بررسی عوامل موثر بر موفقیت تجارت الکترونیک B2C از دیدگاه مدیریتی

Currently, Electronic Commerce (EC) is a dynamic channel for trading. Because proposed simplicity and speed are competitive advantages which traditional organizations are unable to compete with them and thus not only individuals but also governments need its presence. According to our study, the success of an EC system is arranged by 3 different categories named: Technical Characteristic View, Psychosocial Characteristic View and Managerial Characteristic View. But the managerial characteristic view is going to be argued in this research. Statistical population in this research has been 344 students of university of Guilan and their shopping behavior has been collected with offline and online questionnaires in a limited period of time. Consequently, extracted knowledge for further researches is argued in the following sections.