An Empirical Investigation of the Determinants of User Acceptance of Electronic Exchanges (Case Study: Buying and Selling Section of Active Companies of Iran's Textile Industry)

Hassan Ghorbani, Fatemeh Alsadat Madani


Electronic commerce is being increasingly developed as the modern phenomenon of business world. But this
fact should be considered that in spite of all benefits electronic commerce brings about, it should not be observed
as a purpose. Certainly necessary actions must be taken with regard to accepting of electronic commerce for
applying and facilitating of it in the organization. The purpose of this research is designing a comprehensive
model for acceptance of electronic exchanges technology in textile industry.
The statistical population consists of all employees of buying and selling section of active companies of Iran's
textile industry. We have applied random sampling method in this research. In order to test the conceptual model,
structural equations' model has been used that the results of it demonstrate acceptance and confirmation of all
studied factors . Amount of goodness indexes (AGFI= 0.93, GFI= 0.96) shows suitability of the model.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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