An analysis of client behavior in online shopping

Paper type: Psychology,

Words: 805 | Published: 12.11.19 | Views: 553 | Download now

Customer satisfaction, Online Shopping

Exploration scopelocation opportunity of this research was south Tehran branch of Islamic azad university. Period scope of this research was all of pupils tested by winter 2018. Theme opportunity of this analysis was id and prioritization of factors influencing costumer patterns in purchase online of electronic digital products.

Information collecting toolsIn this study we all used two questionnaires to collect needed info. The 1st questionnaire was designed using Delphi method that its purpose was to recognize effective signals on costumer behavior in online purchase of electronic items. For this purpose, 16 of 20 indicators (table 1) extracted from previous studies were rendered to elites applying semi ” open set of questions and after thee times verification, final signals were specific.

Next step of data collection was performed using also ” assessment questionnaire. Objective of even ” evaluation questionnaire was to rank and determine dumbbells of research indices making use of hierarchy examination. This customer survey was designed after specifying benefits of prior step. Directories in this set of questions were in contrast in binary manner. Given the method of this research that was descriptive ” addiction, the initial questionnaire included two parts: First portion, demographic queries: in this component, questions including education level, age, male or female, employment state, marriage status were included. Second part, questions relevant to studied factors: in this dab, the questions were asked in order to assess and look into costumer patterns in purchase online of electric products. This kind of part of customer survey consisted of 14 items with five-score Likert scale. Stand 2 shows mentioned likert scale


To determine justifiability of content material of exploration tools, judicative method utilized. To do so, customer survey was designed and distributed among 4 university or college professors and 4 internet marketing experts and then analyzed and after several times changes and variant of questions, their very own justifiability was confirmed.


Perpetuity of initial questionnaireThe most critical method for buy scales is Cronbachs approach or vision-meter. Given that minimal perpetuity agent for study questionnaires is 0. 7, it is discovered that acquired Cronbachs alpha dog coefficient is higher than this threshold worth and so is appropriate. After that, with general distribution of questionnaires, Cronbachs alpha dog coefficient for total forms quietly finished and investigatable, was paid for 0. 868 using SPSS software.

Perpetuity of even ” comparison questionnaireIn order to final evaluate second questionnaire, incompatibility rate was used. Incompatibility rate of even ” evaluation matrices by super decision was zero. 008 (less than 0. 1), consequently compatibility of matrices was acceptable.

Data examination

To investigate inquiries of present research, figure tests and decision methods have been utilized. In the subsequent and after offering demographics findings of studied sample, results of assessments have also been presented.

Demographics findingsFollowing demographics findings present information linked to studied statistic sample in questionnaire designing step through likert range. In this questionnaire, indicators just like gender, marital status, education and work background were analyzed.

Description of sample users based on genderTable 3. shows gender blend (abundance) of sample people. Table several. abundance mixture of sample users based on genderAs obviously found, 55 percent of sample volume was assigned to marrieds when 45 percent to single. According to demographics evaluation, majority of internet buyers had been youth with education level higher than undergraduate.

Outcomes of set of questions analysis using SPSS softwareIn this a part of research, indicate and common deviation of information (14 indications influencing costumer behavior in online purchase of electronic products) were computed applying information achieved in the questionnaire completed by students and punching in data in statistic SPSS software. In respect to college students (online consumers), obtained answers are priority index that based on table six, is less and more the same in experts view.

Prioritization of symptoms affecting costumer behavior in online purchase of electronic productsHere, we require prioritization of indicators influencing costumer patterns in online purchase of electric products. In accordance to categorization of factors in this research, last prioritization was presented. Resultant graph shows hierarchy framework of making decisions. The firs level is definitely the same goal level. With this research, goal of structure analysis was going to prioritize symptoms affecting costumer behavior in online purchase of electronic items that was second level. APH strategy was used to prioritize.

Prioritization of indicesIn this kind of part, even ” a comparison of indicators and outputs of super decision software related to prioritization of effective indicators in costumer behavior in online purchase of electronic goods were indicated. firstly, Unanimity even ” comparison matrix was formed through geometry suggest based on a few experts views and then amount of principles of all 3 rows was calculated and resultant beliefs were normalized. Table eight demonstrates suggest of authorities opinions rounded as integer numbers to even ” compare 18 factors.

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