Measuring the consumer's attitude towards online shopping and in-store shopping

Abstract

On the web people with an electronic shopping or visiting the website of a seller exhibite certain behaviors that are influenced by different factors, physical and virtual. In order to this diversity, retailers are sometimes difficult to identify and understand these behaviors. Unfortunately lack of knowledge of cunsomers attitude could be the lost of customer.Customers attitude toward online shopping is the key to survival and profitability of internet sellers in a competitive market. Attitude is to organize long term processes, motivational, emotional, perceptual, and cognitive attention to some aspect of the environment in which one is located. Accordingly the approach respresents a way of thinking, feeling and reactions that are to their surrondlings. The objective of this study was to examine cunsomer attitudes toward online shopping and buy from the store. Survey of applications and data using a questionnaire which its validity and reliability have been proven. Have been gathered. The population is the customers shahrvand chain stores. Which 384 of them are simple random sampling ans SPSS, LISREL software was used from data analysis. The finding suggests that positive attitude has a positive effect on consumer online shopping and more shopping online as well as analysis by structural equation model is a good fit indicator.