Javad Safavieh - Ph.D. candidate, Marketing Management, Management and Accounting Department, Islamic Azad University, Roudehen Branch, Tehran, Iran
Bita Tabrizian - Assistant Professor, Department of Management and Accounting, Islamic Azad University, Roudehen Branch, Tehran, Iran
Leila Andervazh - Assistant Professor, Department of Business Management, Khorramshahr Branch, Islamic Azad University, Khorramshahr, Iran
Ebrahim Albo Naiemi - Assistant Professor, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

Purpose: Start-up businesses have attracted considerable attention regarding the new approach in the modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in e-commerce start-ups in the healthcare sector.Method: This is an applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic start-up services in the healthcare sector; out of which a sample of ۳۸۴ individuals was selected using the Morgan table. A self-administered questionnaire was developed to collect the data which were analyzed using partial least squares and Smart-PLS software.Findings: All research hypotheses were confirmed, and it was proved that factors such as customer respect, customer enjoyment, importance of time, information security, convenience, perceived experience, valuable experience, and perceived image experience have a positive effect on improving customers’ online shopping experience in e-commerce start-ups.Conclusion: Applying the proposed model helps e-start-ups increase their performance   by eliminating their shortcomings and boosting their strengths.

Customer Experience, Health, Online Shopping, Startup