World Applied Programming, Vol (3), Issue (6), June 2013.

252-263
ISSN: 2222-2510
2013 WAP journal. www.tijournals.com

A Study of the Effects of Websites Perceived Features

on the Intention to Use E-shopping
Belghis Bavarsad *

Farajollah Rahimi

Mohammad Ali Mennatyan

Assistant professor of Management,

Shahid Chamran University (SCU) of
Ahvaz, Iran.
bita40@yahoo.com

Assistant professor of Management,

Shahid Chamran University (SCU) of
Ahvaz, Iran.
f.rahimi@scu.ac.ir

Master of ManagementShahid Chamran University,

Ahvaz, Iran.
m.mennatyan@yahoo.com

Abstract: This paper aims at examination of the effects of shopping websites features (content quality,
transactions quality, and customer-perceived security) on customers trust and also on their intention to use eshopping, as well as an examination of the mediator role of customers trust. The study data was collected from
a sample of 217 students of Shahid Chamran University, Ahwaz (Iran). The data collection tool was a structured
questionnaire the reliability of which was confirmed by Cronbach's Alpha (=0.813). The Structural Equations
Model Analysis Was Used Together With AMOS Software To Test The Proposed MIMIC Model. Results of
data analysis showed that the proposed model was appropriately fit. The mediator role of customers trust was
supported. Also, the findings showed that the quality of web site content, perceived security and customers
trust affected the e-shopping positively and significantly. But no significant effect of perceived security and
perceived transaction quality on the intention to use e-shopping was found.
Keywords: e-shopping, shopping behavior, structural equations model, customer trust, shopping website
INTRODUCTION
Recent development of the World Wide Web has changed the ways in which people do their everyday activities.
Shopping is one of those daily activities affected by such a behavior change. Buy-and- Sell websites, or in more precise
words, e-commerce has developed with Internet acceptance and application, and its volume is increasingly enhancing on
a daily basis so that only in 2006, the incomes of e-commerce was estimated over 12.8 trillion Dollars (Anonymous,
2006). Such a huge growth provides the firms with a great opportunity but for such a growth to continue, customers
should be attracted which is not possible without awareness of and understanding the factors affecting their intentions to
use the e-shopping.
While many studies have examined the success factors of e-commerce websites (Dillon and Reif, 2006; Liu and Arnett,
2000), the key factors of e-shopping acceptance remain unknown (Lim et al., 2009). According to previous studies, the
definitions of factors leading to increased website acceptance, customers incentives for repeated purchase and
maximizing the advantages of customers repeated visits, are generally ambiguous and difficult (Jones et al., 2006).
The website of an online retailer is perhaps its only way to communicate with the customers (Chen and Dhillon, 2003).
Therefore, the website quality is comparable with the shops atmosphere (Etheir et al., 2006). Thus the reliability is
grounded in the onset of transactions (Corritore et al.), particularly in the beginning of exchanges and transactions (Mc
Knight et al., 2004). But it must be noted that providing a quality website is not sufficient by itself to bring about online
shopping acceptance (Cho, 2004), because other numerous factors influence this acceptance process. For instance, some
researchers have suggested that customers feel more anxious about security when facing unfamiliar salespeople, and
probably lose their trust (Gefen et al., 2000). Given the role and significance of trust, it has been considered as an
important factor of online transactions success by various studies (Bart et al., 2005; Corbitt et al., 2003).
Also, various studies have identified the concept of trust as a mediator among the factors affecting online shopping
intention (Chen and Barnes, 2007; Wang and Emurian, 2005; Chang & Chen, 2008). Chang et al. (2005) considered a
comprehensive model for online shopping where the relationships between online shopping determinants were examined
and it was shown that trust was mostly considered as a mediator variable. Therefore the present paper will treat customer
trust as a mediator variable, consistent with previous research findings.

