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Predicting important factors of customer behaviour on online shopping in Iran
2007 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This research examines the factors affecting online shopping adoption in Iran. Multiple theoretical perspectives are synthesized to hypothesize a model of online shopping behavior. An Extended Theory of Planned Behavior (ETPB) is used to predict the impact of important factors on online shopping adoption. The model is tested empirically using a field survey of automobile spare part customers. 59 valid responses were collected. The test of the model shows support for six of the seven research hypotheses. The reliability of data and scales was assessed by calculating Chronbach’s Alph. The relative weighs of factors were determined by using multiple regression analysis. The links between measurement model and structural model were analyzed by using PLS technique. The results confirm appropriateness of the TPB model for explaining voluntary individual behavior for online shopping in Iran. The result of the study shows that 69 percent of the variance in intention, and 62 percent of the variance in attitude is explained by their antecedent factors.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Online shopping behaviour, Iran, E-Commerce, Theory of Planed, Behaviour, PLSG, Marketing Research
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-56908ISRN: LTU-PB-EX--07/004--SELocal ID: da45539a-d8af-4fab-b91f-8126c5aecb28OAI: diva2:1030295
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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