Abstract

Internet users have significantly increased worldwide in recent years. In the meantime, Iran, between 2000 and 2007, Iran had the highest users’ growth rate in the world (internet world stats, 2009), which indicates the need for more attention to e-commerce in Iran. However, successful development of e-commerce, especially internet shopping, will be possible only if factors affecting customers’ web-based shopping are properly identified and used. This research has its objective identifying and prioritizing factors affecting internet shopping by Iranian customers. To this end, based on the results of the study of previous researches conducted in different countries, and taking into account Iran’s conditions, the operational model of the research was introduced. Having collected data using questionnaire, hypotheses were tested on a sample consisting of 400 Iranian customers using Spearman’s correlation test. Findings suggest that among factors affecting internet shopping of Iranian customers, attitude towards internet shopping is the top priority.

Key words: Internet shopping, internet, online store, e-commerce.