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As mentioned before, there are few studies on the intention to use e-shopping in Iran. So it may be claimed that one
could not find any studies on e-shopping intention in Iran examining the relationship between shopping website features
and customers trust and intention to do e-shopping, as well as trust as a mediator in this relationship. Therefore this
paper aims at examination of the effects of website features (content and transaction quality and perceived security) on
customers trust and on e-purchase intention, and evaluation of customer trusts mediator role. Thus, the present paper
may provide useful and applicable guidelines for e-commerce website managers and researchers on how to perceive the
factors influencing the customers intention for e-shopping.
CONCEPTUAL FRAMEWORK AND LITERATURE REVIEW
In numerous investigations, researchers have tried to identify the factors influencing the intention to use e-shopping
websites. For instance, Lim et al. (2009) identified the three dimensions of website content quality, transactions quality
and website security as factors affecting the e-shopping intentions. Xing and Grant (2006) identified website design,
accessibility and information content, security and privacy protection, customer services and order delivery as five major
focuses of e-service quality studies. Chang and Chen (2008) concluded that website quality, trust and perceived risk
influenced the e-shopping intentions. Also, they identified four dimensions: adequacy, content quality, appearance, and
specific content for assessing the e-shopping website quality.
Also, they examined two variables of trust and perceived risk as mediator variables in the model, and confirmed their
mediator role.
The conceptual model proposed by the present study is illustrated in Fig. 1. This model was developed based on reviews
of marketing, service, information systems and e-commerce literature (Xing and Grant, 2006; Lim and Dubinsky, 2004;
Bansal, 2004). In this model, the variable relationships were assumed among four success factors of a website and
intention to use e-shopping websites. This model shows that content quality, transactions quality, website security and
trust may have a direct and significant effect on the intention to use e-shopping. In the present study, content quality was
considered to examine the access to information and content quality of e-shopping website; website security, to evaluate
privacy protection and perceptions of security in the website itself and order delivery quality. Also the trust variable
includes the personal characteristics and individuals attitude towards trusting the e-shopping and the websites promises.

