INVESTIGATION OF BARRIERS AND REQUIREMENTS AFFECTING E-SHOPPING BEHAVIOR OF CUSTOMERS IN THE BOOK MARKET

The article tries to address perceived presuppositions of trust and risk as well as their role on the internet shopping of books from the “iketab” internet bookstore. The investigation is considered as an applied research in terms of its purpose and a descriptive-correlated one with respect to its nature. We used sample at random comprising 104 "iketab" customers who have at least experienced an online shopping. To test the research hypotheses and obtain the results, we used 'Pearson Correlation Coefficient' model and coefficient of determination. The results of the research indicate that perceived risk has negative relationship with online shopping behavior of customers. Also, the perceived advantage and trust of consumers have positive relationship with online shopping behavior. The perceived trust of customers has negative relationship with the perceived risk of the customer.In addition, presuppositions based on emotional state have positive relationship with the trust of customers but negative relationship with the perceived risk. Finally, presuppositions based on experience (prior familiarity with the website of seller) and the willingness of the consumer to trust has positive relationship with the purchasing behavior of customers