Effects of psychological factors on customer behavior in e-transactions

Abstract

Considering the significance of customer behavior in buying and selling goods and services and with an emphasis on our daily experiences in the market for understanding the concepts and theories in this regard, in this study, we aim to investigate the customer behavior in order to analyze its effective and relevant factors. The perception of acquisition, utilization, rejection of the product and the familiarity with the customer behavior helps the company improve its marketing strategies. Customer behavior is affected by his/her reflections and perceptions. Customer behavior includes his/her ideas and the product or service. Considering the increasing number of Internet users and digital sale points, the effective factors in online shopping, the interaction with the e-purchasers and the creation of a safe environment for the users, important points in customer behavior, and effective factors in creating the mental structure of the customer, the digital environment and effective factors in e-commerce environments are investigated.