Website Content Quality

Transactions Quality

E-shopping Intention
Customer Trust

Website Security

Figure 1. proposed model

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WEBSITE CONTENT QUALITY

One of steps of shopping process followed by most customers is information quest performed through active browsing
and collecting the website information by the customer. If the website does not meet the customers expectations about
information needs, such an incompatibility (not meeting information needs) may be followed by undesirable response by
customers and purchasers. One of the main capabilities of e-stores websites is provision of information on products and
services for end customers (Ballantine, 2006; Lim and Dubinsky, 2004). If the website provides ambiguous, unusable or
incorrect information, it will become very difficult to obtain customer trust. Therefore, a website needs to provide useful
and suitable content to the target market of that website. This content must be precise, containing useful and up-to-date
information (Ducoffe, 1996). This content must also be suitable for the target markets needs and difficult situations
(Clyde, 2000).
Numerous studies emphasize the fact that creating a website with under-standard content quality (such as usefulness,
completeness, clarity and being up-to-date) is in fact a waste of resources and reduces the websites chances to attract
customers (Liu and Arnett, 2000; Bell and Tang, 1999). Liu and Arnett (2000) identified three factors of the information
and services quality, system application and system design quality as the critical factors of buy-and-sell websites
success. Website content affects the way an e-shopping website is useful for e-customers. For instance, information
quality of a website may determine the acceptance or disacceptance by the e-purchasers (Lin and Liu (2000). Gefen and
Straub (2000) found a positive and significant relationship between content usefulness and peoples purchase behavior.
Liao and Cheung (2002), too, found that content correctness and precision was the most important factor influencing the
customers intention to use e-banking. Ranganathan and Ganapathy (2002) identified the completeness of information on
the firm and orders (part of information content dimension) as important determinants of e-shopping intention. Also,
Song and Zahedi (2001) stated that content clarity and transparency was an important determinant of online purchase
behavior (through facilitating the resources and perceived behavioral control). On this basis, creating customers
desirable attitude and desirable intention towards the website requires useful, complete, clear (explicit), up-to-date and
precise content of the website (Aladwani and Palvia, 2002). Given the foregoing, the following hypothesis is suggested:
According to Mc Knight and et al..(2004) the perceived website quality (content quality, transaction quality etc.) affects
customer trust and intention to use e-shopping positively and significantly because the websites perceived quality
provides the seller with a primary insight and forms his initial mental image. Thus, it is hypothesized that:
H1. The websites perceived quality affects customer trust positively and significantly.
H2. Websites perceived quality has a positive and significant effect on the intention to use e-shopping.
PERCEIVED TRANSACTIONS QUALITY
Many researchers have stated that e-shopping websites perceived quality of transactions is an important factor of online
stores success as well as information quality (Liang & Lai, 2000; Tih & Ennis, 2006). Liang and Lai (2000) studied the
relationship between the store design quality and consumers selection. They found that the design quality of e-stores has
a considerable influence on the consumers selection. Spool et al. (1999) stated that transaction quality level incorporated
into a website should be determined after an accurate examination of target customers expectations and demands.
The ultimate goal of an e-shopping website is to buy and sell goods and services, together with information related to
target customers. Successful websites should have a transaction quality that helps e-buyers easily and efficiently do their
e-shopping activities. Ease of transaction is important for e-purchasers for completion of shopping process. E-shopping
websites must note that if e-customers can not complete purchase process within a reasonable time or are confused
during this process, they might withdraw from purchase and exit the website without completion of purchase process
(Bhatti et al., 2000). These customers have been observed to have a little probability to return to that website for repurchase or to continue their purchase (Lim et al., 2009).
Successful websites allow their customers to easily access to their needed information and provide the required guidance
for performing purchase tasks and efficient transactions (Xing and Grant, 2006). It is very critical for many websites to
provide for the ability to browse and find relevant information without confusing the visitors. Firms have combined site
maps and useful guidance tools to reduce confusion and despair experienced by website visitors (Hudson et al., 2000).
Researchers have also identified useful capabilities such as online ordering conditions and traceability in successful
websites with appropriate transaction quality (Bellman et al., 1999). Based on the foregoing the following hypothesis is
presented:

