From interest to action: Analyzing the mediating and moderating factors in online shopping behavior using a structural equation modeling approach

Increasing access to the internet and technological advancements have accelerated the shift toward online shopping. This study applies Structural Equation Modeling (SEM) to analyze the underlying factors shaping online shopping behavior in Tehran. Based on responses from 444 respondents, the study finds that convenience, perceived benefits, the quality of online services, and consumer interest in technology are key factors that influence consumer preferences. Furthermore, the results reveal mediating effects of technological interest and perceived benefits, as well as moderating effects of parental status and gender. For businesses, policymakers, and retailers seeking to improve consumer engagement in e-commerce, these findings offer significant insights into the dynamics of digital purchasing behavior.