بررسی رابطه تجارت الکترونیکی و رفتار مشتری

Nowadays, in business terms, the most important development to arise from the current swathe of technological advances is the electronic commerce. The electronic commerce is one of the most obvious interests in the digital economy. Electronic market in comparison with traditional market has an important challenge about more competition pressures and less customer's loyalty. Therefore in the electronic commerce, absorption, trust, satisfaction and retention of the customers are of vital importance. In this article, the relationships between electronic commerce, customer's satisfaction, trust and loyalty were investigated. Thus two samples, one from Iran and the other from Lebanon who have had e-shopping experience were selected. A questionnaire was designed that consists of 5 points Likert’s scale questions. After assurance about the validity and reliability of the instrument, the questionnaires were distributed among two samples of students in Iran and Lebanon via traditional and electronic manners. In total 33 questionnaires from Iran, and 32 questionnaires from Lebanon was gathered. The collected data was analyzed by SPSS software, and LISREL software. The results suggested that the interaction of the trust, loyalty, and satisfaction affects e-shopping, but intensity and the nature of the effects varies in different countries.