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H3. The perceived transaction quality influences customer trust positively and significantly.
H4. Websites perceived transaction quality has a positive and significant effect on the intention to use e-shopping.
CUSTOMERS' PERCEIVED SECURITY
Many e-customers have concerns about security threats and unprotected privacy (Teltzrow and Kobsa, 2004; Hoffman et
al., 1999). Many e-shopping customers are afraid of their personal information being compromised and since in eshopping there is a large number of purchase options (buy-and-sell websites) and the cost of shifting from one to another
is low, and e-purchasers can evaluate more options before e-shopping, therefore the smallest concerns about transaction
security may lead to shifting the store and purchase from another website. In these circumstances, assurance and
protection of personal information and maintaining the security is a major factor in selection of e-shopping website by
the customers. For this reason, e-shopping websites have to try to eliminate the customers security concerns. This is
why security and privacy protection for doing online transactions is known as the main trait of an online store which
provides the customers with information to decide upon. Numerous studies have indicated online transactions security
concerns as an obstacle to online business (Hoffman et al., 1999; Gauzente, 2004; Lim et al., 2009). Wang and et al.
(2004) state that protecting the privacy and security is an effective way for online retailers to develop their connection to
the customers. They state that most e-customers want to work with sellers who explain personal information applications
and protection through a statement. Also, by the customers perception of reduced security and privacy risks it is
expected that their satisfaction is increased (Ha, 2004; Park & Kim, 2006). This concern, as well as its possible influence
on the intention to use e-shopping, might influence the customers trust towards this kind of shopping. In this concern,
Flavian & Guinalu (2006) demonstrated that security had a positive and significant effect on customer trust. Similarly,
Chellappa & Paolo (2002) confirmed the positive and significant effect of perceived security on customer trust in the ecommerce area. Thus, it is hypothesized that:
H5. Customer-perceived security has a positive and significant effect on customer trust.
H6. Customer-Perceived security has a positive and significant effect on the customer's intention to use e-shopping
websites.
CUSTOMERS TRUST
Berry mentions trust as the most powerful instrument in the relation-based marketing. Trust is a psychological state and a
multi-dimensional concept. There are three different approaches to study of trust. The first views trust as a onedimensional concept, including trust and distrust as two ends of the same continuum. The second is a two-dimensional
model in which trust and distrust are separated dimensions that could be examined separately. The third, the
revolutionary model which states that trust has different forms and changes over time. Any of these approaches have a
different definition of trust. In the revolutionary approach, trust is defined based on its foundations. For instance, trust in
others is defined based on their knowledge, values, and common identity (Lewicki et al., 2006). Various dimensions of
trust, such as integrity, dependability, commitment, honesty, concern for employees, openness, and adequacy have been
identified thus far. Also, Schoorman et al. (2007) believe that, when defining trust, we deal with problems such as
analysis level, dynamicity of this concept, and involvement of time, risk, monitoring systems and reciprocity of trust.
Literally there are many definitions of trust, considered as controversial and confusing by some researchers. Some
believe that this is a difficult concept to define, and others prefer not to define it. Mayer et al. (1995) have defined trust
as an individuals intention to be vulnerable to the other partys actions, based on the impression that the other party
would perform his/her expected activity without direct monitoring. In another definition, trust is dealt with as the belief
or expectation that the salespersons statements and/or promises are reliable and he/she would not abuse the customers
vulnerability (Bashiri & Janidi, 2010).
Today, trust is the major concern of e-commerce customers. For e-customers who connect to the Web to use e-shopping
services, trust is highly important. According to Fui-Hoon, customers decide to do e-shopping only on the basis of trust
and confidence. Trust is the facilitator of human interactions. Trusting the people allows performing commercial
transactions and helps the more fluent economic movement. On the other hand, distrust is a useful state of mind itself
which enables us to stay away from unreliable and unhealthy systems and/or individuals (Geyskensb et al., 1996). Chang
and Chen (2008) stated that trust had a positive and significant effect on the intention to use e-shopping. DAlessandro et
al. (2012) confirmed the effect of trust on intention for e-shopping. Given the foregoing, the following hypothesis is
suggested:
H7. Customers trust has a positive and significant effect on the intention to use e-shopping.

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MEDIATOR ROLE OF CUSTOMER TRUST

Many empirical studies have proved the mediator role of customer trust in the relationship between predictors and
intention to use e-shopping (Chen and Barnes, 2007; Wang and Emurian, 2005; Chang & Chen, 2008). For instance,
Chang and et al.. (2005) considered a comprehensive online shopping model to examine the links between online
shopping determinants which supported the role of trust as mediator variable. Thus, it is hypothesized that:
H8. Customer trust influences the relationship between perceived content quality and intention to use e-shopping totally
or partially such that improvements in perceived content quality will lead to higher customer trust and consequently,
increased intention to use e-shopping.
H9. Customer trust influences the relationship between perceived transaction quality and intention to use e-shopping
such that improved perceived transaction quality will lead to higher customer trust and consequently, increased intention
to use e-shopping.
H10. Customer trust influences the relationship between perceived security and intention to use e-shopping such that
improved perceived security will lead to higher customer trust and consequently, increased intention to use e-shopping.
METHODOLOGY
The present study is an applied one, descriptive in terms of its objectives, and non-experimental in terms of data
collection methods; and more precisely, for its correlation method, is a structural equation type model. The sample
includes 217 students selected from the student population of Shahid Chamran University in Ahwaz, Iran. The reason for
this selection was that students and graduates are not different from other customers in terms of technology perception
and psychological processes (Wang and et al.., 2003). Also, the students are often innovative users of new technologies
(Gefen et al., 2003). To determine sample size the formula

