As the rapid growth of the World Wide Web, electronic commerce has become a new way for businesses on online markets. Du to its facilities, many people are willing to shop online. Although business-to-consumer e-commerce has created new businesses opportunities, questions about consumer shopping motivations toward online shopping versus conventional shopping continue to persist. The purpose of this study is to investigate factors which affect online purchase intention. In this regard, providing a conceptual framework, the effect of some factors including subjective norms, behavioral control, attitude, friends role (social influence) and perceived credibility on online purchase intention are investigated. This is a descriptive-survival study. Data collection is cross-field due to using questionnaire as well as library resources. Statistical population includes Isfahan University’s students. Using Cochran formula, sample volume is equal to 260 people. Descriptive and inferential statistics and structural equations are used to analyze data and test hypothesis. The results of the research suggest that all mentioned factors, i.e. subjective norms, behavioral control, attitude, social influence, and credibility affect online shopping directly. We hope that the findings of this research have potential benefits for online retailers, and all those looking to make more virtual sales, also it could reveal researchers in future research.
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