Document Type : Research Paper
Authors
Abstract
This article is based on a field survey concerning identifying customer's attitude toward online shopping in Shahrvand Chain stores that mainly intends to answer to following questions: 1- How is the Shahrvand Chain stores customers' attitude toward online shopping? 2- How is the ranking of influencing factor on the Shahrvand Chain stores customers' attitude toward online shopping? This research has a descriptive nature and took place among the Shahrvand Chain stores customers at Tehran who has on line shopping experience. 100 customers selected by convenient sampling are surveyed in 4 shahrvand branch stores. The main finding of this research consisted of 9 factors resulted from conceptual framework the overall customer's attitude toward online shopping was negative.
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