was used. In this relation, Z is the standard

distribution which equals 1.96 at the 95% confidence level. P and q from contingency method (which leads to the
maximum number of sample) was considered equal to 50% and deviation level (d), equal to 6%. As a result of above
calculation, the sample size was determined as 267 individuals. For more confidence, 300 questionnaires were
distributed among sample members.
For the purpose of data collection in order to verify study hypotheses, questionnaires were field-distributed. The
questionnaire was developed based on a literature review. The questionnaire measured the content quality with three
items, based on those proposed by Liao and Arnett (2000). In next sections, the items of transaction quality measurement
(4 items) were measured based on study conducted by Liao and Arnett (2000). E-shopping website security was
measured by three items adopted from measures proposed by Lim and et al. (2000). The 5 items for measuring trust
variable were adopted from Hwang and Kim (2007) and Lim and et al. (2009). Also, the e-purchase intention variable
was measured using the three items proposed by Hwang and Kim (2007) and Lim and et al. (2009). All questions were
measured using 5-point Likert-type scale (from strongly agree to disagree strongly). From 300 questionnaires distributed
among sample members, 217 were completed and used for the study.
In order to ensure content validity (formal and logical), the questionnaire was reviewed by professionals of the field of
study and their advisory comments were collected, based on which some modifications were done. Reliability of data
collection tool was measured using Cronbach's alpha, the most common measure of internal consistency ("reliability"),
(Sarmad, Bazargan & Hejazi, 2008) and was confirmed for all of variables with a value of 0.815.
DATA ANALYSIS
Of the total 300 questionnaires distributed, 230 completed surveys were received (77% response rate). 217
questionnaires were fully completed which we used in this investigation. The majority of respondents (63.6%) were male
and their average age was 22.
MEASUREMENT MODELS ESTIMATION AND TEST (CONFIRMATORY FACTOR ANALYSIS (CFA))
Measurement model is a model based on pre-empirical data regarding data structure which could be in the form of a
theory or hypothesis, a specific classification scheme for propositions or test components as matched to form and content
concrete features, known empirical conditions, or the knowledge obtained from previous studies on broad data. Among
various methods to study the internal structure of a set of indicators, the confirmatory factor analysis is the most useful

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which estimates the parameters and tests the hypotheses by considering the number of infrastructural factors of the links
between indicators (Hooman, 2009).
This paper tests a five-factor model for website content quality, websites perceived security, perceived transaction
quality, customer trust and e-purchase intention. Results of CFA are summarized in Table 1. Chi-square overall fit and
relative chi-square indices (2=196/43, df=120, p=0/00, 2/df=1/637) show that the model has a good and acceptable fit.
In addition to chi-square, several other indices are used to determine the appropriate fit of the research model among
which it can refer to Good Fit Index (GFI), Comparative Fit Index (CFI), non-normalized or Tucker-Lewis Index. (TLI)
indices and Root Mean Square Error of Approximation (RMSEA) index.
The closer the GFI is to 1, the better is the fit of the model to the data. TLI and CFI are acceptable in ranges higher than
0.90, indicating appropriate model fit (Medsker et al., 1994). According to Table 7, the value of these two indices (TLI
and CFA) is higher than 0.90 indicating acceptable model fit. RMSEA has a value of 0.80 0r lower in acceptable models.
As seen in Table 1, the value of this index for measurement models is lower than 0.08 indicating that the model
fits the data well. Thus, it may be concluded that measurement model (observed variables) fits well, i.e. obvious
variables can properly measure the hidden ones.
Also, it is statistically suggested that factors having a regression weight (factor load) higher than 0.40 be considered as
significant and acceptable (Nonali and Bernstein, 1994). The CFA results, together with the Partial Index: P were
examined to test the acceptability of factor load of each item and the factor load for any item was above 0.40 and partial
P lower than 0.05. Therefore, it may be concluded that the questionnaire items properly measured the observation
variables.
Table 1. CFA results

RMSEA

GFI

CFA

TLI

CIMIN/DF

CIMIN

DF

0/054

0/907

0/963

0/953

1/637

0/00

196/43

120

Index
Measurement
model

REFERENCE: Research Results

EXAMINING THE PROPOSED MODELS FIT

After examination and confirmation of measurement model, the fit of the proposed model was examined. Results showed
that Chi-square (CMIN) value was equal to 234 (123) and its significance level (P), was 0.098 which is higher than 0.05,
indicating the satisfactory and acceptable fit of the formulated model. Other fit and acceptance range indexes and their
status for the model proposed in this research are as displayed in Table 2.

