Investigating the Effective Factors on Development of Book Purchasing via Internet in Iran Proposing a Conceptual Model and Evaluating It in Universities

The main purpose of this research is presenting a conceptual model for Book Purchasing via Internet (BPI) and evaluating it through an investigation of professors and students' attitudes in Iran's universities. For this purpose and paying attention to the nature of the investiga-tion, a descriptive/survey study was carried out. The statistical society of this study consists of all professors and students covered by the Ministry of Science, Research and Technology, at least having one BPI experience. Statistical sample is of combined type and consists of 384 professors and students from 12 universities of the country. Re-sults of the research demonstrated that four hypotheses regarding BPI, namely organizing informative communication, facilitating the process of book selection and access, protecting information security and privacy policy and reducing transaction cost were confirmed at re-liability level of 99%. Meanwhile the hypotheses were confirmed by students much more than professors.