353 International Journal of Scientific Management and Development Correspondent Author : Reza Minaee1 Manuscript No: IJSMD-KINA-2014-205 International Journal of Scientific Management and Development ISSN:2345-3974 Vol.2 (8), 353-363, August (2014) Research Paper A conceptual model of consumer behavior in online shopping, and evaluate it from the perspective of online shoppers Reza Minaee 1* , Bahman Saeidipour 2 1 Department of commercial management, Kermanshah branch Islamic Azad University, Kermanshah, Iran 2 Department of Educational Sciences, Payame Noor University, I. R. of IRAN Available online at: www.IJSMD.Com Received 28 th March 2014, revised 10 th April 2014, accepted 16 th April 2014 Abstract The main objective of the present study, model of consumer behavior in online shopping is. E-commerce is one of the most important IT-based businesses, and the main activities of Internet users. Its success requires the use of internet marketing methods is that only a correct understanding of consumer behavior is possible. Purposes of this study, using approaches and marketing theory Dobbins 3 Cutler, two minor target was set first, determine the components of effective and formulate the basic model of consumer behavior, and second, to evaluate the model. Collect the required data through questionnaires, and then the face and content validity, and are using email marketing, and online questionnaire was conducted.The statistical study of internet shoppers. The number of respondents to the questionnaire, 599 people for its validity, calculating Cronbach's alpha coefficient, 0.928 is. Based on the findings, component of consumer behavior in online shopping include: 1- social networks, Internet 2- the marketing mix, 3- Risk, 4 - perceived value, 5- System Electronic Commerce, 6-, and 7 compared with other methods of purchase- satisfaction. These components, together consumer behavior in online shopping, make up, and can eventually lead to the purchase of continuity. The proposed model is based on these components, and the relationships between them are presented, and after analyzing the data, the model obtained, confirmed its authenticity. Keywords: Consumer Behavior, the online shopping, e-commerce, internet marketing, marketing, social networks. 1. Introduction Consumer behavior and the factors influencing its formation, including cultural, demographic factors, marketing, reference groups, family, and environmental issues that have been discussed more recently. Obviously, the study of consumer behavior, a wide range of studies to be included. Marketing is one of the main factors associated with consumer behavior, because the purpose of responding to something that, from the consumer's requirements, is in demand. " Companies fail, its failure in taking advantage of marketing techniques, is derived " (Roosta et al, 1996)."In a competitive world, today companies are given customer focus and satisfaction, it is a major factor in achieving competitive advantage for organizations. Necessary to satisfy the customers, to satisfy all its needs, and identify the precise demands, expectations, intentions, capabilities and limitations, the purchase of goods " (Salar., 2006). Successful companies depend on an understanding of consumer behavior as a marketing plan will be the foundation. "Having sufficient knowledge of consumer behavior, a reliable guide to the marketing activities of business organizations, and non -profit institutions are" (Hawkins et al, 2006). Environmental factors also have an impact on consumer behavior, including IT, and it is characteristic of the Internet, which today has led to a transformation in people's lives. Nearly 2 billion and 300 million Internet users, the total population of nearly 7 billion humans currently exists, the year 2000 has been a growth of 528 %. The large number of users have been various reasons, including because of the possibility that technology puts at its disposal. IT not only affects existing businesses which create new businesses, such as e-commerce is. " According to the Center for Communication Policy, 48/9 percent of Internet users purchase online, and this work, the use of email and the Web, Internet, known as the third most popular activity is " (Gillaninia and Qanbarinejad, 2010). The Internet has led to people quickly and cost very little to get valuable information, making it easy and less time to transmit large numbers of people, and by the way, the behavior of influence. Philip Kotler, the father of marketing, it's a sign that the marketing age 3 knows where virtual media and social networking makes communication more consumers, and the impact they have on behavior. " Identifying customer needs, identify market needs, and making use of marketing surveys and market knowledge, of things that are, for the success of e- commerce, and enjoying the benefits that are essential and play an important role in business further the interests of customers and satisfying them is more "(Moosavi et al, 2006). Success in e-commerce depends on other important factors, such as trust. "Lack of trust, the main barriers to the success of e- retailers, and major disincentive to engage customers in e- commerce" (Latifi and Momen Kashani, 2010). In addition, "Marketing is the key to successful e-commerce. Without marketing, the best products, without the profitability, quality and service, no client will "(Mohammadi and Karimi dehkordi, 2010). Consumer behavior also based on his understanding of the risks and values are formed, and if he achieved the desired value, the tendency is to take the appropriate action. Hence, it is appropriate to e-commerce systems, such as electronic banking is also available, should be provided to allow for shopping. But the story of the purchase will not stop, and discussion activities after the purchase, it is also very important. Today, marketing is focused on loyalty to the client, and guiding him toward perpetuation of purchase, and maintain contact with the organization, and it needs through customer satisfaction, be done. On the above factors, several studies have been conducted, including the marketing mix: Kalyanam & Mclntyre (2002). Risk factors and trust: Suresh & Shashikala (2011), Samadi & Yaghoob-Nejadi (2009), Latifi and Momen Kashani (2010). The virtual social networks: Heindl &