Table 2. Model fit indexes

Index
Partial Chi Square (CMIN/DF)
Normalized Fit Index (NFI)
Tucker-Lewis Index. (TLI)
Comparative Fit Index (CFI)
Parsimony Comparative Fit Index (PCFI)
Parsimony Normalized Fit Index (PNFI)
Root Mean Square Error of Approximation (RMSEA)

Value

Acceptable Range*

Result

1/90
0/896
0/934
0/947
0/761
0/720
0/065

Between 1 to 5
Close to 1
0/9>
0/9>
0/6>
0/6>
0/08<

Acceptable
Acceptable
Acceptable
Acceptable
Acceptable
Acceptable
Acceptable

REFERENCE: (Medsker et al., 1994 and Browne & Cudeck, 1992)

Given the information in Table 2 and its comparison with the acceptable range, it may be concluded that all of fit indexes
are within the acceptable range and therefore this indicated good model fit.

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RESEARCH HYPOTHESES TEST

After the model was examined and confirmed the CR and P indexes for critical value were used to test hypotheses
significance. In a 95% significance level, the critical value must be higher than 1.96 or lower than -1.96. Parameters with
values between these two limits are not considered important. Also, values lower than 0.05 for P indicate a significant
difference for the value calculated for regression weights with a value of zero at 95 % level. Research hypotheses
together with regression coefficient and partial index values for each hypothesis are presented in Table 3.

Table 3. Hypothesis Test Results

Hypothesis

Relationship

Direction

Estimation

Standard
Deviation

Critical
Ratio

Result

Content quality on customer trust

Direct

0/086

0/06

1/439

0/150

Rejected

Transactions quality on customer trust

Direct

0/559

0/073

7/634

***

Confirmed

Perceived security on customer trust

Direct

0/310

0/095

3/273

0/001

Confirmed

Content quality on intention to use e- shopping

Direct

0/768

0/152

5/053

***

Confirmed

Transactions quality on intention to use e- shopping

Direct

0/126

0/072

1/740

0/082

Rejected

Perceived security on intention to use e- shopping

Direct

-0/186

0/109

-1/705

0/088

Rejected

Trust on intention to use e- shopping

Direct

0/596

0/135

4/409

***

Confirmed

REFERENCE: Research Results

Given the values of critical ratio and significance level, the results show that the perceived transactions quality and
perceived security have a positive and significant effect on the customers trust in e-shopping websites. That is, H2 and
H3 were supported. But no positive and significant link was found between website content quality and customers trust
(H1 rejected). Also it was shown that customer trust has a significant and considerable effect on the intention to use eshopping (H4 supported).
EXAMINING THE MEDIATOR ROLE OF CUSTOMER TRUST
In order to examine the mediator role of customer trust, a different and new model excluding customer trust (model 2)
was compared with the main model (Model 1). For a variable to have a mediator role, according to Baron and Kenny
(1986), there must be three conditions: first, the independent variable should affect the mediator variable in the first step;
second, the independent variable should affect the dependent variable in the second step; and third, the mediator variable
should affect the dependent variable in the third step.
In order to test the mediator role of customer trust as related to how content quality, transactions quality and website
security variable influence the e-shopping intention variable, Model 2 excluding customer trust- was compared with
the main research model. Results show that Baron and Kenny (1986) three conditions apply suggesting that customer
trust is the mediator variable linking the effects of content quality, transactions quality and website security on epurchase intention variable. Comparison results and fit indexes for mediator variable (comparison of Models 1 and 2) are
shown in Table 4.

