The effect of effective factors on the support of online sales websites according to the role of customer experiential value

 This research was conducted with the aim of investigating the impact of effective factors on the support of online sales websites with regard to the role of customer experiential value. This research is applied in terms of purpose and correlational and descriptive research in terms of method. The statistical population of this research is the customers of Iliya online store in Mashhad (720 people) and non-random sampling method is available. In order to determine the minimum sample size, considering the number of customers, Cochran's formula has been used for the known population, whose number is 251 people at the 5% error level. The data collection tool is a standard 32-question questionnaire. In order to check validity, content and construct validity (convergent validity, divergent validity using Fornell-Larker index, divergent validity using HTMT ratio index and confirmatory factor analysis) and reliability (Cronbach's alpha coefficient, combined reliability coefficient) were used. They were confirmed. In order to analyze the data, descriptive statistics were calculated using SPSS software, and at the inferential level and to check the hypotheses, structural equation model method was used using Smart-PLS software. The results of hypothesis analysis showed that interaction and similarity affect the experiential value of online store customers. Also, the experiential value affects engagement on the site. Being involved in the site also affects the attitude towards the site and the intention to support, and the attitude towards the site also has a positive and significant effect on the intention to support.