investigation of the factors affecting the intention to purchase on electronic commerce

with the advent of e-commerce, organizations are changingtheir business. most researchers believe that electronic trading can besuccessful when the public will trust in virtual environments. high degreeof confidence not only can meet customer expectations of a satisfactorytransaction, but can also eliminate certainty and perceived risk of onlinetransactions. the aim of this research is to study the factors affecting theintention of purchase among customers of the rayaneh website. theresults showed that virtual companies can create a safe environment thatguarantees the successful purchase and reduce the perceived risk andincrease perceived benefit and trust. the rise of virtual companyadministrators, antecedents of cognitive, experiential, and emotional stateas well as individual personality increases the reliability and reduce theperceived risk for online customers.