The Impact of Online Store Characteristics on Electronic Purchasing Behavior: Analyzing the Mediating Role of Perceived Values and Customer Satisfaction for a Sample of Facebook Buyers

Since online shopping is vastly spread nowadays, this study aims to investigate the association between the major online store characteristics throughout the different purchasing stages of the online purchasing behavior. This is accomplished through studying the intermediate role of customer satisfaction and their perceived values. and to achieve this, A Questionnaire was designed, and distributed to 384 Facebook users, and data were collected online from Facebook users who buy online via their e-mail. Total valid responses were 311. Questionnaires were subjected to statistical treatment, and the study showed that: (1) there is an effect of the online stores' characteristics of online purchasing behavior. (2) There is a variation in the degree of the variables influence of the online stores' characteristics on the customer perceived value, and the most influential variables were the characteristics of the online store in the purchasing phase, then the pre-purchase phase, followed by the post phase. Purchasing. (3) That the most influential variables for online store characteristics in building customer satisfaction are the online store characteristics in the post-purchase stage, then the purchase stage, and finally in the pre-purchase stage. (4) There is a direct impact of perceived value on customer satisfaction. (5) There is an indirect effect of the characteristics of the online store on satisfaction through the perceived value. (6) There is an indirect effect of the online store characteristics on the online buying behavior through the customer perceived value and customer satisfaction. (7) An indirect effect of the customer perceived value on E-buying behavior through satisfaction. In the end, the study recommended the organizations they need to know and study the needs of their customers to determine the most variables of the online store characteristics that satisfy those needs and then apply them in light of the size of the organization, the type of work and its material capabilities, and to build renewable marketing strategies aimed at developing the online relationship between the company and its customers.