The Evaluation of the online shopping experience based on the behavioral characteristics of customers of art products

The current research was conducted with the aim of evaluating the online shopping experience based on the behavioral characteristics of customers of art products. The research method used is descriptive and survey. The statistical population in the present study was the customers of online stores of artistic products. The sampling method of nonrandom research is accessible or judgmental. The final sample of 384 people was determined, and 250 questionnaires were finally analyzed. Research data has been collected by library and field method. A standard questionnaire was used to collect the required information. The research data was analyzed with the help of SMARTPLS software and using statistical, descriptive and inferential tests. Based on the analysis, the factors affecting The online shopping experience based on customers' behavioral characteristics includes individual characteristics, situational characteristics, motivational characteristics, and product characteristics, and finally, the results show the effect of all the behavioral characteristics of customers in the development of the online shopping experience of art product store customers.