viewed sites more negatively than buyers on various

r
parameters such as site enjoyment, speed of downloads, personalization of in-
formation, relevance of information, ease of navigation, and so forth. Flavin et
al. (2006) found Web usability (assessed in terms of Web site structure, simplic-

A
ity, ease of navigation, speed, etc.) to influence buyer satisfaction and loyalty.
All these studies point to the importance of content and design elements in Web
sites. Since a Web site forms the primary medium of communication and inter-
action between merchants and consumers, the quality of the Web site, in terms
of the way its contents are structured and the way the Web channel is designed,
has the potential to influence the purchase behavior of online consumers.

www.SID.ir
26 S. Sardar Donighi, and E. Nour Mohammadi

3.3 Online Purchasing and Gender


In the before section was mentioned that consumer characteristics in-
fluence on online shopping behavior. The basic notion underlying this
stream is that individual characteristics such as the demographics, per-
sonality, and profiles play a larger role in determining the online shop-
ping behavior (De Wulf, Schillewaert, Muylle, & Rangrajan, 2006; Liao
& Cheung, 2001; Zhang, Prybutok, & Koh, 2006).
In fact, Consumer demographics is among the most frequently studied

D
factors in on online shopping research. The effects of gender, age, in-
come, education, and culture of consumers on online shopping behavior

S I
have been examined since late 1990s (Bellman et al. 1999; Jarvenpaa
and Tractinsky 1999; Li et al. 1999; Swaminathan et al. 1999).
While some websites are gender-specific, the majority of commercial
websites usually target both males and females. In addition, gender is

f
said to impact the way males and females participate in online activities,

o
which is why it is important to understand their differences regarding
online perception (Hoffman, Kalsbeek, and Novak, 1996; Tracy, 1998;
Wells and Chen, 1999).

v e
Traditionally, shopping is an activity more favored by women. It is
women who are usually in charge of household shopping and hold more

i
positive attitudes towards the traditional store and catalogue shopping
than their male counterparts (Alreck and Settle 2002). However, the

h
new shopping channel provided by the Internet seems to result in a dif-
ferent, if not opposite, gender pattern. Although there was no significant

c
difference between online shoppers and non-shoppers in terms of gender

r
(Donthu and Garcia 1999), men were found to make more purchases (Li
et al. 1999; Stafford et al. 2004) and spend more money online (Susskind
2004) than women. Men’s perceptions of online shopping were approx-

A
imately the same as (Alreck and Settle 2002) or even more favorable
than (Slyke et al. 2002) those of female consumers.
Such a change of gender pattern in the online shopping environment
has been explained using different models or factors, including shopping
orientation (Rodgers and Harris 2003; Swaminathan et al. 1999), infor-
mation technology acceptance and resistance (Rodgers and Harris 2003;
Susskind 2004), product involvement (Slyke et al. 2002), product proper-

www.SID.ir
A Model for Factors Affecting on Online ... 27

ties (Citrin et al. 2003), and perceived risks (Garbarino and Strabilevitz
2004). First, shopping orientation was found to influence consumers’
shopping activities, interests, and opinions. Men and women were found
to have different shopping orientations-men were more convenience-orien-
ted and less motivated by social interaction, while women were just the
opposite (Swaminathan et al. 1999]. The function of shopping online as
a social activity is weak compared with shopping in traditional stores.
This is due to the lack of face-to-face interaction with sales associates
online. Women did not find online shopping ”as practical and conve-

I D
nient as their male counterparts” (Rodgers and Harris 2003), page 540).
Another reason lies in the technology associated with online shopping.
Information systems studies have shown that there are gender differences

f S
in the context of individual adoption and sustained usage of technology
(Venkatesh and Morris 2000). Women were reported to have a higher
level of web apprehensiveness (i.e., individual’s resistance to or fear of
the WWW as a channel for context-free online information seeking and

e o
communication) (Susskind 2004). Being more skeptical about e-business
than their male counterparts; women were emotionally less satisfied with
online shopping and made fewer online purchases than men (Rodgers and
Harris 2003).

i v
Second, the products that male and female consumers are interested in
buying are different. For example, male consumers are more interested
in hardware, software, and electronics, while females are more interested

c h
in food, beverages, and clothing. In the early stage of e-commerce, the
types of products available online used to be male-oriented (Slyke et al.

