Pages: 142-148

Abstract

The purpose of this study was to examine the effect of customers' ELS on OIB. ‎According to the theoretical basics of the study, the factors affecting consumer ‎behavior were identified and determined according to the approach of ELS relative to ‎OIB, so that a model appropriate to the research hypotheses was designed. The ‎hypothesized population was examined over a certain period from March 2018 ‎regarding the effect of each component related to the consumers' ELS on OIB using ‎descriptive correlation in examining the hypotheses. The population of the study was ‎the customers of selected online stores in Iran, who were 385 people. Given the lack of ‎full access to the customers of Internet stores, non-random sampling was used and ‎Cochran formula was used to determine the sample size. Data collection tool was a ‎questionnaire where descriptive and inferential statistics were used to analyze the data ‎obtained from the questionnaires. Descriptive statistics was used to classify and ‎interpret the data and Pearson and regression tests in inferential statistics. The results ‎showed that the main hypothesis was confirmed and all the sub-hypotheses, showed ‎that ELS was effective on OIB‎‎.