The purpose of this study was to analyze satisfaction, trust and experience of electronic shopping through applying structural equations based on Kano model. The analysis was implemented over the students of Islamic Azad University, Tonekabon Brach in Iran. The research is an applied one, and its method was descriptive – survey. The population of the study consisted of more than 8112 students, both male and female, all were in Tonekabon Azad University in the academic year of 2013-2014. Among these, 380 of the students were selected, but finally, 368 of them were chosen as the sample size using systematic random sampling method. Data collection methods used in this study included library, questionnaire of structure`s quality and Kano model questionnaire. With respect to their proper validity, the reliability coefficients of the two questionnaires were 779% and 891%, respectively. SPSS software has been used for analysis of data and ranking. Also LISREL software was used for the factor analysis and modeling structural equations. The Kano qualitative model was utilized to examine the questions. The results indicate that there was a positive and significant relationship between all variables. Based on the Kano qualitative model, identifying basic, applied, and motivational needs of the students helps in purchasing from the electronic stores.

Full text: IJIER_900_Final.pdf