The role of e-commerce drivers on consumer awareness in ecommerce with the mediating role of using information technology (Case study: Digikala Company)

The present study dealt with the topic of investigating the role of e-commerce drivers on consumer awareness in e-commerce with the mediating role of using information technology. This research is practical in terms of purpose. Also, in terms of method, this research is part of descriptive-correlational research, and in terms of data collection method, it was a quantitative research. The statistical population includes customers of DigiKala company in 1400, whose number was considered unlimited due to lack of access. Because during numerous follow-ups, Digikala did not provide the exact number of its customers. In this research, the online questionnaire link was sent to 600 customers with a simple random method, and after explanations and coordination, the answers were sent to the researcher, and after checking the answers, according to the table of Morgan and Karjesi, 384 of the best questionnaires were answered. It was considered as a sample and statistical analysis was done based on these answers. The sample size in the present study was estimated to be 384 people based on the table of Morgan and Karjesi and with a simple random method. The level of ecommerce drivers was approximately 71%, the amount of information technology use was approximately 76%, and consumer awareness of e-commerce from the perspective of customers was 68.4%. The results of structural equation analysis with PLS software showed that e-commerce drivers had a 54% effect on the use of information technology, and the use of information technology explained the variable of consumer awareness of e-commerce by 48%. E-commerce influenced the consumer's awareness of e-commerce with the mediating role of using information technology to the extent of 62%.