Seyed Mohammadbagher Jafari - Faculty of Management & Accounting University of Tehran Tehran, Iran
Naghmeh Sheikhhassani - Faculty of Management & Accounting University of Tehran Tehran, Iran
Ali Gharachorlo - Faculty of Management & Accounting University of Tehran Tehran, Iran

Increasing development of Internet and its prominent role in human life has provided the companies with a vast numbers of new customers. One of the top issues in the field of marketing is to identify ways to establish links between companies and individual customers or, in other words, to identify customer behavior in an individual way and providing each customer with relevant service separately. Nevertheless, one of the effective factors in identifying customer behavior is to study their lifestyle. The present paper aims to examine the factors influencing purchase from virtual stores by investigating the relationship between customers’ lifestyle and the decision to purchase. As a result, this research proposed a conceptual model based on the technology acceptance model (TAM) and eight-category of VALS lifestyles for explaining how customers’ lifestyle influence their purchase intention from the virtual stores.

Consumer Lifestyle; Virtual Store; Purchasing Decision; VALS Model