Measuring e-shopping intention: An Iranian perspective

This paper drew a conceptual model and tried to test the model by using path analysis. Path analysis showed that perceived e-benefit had positive effect on e-attitude (fi = 0.275, P < 0.05). Perceived e-ease of use had positive effect on e-attitude (fi = 0.453, P < 0.05) and e-shopping intention (fi = 0.465, P < 0.05). Results revealed that e-attitude had positive effect on e-shopping intention (fi = 0.396, P < 0.05). Analysis showed that perceived e-risk had no effect on the e-attitude and e-shopping intention. Findings also showed that perceived e-ease of use had the biggest direct, indirect, and total effects on the e-shopping intention.