The purpose of this research is to identify the effective factors on the formation of direct marketing based on the experiences and responses of Internet customers. This research is in terms of the purpose of development. Using a hybrid method, in two stages, the identification of the indexes was done by the theory of the grand theory and its test was done by a correlation survey method. The statistical population of the research is the customers of Isfahan Online Stores. The sample size was determined by multi-stage cluster random sampling of 310 people and the require data were collected using a researcher-made direct marketing questionnaire. The results showed that sensory, cognitive, emotional, physical, social, brand quality, communication quality, usefulness and perceived risk affect the formation of direct marketing based on the experiences and responses of Internet customers.
