An Investigation of the Effect of Electronic Sales on Consumer Behavior Reactions (The Case of RighTel Company's Customer)

Today, customers increasingly go to the Internet to search, evaluate, buy, and in some cases use virtual products. This consumers and online consumers’ demand forces companies to manage their customers better and pay more attention to their demands. The purpose of this study is to determine the effect of Electronic sale on online consumer’s behavior of RighTel Company. The present research is descriptive in terms of research method and in terms of purpose is an applied type. The statistical population of this study is the students of Islamic Azad University of Naragh Branch. According to the Cochran formula, the size of the unlimited society is 171 people. Sampling method is available random. In order to collect data, have been used two Standard questionnaires for consumer behavior of Lerman (2006) with 6 items and Hamdan (2004) e-commerce standard questionnaire with 10 items. Data analysis method is regression. The results of this study indicate that e-commerce has a direct impact on consumer behavior and its dimensions (customer satisfaction, trust, loyalty, positive politeness and negative politeness).