Identify effective factors on online shopping in travel and tourism services - (Case Study of Alibaba.ir Company)

Today, a significant number of public purchases are increasingly affected by online environments. In online shopping because of the ability to communicate quickly and extensively to others, any experience can share with a large number of people and affect the company. For this reason, it is better to know the issues that affect the customer experience and try to solve these issues and enhance the company's advantage points. IN this study, we will try to use a netnography approach to find and identify these factors that have effects on online shoppers. We reviewed Alibaba.ir as an example because this company is known as the leader of the tourism service industry in Iran. The results introduced a model of 9 effective factors in the customer experience, including dimensions of service pricing, quality of communication between the company and the customer, website and application, previous experience of receiving services, user support, receiving services immediately and personalized, providing services in other countries, the possibility of canceling the service and control the quality of service delivery.