the effect of the recommendation on unplanned purchasing behavior of consumers online(Case study: students of Payam Noor University)

fateme abdoli moghadam¹ hamid hosseini²

1) Student Master of Business Administration,Payam Noor
2) Student Master of Business Administration,Payam Noor

IOI Code : XYAC-ZCAGE
Publication : 3rd.International Conference on Modern Research’s in Management,Economics & Accounting(3meaconf.com)
Abstract :
    This study aims to examine the impact of the recommendations on the impact of consumer purchase decisions online without a plan. Applied research and data collection for the survey, a questionnaire was used for data collection and systematic random sampling. The sample size is 280 using Cochran of the population in 1040 had been obtained university city. The results show that (the company offers advertising effectiveness and product search), (effectiveness of advertising effectiveness Product Search), (advertising effectiveness and consumer satisfaction), (search effectiveness by buying unplanned) and last (satisfaction use of the site by buying unplanned) has a significant positive relationship. Factors such as the effectiveness of search and advertising, offers from companies on consumer satisfaction, increase unplanned purchase.

Keywords : recommender agents the planned purchase online consumer behavior satisfaction