Effective factors in purchase decision of customers within online sale

چکیده مقاله

Online sale has been expanding during current years because of considerable
growth of internet. Increased internet sites and proposed various products and
services have changed online sale to a highly competitive business. Therefore,
identification of factors in customer retention would lead to successfulness of
this business. This study has been conducted to assess the effect of received
quality, price and trust by customer within online purchase on customer
satisfaction and repurchase intention through an experimental method.
Statistical population of study includes students and staff of a university in
South Korea who had had at least one experience of online purchase. Accuracy
of hypotheses of study was evaluated using analysis of collected data from 66
questionnaires through linear regression method. The obtained results of this
study indicated that perceived quality, price and trust by customer could
directly effect on obtained purchasing value by customer. Perceived purchasing
value has a positive effect on customer satisfaction and repurchasesintention.
The proposed model of study can be used to gain success in online sale
business and increase in customer loyalty.

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