The Effect Of Social Commerce Factors On Customer Purchase BehaviorCase Study Digikala Website

Today using of internet and virtual media is member of people life. One of the most important dimensions is costumer shopping behavior. By developing online social commerce systemspeople can buy all the goods easily without going to store.The main objective is checking the effect of social commerce factors of costumer purchase behavior on Digikala website. Four variables of social support product uncertainly seller uncertainly and third part information are included. This paper explores social commerce and the effect of them on purchase behavior has inspected. Statistical society is population of 20 years old of Isfahan who buy goods on Digikala website. According to Cochran c-0 sample size is 348 that out of 348 questionnaires between statistical society distributed 333 questionnaire gained properly. Information is gained by Bay and colleagues standard questionnaire that narrative and reliability has approved. After data amassment information has been analyzed by SPSS and AMOS. Data analysis method and hypothesis inspection showed structural equations and coefficient is 0.05. Results showed that social support do not affect on costumer purchase behavior. Moreover Seller and product uncertainly has positive affect on product uncertainly. Also seller uncertainly and product uncertainly has positive and social support has negative effect on uncertainly product