Design a model to online shopping behavior based on the quality of sites with regard to the role of mediator trust and attitude

The purpose of this research is to provide a comprehensive model of the determinants of online shopping behavior based on site quality and attitude is trusted by taking mediator variables. This research is descriptive- mensuration and application. All Statistical universe was about Ma students with entrance of 1393 in Yazd University. 212 people were chosen based on Cochran formula and by classes sampling. Tool of data collection is a questionnaire that it is include of website quality dimension and it was according of Cebi (2013), Shneiderman (1998), Davis, Bagozzi and Warshaw (1989), Durmuş, Ulusu, Erdem and Yalçın (2015), Van der Merwe, R., & Bekker (2003) Elling, Lentz, de Jong and Van den Bergh (2012), Liu, He, Gao and Xie (2008), Lee and Kozar (2006), Sultan and Uddin (2011), Collier and Bienstock (2006) Chaffey and Smith (2013) and Sutcliffe (2002) and satisfaction of Sahadev, Purani (2008), trust of Kim, Jin and Swinney (2009), De Wulf, Schillewaert, Muylle and Rangarajan (2006) and attitude of Shih (2004) and intention to internet purchase of Hong, Cha (2013) and Liu, Jiang (2014). Some of questionnaire questions were making scholars. Data analyzing are done by way of little squares and by helping of Smart pls 2/0 software. Findings show that technical, appearance and content quality of website on satisfaction, satisfaction on trust and attitude and trust on attitude have positive (meaningful) effect. Customer satisfaction and trust is also effective on online purchase intention. In this research trust is as a variable between satisfaction and intention to internet purchase.