r
2002). Women did not shop online because they could not find products
that interested them.
Third, women demonstrate a stronger need for tactile input in product

A
evaluation than men (Citrin et al. 2003). The inability to touch or try
on products, a shortcoming of online purchasing, might also result in
fewer female online shoppers. This characteristic affects online purchase
negatively, particularly for those products that require more tactile cues
for their evaluation (e.g., shoes).
Hoffman et al. (1996) documented that males carry out more online
product research than females, which is known to be the major activity

www.SID.ir
28 S. Sardar Donighi, and E. Nour Mohammadi

that precedes the act of purchase. Also, it was stated by Tracy (1998)
that men focus more on the transactional aspect of online shopping.
Moreover, the researcher found that males are 2.4 times more likely to
buy online than females. Christopher (2004) indicated that the num-
ber of females using the internet to shop has tremendously increased in
the recent years. Further, he found that females have become a signifi-
cant force in cyberspace as customers of goods and services. Again, an-
other study undertaken by Commerce-Net and Media research reported
that, the growth rate of females making purchases online has surpassed

I D
the growth rate for males (Dillon, 1999). In addition, a study made by
Active-Media proved a progressive growth of females buying on the in-
ternet as was reported by Mintel (2000). This confirmation has allowed

f S
the prediction that the great online presence of females will emerge and
dominate the one previously shown by males. As a conclusion from both
reports (Dillon, 1999 and Mintel, 2000), females have become a good
source of profits for the most well-known companies. Jaques (2004) has

e o
similar findings in the case of European consumers and their reactions
to shopping online. Moreover, numerous marketing research studies also
confirmed the role that females are playing in online shopping and that
there will be no difference between them and males in terms of future
e-commerce impact.

i v
Studies of gender differences in online shopping attitude are scarce and
reported findings are inconsistent (Cyr & Bonanni, 2005; Dittmar, Long,

c h
& Meek, 2004). An extensive review of online shopping literature by
Chang, Cheung, and Lai (2005) shows that more men than women buy-

r
ing online in some studies and no significant gender differences in online
shopping behavior between the genders in other studies. Likewise, a
more recent review by Zhou, Dai, and Zhang (2007) demonstrates con-

A
flicting findings pertaining to the impact of gender on online shopping
activities. Thus, gender differences in online shopping attitude deserve
more attention and better understanding.
With a few exceptions, explicit research studies to address gender differ-
ences in online shopping are scarce (Dittmar et al., 2004). As a result,
little is known about males’ and females’ perceptions of online shopping
and what impacts men’s and women’s decision to engage in or abstain

www.SID.ir
A Model for Factors Affecting on Online ... 29

from online shopping (Cyr & Bonanni, 2005). Furthermore, literature


reviews of online shopping indicate that results concerning gender dif-
ferences in online shopping environments are mixed and inconsistent
(Chang et al., 2005; Zhou et al., 2007). In spite of the effect of de-
mographic variables especially gender on online purchase intention as a
control variable, it seems that, gender has direct effect on online shop-
ping as an independent variable. Sorce, Perotti & Widrick(2005) like
Zhou, Dai & Zhang(2007) indicated that gender as an independent vari-
able, has positive effect on online shopping. This inconsistency about of
gender role has caused to attending to this issue in this study.

3.4 Attitude Toward the Online Shop


I D
S
Wu (2003) described attitude as ”a person’s relatively consistent eval-
uations, feelings and tendencies toward an object or idea”. Attitudes

f
toward buying on the internet are defined as a consumer’s positive or

o
negative feelings about performing the purchasing behaviors on the in-
ternet (Schlosser, 2003). Attitude theory (Fishbein and Ajzen, 1975)
suggests that intentions toward the idea of online purchasing are mainly

v e
explained by attitudes toward the idea. Attitudes develop over time as
people gain experience with the object or receive knowledge about the

i
object from other sources. Then, the formed attitude stimulates actions
or behaviors toward the object and, based on their attitude, people per-

h
form positive or negative actions.Yang and Lester (2004) and Lepkowska-
White (2004) have empirically demonstrated that online buyers have a

c
more positive attitude toward online shopping than nonbuyers. Accord-

r
ing to the Theory of Reasoned Action (Ajzen & Fishbein, 1980) and
Ajzen’s (1991) Theory of Planned Behavior, attitudes have a consider-
able impact on behavior (Churchill & Iacobucci, 2002). Therefore, we

