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Purchasing Behavior Analysis on Internet Shopping Mall of Iranian Young Adults
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 Title & Authors
Purchasing Behavior Analysis on Internet Shopping Mall of Iranian Young Adults
Sahraeidolatkhaneh, Atieh; Han, Kwan Hee;
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The electronic commerce environment allows customers to search for information and purchase products and services via direct contact with internet markets. Purchasing through the internet is not a real experience of purchasing, but is based on some pictures, information and advertisements of products. To improve E-commerce environment in Iran, purchasing behavior of Iranian young adults in the internet shopping mall is analyzed in this study. The factors which influence the motivation of internet shopping and the selection of internet shopping mall is investigated, and statistical tests were applied between these factors and other variables such as gender, job, age and education. The results of the tests showed that there is a gender difference on one of the shopping mall selection factor (i.e., abundant information about products); also there is a gender difference on the one of the shopping motivation factor (i.e., possibility of comparing products). Besides, there is a job difference (student or non-student) on the factor of `Purchase frequency per month`. Other facts are also found that Iranian consumers are not sure about a product`s quality, so they refuse to buy products such as foods, clothes and other products. Additionally, they are dissatisfied about the safety of internet shopping malls.
Internet Shopping;Shopping Motivation;Purchasing Behavior;Iran;
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