Modeling the intention of customers to buy based on experience in virtual networks

Abstract

Introduction: This study aims to provide a model of purchase intention and customer experience in virtual networks.

Methods: This research is among the applied researches and is descriptive-survey in terms of data collection. The target population is the customers of Ofogh Kourosh stores. To collect information using Morgan table to determine the sample size, 384 questionnaires were analyzed by random sampling method among customers, distribution and information was analyzed by structural equation analysis method and SMART PLS software.

Results: All research hypotheses have been validated and the impact of mindfulness and customer experience (utilitarianism, quality of e-services, quality of e-services sensitivity, perceived benefit, company image, attitude to social commerce, privacy, interactive understanding, respect To the customer, gaining pleasure, importance of time) was proven on customer satisfaction, loyalty and trust.

Conclusion:The results showed that the dimensions of purchase intention and customer experience by affecting their behavior, on a better understanding of customer experience can increase satisfaction, loyalty and also trust among customers of Ofogh Kourosh store. Utilizing this model helps virtual store managers to identify the intention to buy and the customer experience and increase their efficiency by eliminating their strengths and weaknesses in this field, and also to be able to attract customers by retaining current loyal customers. Be more.