The Study Of Factors Effective On The Development Of Internet Purchase In Iran; (The Case Study Of Publication Industry)

Applying the electronic methods in purchase and sale not only will develop the trade more than past but also will decrease some expenses and provide a stable competitive advantage for its users. Thus, the main purpose of the survey is to provide a conceptual model for Internet book purchase and evaluate it in Iranian universities by studying the attitudes of students and professors. This survey is descriptive and measurable and its statistical society include all students and professors covered by the Ministry of Sciences, Researches and Technology having at least one experience for Internet book purchase during 2008. The statistical sample of this research is cluster-type and comprises 384 students and professors form 12 universities. The research results at the assurance level of 99% indicated that four hypotheses of organizing informative communications, facilitating book selection and achievement trend, information security and protecting personal sanctum, and decreasing the transaction expenses have been respectively confirmed. At the same time, the research hypotheses have been confirmed extremely by the students than the professors.

Keywords:

Internet purchase , consumer behavior , attitude , book , student , professor