1 استادیار دانشکده حسابداری و مدیریت دانشگاه علامه طباطبایی، تهران، ایران
2 کارشناس ارشد دانشگاه علامه طباطبایی، تهران، ایران
عنوان مقاله [English]
Today, businesses are getting into electronics, but despite impressive growth, global online sales figures are small and in Iran individuals have little desire to purchase from e-retailers. Therefore an attempt should be made in order to identify factors that have an impact on online shopping and Internet sales. The aim of this study was to evaluate the effect of individual motivational factors on online shopping. Research methodology was descriptive of survey type and Allameh Tabatabaee University students who at least purchased once in the past three months were selected by using relative classified sampling method and sampling size was 374. Koo, Kim & Lee (2007) model was used in this study. Kolmogorov-Smirnoff, Pearson correlation coefficient tests and confirmatory factor analysis was used to analyze the data. The results contrast the previous researches including Koo, Kim & Lee (2007). The findings showed that if managers could increase the possibility of frequent purchases by providing high quality information for their customers, their willingness to return to the site will be increased. In this regard, we suggest to the managers of e-retailers to reinforce the feeling of excitement in the life of customers.. On the other hand in order to respond to the need of establishing social relationships among individuals, chat features, and….should be provided.