Study the Effective Factors on Intention of Customers to Use Electronic Drug Stores

The present study aimed to present a model to identify effective factors on tendency of customers to use electronic drug stores. By evaluation of review of literature, a model is formulated based on tendency to use electronicpurchase, website quality, quality of information presentation, customer satisfaction, brand preferences and brand equity. To test this model by path analysis, measures are used among 309 customers of drug stores of Tehran city. Thefindings show that website quality had positive and significant effect on intention to e-purchase. In addition, website quality has positive effect on information quality and customer satisfaction. In addition, information quality has positiveand significant effect on customer satisfaction, brand equity and brand preference. In addition, brand equity and brand preference had positive and significant effect on intention to use e-purchase

کلیدواژه ها:

E-purchase ، Trust ، Website quality ، E-purchase satisfaction