Investigating the Effect of Subjective Factors on the Online Shopping Willingness in Iran (Case Study: Islamic Azad University of Tehran Science and Research Branch and Yazd Branch)

The main objective of this study was to investigate the influence of subjective factors in the tendency to shop online. The research model was formed using some variables such as raw data collection, perceived benefits of web-surfing, perceived risks of online shopping, overall evaluation of online shopping and the willingness to shop online. This study followed a descriptive, survey method and it was a correlational one since it investigated the relationship between variables. The statistical population of this study included all students of Tehran Islamic Azad University, Science and Research Branch and Islamic Azad University of Yazd. Using Krejcie and Morgan's sample size estimation table (1970), 374 individuals were selected for Science and Research branch and 300 cases were chosen for Yazd branch based on stratified random sampling technique. A field method was used in order to collect data, and the research instrument used here was a questionnaire. Using structural equation modeling, data analysis and testing hypotheses were done through LISREL and SPSS. The results of the study, which were the same in both populations, indicated that perceived benefits of surfing the net with basic data collection and also basic data collection directly correlates with perceived risk of buying online. Also, perceived benefits of browsing the net directly correlates with overall evaluation of online purchase

Customer, Subjective Factors, Online Shopping, web-surfing, perceived risks, perceived benefits