An Investigation of Influencing Factors on Attitude toward Online Shopping among Iranian Consumers

ABSTRACT Scope of the attitude toward online shopping is too broad and a coherent model for understanding factors affecting on attitude toward online shopping of consumer in e-commerce field is lacking. Numerous factors affect attitude and many of them are unknown and have not been explored adequately. One of the objectives of this study was to cover shortcoming of previous studies that didn't examine some main factors that influence on attitude toward online shopping. In this study impact of perceived risks, infrastructural variables and return policy on attitude toward online shopping and attitude on online shopping behavior as the hypotheses of study will be examined. This study could be categorized in applied researches from purpose perspective and descriptive-survey from aspect of nature and method (type of correlation). Respondents to the questionnaire were Iranian consumers of online stores which randomly selected. The result of this study show that financial risks and non-delivery risk negatively affected attitude toward online shopping. Furthermore, attitude toward online shopping has positive effect on online shopping behavior of consumers