A
hypothesize that consumers’ attitudes toward the online shop positively
influence shopping behavior.
Furthermore, according to Martinez-Lopez, Luna and Martinez (2005),
the classical attitude model is also perfectly valid when the object con-
cerned is the internet. This classical attitude model (belief or cognition-
affect-behavior) that is called CAB Paradigm, is based on the assump-
tion that consumers tend to form their beliefs based on the accumulated

www.SID.ir
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and ��
E. ����
Nour ���������
Mohammadi

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knowledge �� of ����
some ���key ����������
attributes �� of ���
the �������
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Affect ������
should �� be ������
formed
�����
after ���
the �������
forming �� of �����
firmly ����
held �������
beliefs �����
about ���the �������
object, ���
and �����
would �� be
�������� �� ��������� �� ��� ������ �� ���
followed by behavior. In our paper, we can suppose that this CAB ������� ���� ���� ���
��������
paradigm ��� can �� be ��������
presumed �� to ��
be �����
true.
��
In most studies, attitude shows a positive ������������
���� �������� �������� ����� � �������� relationship ����with ������
online �����
shop-
In most
���� studies,
ping ������
(Chang ��attitude
et ����shows
al., ������ a positive
2005). �������� relationship
However, ��� the ������with
extent �� online
of ��� shopping
the ������������
relationship(Chang
be- et al., 2005).
���
However, the extent of the relationship between attitude and online shopping is not collectively

D
����� ��������
tween across
attitude ��� ������
online ��������
and(Glassberg shopping ��
is ��� ������������
notFor
collectively ����������
consistent ������
across indicate that
consistent studies et al., 2006). example, Zhou et al. (2007)
�������
studies ����������
(Glassberg ��
et ����
al., ������
2006). ���
For ��������
shopping����
example, Zhou ��
et ���
al. ������
(2007) ���
in- from 0.77

I
the path coefficient between attitude and online intention varies in strength
������
dicate
in some ����
studies ���
thattothe ����
0.35path ���������
coefficient
in others. �������
between
This issue ��������
attitude
is examined ��� ������
andresearch.
in this ��������
online shopping
Based��������� ������
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intention ��������
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from ����
the conceptual ��
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0.77model that�������
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studies �� ����
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toexhibitedin �������
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others.
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hibited ��
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issue is examined in this research.
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���������
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used ���
the ����������
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conceptual �����
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model ����
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h

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c
� Gender

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A r ������
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Figure ��
1. ����������
Conceptual �����
model
1. Perceived web site quality through trust to website, has effects on online purchase
intention.
�����������
Hypothesis:
2. Consumer’s attitude toward internet-based purchasing has effects on online purchase
�� ���������
Perceived ���
1. intention. web ����
site �������
quality �������
through �����
trust ��
to ��������
website, ���
has ������
effects ��
on
3. Consumer’s
������
online ��������gender has
purchase ����������
intention.effects on online purchase intention.
��
2. ����������
Consumer’s ��������
attitude ������
������������������������ toward ��������������
internet-based ����������
purchasing ���
has ������
effects ��
on
������
online ��������
purchase ����������
intention.
������������������������������������
A questionnaire
�� instrument
3. ����������
Consumer’s genderhas
������ hasbeen
��� used��
������
effects onin������
this study.
online This questionnaire
��������
purchase intention. comprises 25 items.
����������
The respondents indicated their agreement or disagreement with the items using a five-point
Likert scale with 1 representing strongly disagree and five representing strongly agree. Finally,
the demographic information was collected by asking questions regarding the participant’s
gender, marital status and years of experience with internet. Data has beenwww.SID.ir
gathered from 309
consumers in Iran that involved in online purchase programs and have had past experience about
internet-based shopping. Respondent to this study consisted of 156(50.5%) males and
153(49.5%) females. With respect to marital status, the results indicated that of the total of 309
A �����
� Model ���
for �������
Factors ��������
Affecting ��
on ������
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4.1 ����������
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and ����
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collection
A �������������
� questionnaire ����������
instrument ��� has ����
been ����
used �� in ����
this ������
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question-
naire ���������
����� comprises �� 25 ������
items. ���The �����������
respondents ���������
indicated �����
their ���������
agreement
or disagreement with the items using a five-point
�� ������������ ���� ��� ����� ����� � ��������� ������ ����� ���� Likert scale with �1
representing ��������
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nally, the
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strongly ��������
demographic
disagree ���

