Keywords: online shopping, shopping behavior, consumer attitudes, perceived risks, B2C e-commerce 1. Furthermore, attitude toward online shopping positively affected online shopping behavior of consumers. Results also indicated that domain specific innovativeness and subjective norms positively affect online shopping behavior.
The study identified that financial risks and non-delivery risk negatively affected attitude toward online shopping. This study can be considered as an applied research from purpose perspective and descriptive-survey with regard to the nature and method (type of correlation). Finally regression analysis was used on data in order to test hypothesizes of study. Respondents to the questionnaire were consumers of online stores in Iran which randomly selected. To investigate these hypotheses 200 questionnaires dispersed among online stores of Iran. This goal has been followed by using a model examining the impact of perceived risks, infrastructural variables and return policy on attitude toward online shopping behavior and subjective norms, perceived behavioral control, domain specific innovativeness and attitude on online shopping behavior as the hypotheses of study. One of the objectives of this study is covering the shortcomings of previous studies that didn't examine main factors that influence on online shopping behavior. However, there is very limited knowledge about online consumer behavior because it is a complicated socio-technical phenomenon and involves too many factors. Tel: Received: JAccepted: AugOnline Published: Septemdoi: /ijms.v4n5p81 URL: Abstract The purpose of this study is to analyze factors affecting on online shopping behavior of consumers that might be one of the most important issues of e-commerce and marketing field. 5 2012 ISSN X E-ISSN Published by Canadian Center of Science and Education An Analysis of Factors Affecting on Online Shopping Behavior of Consumers Mohammad Hossein Moshref Javadi 1, Hossein Rezaei Dolatabadi 1, Mojtaba Nourbakhsh 1, Amir Poursaeedi 1 & Ahmad Reza Asadollahi 1 1 Department of Management, University of Isfahan, Isfahan, Iran Correspondence: Mojtaba Nourbakhsh, Department of Management, University of Isfahan, P.O.
1 International Journal of Marketing Studies Vol.
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