Classification of Devices and Contact Points of Electronic Channels, Regarding the Behavior of Online Retail Customers in the E-Commerce Environment

Purpose: This research aims to enhance understanding of online retailing through electronic channels (such as mobile devices) and touch points of electronic channels (such as mobile shopping software) from the customer's perspective. Methods: This research is applied for the purpose and descriptive in terms of survey and library data collection methods. The statistical population for this research consists of students at Tehran Azad University. The community consists of more than 4000 people, so according to Morgan's table, the number of samples should be 384. Sampling has been conducted using the available method, and data analysis has been performed using the LSD test. The dependent variable in online shopping is purchase intention, while the independent variables include usefulness, ease of use, pleasure, privacy, and satisfaction. Findings: The research findings indicate that customers currently use eight different devices, including laptops/notebooks, personal computers (PCs), smartphones, tablets, internet-equipped TVs, and in-store kiosks. Additionally, the research findings revealed that purchasing devices can be categorized into four electronic channel categories from the perspective of online retail customers. The floors are categorized as A, B, C, and D, and the coordinates of each are listed in the article. The research findings indicate that both the technological quality and the situational benefitsof the context influence consumers' use of electronic channels. Also, customers engage inonline shopping through various electronic channels (sets of Internet-enabled devices, such as mobile devices) and multi-channel touchpoints (digital shopping formats, such as mobile shopping apps). Conclusion: The results indicate that there is no significant difference between the first cluster (A), which involves shopping using personal computers (PCs), laptops, and netbooks, and the second cluster (B), which involves shopping using smartphones and tablets, in terms of usefulness, ease of use, shopping pleasure, privacy, satisfaction, and purchase intention. There is no significant difference between the first cluster (A) and the third cluster (C), i.e., Internet TV (IE TV), in terms of usefulness, ease of use, shopping pleasure, satisfaction, and purchase intention. There is a significant difference between the first cluster (A) and the fourth cluster (D), specifically in-store kiosks, in terms of usefulness, ease of use, shopping pleasure, privacy, satisfaction, and purchase intention. There is a significant difference between the second cluster (B) and the fourth cluster (D) in terms of usefulness, ease of use, shopping enjoyment, privacy, satisfaction, and purchase intention. Also, there is no significant difference between the third cluster (C) and the fourth cluster (D) in terms of usefulness, ease of use, shopping enjoyment, privacy, satisfaction, and purchase intention.