A Model of Customer’s Stickiness in E-businesses with Emphasis on their Perceived Value

The purpose of this study was to investigate the factors affecting customers' stickiness to DigiKala online store based on the role of their perceived value. In this research, an attempt was made to investigate the effect of customers' perceived value on their stickiness and their purchase intention in DigiKala store. This research used an applied and descriptive research method. The statistical population consisted of customers of DigiKala online store. A Likert-based questionnaire was used for data-collection. Finally, a sample of 327 customers was selected. The validity of the questionnaire was assessed and confirmed using content and construct validity and its reliability was assessed using Cronbach's alpha coefficient and combined reliability. In the present research, SPSS and PLS software were used for data analysis. The findings of this study revealed that the perceived value of customers affected their satisfaction and trust. In addition, satisfaction and trust had a positive and significant effect on user’s stickiness to online stores. Finally, the findings demonstrated that stickiness had a significant effect on customers purchase intention from DigiKala online store.