participant’s �������
and ���
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five ������������
was
gender, �������
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������ ��� ����������� ����������� ��� ��������� �� ������ ���������
regarding ���the ������������� marital ������
status ���
by

I
asking
and ����� D
strongly ������
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years ��
Fi-
questions
of �������
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ence
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ence
with

about
internet. Data

internet-based
has been

shopping.
gathered

Respondent
from
���� ���� ��������� ���� ��� ���� �������� ���� ��� ��������� ��
that ��������
involved �� in ������
online ��������
purchase ��������
programs ���

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and ����
to
���� ����� �������������� ��������� ���������� �� ���� ����� ���������
of ����������
�� 156(50.5%) �����males ���and ����������
153(49.5%) ��������
females. ����
consumers
have ���
this
had ����
study
With �������
respect ��
in ����
Iran
past �������
experi-
consisted
to �����
mari-
tal status,
������
ple (7.4%)
������
the

are
of ���
results

in
the ������
other
indicated

category.
survey ������������
that

participants ���
Table

e o
of the

1,
total of

summarizes
��� ������ ��� �� ����� ��������� ����� �� ���������� ��� �����������
profile �� who ��������
returned ���
309

the �����
participants,
��� ������� ��� ������� ��������� ���� �� ��� ����� �� ��� ������������� ���
people �������
(35.3)% ����were �������
single, ���
177 ������
people �������
(57.3%) ���� were �������
coupled ���
the
and ��

valid ����������
109
23 ����
peo-
demographic
responses. ����
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thermore ��
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in ���������
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displayed in
with ���
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the �����������
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we can observe
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���� ���� ��������� �� ����� �� �� ��� ������� ���� ��� �� ��� ���������
have �������
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above ���the ��������
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of ���������
all
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of the
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h
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156
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50.5
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etc 23 7.4

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<1 48 15.6
2-5 170 55
>5 91 29.4

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web site based purchasing web site inten
quality
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32
���� S. ������
�� Sardar ��������
Donighi, ���
�� and ��
E. ����
Nour ���������
Mohammadi
����


Table ��
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2: ����������� statistics ��
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items
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16.0 ���
was ����
used �� to �������
analyze ���the ���������
collected �����
data. �����
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theory-driven ��������
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development, �����scale ����������
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�����
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The ������
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factor ��������
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analysis ��������
utilized ���
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cipal component extraction method and varimax rotation. It required ��
the �����
prin-
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that ������
factor ��������
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loadings ������
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i
exceed �����
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Table ��
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3, ����������
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summarizes ������
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Cronbach’s alpha, Eigen values, and variances explained of all indicator
����������
variables.
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h
indicated ���the ��������
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four �������
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Cuieford �������
questionnaire ����
internal �����������
consistency �����
used ���
among �����
(1965), �a ����������
the ����������
items ��
Cronbach’s �a ���������
of ���
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the ����
same ����������
value ����
that ��
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construct. ���
is �������
greater ����
Ac-
than

