Providing a Framework of Factors Affecting Online Shopping in Online Businesses Scope from the Entrepreneurs Perspective Taking a Qualitative Approach

Online shopping is considered as one of the new ways of buying and selling in non-physical online businesses which is the result of rapid growth and increasing use of computer technology that makes businesses sellers and buyers communicate more effectively through the Internet which makes the exchange process more efficient. The purpose of this study was to provide a framework of factors affecting online shopping in online businesses using the thematic analysis method. In order to conduct the research, a qualitative research approach using semi-structured interviews with online businesses entrepreneurs have been used. The sample size consisted the logic of theoretical and Purposive sampling and the achievement of theoretical saturation included a total of 12 people. Data coding was performed using MAXQDA software. Findings indicate that the effectiveness of online shopping online businesses is determined with 9 factors and 45 components (website infrastructure factors, marketing factors, online shopping experience, political factors, technology-transportation factors, economic factors, security and risk, Social factors and consumer characteristics).