Assessment of factors affecting the uptake of internet shopping consumers (Case Study Mahan Airways)

چکیده مقاله

                   The internet has played a significant role in our daily life in that people  can talk through the internet to one  who is actually on the other side of the Earth, can send email around the clock, can search information, can  play                                           game with others, and even can buy things online. Internet shopping is a kind of shopping that is a fast method in many countries. Online shopping in Iran  is now beginning to increase rapidly, to know the factors related with online   shopping behavior of Iranian consumers are very important. The main  objectives of this  study is to Analyze factors relationship between Intention to                        shop online and online shopping behavior of consumers, Preferred, Attitude, Subjective norms and perceived behavioral in Tehran city. To investigate these hypotheses 400 questionnaires dispersed among the customers  of Iran (Mahan Air) and 387 are evaluated. Finally Regression and SEM was used on data in order to test hypothesizes of study. All of variables emphasis                                        and we found positive relationship between them.  

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