Identification and ranking measures affecting electronic shopping in Iran

Internet as a new channel for economic exchanges has provided new sources for income and opportunity for businesses. It has changed customer's expectations about speed, accuracy, and price and services basically. Awareness of expectations and demands of electronic customers has significant role in their satisfaction and survival of such businesses. Therefore in this investigation, measures affecting on electronic shopping has been identified by library studies and reviewing previous researches and interview. Then the most significant items were chosen by Delphi Fuzzy method and Questionnaire were distributed among customers of an internet shop with 5-Likret spectrum .by using collected data of 120 Questionnaires, measures affecting electronic shopping on customers point of view were prioritized. Finally, some suggestions were offered based on results in order to enhance customer's satisfaction level and Iranian customer tendency to buy from electronic shops. Hope such investigations in Iran make a suitable bed for spreading internet businesses in this country.