Reference Model for the Adoption of Online Shopping for Iran

The purpose of this study is identifying effective factors which make customers shop online in Iran. Thisstudy used the derived reference model summarizing antecedent of online shopping proposed by Changeet al. as basis and tried to extract the relevant and important online shopping factors in Iran context.Solicitation of the factors is done through expert judgment methodology. In order to have more accurate judgment, diverse expert from two different fields of business and academy were selected. The meanweight of each factor is then calculated from grades given to each factor by the experts. A referencemodel summarizing the factors influencing customers’ online shopping behavior in Iran context isproposed. This model improves our understanding about Iranian online customer behavior. At the end,some managerial implications were concluded.