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Sara, Temouri
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Social Sciences

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A mediating effect of trust on the relationship between consumer consumption factor on the Iranian online shopping behavior: a diffusion of innovation approach Sara, Temouri
PHINISI Vol.2, No.3 (2025): September 2025
Publisher : Indonesia Research and Study Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64282/phi.v2i3.89

Abstract

The rapid expansion of e-commerce in Iran has significantly transformed consumer shopping behavior. This study examines the mediating effect of trust on the relationship between consumer consumption factors and online shopping behavior in Iran, applying the Diffusion of Innovation (DOI) framework. The DOI theory explains how consumers adopt new technologies and shopping platforms, influenced by factors such as perceived usefulness, ease of use, risk perception, and social influence. However, trust remains a crucial determinant in online transactions, acting as a bridge between consumer preferences and actual purchasing behavior. Using a quantitative approach, this study analyzes survey data from Iranian online shoppers to assess how trust influences their adoption of e-commerce platforms. Findings reveal that while consumer consumption factors significantly impact online shopping behavior, trust plays a pivotal mediating role, enhancing the adoption rate. This research contributes to both theoretical and practical discussions on digital commerce, providing insights for e-commerce businesses and policymakers aiming to foster trust and boost online retail adoption in Iran.
An empirical study in the influencing factor on the Iranian online shopping behavior: a theory of planned behavior approach Sara, Temouri
PHINISI Vol.2, No.2 (2025): May 2025
Publisher : Indonesia Research and Study Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64282/phi.v2i2.87

Abstract

The rapid growth of e-commerce in Iran has led to an increasing interest in understanding the factors influencing Iranian consumers' online shopping behavior. This study applies the Theory of Planned Behavior (TPB) to examine the key determinants affecting consumers' online purchasing decisions. Through an empirical approach, data was collected from a sample of Iranian online shoppers and analyzed using quantitative methods. The findings reveal that attitude, subjective norms, and perceived behavioral control significantly influence online shopping intentions, with trust and perceived risk playing moderating roles. Additionally, demographic factors such as age, gender, and internet literacy were found to impact shopping behavior. The study provides theoretical insights and practical implications for e-commerce businesses seeking to enhance consumer trust and engagement in Iran’s digital marketplace.
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