Examining Factors affecting Consumer Use Behavior from Online Shopping Technology based on the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) Case Study: Digikala Customers in Khuzestan Province

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Mojaddam Kosar; NADAF MAHDI; MOHAMMADI SARA

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2020 | Volume:9 | Issue:4 (35) Page(s): 115-136

Download Full-Text

Persian Verion

View:

431

Download:

Cites:

Information Journal Paper

Title

Examining Factors affecting Consumer Use Behavior from Online Shopping Technology based on the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) Case Study: Digikala Customers in Khuzestan Province

Author(s)

Mojaddam Kosar | NADAF MAHDI | MOHAMMADI SARA | Issue Writer Certificate

Keywords

Online ShoppingQ1

the Consumer BehaviorQ1

UTAUT2Q2

TrustQ1

Word of Mouth AdvertisingQ1

Abstract

Today, Online Shopping has emerged as one of the most profitable e-commerce applications. So, it is essential to examine and understand factors affecting the Consumer Behavior in Online Shopping. Therefore, the present study has examined factors affecting the consumer Online Shopping behavior according to the Unified Theory of Acceptance and Use of Technology2 (UTAUT2). The statistical population of the research was the customers of Digikala online store in Khuzestan, and a questionnaire was used to collect the initial data. Using the relevant formula (for an unlimited community), the samples size was 384 customers. After collecting the data, the hypotheses were analyzed by structural equation modeling (SEM) through using Amos 23 software. The results showed that the variables of price value and Trust had significant and positive impact on the intention to use Online Shopping. The habit variable had a positive and significant impact on both the intention to use and use behavior. Also, the Trust variables had a positive and significant impact on the Word of Mouth Advertising. Finally, the Word of Mouth Advertising and the intention to use had significant and positive impact on use behavior. At the end, based on the results, some suggestions are made.

Cites

No record.

References

No record.

Cite

APA: Copy

Mojaddam, Kosar, NADAF, MAHDI, & MOHAMMADI, SARA. (2020). Examining Factors affecting Consumer Use Behavior from Online Shopping Technology based on the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) Case Study: Digikala Customers in Khuzestan Province. NEW MARKETING RESEARCH JOURNAL, 9(4 (35) ), 115-136. SID. https://sid.ir/paper/408816/en

Vancouver: Copy

Mojaddam Kosar, NADAF MAHDI, MOHAMMADI SARA. Examining Factors affecting Consumer Use Behavior from Online Shopping Technology based on the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) Case Study: Digikala Customers in Khuzestan Province. NEW MARKETING RESEARCH JOURNAL[Internet]. 2020;9(4 (35) ):115-136. Available from: https://sid.ir/paper/408816/en

IEEE: Copy

Kosar Mojaddam, MAHDI NADAF, and SARA MOHAMMADI, “Examining Factors affecting Consumer Use Behavior from Online Shopping Technology based on the Unified Theory of Acceptance and Use of Technology2 (UTAUT2) Case Study: Digikala Customers in Khuzestan Province,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 4 (35) , pp. 115–136, 2020, [Online]. Available: https://sid.ir/paper/408816/en

Related Journal Papers

No record.

Related Seminar Papers

No record.

Related Plans

No record.

Recommended Workshops