Investigating the effect of emotional factors on consumer reaction to online shopping with the mediating role of Rational choice theory

The dramatic increase in the Internet for buying and ordering goods or services in Iran has faced researchers and managers with new challenges in understanding consumer behavior. The main purpose of this study was to investigate the effect of emotional factors on consumer response to online shopping with the mediating role of rational choice theory. To collect the data, an online questionnaire was distributed among 384 online users of Digikala with a validity and reliability coefficient of 0.875 Descriptive statistics, inferential statistics and structural equations have been used to analyze research data and test hypotheses. The results showed that emotional factors can directly and indirectly affect the consumer reaction with the mediating role of logical factors. Personalized ads tailored to the customer's preferences play an important role in their intent to buy, and if users feel secure about providing their information to the store, their emotional vulnerability can be reduced.