A
���
0.7 ���������
indicates ����
high �����������
reliability ���
and �a ����������
Cronbach’s �a �����
value ����
that ��is ����
less ����
than
����
0.35 ����������
represents ������������
unacceptable �����������
reliability ����
(Lee ��et ����
al., ������
2009).
�A ����������
Cronbach’s �a �����
value �������
between ����
0.35 ���
and ���
0.7 ���
has ����
fair ���
but ����������
acceptable ��� re-
����������
liability. �����
Thus, ���
all ����������
constructs ���can ��
be ����������
considered ���������
reliable. ���
The �����������
reliability
������
values ��of ���
the ����������
constructs ���
are ��in ���
the �����
range ��of ���������
0.67-0.78 ����������
suggesting �������
accept-
����
able reliability. Cumulative variance explained for all the variables ���
������������ ���������� �������� ��������� ��� ��� ��� ��������� are
��������
measured �� to ��
be �����������
acceptable: ��� for ���
the �����������
independent ����������
variables, �������
72.958% ��� and
���
for ���
the ���������
dependent ���������
variable, ��������
61.325%.���The ������
factor �������
loading ������
values �� of ���
all �����
indi-
�����
cator ���������
variables ���
are ����
over ������
0.479, ���
far ���������
exceeding �����
0.30, ������
which, ��
as �a ����
rule ��
of ��������
thumb,is
���������� ��� ������� ������� ��� ���������������� ���� �� ���� ������
considered the minimum loading for interpretability (Lee et al., 2009).

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Cronbach’s a value between 0.35 and 0.7 has fair but acceptable reliability. Thus, all constructs
can be considered reliable. The reliability values of the constructs are in the range of 0.67–0.78
suggesting acceptable reliability. Cumulative variance explained for all the variables are
measured to be acceptable: for the independent variables, 72.958% and for the dependent
variable, 61.325%.� AThe
Model for
factor���
����� Factors
loading
������� Affecting
values on ������
Online
of all indicator
�������� �� ... are over 0.479, far
variables
��� 33
��
exceeding 0.30, which, as a rule of thumb, is considered the minimum loading for interpretability
(Lee et al., 2009). Table 3: Reliability and validity
����� �� �����������
�������� ��� ��������
�������������������������
Total Cumm.
Factor Eigen variance variance Cronbach’s
Category Constructs/factors Indicators
loading value explained explained alpha
(%) (%)
PWSQ1 0.563
PWSQ2 0.871

Perceived web site


quality
PWSQ3
PWSQ4
PWSQ5
PWSQ6
PWSQ7
0.869
0.718
0.744
0.641
0.665
7.434 27.534 27.534

I D 0.78

PWSQ8
PWSQ9
PWSQ10
ATIS1
ATIS2
0.765
0.598
0.601
0.581
0.711

f S
o
Attitude toward
Independent ATIS3 0.529
internet-based 3.539 23.612 51.146 0.67
Variable ATIS4 0.612
shopping
ATIS5 0.707

e
ATIS6 0.667
TWS1 0.681
TWS2 0.805

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i v
TWS3
TWS4
TWS4
TWS5
0.878
0.724
0.553
0.616 1.142 21.812 72.958 0.73

c h TWS6
TWS7
TWS8
TWS9
0.798
0.823
0.651
0.558

A
Dependent
Variable
r Online purchase
intention
TWS10
OPI1
OPI2
OPI3
OPI4
OPI5
OPI6
0.501
0.479
0.710
0.803
0.593
0.523
0.628
3.749 61.325 61.325 0.71

OPI7 0.498
OPI8 0.782
OPI9 0.702

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Donighi,
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In
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Significant level �������� Sample
p-value �-value Std.Deviation Mean group
Significant
Downer levelUpper size
Std.Deviation Mean Sample
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p-value �-value group
Downer Upper 0.339 3.53 size 156 Male
-0.136 0.016 0.123 -1.547
0.340
0.339 3.59
3.53 153
156 Female
Male
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before this test, the variance equivalence should be examined. The result of this test (table 6)
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value indicate that, gender of consumers hasn’t effect on online purchase intention (table 7).
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0.054 1.937 0.117 �2
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p-value F-Value R2 Justified R2
<0.001 10.665 0.112 0.123

In the next step, the significance of the regression coefficients is examined by t-test. As has been
shown at the36table 9, only the S.
amount of � � andperceived web site quality and attitude toward
�� �� Sardar
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internet-based purchasing are significant. So the existence of these variables is necessary for the
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p-value �-value �� Regression coefficient
0.002 3.060 1.250 �0
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0.054

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1.937

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0.117

0.231
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�3
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0.161

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-1.404

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����� is
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7. ����������
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Y � 1.25
� = ���� + �����∗�X
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o�����∗�X
� 0.231
� � 1.25 � 0.299 * � 1 � 0.231* �

