the impact of online store purchasing characteristics on customer purchasing intentions (Case Study: Bamilo Online Shopping Store and Digikala Online Shopping Store)

The purpose of this study was to investigate the impact of online store purchasing characteristics on customer purchasing intentions (Case Study: Bamilo Online Shopping Store and Digikala Online Shopping Store). Students from Allameh Qazvini University and Azad University of Qazvin, who are customers of the Bamilo Online Store and Digikala Online Store, are the statistical population of this study. Given the number of customers, it is unclear that sample size was determined using the Cochran formula in unlimited society, 210 people, and stratified sampling. The method of this research is applied in terms of the purpose and in terms of collecting information is surveying. Also, the nature of the research is correlation. Data gathering tool was standard questionnaire. Descriptive and analytical data were collected using descriptive statistics (frequency, mean, standard deviation, maximum and minimum) and inferential (structural equations). For this purpose, SPSS software and Lisrel were used. The research results showed that website outward features, website security features, website technical features, website Informational Features affect online customer intent. Also, the environmental conditions modify the impact of the website's characteristics of online shopping stores on customer buying intent.