Investigating the financial of investors in online commerce in the field of Tehran Exchange

The purpose of this research is to investigate the effect of shareholders' financial behavior on their electronic satisfaction, trust and loyalty in Tehran Stock Exchange.This research is on the applied from the view of purpose and is descriptive-correlation in terms of data collection method to test the hypotheses. The statistical population of the present study consists of shareholders of Tehran Stock Exchange. In this study, the available sampling method has been used. A questionnaire was used to collect data. The validity of questionnaire was confirmed by calculating the convergent and divergent validity and its reliability by Cronbach's alpha. In statistical analysis, the structural equation modeling (SEM) approach has been used. According to the results of the research, the financial behavior of shareholders of Tehran Stock Exchange has a positive and significant effect on their electronic trust and satisfaction. Also, E-trust and E-electronic satisfaction of shareholders of Tehran Stock Exchange has a positive and significant effect on their loyalty to online trading systems. E-satisfaction also has a positive and significant effect on shareholders' trust in online trading systems. In addition, the financial behavior of shareholders through the mediating role of E-trust and E-satisfaction has a positive and significant effect on their loyalty to online trading systems.