Identifying and ranking the external patterns of Internet websites and its impact on consumer perception with emphasis on internal states of customers (Case study: Private bank customers)

In recent years, private banks have attracted a lot of attention due to their high growth potential. The growth and development of the Internet has changed private banks from traditional to online, and the number of online customers is increasing day by day, and private banks are trying to expand online services. Therefore, the main purpose of this study is to identify and rank the external patterns of Internet websites and itsimpact on consumer perception by emphasizing the internal states of customers.. The present research is applied and in terms of the nature of the research is descriptive and in terms of time, it is a cross-sectional research. The statistical population of this study includes all customers of Tabriz private banks (including Iran Zamin, Pasargad, Karafarin, Eghtesad Novin and Parsian banks). Therefore, the Cochran's formula for the infinite community has been used to calculate the sample size. According to the statistical population, the statistical sample size of this study was 383.. In this research, the structural equations method and Amos software have been used to investigate the relationships between the research variables, and the Chang fuzzy AHP method has been used to rank the patterns. The results obtained from the relationships between the variables of the research indicate that the design of Internet sites affects the emotional and cognitive state of online customers. Also, the performance of thecontent content of Internet sites affects the emotional and cognitive state of online consumers. Other results of the study also showed that the design of Internet sites has an effect on the desire to buy by emphasizing the mediating role of emotional andcognitive state of online customers. The efficiency of the content content of Internet sites also affects the willingness to buy by emphasizing the mediating role of the emotional and cognitive state of online consumers.