The effect of effective factors on the purchasing behavior of customers in e-commerce exchanges (Case of: Digikala)

E-commerce is one of the subjects that has been greatly appreciated in recent years. With the rapid growth of e-commerce, exchanges and transactions through information technology tools and methods have increased dramatically. This research has been conducted with the aim of investigating the effect of effective factors on the purchasing behavior of customers in electronic commerce exchanges (digital goods). The current research is descriptive-survey in terms of its nature and research method, and it is an applied type of research in terms of its purpose. The statistical population of this research is all customers of Digikala online store. 380 people were selected as a sample using Cochran's formula. In order to obtain the information needed for the research by using a questionnaire, the necessary action was taken to collect the necessary information to achieve the objectives of the research. Finally, the data obtained from the sample study is analyzed by SPSS and PLS software. The results of this research showed that the factors of convenience and access, psychology, trust, payment method and variety of products on the buying behavior of customers and the intensity of this effect is equal to 0.286, 0.189, 0.245, 0.113 and 0.775. In this regard, product variety, convenience, accessibility and trust have the greatest impact.