www.ccsenet.org/ijbm International Journal of Business and Management Vol. 7, No. 8; April 2012 ISSN 1833-3850 E-ISSN 1833-8119 48 Designing a Model for Measuring Merchants’ Satisfaction in E-Mall: A Mixed Method Approach Shahriar Azizi (Corresponding author) Faculty of Management and Accounting, Shahid Beheshti University P.O. Box: 1983963113, Tehran, Iran Tel: 98-21-2990-2383 E-mail: s-azizi@sbu.ac.ir Jamshid Salar Department of Management, Economics and Accounting, Payame Noor University P.O. Box: 19395-3697, Tehran, Iran Tel: 98-12-3226-2560 E-mail: j_salar@mpnu.ac.ir Sara Ghabraee Langroudi Faculty of Management and Accounting, Shahid Beheshti University P.O. Box: 1983963113, Tehran, Iran Tel: 98-21-2990-3136 E-mail: Ghabraei_S@mapna.com Received: December 15, 2011 Accepted: February 15, 2012 Published: March 16, 2012 doi:10.5539/ijbm.v7n8p48 URL: http://dx.doi.org/10.5539/ijbm.v7n8p48 Abstract This study aims to identify effective factors on satisfaction in e-malls and evaluating merchants` satisfaction from performance of these e-malls. A sequential mixed methods research design (qualQuan) was used in this study. In qualitative phase, two focus groups were used. In this step, conceptual and exploratory content analyses were used. Based on these analyses, authors identified 32 factors. In quantitative phase, a 39-items questionnaire was designed. Data gathered from 123 merchants of an Iranian famous e-mall. Results showed three of four main categories of merchants wants (market, contract and service) are important to merchants but the technical category is not recognized as an important factor. Results also showed that degree of importance for all categories is greater than degree of satisfaction from e-mall. This research has studied e-mall as one of the interesting and less known models in e- commerce and effective factors on satisfaction in these models. Keywords: Electronic commerce, Electronic mall, Electronic satisfaction, B2C models, Iran 1. Introduction Internet is a faster and cheaper base for consumers and businesses, but it has increased importance of customer satisfaction unprecedentedly. When shopping online, consumers usually expect the web site to support them. For example, obtaining correct and accessible information on target products and services is essential for consumers (Celik et al. 2011). Internet with accelerating and facilitating transactions has enabled the customers to rapidly shift from one site to another and form one seller to another (Cox & Dale 2002). There are different business models in virtual business area. One of the interesting and less known models is e-mall. This model is a useful tool for improving marketing and sales power of guilds and small and family companies. In this model, company prepares a complex space for introducing and representing member`s showcase and receive commissions for it. This model is very good for companies. If e-mall service provider companies aware of merchants' wants, then can service them better. Small companies and guilds have important role in employment and production, but they have financial and infrastructural limitations for good marketing. These limitations reduce their competitive power, but e-mall improves their competitive power. Also, with respect to problem of energy prices, this model helps decreasing physical traffic and elimination of creating independent sites. Also, retailer’s access to guilds and suppliers with precise information improves distribution system and accessing to goods and services. The