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The Role of Iranian Consumers' Online Purchase Behavior: In the Context of Digital Stores
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Firouzehji Haji Ali Akbari   , Shabnam Layeghi Moghaddam |
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Abstract: (21 Views) |
| The aim of the present study is to investigate the role of personalized advertising and privacy attitude in customer loyalty toward online purchasing on Iranian e-commerce platforms. The statistical population of this research consists of active customers of online stores such as Digikala, Okala, Torob, and other similar platforms who have had at least one online shopping experience during the past six months. Given the breadth and undefined size of the statistical population, the Cochran formula for infinite populations was used to determine the sample size. Consequently, a sample size of 384 individuals was determined, and data were collected through convenience sampling. The data collection instruments were standard questionnaires, whose validity was examined and confirmed through content, face, and construct validity. Additionally, the reliability of the questionnaires was estimated using Cronbach's alpha coefficient, and all variables demonstrated acceptable reliability. Data analysis was conducted using descriptive and inferential statistics with SPSS 21 and LISREL 8.8 software. The findings of path analysis showed that personalized advertising has a positive and significant effect on electronic trust and customer satisfaction. The results also indicate that customers' privacy attitude significantly enhances electronic trust and customer satisfaction. Moreover, both electronic trust and customer satisfaction play a mediating role in the relationship between privacy attitude and customer loyalty to online shopping. Overall, the results of the research show that the use of personalized advertising and attention to customers' privacy attitude can significantly strengthen customer loyalty on e-commerce platforms by increasing electronic trust and enhancing customer satisfaction. |
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| Keywords: Personalized advertising, electronic trust, customer satisfaction, customer loyalty. |
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Full-Text [PDF 759 kb]
(7 Downloads)
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Review: Research |
Subject:
Business Administration
Received: 2026/11/6 | Accepted: 2026/04/19 | Published: 2026/04/19
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