The Effect of the Online Shopping Experience on Satisfaction and Online Customer buy Intent (Case Study: Digi kala company)

Nowday, effective communication with customers online is an important and vital aspect for companies, and most firms use websites as a communication tool. On the other hand, examining the online shopping experience and the intention to buy consumers online, as well as accepting it from the perspective of customers and the interaction of these two, will cause changes in the market and companies that will eventually lead to a favorable attitude of consumers and The purpose of the present study was to investigate the effect of the role of online shopping experience on the satisfaction and intention of online shopping of DJ's customers. The present study includes all customers who use DJ services. The sample size is based on the formula 385 people were selected and the sampling method was sampling Simple accident. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.899) and the validity of the tool was confirmed by the content and structure method. The research data were analyzed by SPSS and PLS software using statistical, descriptive and inferential statistics. The results of this study indicate that online shopping experience has the effect of self-efficacy, performance expectations, and trust on satisfaction and The results also show that online shopping experience did not have a significant effect on the relationship between the expectations of satisfaction attempts.