A Phenomenological Approach of Women's Intention to use Online shopping

One of the new shopping techniques that has many advantages is online shopping. In this regard, considering the position of women as the main actors the process of decision making for purchasing goods in the family, this study intend to identify the factors affecting women's intention to use online shopping.
The present study is a qualitative study of phenomenological type. Field data was collected using a deep interview technique and theoretical saturation standard among the 15 women Tehranians who have had online shopping experience. Interviews were recorded and after implementation of the analysis stage, using the collaizz method and MAXQDA10 software.
Based on the data analysis, seven main themes of facilities and facilities, social adaptation and acceptance, sales leads, customer characteristics, perception of the online shopping system, web and product features, and success in buying from interviews were extracted. The results point to the need to take measures to increase the interests of women from online shopping and, on the other, to reduce perceived risk by trust building. In addition, online stores need to create techniques for winning successful online shopping.