Journal of Research in Peace, Gender and Development

Journal Research in Peace, Gender and Development (JRPGD) Vol. 4(5) pp. 94-103, August, 2014 . DOI: http:/ Copyright © 2014 International Research Journals             


Full Length Research Paper

A mediation of perceived customer value between purchase intention and perceived benefit/perceived sacrifice for online book shopping in Iran

Zahra Kehtarpour Fariman

Islamic Azad University, Bojnourd Branch, Bojnourd, Iran.




The interest in use of internet in buying product has increased rapidly in recent years. In Iran some people see online buying as something necessary to reach competitiveness but others claim online buying to be merely a management fad. The main objective of this study that for the first time done in IRAN is to first find out what factors influence purchase intention and then the role of perceived customer value as a meditating variable in the online book service in Iran. Our sample was the students of university in Khorasan-e Razavi and Khorasan-e Shomali by using SPSS & Lisrel 5.8 tools for analyses sampling. Required data were prepared questionnaire by Norazah, 2011. The results show that three hypothesis& relations between perceived playfulness were accepted by perceived customer value, perceived ease of use by perceived customer value were rejected.

Keywords: Perceived Usefulness, Perceived Playfulness, Perceived Price, Perceived Ease of Use, Perceived Customer Value, Purchase Intention, online book story.

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