Evaluating the effect factors of planning behavior on online shopping behaviour

In today''s competitive environment، the development of e-commerce and information technology، the scope of vendors has changed، this factors led to coordinate organizations with the revolution in electronic communications and they choose the business of Internet new way to earn and compete competitors. However، the business of internet industry not yet reached the stage of maturity and more customers prefer the traditional purchasing channels،. Hence، this paper examines the effect of planning behavior factors on the Internet purchasing behavior. Knowing the impact of these factors can lead to further encourage customers to adopt Internet shopping and to prosper internet business in iran. The population of the study،student 4 State University of Tehran،Tarbiat Modarres University،Allameh Tabatabai University and Shahid Beheshti university. Required data were selected and collected through a standard questionnaire of 25 questions،from 386 students by cluster sampling method. Testing hypotheses have done through structural equation modeling using Lisrel. The results of the analysis showed that the conceptual model have a good fit. Moreover، it was found that had significant effect positive attitude towards online shopping and subjective norms on Internet shopping intentions and Internet shopping intentions on perceived behavioral control but was not confirmed significant influence of perceived behavioral control on the Internet shopping intention.