Research Article Open Access

The Role of Factors Affecting the Decision Making of Buyers in Online Sales, and Predicting of the Future Conditions of E-Stores Engaging in Online Sales

Abstract

The purpose of this study is to examine the role of factors affecting the decision making of buyers in online sales, and predicting the future conditions of e-stores engaging in online sales. The statistical population of the research consisted of e-store buyers, which included 384 persons selected through Cochran's sampling method and after dispensing 450 questionnaires, ultimately 420 questionnaires were completed. This study is a descriptive research of the correlation type and we collected the data with the help of a questionnaire. We used the Likert scale to measure the research variables. We confirmed the validity of the research tool using the opinions expressed by a group of pundits and experts and the questionnaire’s reliability was confirmed by Chronbach's alpha equal to 0.812. We used the path analysis method for model fitting and the structural model exploration to investigate the research theories. The results showed that the variables such as positive feeling, website attractiveness, ease of use, quality of interaction, and quality of information have a positive impact on online buyers’ decisions, while the effect of website attractiveness on the buyers’ decision making in online sales is higher than the other factors

Javad Zebardast Gashti

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