The effect of websites reputation and quality on sentiment, perceived risk and the intention of online customers shopping (case-study: Digi Kala website)

Nowadays E-commerce is a significant issue in the business world. The purpose of this study is to investigate the effect of website reputation and website quality on the intention of online customer to shopping through mediating customer sentiment and perceived risk. The research methodology is in terms of the objective is an applied research and in terms of data collection is a descriptive-survey research. The statistical population of the study was customers of Digi Kala Company in Tehran and 384 subjects were selected by random sampling method. The instrumentations of the study was a researcher-made questionnaire, which is a combination of the Sharon and Young (2013) questionnaire and other researchers. The data was analyzed by SPSS and smart PLS software. The results of this study show that website reputation and website quality have a positive and significant effect on customer's online shopping intention through mediation of customer sentiment and perceived risk.