The Explain of Evaluation of Customers Willing and Loyalty to Buy in Online Shops

This study have tried to investigate the affecting factors on the willingness of potential customer to replicate and continue purchasing by using a structural equation model and figure out order of their importance in converting potential customers into loyal customers in a e- shop. The study populations have been considered with two features of people with internet users living in shiraz and the pardakht e-shop buyers who have bought. Data collection has been performed through designing questionnaires from 196 people of the sample size the determinants of Continues online shopping by Respectively of Importance are Included quality of websites، trusted website and the subjective norms. While the perceived utility and enjoyment of online shopping affect willingness to buy online indirectly. The results of descriptive research showed that 63% of the sample size were men and 37% of the sample size allocated to women. 68. 9% of the sample size were between ages of 21 and 35. People with undergraduate education allocated the highest sample size 44. 9%. and those who have more than four years of computer using experience allocated 57. 8% of the sample size.