Websites content
quality

E-shopping Intention

Transactions quality

Website security

Figure 2. Model 2

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Given the results of Table 4 it may be stated that the effect of content quality on intention to use e-shopping at a 95%
confidence level in Model1 which includes customer trust, is significant. Similarly, as the estimation results in the
absence of customer trust variable show (Model 2), this effect is significant but its effectiveness (regression weight) has
considerably reduced. Then, it may be concluded that customer trust is a mediator in the relationship between content
quality and intention to use e-shopping. (Support on H10).
Table 4. Hypothesis Test for model 2
Standardized regression coefficients
Description
Content quality on intention to use e-shopping
Transactions quality on intention to use e-shopping
Perceived security on intention to use e-shopping
Fit indexes:
Partial Chi square (X2 /DF)
Tucker-Lewis Index. (TLI)
Comparative Fit Index (CFI)
Root Mean Square Error of Approximation (RMSEA)

Model 1
(Conceptual model of research)

Model 2

0/768**
0/126
-0/186

0/173**
0/232**
0/802**

1/90
0/934
0/947
0/065

1/57
0/969
0/977
0/051

REFERENCE: Research Results

Additionally, as shown in Model1, the effect of transactions quality on the intention to use e-shopping at a 95%
confidence level is not significant while the same estimation in Model 2, which excludes customer trust, is significant.
Then, it may be concluded that customer trust is a complete mediator of the relationship between transactions quality and
intention to use e-shopping (Support on H9). Also, the effect of perceived website security on intention to use eshopping in Model 1, is not significant at a 95% confidence level while the same estimation is significant in Model 2
which indicates that customer trust is a complete mediator of the relationship between perceived security and intention to
use e-shopping (Support on H10).
CONCLUSION AND SUGGESTIONS
The present paper considered three factors: perceived content quality, perceived transactions quality and customers
perceived security, as customer-perceived features of a shopping website and examined the effects of these factors on
customer trust and the effect of the latter on the intention to use e-shopping, as well as the role of trust as a mediator
variable linking those factors with the e-purchase intention. For this purpose, by using the two-step approach of
structural equations model, the fit of the five-factor model, proposed to measure these variables, was examined and
confirmed first using CFA method.
Afterwards, in the second step, the structural model was used to examine the fit of the proposed model as well as testing
research hypotheses. The results supported the proposed models fit based on study data. Also, in order to study the
mediator role of customer trust, this variable was excluded from the proposed research model and a new model (Model
2) was examined. Then, through a comparison of two models, the fits of which were confirmed, the role of customer
trust as a mediator in the relationships between websites perceived features and the intention to use e-shopping was
analyzed.
Study results did not support the effect of websites perceived content quality on customer trust, which is inconsistent
with Mc Knight and et al.. (2004). Websites content quality includes provision of relevant and accurate information and
access velocity. This may be attributed to the customers previous experience and low internet speed in Iran. But more
precise reasons for this should be examined in further studies. However, websites content quality had a positive and
significant effect on the intention to use e-shopping, consistent with Lin and Liu (2000), Gefen and Straub (2000) and
Lim and et al.. (2009). Confirmation of the effect of this variable on the intention to use e-shopping emphasizes the
importance of these issues for customers. Therefore, e-commerce websites have to provide the customers needed
information in the shortest time and in a precise manner. Owners of e-sores should create necessary infrastructure to
extend the content quality of their websites.

