Explaining the pattern of customers' purchase intention in online shopping behavior by considering the variable of online brand trust

Internet shopping is basically the process of buying goods or services using the Internet. Nowadays, Internet shopping is called as the factor with the greatest growth in the virtual space; The general online shopping process, when potential consumers perceive a need for some good or service, they go online and search for information about that need; But in most search activities, potential consumers' needs are captured through information about products or services. They then evaluate the options and choose the one that best fits their criteria for meeting the need. Finally, a transaction is made and mail order service is provided.The present study seeks to provide a conceptual model to explain the pattern of customers' purchase intention in online shopping behavior by considering the variable of online brand trust and uses the foundation's data strategy, which includes open, central, and selective coding, in order to achieve the research pattern model. has taken.The research findings in six categories include causal conditions such as the user-friendliness of the website content, background conditions such as the appropriate arrangement of products on the website, intervening conditions such as the user-friendliness of the website design, central conditions such as having an image of the iElectronics icon, strategies such as Market research and results such as brand recommendations are provided to others.