![]() ![]() Statistical population includes Isfahan University’s students. Data collection is cross-field due to using questionnaire as well as library resources. In this regard, providing a conceptual framework, the effect of some factors including subjective norms, behavioral control, attitude, friends role (social influence) and perceived credibility on online purchase intention are investigated. this study is to investigate factors which affect online purchase intention. Although business-to-consumer e-commerce has created new businesses opportunities, questions about consumer shopping motivations toward online shopping versus conventional shopping continue to persist. Du to its facilities, many people are willing to shop online. As the rapid growth of the World Wide Web, electronic commerce has become a new way for businesses on online markets. ![]()
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