Investigating the value factors affecting entrepreneurs in the online space on the purpose and intention of users' behavior in online purchases

The present research has been conducted with the aim of investigating the value factors that influence entrepreneurs in the online space on the intention of users' behavior in online shopping. This research is applied in terms of its purpose and in terms of method, it is a little that compares to the statistical population of users who They have paid online at least 3 times a year. The research data has been collected using Cronbach's alpha test questionnaire, which consists of 25 questions, and in the next step, Cronbach's alpha coefficient was calculated, and its value was 1. In the next step, after collecting the data, the next step, which includes analysis And the data analysis has been done in two sections, descriptive statistics and inferential statistics, and in the inferential statistics section, after determining the distribution of variables at the target community level, the structural equation model has been done with the help of PLS software. The results show that behavioral attitude, mental norms and behavioral control have a positive effect on users' purchase intention. The purchase intention of users has a direct effect on the behavior of users, and behavioral control has a positive effect on consumer behavior.