Study of factors effect on online shopping according to consumer values and role of consumer's personality features

Online shopping and internet retail are two major categories of e-commerce. According to the rapid and extensive growth of digital online tools such as smart phones and tablets, and the easy getting in the virtual word, online buying and selling and internet retail have created attractive Opportunity for entrepreneurship. Statistics show that in the first three months of 2014 more than 5.8 percent of retail is done via the internet in America. Moreover the growth of online retail has been 16 times more than the retail traditional; however, companies in our country are still faced with the lack of significant interest of this style of purchase. Therefore it is necessary to identify factors influence on consumer’s online shopping. This research aimed to study of factors effect on online shopping according to consumer values and role of consumer’s personality features with survey research method and descriptive-causal type investigates population, who has at least once purchased online. data that researcher gathered have been analyzed by structural equation modelling techniques so we could have test causal relationship between research variables according to outputs of high usage software called LISREL, and partial least squares method for investigation moderation variables, are used. The results show that consumer innovativeness, perceived risk, security, privacy and utility has a positive and significant effect on internet repurchase intention. Also, According to the research findings, personality traits don’t effect on repurchase intention. Consumer values don’t affecting on variables and Internet repurchase intentions.