Investigating the Relationship betweenE-Commerce and Customer Behavior(Case Study: Mashhad and Dubai)

In today society with developing in information technology, firms have been revolutionized and are tran sforming from traditional to becoming electronic. In ainternet based market in comparison to a traditional market, an organization are facing with more competitors and customer loyalty will fade. So in e-Commerce, buildingtrust, satisfaction and keeping customers for organizations are very important and at the same time difficult. In this study, we investigate the relationships between using e-Commerce and important variables such as satisfaction, customer trust and loyalty and so we used two statistical populations from Mashhad and Tehran and from which weselected samples among customers that who have done internet shopping. Likert questionnaire has been designed and written and after testing reliability and validity, wedistribute it among sample. In sum, we gathered 34 questioners from statistical population who are students in Tehran and 34 questionnaires also were gathered fromstatistical population who are in Mashhad. Data were analyzed by LISREL and SPSS. Results has shown that trust, loyalty and satisfaction inter exchanging areinfluenced on electronic shopping increase but the quality and degree of influencing are different in different cities.

کلیدواژه ها:

E-commerce ، internet ، customer satisfaction ، customer trust ، customer loyalty