Investigating the Psychological-Social Factors Influencing the People Attitude Toward E-Commerce

Population congestion, heavy traffic, environmental pollution, sound pollution, spreading the areas of individual, social, and professional interactions, increasing costs, caused people to use electronic services. but it seems that the lack of backgrounds and also the lack of social and psychological readiness are some reasons that people don't like electronic commerce and electronic services. especially in our society which is the conservative one, the formation of individual and social trust is difficult. in order to development of a new technology or new life styles and its acceptance by people, the suitable cognitive, social and cultural backgrounds must be provided. this paper is about technologic determinism and the human's interference in changes and innovations. also this paper explains the steps of acceptance which include awareness, persuasion, decision, application, and consolidation. finally, we investigate the effects of security, privacy and trust on electronic commerce.