افشین کوچکعلی پوررنجبر

This research has been done with the aim of identifying and prioritizing the optimal design elements of online retail websites. According to the purpose of the research; It can be said that the purpose of this project is in the field of applied research, and considering that library study methods as well as field methods such as questionnaires are used in this project, it can be stated that the present research, based on its nature and method, is a The research is descriptive-survey. Also, considering that mixed research methods provide the possibility of better understanding of social and behavioral phenomena, including organizational behavior, and their explanation, for this reason, mixed (quantitative-qualitative) method was used for data analysis in this research. and the method of textual content analysis was used to identify the indicators. In the exploratory factor analysis, a sample of ۳۸۴ people was used. Also, the opinions of ۱۰ prominent Iranian online retail experts, university professors active in the field of marketing, website design experts, and customer experience design experts were used to implement the Delphi technique and the AHP technique. The results of the AHP technique showed that, among the main criteria; Security and privacy with a weight of ۰.۲۹۳ is the first priority. Also, the results of the final prioritization of research sub-criteria showed; Effective search tools were placed in the first priority, contact information in the second priority, and safe payment in the third priority among the set of sub-criteria.