the impact of innovation on electronic purchase intention by structural equation modeling

electronic shopping has increased in recent years increasingly. people who use this channel as an instrument of marketing and selling of goods, understand that consumers do not only focus on timely delivery of goods. but they are also looking for new and different products. thus, the marketers and companies must understand the innovative elements that effective on consumer purchases. in the present study the impact of innovation on intention of shopping on students degrees masters and phd is examined. this study is a descriptive and applies survey. the population of this is research 350 students. evaluation of data used the questionnaire of 32 items with 5-choice likert range. and to analyze data has been used smart pls software. the obtained results indicate that innovation in services and product innovation has a positive and significant effect on consumer satisfaction and consumer satisfaction will lead to consumer confidence. the results also confirmed the positive and significant effect of consumer confidence on electronic purchase intention.