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The current study seeks to provide a conceptual model of structural equation modeling through an explanation of the gap in scientific studies on the localization of factors affecting electronic service quality of online stores in the country. This is a quantitative-survey study in which a structured questionnaire is distributed among the customers of three online stores. Cronbach's alpha will be applied to determine the reliability of the questionnaire Exploratory factor analysis to classify the sub-indices and confirmatory factor analysis are used to assess the validity of the variables and indicators derived from them. Then, factors affecting the quality of electronic services will be defined in 37 sub-indices and 5 main criteria using exploratory factor analysis as: Trust, Reliability and Fulfillment, Site Engineering, Enjoyment, and Communications. The effectiveness of each of the main indicators of the quality of e-services will be addressed as well. Also, based on a conceptual model fit, the consistency of the collected data with the conceptual model will be analyzed. Finally, using Friedman test, all the factors will be prioritized.

Keywords: Electronic store, Electronic Service, Quality, Structural Equation.

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