Pattern of Effective Factors in Electronic Business in Online Companies with Emphasis on Customer Knowledge Management

Today 'Customer's Knowledge' has become a strategic requirement for organizations, as it increases customer's value for them. On the other hand, one of the most important challenges of managers is to provide a suitable relation with customers, customers' satisfaction and production of goods with qualities based on the customer's needs. This research aims at evaluation of 'Structural Equation Modeling' in order to increase the desire of internet customers using 'Electronic Commerce' through online business markets, and also using 'Emphasized Factor Analysis' researches the condition of the Hypotheses used for 'Structural Equation modelling'. For this research 'LISREL' software has been used. It is correlational research and its subjects are 'BAMILO Online Markets' customers in Tehran. Three hundred and eighty-four subjects have been chosen randomly. Data analysis shows that there is a positive and meaningful relation between customers' knowledge and their intention to use online commerce, that is reduced 'perceived risks' of customers increases their assurance of the goods and the markets, while increased risks of customers reduces their intention for online shopping.

کلیدواژه ها:

customer knowledge management ، customer's knowledge ، knowledge management ، Electronic Commerce ، Customer's Satisfaction