Identifying and Ranking Attitudinal Factors Related to E-commerce Education in Purchasing (Case study: Students of Kharazmi University e-branch)

Abstract

Purpose: The aim of this study was to identify and rank the attitudinal factors related to e-commerce education in shopping. Methodology: The research method was applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study consisted of all students in the electronic department of Kharazmi University. In this study, sampling was done among the students of Kharazmi University electronic department in an available cluster method. Data collection tool was AHP questionnaire whose reliability was confirmed using an incompatibility rate of IR = 0.02 which was less than 0.1. AHP technique and Expert Choice and Excel software were used to analyze the data. Results: According to the experts' answers and the results of hierarchical analysis: quality of electronic services with a weight of 0.095 in the first priority and mental norms with a weight of 0.089 in the second priority and perceived usefulness with a weight of 0.082 in the third priority Perceived risk with a weight of 0.075 in the fourth priority, Innovation with a weight of 0.017 in the fifth priority, Technology facilitation conditions with a weight of 0.070 in the sixth priority, Online shopping attitude with a weight of 0.066 in the priority Seventh, motivation to buy with a weight of 0.063 in the eighth priority, past effects of shopping on consumer behavior with a weight of 0.060 in the ninth priority, product quality with a weight of 0.057 in the tenth priority, ease of use perceived with a weight of 0.051 in the eleventh priority, comparative advantage with a weight of 0.050 in the twelfth priority, ease of access to resources with a weight of 0.048 in the thirteenth priority and perceived value with a weight of 0.047 in the fourteenth priority, product compatibility with behavior Consumer purchases with a weight of 0.046 in the 15th priority and trust with a weight of 0.029 in the 16th priority Identify and rank the attitudinal factors related to e-commerce education (Case study: Students of Kharazmi University Electronic Unit) were included in the purchase. Conclusion: According to the experts and the results of hierarchical analysis: quality of electronic services with a weight of 0.095 in the first priority and mental norms with a weight of 0.089 in the second priority and perceived usefulness with a weight of 0.082 in the third priority Perceived risk with a weight of 0.075 were in the fourth priority, innovation with a weight of 0.017 were in the fifth priority.