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��
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h
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�����������
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������ in
�������
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at stores physically. �����
�� marketing
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In fact,inrecently
marketing
��������� field.
��������� ��
��� ������
thefield.
����� However,
����� ��
�������� this
phenomenon has own special problems. In fact, ”A major stumbling�����
����
onlineHowever,
pur-
���� new
���
���������
this new

����� for
block

&
����

A r
��� internet
�������� retail
����������� ��������

��������
������ 60%
nearly ��� of
����
�� the
������ growth

������
��� time.
������ relates
���� ���
������� to
����

��������
����� Considering
����

���
�� consumer

����������� that
���
�������� distrust
�������� of
���������
��� results
����������
���� an
������� of
�����
�� estimated
�� shopping
��������
online-over concerns that are both real and imagined” (Arnold, Landry,
� Reynolds,
��������� 2007,
����� p. �� 300).
����� For
��� example,
�������� the �� study
��������
�������
����� in
��������
area indicate that online shoppers are abandoning their shopping carts
��������� $102
�� this
����
�����
���� billion
�������
��� ����� ������ ������ ����� �������� ���� ����������� ���� ������
was spent online during 2006, shopping cart abandonment cost online
������� ��� ������� �� ���� ����� �������� ��������� ������ ����� ����
vendors $61 billion in lost sales revenues (Holland, 2006). Zhou, Dai,
��� ����� ������ ����� ���� ��� ������ �� ������� ������ ������������
and Zhand (2007) noted that the number of aborted online transactions
����������� ��������� ������������ �� ���� �� ���� ���������������
outnumbered completed transactions by four to one. Valentine(2003)
������� ����������� ���������� �� ������ ��������������� ������ ����
further elaborated, ”according to Celent Communications, online pay-
���� ����� �� �� ����� ������ ���� ������� ����� �� ��� �������� ������
ment fraud is 30 times higher than payment fraud in the physical world”
��� ����
(p. 39).

www.SID.ir
A Model for Factors Affecting on Online ... 37

Consideration of this problem, the purpose of this quantitative research


study was to assess the factors that may cause consumers to accept or
reject online shopping. A better understanding of the factors that may
affect online shopping acceptance or rejection will provide online ven-
dors with insights into what causes consumers to abandon or complete
transactions.
In the first hypothesis, the effect of perceived web site quality on online
purchasing behavior through trust to web site was examined. The re-
sults confirm this hypothesis. This findings are similar with the results

I
Wilder (2004); Koufaris & Hampton-Sosa (2002a) and Slyke, Belanger
& Comunale (2002). D
of Koufaris and William (2002); McCloskey (2006); Wakefield, Stocks &

f S
The effect of attitude toward internet-based shopping on online purchas-
ing was investigated in second hypothesis. The results of correlation
coefficient and p-value indicate that this relation is approved. Yang &
Lester (2007); Shergill & Chen (2005); Heijden, Verhagen & Creemers

survey.

e o
(2003) and Wang, Chen, Chang & Yang (2007) in contrast with Dijst,
Farag & Schwanen (2005) have reached to the same results with our

In the last hypothesis, the effect of gender as an independent variable on

i v
online purchase intention was analyzed. Wakefield & Whitten (2006);
Sorce, Perotti & Widrick (2005); Zhou, Dai & Zhang (2007); Tracy
(1998); Mintel (2000); Hoffman, Kalsbeek and Novak (1996); Dillon

c h
(1999); Christopher (2004) and Wells and Giihn (1999) in their studies
indicated that gender as an independent variable has positive effect on

r
online purchase intention. The findings of our research aren’t similar
with them. In fact, gender as an independent variable hasn’t effect on
online purchase intention.

A
Finally, with the consideration of regression model, the simultaneous
effect of all independent variables include of perceived web site quality,
trust to web site, attitude toward internet-based shopping and gender
on online purchase intention was examined. Although the significance
of this model was proved, but the amount of explained variance was low
(R2 = 0.123). This means that, other variables with the exception of
these variables have strong effect on online purchase intention. So future

www.SID.ir
38 S. Sardar Donighi, and E. Nour Mohammadi

study need to address this issue. The results of testing the significance of
correlation coefficient of regression model show that only perceived web
site quality and attitude toward internet-based shopping are necessary
for the regression model.

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