Document Type : Original Article

Authors

1 1PhD candidate , Marketing Management, Management and Accounting Department,Islamic Azad University, Roudehen Branch, Tehran, Iran.

2 Assistant Professor, Management and Accounting Department, Islamic Azad University, Roudehen Branch, Tehran, Iran; Corresponding Author

3 Assistant Professor, Department of Business Management, Khorramshahr Branch, Islamic Azad University, Khorramshahr, Iran

4 4Assistant Professor, Department of Business Management, Persian Gulf International Education Center, Islamic Azad University, Khorramshahr, Iran

10.22054/dcm.2022.67939.1090

Abstract

Purpose:Start-up businesses have attracted considerable attention in the new approach in modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in ecommerce startups in the healthcare sector.

Method: This is applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic startup services in the healthcare sector; out of which a sample of 384 individuals was selected using Morgan table. A self-administered questionnaire to collect the data which was analyzed using partial least square and Smart-PLS software.

Findings: All research hypotheses were confirmed and it was proved that factors such as customer respect, customer enjoyment, importance of time, information security, convenience, perceived experience, value experience, and perceived image experience have positive effect on improving customers’ online shopping experience in the ecommerce startups.

Conclusion: Applying the proposed model helps e-startups increase the performance of their startups by eliminating their weaknesses and boosting their strengths.

Keywords

Main Subjects