Explaining effective cognitive factors on repeated online shopping in E- commerce (case study: DIGIKALA internet market)

Issa Dolati¹

1) Computer Department, Professor of the Kooshyar Institute of Higher Education

Publication : International Congress of Science and Engineering - TOKYO UNIVERSITY - JAPAN(tuicet.com)
Abstract :
Abstract The purpose of this study is to explain the cognitive and effective factors on the repetition of electronic purchases in e-commerce. Therefore, considering the DigiKala internet market, this issue has been addressed. In this study, using the theory of ladder (cognitive factors), and decision-making theory based on emotions (effective factors), the factors affecting the frequency of electronic purchases have been investigated. For this purpose, users of DigiKala’s website were selected as the research community. Using the infinity sampling formula, 384 people were sampled. The tool used in this research is a questionnaire. After data collection, SPSS-PLS softwares were used to analyze the data. Path analysis and structural equations were used to investigate research hypotheses. Regarding the results, motivational, pleasure, product quality and service quality have a direct effect, as well as with the mediating role of perceived value, on the repeat shopping. The perceived risk variable did not have a direct impact on the repeat of purchases, either indirectly or indirectly.
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