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It is suggested that customers attitude towards website content quality be continuously assessed and customer
expectations be evaluated as compared with the required information and the results be used to upgrade the systems and
elevate the provided services levels.
Findings showed that the websites perceived transactions quality has a positive and significant effect on customers
trust. This is consistent with Mc Knight and et al.. (2004). Perceived websites transaction quality includes problemsolving during purchase process, ease of transaction and order tracking. This indicates that customers trust in those
websites for purchase that provide possibilities such as order tracking, and quick resolution of potential problems and
also, where the purchase process is made easily. Thus, owners of e-stores should facilitate the transactions for their
customers through creating required capabilities in their websites and in case of potential default, respond quickly and
enhance customers trust. The findings also did not support the effect of websites perceived transaction quality on the
intention to use e-shopping. This is inconsistent with Liang & Lai (2000), Tih & Ennis (2006) and Lim and et al. (2009)
who believed that transactions quality affects the e-shopping success positively and significantly. Rejecting this
hypothesis requires further study. Such a rejection might be due to the customers unfamiliarity with order tracking
process, or non-provision of such services as purchase problem solving by e-shopping websites. Another possibility for
the rejection of this hypothesis could be that the importance of such factors might have been undermined by the
customers concerns about security and customer trust.
The direct and significant effect of customer- perceived security on customers trust was supported which is in line with
Flavian & Guinalu (2006) and Chellappa and Paolo (2002). This indicates that the higher the security, the higher
customers trust to the website , and the lower the customer perceived risk, which increases the customers trust, which
in turn increases customers trust. This indicates that the higher the customers perception of a websites security, the
higher their trust in it.
Given the results, managers of e-stores should try to enhance the customer-perceived security, providing for security
protocols and communicating to the customers in an appropriate and timely manner, thereby create the possibility of
more frequent purchases and higher transactions by e-customers.
Results also indicated that customer-perceived security had no effects on the intention to use e-shopping which is
inconsistent with Liu and Arnett (2000) who stated that security was a main condition for a websites success. This may
be attributed to the presence of trust as a mediator in which case the customers reflect their concerns in their trust levels
in an e-shopping website and the effect of this variable mainly appears indirectly and through affecting the customers
trust and consequently, on their e-purchase intentions.
Also, the results showed that customers trusting an e-shopping websites ability positively and significantly affects the
intention to use e-shopping. According to these findings, trust is the most important factor affecting the intention to use
e-stores (with the highest standard regression coefficient).
In fact, the higher a websites ability to provide e-shopping services, the higher the level of using such services among
customers. The results are consistent with Chang and Chen (2008) and DAlessandro and et al.. (2012). Those
hypotheses speculating the mediator role of customer trust in the relationships between perceived content quality,
transaction quality and perceived security on customers intention to use e-shopping were supported. That is, customers
trust affects the relationships between perceived content quality, transaction quality and perceived security so that
improving them will lead to higher customer trust and consequently, increased intention to use
e-shopping. This confirmation of customer trusts mediator role would relieve the necessity of paying due attention to
this component for owners of and those involved in e-commerce websites and its key role in the process of acceptance
and application of e-shopping. Since trust leads to lower customer perceived risk on one hand, and to higher confidence
in a websites ability in providing e-shopping services on the other hand, it is suggested that online stores and owners of
e-commerce websites try to institutionalize the idea in the customers minds that they always give priority to their
customers demands, adhering to customer-based and customer relations management principles; and make the
customers believe their slogans the customer is always right by following their own commitments towards their
customers; and build the necessary confidence in this regard. Also, they have to enhance their customers trust by
providing information on records and adherence to their own commitments and consequently, reduce the customer
perceived risk in using these new services. Also, the e-shopping websites should assure their customers through
appropriate communication that they possess required facilities for providing e-commerce services in the best possible
manner.

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LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH

One limitation of the present study was that the study model was applied on a limited population of e-customers
(university students). It is suggested that the study model be applied on broader populations to increase its generalization
potential. Another limitation was that, based on theoretical studies and research literature, only a few factors of eshopping usage intention were examined and other variables affecting the intention to use e-shopping which was not the
researchers focus were neglected. The customers attitudes and intentions towards online shopping and e-stores might
change over time. The present paper has not taken this fact into account. It is suggested that future investigations
examine the customers attitude towards some variables such as website quality content, transactions perceived quality,
and websites perceived security over time in one or more longitudinal studies. Also it is suggested that future studies
examine the roles of individuals personal traits in studying the factors affecting customers intention to use e-shopping
websites. Also, given the nature of the variables affecting the e-purchase intention which are mostly qualitative, it is
suggested that future studies use fuzzy models which are more capable in examining qualitative and linguistic variables.

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