Investigating Factors Affecting Customers' Trust in Online Stores: A Case Study of an Iranian Online Retail Platform

The rapid expansion of e-commerce in Iran has transformed consumer behavior, making online shopping a preferred channel for many. However, fostering customer trust remains a significant challenge for online retailers due to concerns over security, service reliability, and user experience. This study investigates the key factors influencing customers' trust in online stores, focusing on a leading Iranian e-commerce platform, referred to as 'IranShop.' Three primary determinants—website usability, security measures, and customer service quality—are empirically tested to assess their impact on trust. A survey of ۱۲۰ respondents was conducted, with ۱۰۰ valid responses analyzed using multiple regression analysis. The findings indicate that security measures and customer service quality significantly influence trust, while website usability has a moderate but non-significant effect. These results offer actionable insights for Iranian e-commerce platforms to enhance trust and build customer loyalty.

کلیدواژه ها:

Online Shopping ، Customer Trust ، Website Usability ، Security Measures ، Customer Service Quality ، Iran