Objective: The present study was conducted to investigate the effect of factors that affect the intention of customers to use the cash gift loyalty program in the online purchases of DigiKala company, and for this purpose, the integrated theory of acceptance and use of technology 2 was used.
Method: This research will be practical in terms of  the survey data collection method and in terms of how far the expected results can be extended in the field of marketing in the real world. The collection of information in the current research was done by library and field methods. The statistical population of this research includes the customers of the company DigiKala in Tehran, and due to the lack of access to the list of DigiKala customers, a simple random sampling method was used (from the audience of DigiKala social networks). Finally, the sample size was calculated using Cochran's formula of 384 people.
Results: Based on the results of the research, out of the 14 hypotheses proposed in this research, 9 hypotheses (according to the geographical location chosen for the distribution of the questionnaire) have been confirmed.
Conclusions: The results show that performance expectation, effort expectation, social variables, motivation, habits, ease of use, personal ability, perceived risk, behavioral aspects, and facility conditions affect customers' intention to use the cash refund program in online purchases. Also, facility conditions, habits, and intention to use are effective on customers' behavior of using the cashback program in online purchases.