EVALUATION OF EFFECTIVE FACTORS ON CUSTOMER DECISION-MAKING PROCESS IN THE ONLINE ENVIRONMENT

The key effect of the development of online shops not only shifted the method businesses work, it also changed the manner costumer's behaviour. The aim of this study is to assess the impact of social identity, Electronic word-of-mouth (EWOM), perceived risks, and trust and purchase intentions affecting customer decision\-making process in online shops. A research model is illustrated, using technology acceptance model (TAM) as scientific base, to describe the relations of these variables that affect purchase intention and finally leading to actual purchase. With the use of structured questionnaires on 655 respondents via emails, this research examines online shop site namely, digikala. The analysis explains that purchase intention and purchase behaviour, EWOM and trust in online shops and trust to purchase intention have positive relations. As well as, perceived risk with trust and purchase intentions have negative relations. Further, relation between social identity and trust not confirmed.

Purchase intention, word-of-mouth, perceived risk, trust, Online shop