Current study entitled "Investigating the impact of E-commerce on enhancing the Purchase Intention and customer value" attempts to investigating the important role of customers in IranKhodro group branches in Chaharmahal va Bakhtiari province of Iran. In this study regarding the research model, there are a major hypothesis (Which is investigating the impact of E-commerce on customer value) and nine lateral hypotheses (That investigate the impact of E-commerce on earned value, relationship value and brand equity, the impact of earned value on purchase intention and customer value, the impact of relationship value on purchase intention and customer value, the impact of brand equity on purchase intention and customer vale and the impact of purchase intention on customer value).
This study can be considered as an applied research from purpose point of view and descriptive-survey with regards to the nature and method (type of correlation). Survey Participants and respondents to the questionnaire were 170 customers of IranKhodro group branches in Chaharmahal va Bakhtiari province of Iran which were selected by simple random sampling method. Because of the customers of IranKhodro are large in number in this province, we just surveyed a sample of them.
In this study, literature search methods were used to gather information related to the study's topic and applied a 32 question questionnaire designed by researcher to collect required data in order to support or reject the hypotheses. The questionnaire was reviewed and acknowledged by both supervisor and advisor. Alpha coefficient of 0.98 was calculated for the questionnaire. To explain gathered data, this study has applied descriptive statistics such as mean, standard deviation, frequency and percentages. Furthermore, a series of parametric tests such as multivariate linear regressions, t-test, ANOVA, and non-parametric test such as Kolmogorov-Smirnov and Friedman test carried out to examine study hypotheses. Moreover, SPSS and Amos software were used in order to analyse and summarize collected data. Regarding the results of structural equals DF and GFI measures were in good conditions. According to the results all of study's hypotheses were supported. Also the results showed that the ninth lateral hypothesis with the path coefficient of 0.893 has the most impact and the fifth lateral hypothesis with the path coefficient of 0.222 has the least impact on dependent variable. Finally, the results revealed that E-commerce has the significant impact on customer value.
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