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This research has investigated the affective characteristics on Tehranian
customer interest in Shahrvand electronic shopping system and has identified
a few basic strategies for the development of this supermarket in its electronic selling. In this respect it considers the following facts consisting
of Iranian user's customs and culture, the needed technical substructure,
Iranian consumer behavior and a few related issues. Interest in Sharhvand
electronic supermarket results from reasons such as the amount of
accessibility of customers to Internet and their knowledge about it, their
awareness of availability of Shahrvand electronic supermarket and its free
delivery, a low tendency from customers to shop from new places even after
friend's suggestions, shopping outside home as a hobby, comparing the
prices before shopping, attractiveness and liability of Shahrvand's Internet
section in replying to customer's need and also the proper transport system
of this supermarket in delivery of goods.