Studying the Effective Factors on Formation of Customer's E-Loyalty in E-Stores in Iran

In the recent decade, Given the importance of customer in online environment, creating loyalty has been proposed as an essential challenge for electronic stores. The present study focuses on the role of trust in order to facilitate the process of making e-customers loyal. To this end, a model was proposed that especially focuses on individual factors ( perceived usefulness, perceived ease of use and attitude toward use) and organizational factors (technology, organizational structure, organizational strategy, organizational culture, and business processes). An electronic questionnaire was designed to collect the required data and test the research model. The questionnaires were distributed using random sampling method `among the customers who had the experience of shopping from electronic stores in Iran. Two-hundred eighty nine accepted questionnaires were analyzed (with the acceptable reliability equal to 0.93). Results of data analysis using structural equation modeling revealed that the selected individual and organizational factors except perceived ease of use and organizational culture are led to creation of e-trust in customers. and e-trust is effective on e-loyalty of customers.