Social network sites (SNSs) are an online platform which people apply to make social bonds or social relationship with their peers who share the same career or personal interests, activities, contexts or real-life relationships. The present research explores the features of SNSs that have a bearing on consumer purchase behavior in the Iranian context. The research constructs were measured, profiting from the existing marketing and social psychology theories. The research sample was selected for the college students using simple random sampling. For the test of the research hypotheses, the structural equation modeling technique was applied in SmartPLS software. The results indicated that the SNSs associated features such as reduced perceived risk and consumer trust influenced their purchase intention in such virtual contexts. In addition, usability, dependency, and involvement were variables that affected the level of trust of consumers and their perceived risk in SNSs. Moreover, designers of such platforms can enhance the usability of the platform by upgrading openness, accessibility, and speed. This study by creating a better understanding of consumer online shopping behavior in SNSs contributes to the marketing literature. This insight could be used by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.
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