M.A. Thesis:

Investigating the Relationship Between Effective Factors on Customer Intent and Trust in E-Commerce

With the dramatic expansion of information technology and its rapid entry into everyday life, new issues and requirements have emerged that have also affected businesses and electronic businesses have replaced traditional practices. . Considering the issue of trust in e-commerce of Iran, taking into account customer characteristics, company characteristics, website infrastructure and interactions can add to the body of knowledge in this area. Therefore, in line with the objectives of the present research, the statistical society is made up of customers of one of the domestic online stores. With regard to the unlimited community, using the Cochran formula, the sample size was estimated to be 385 people, selected by simple random sampling. This research is applied in terms of purpose and descriptive survey nature. The standard questionnaire of Olvaia et al. (2017) was used to measure the variables in the research. The data were analyzed using SPSS 23 and Amos software using structural equation and correlation. The findings indicated that there is a significant relationship between the research variables and the characteristics of the company on the dimensions of customer trust, the dimensions of customer confidence on the overall customer trust and overall customer trust in the intention to buy a customer.

Keywords: Customer Trust, Ecommerce, Intent to Purchase, Website Infrastructure, Virtual Dealer.