An Investigation on Effective Factors Increase of Customer Trust in Buying Internet Goods and Services

This study investigated factors influencing increased customer confidence in purchasing goods and services have been conducted. Today، security and customer confidence in purchasing goods and services most major concern is the Internet. Many studies have been conducted to understand the dimensions of trust. Since customer confidence both in terms of logical and empirical relationships is an important variable، therefore it is essential to organizations providing goods and services in order to take steps to protect customers. In this research study Lee and Turban model has been chosen as the base model. This study considered the impact of each of the six hypothesized factors perceived credibility of organizations and companies providing goods and services، electronic infrastructure and its underlying factors، personal factors، customer knowledge، field experience، risk appetite، with a descriptive methods were studied on credit. According to the characteristics of the study population Stratified sampling method was used. To determine the sample size، the method is used to estimate the sample size Cochran. A questionnaire was designed based on a Likert and the sample consisted of 384 subjects were distributed. The population was divided into three groups that Of the 384 questionnaires، 128 population among banks the sample was stratified، 128 questionnaires to randomly between customer Refah chain stores، dealers، Sony، Samsung، LG، Internet Service Provider Companies and Among the remaining 128 questionnaires shows for dealers and customers that two-month intervals Since the beginning of the September 2011 to November 2011 held in Sanandaj Fairground، Using simple random sampling، were distributed. Findings confirm that the sixth hypothesis.