Pages: 117-125

Abstract

This research is aimed to study the impact of virtual customer experiences on the tendency to social commerce in digi-kala sale site, Telegram and Instagram networks while investigating previous studies and collecting valid information. In order to identify variables, the results of previous researches were firstly studied by library method and their results were used to design research’s conceptual model and field and questionnaire method was also applied to collect information. Applied research method is used in this study based on objective and non-experimental method; and correlation research method was used based on method of conducting study. This study also used cross-sectional research method for time interval of data collection. Set of convergent and divergent validity methods were used to test validity of research tool and Cronbach’s alpha and combined reliability were used to test its reliability. Structural equation analytical approach was used to test research’s model. This research was conducted through “Partial Lest Squares” collection method and Smart PLS. This research’s statistical population included buyer and purchase users of digi-kala sale site and Instagram and Telegram selected through simple random method. The obtained results of this research show that all the research’s hypotheses have been acceptable.