摘要：The main purpose of this study is to develop a new model to investigate the effects of subjective norm, attitude and perceived behavioral control on behavioral intention and explore the effects of behavioral intention on repurchase intention and word-of mouth in the context of internet shopping. Data were collected from 860 online customers in Shiraz (Iran) with a questionnaire methodology. The questions used in this study were taken from the relevant literature, contained 34 questions addressing all the variables. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model and the structural equation modeling technique was used to test the research model. The findings of the study supported all of the seven hypothesized relationships. The findings suggest that behavioral intentions most influenced by subjective norm (27%), attitude (23%) and perceived behavioral control (21%). Beside, this study shows that the most impacts of behavioral intentions are on repurchase intentions (37%) and word-of-mouth (WOM, 28%). The findings also suggest that attitude most influenced by brand image (26%) and marketing mix (20%).
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