Document Type : Original Article


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

2 Assistant Professor, Department of Management and Accounting, Islamic Azad University, Roudehen Branch, Tehran, Iran

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

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


Purpose: Start-up businesses have attracted considerable attention regarding the new approach in the modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in e-commerce start-ups in the healthcare sector.
Method: This is an applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic start-up services in the healthcare sector; out of which a sample of 384 individuals was selected using the Morgan table. A self-administered questionnaire was developed to collect the data which were analyzed using partial least squares 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, valuable experience, and perceived image experience have a positive effect on improving customers’ online shopping experience in e-commerce start-ups.
Conclusion: Applying the proposed model helps e-start-ups increase their performance   by eliminating their shortcomings and boosting their strengths.


Abela, A. V., & Murphy, P. E. (2008). Marketing with integrity: Ethics and the service-dominant logic for marketing. Journal of the Academy of Marketing Science, 1(36), 39-53.
Ali, S. R., Ghani, N. A., Said, N. S., Ngah, H. C., & Shariff, S. N. (2014). Internet Shopping in Malaysia: TAM Model Adoption. Journal of Basic and Applied Scientific Research., 4.
Ariff, M. S., Sylvester, M., Zakuan, N., Ismail, K., & Ali, K. M. (2014). Consumer Perceived Risk, Attitude and Online Shopping Behaviour; Empirical Evidence from Malaysia. IOP Conf. Series: Materials Science and Engine, 58.
Avcilar, M. Y., & Özsoy, T. (2015). Determining the Effects of Perceived Utilitarian and Hedonic Value on Online Shopping Intentions. International Journal of Marketing Studies, 7.
Balk, R. (1975). Situational variables and consumer behavior. Journal of consumer Research, 2(3), 157-164.
Bygrave, Z. W. (2014). Entreprenurship. Hoboken, New Jersey: John Wiley & Sons, Inc.
Cheema, U., Rizwan, M., jalal, R., Durrani, F., & Sohail, N. (2013). The Trend of Online Shopping in 21st.
Chen, N., & Yang, Y. (2020). The impact of customer experience on consumer purchase intention in cross-border E-commerce -Taking network structural embeddedness as mediator variable. Journal of Retailing and Consumer Services.
Citrin, A., Sprott, D., Silverman, S., & Stem, D. (2000). Adoption of Internet shopping: the role of consumer innovativeness. , 100(7),. Industrial Management & Data Systems, 294 – 300.
Kim, D., Ferrin, D., & Rao, H. (2008). A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Jin , N., Lee , S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82-95..
Liu, Y., & Chen, Y. (2010). Determinants of customer purchase intention in electronic service. "Presented at the 2010 2nd International Conference on e-business and Information System Security (EBISS), IEEE, Wuhan.
Matic, M., & Vojvodic, K. (2014). Customer-Perceived Insecurity of Online Shopping Environment. International Review of Management and Marketing, 4(1), 59-65.
Mascarenhas, O., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach. Journal of consumer marketing, 23(7), 397-405.
Merriam-Webster Dictionary, M.-W. (2018). Definition of start-up.
Morris, M., Shirokava, G., & Tsukanova, T. (2017). Student entrepreneurship and university ecosystem: a multi-country empirical exploration. European journal of international management, 11(1), 65-85.
Nadafi, A., & Ahmadvand, M. (2018). Identification and Prioritization of Development Factors of Start-ups Using Q methodology. Quarterly Journal of "Entrepreneurship Development, 10(3), 517-534.
Quelch, J. A., & Jocz, K. E. (2011). Respect Your Customers. Leader to leader. 61, 36-42.
Ramayah, T., & Ignatius, J. (2005). Impact of Perceived Usefulness, Perceived Ease of Use and Perceive Enjoyment on Intention to Shop Online. ICFAI Journal of Systems Management, 3.
Ries, E. (2011). The Lean Start-up: How Today's Entrepreneurs Continuous Innovation to Create Radically Successful Businesses. New York: Crown Business.
Ulaan, R. V., Pangemanan, S. S., & Lambey, L. (2016). The Effect of Perceived Enjoyment on Intention to Shop Online (the Study of Faculty of Economics and Business Sam Ratulangi University Manado). Jurnal Emba : Jurnal Riset Ekonomi.
Vasić, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research.
Yi Jin, L., Bin Osman, A., AB.Halim, B., & Mohd, S. (2014). Perceived Usefulness and Trust towards Consumer Behaviors: A Perspective of Consumer Online Shopping. Journal of Asian Scientific Research, 541-546.
Yoo, B., Donthu, N., & Lee, S. (2017). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Zhang, L., Long, L., Xu, Y., & Tan, W. (2013). The Influences of Perceived Factors on Consumer Purchasing Behavior: In the Perspective of Online Shopping Capability of Consumers. Research Journal of Applied Sciences, Engineering and Technology, 5(24), 5632-5638.
Zhu, S, D., Lee, Z. C., Gwendolyn, O. S., & Chen, Y. H. (2009). The effect of trust and perceived risk on consumers' online purchase intention. Presented at the International Conference on Computational Science and Engineering.