Providing Online Shopping Model in the Small and Medium Businesses Online from the Perspective of Entrepreneurs with a Qualitative Approach

Online shopping is one of the new ways of buying and selling in small and medium-sized online non-physical businesses, which is the result of rapid growth and increasing use of computer technology and makes sellers of businesses and buyers communicate much more efficiently through the Internet and make the exchange process more efficient. The purpose of this study was to provide an online shopping model in the field of small and medium online businesses from the perspective of entrepreneurs using theme analysis method. In order to conduct the research, a qualitative approach using semi-structured interviews with entrepreneurs in the field of small and medium business online has been used. The sample size included a total of 12 people with purposeful sampling logic until theoretical saturation was achieved. Data coding was performed using Max Kyoda software. Findings showed that online shopping model in the field of small and medium businesses online with 9 main themes and 45 sub-themes (website infrastructure factors, marketing factors, online shopping experience, political factors, technology-transportation factors, factors Economic, security and risk, social factors, consumer characteristics) are explained. It is suggested that studies of customers' online shopping behavior be prioritized for small and medium-sized online businesses in order to use its findings in the correct and timely identification of consumer behavioral tastes.