A study of factors affecting consumer buying behaviour in online shopping (case study: Digikala Online Store)

This study was conducted with the aim to investigate determinants of consumer buying behaviour in Digikala Online Store. This research was applied in terms of objective, and descriptive-correlational according to data collection method. The statistical population of this study consist of 200 consumers in Digikala Online Store, and they were selected by simple random sampling method according to Cochran's formula for infinite population. A valid questionnaire was used to collect data; and its reliability was confirmed by Cronbach's alpha. Structural Equation Modelling (SEM) was used to analyse data and examine hypotheses. Statistical SPSS and AMOS software was used as the data analysis tool. Findings indicated that all research hypotheses were confirmed, and this study concluded that factors such as user interface quality, product information quality, variety of choices, security perception, and saving money in online shopping could have positive effects on consumer attitude and encourage consumers to purchase.