عنوان مقاله [English]
Given the increasing role of e-commerce in developing countries, this study aimed to respond to what the benefits of electronic commerce for the buyer / consumer e-commerce arena is one of the main beneficiaries was done. Heuristic approach, based on the scientific field of e-commerce, research uncertain situation that is uncertain benefits of e-commerce for the buyer / consumer, was examined it became clear that interest in the "intermediate variables" and "dependent variable" action they do. This means that e-commerce and strengthen the role of independent variables directly led to the formation of the first intermediate variables (clock access to products, access to product information, the possibility of comparing product types, electronic payment means, interact directly with producers / supplier, reducing travel and inventory reduction), second mediator (buy faster, easier, cheaper and easier) and the dependent variable (satisfaction) and indirectly in the formation and promotion of second intermediate variables and effective satisfaction.
According to results of exploration of literature, questionnaire following variables prepared by members of the staff of a service organization has been completed and collected, examined a total of 46 questionnaires were useful. The data after the implementation of construct validity and reliability, according to research statements as a template and using LISREL software, was tested and the results showed that e-commerce is not only directly cause the formation and strengthening of intermediary variables first, second mediator and satisfaction, but also indirectly led to the formation and strengthening of the second intermediate variables and the satisfaction . Therefore, it is necessary for buyers / consumers to use the model presented in this research as a tool for measuring, analyzing, and managing e-commerce in order to exploit the benefits of e-commerce, especially satisfaction.
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