Investigating Online Consumer Behavior in Iran Based on the Theory of Planned Behavior

  •  Ramin Bagherzadeh    
  •  Rohullah Bayat    


The aim of this research is to study the online consumer behavior in Iran using a combination of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) with other variables. This study is objective, analytical, and descriptive. The subject of this research is online shoppers in the city of Shiraz. Sampling was simple random and was collected via the Internet. According to the conceptual model, the minimum required sample for this study was 80 samples; however, to ensure accuracy 390 questionnaires were collected. To analyze the data, structural equation modeling was used, using partial least squares (PLS) and analysis of one way variance (ANOVA). Results show that in online purchasing in Iran perceived ease of use (PEOU) has a positive effect on controllability and self-efficacy of individuals. Trust has a positive effect on the attitude and controllability of individuals. Media has a positive effect on subjective norms. Cost reduction has a positive effect on the attitude of individuals. Finally, age and income influence the intention of individuals in online purchasing. The other hypotheses of this study were not confirmed. It can be concluded that factors such as PEOU, trust, media, cost reduction, age and income affect online consumer behavior in Iran.

This work is licensed under a Creative Commons Attribution 4.0 License.