Examining the key success factors in e-commerce during widespread crises (Case study of digikala online sales company)

The purpose of this research is to identify the key factors of success in e-commerce during widespread crises (the case study of digikala online sales company). The current research is applicable in terms of purpose, and descriptive-correlative in terms of the nature and method of data collection, and is specifically based on structural equation modeling. The statistical population of the current research is all the customers of digikala online sales company in Tehran who have made at least 2 online purchases from 2019 to the time of the research, and according to Morgan's table, 384 people were selected as a sample, and the sampling method is simple random. The collection tool in the current research was Sharma and Agarwal (2019) questionnaire which was distributed electronically among the sample, and data analysis was done by structural equation modeling in SmartPLS 3 software. The research findings showed that the quality of website services and customer support system according to the standard factor loading coefficients of 0.771 and 0.673, respectively, are more important than the personalization components and electronic word-of-mouth advertising with the standard factor loading coefficients of 0.608 and 0.517. The findings of the research showed that besides paying attention to hardware and software factors related to information technology in e-commerce, paying attention to human factors can increase the efficiency of e-commerce even more.