Factors affecting the value of online shopping considering the price sensitivity and variety-seeking of buyers

Easy access to information، the ability to quickly compare products and many facilities Internet available for consumers made power of consumer much higher. Compare to regular retailers، Internet retailers often offer lower prices. However، recent studies shows that even the most price-sensitive customers dont purchase from this low price offering online stores. Rather، the value considered as a key driver of consumer decision making in economics and marketing. Therefore it is necessary to identify factors that influence the value of online shopping. This research aimed to study factors affecting consumer values with survey research method and descriptive-causal type investigates population، who has at least once purchased online. To analyze the research data، use studding causal relationship based on the structural equation modeling method by the LISREL and partial least squares method via SMART PLS. The results show that while the system quality has an effect on utilitarian values، information quality has effects on both. Unlike previous studies، service quality and utilitarian values do not affect the hedonic value. In general، utilitarian and hedonic values lead to online consumer's satisfaction and satisfaction improves significantly repurchase intentions. Also، the results indicate the moderating role of Price sensitivity with system and information quality in relation with utilitarian value and moderating role of variety-seeking with system quality and hedonic value.