.Investigating the Factors Affecting the Customer's Intention to Buy From the Online Markets of Agricultural Products (Case Study: Tehran City)

The purpose of this study is to investigate the factors affecting the customer's intention to buy agricultural products online in Tehran. The required data were collected through the field, by completing an electronic questionnaire by random sampling method available from 327 respondents who were online customers of online stores of agricultural products, from September 2020 to April 2021. In order to identify the factors affecting the intention of customers to buy online from the logit pattern method, the order, which was estimated by the maximum likelihood method, was analyzed in Stata software. The results of this study showed that the variables of enjoyable online shopping, knowledge of the website, final purchase of the website, obtaining the necessary information from the website, searching for website information, security in online shopping after seeing the blue electronic symbol, the amount of returnability of goods in online shopping, Innovation and creativity in the website, has a positive and significant effect on the intention to buy online. Based on the values of the final effects of explanatory variables, it was observed that the variables of age and the degree of returnability of goods in online shopping with a probability of 0.005% have the greatest effect on increasing the probability of intending to buy online. On the other hand, variables such as the amount of final purchase from the website with -0.010%, the amount of information required from the website with -0.008%, location and security in online shopping after seeing the blue electronic symbol with -0.007%, the degree of enjoyable online shopping and the amount of innovation and creativity in the website with -0.006%, are the most important factors in reducing the likelihood of online shopping intentions. The mentioned variables have the most impact on the online shopping intention category and the other variables have the least impact on the online shopping intention.