The causes of impulse buying behavior among iranian shoppers

Abstract

The retailers have a tendency to involve in the procedure of buying and to produce an atmosphere to convince the people for buying goods. The overall purpose of the paper is to gain insights into impulse buying behavior among Iranian shoppers and to arrive at a better understanding on how situational, personal, and product related factors influence impulse buying. The cross-sectional survey design is the specific survey method employed in this research. The instrument for collecting data was a questionnaire and the samples were selected based on the cluster sampling method that includes 207 participants. Findings show that situational variables (store environment) have a positive influence on impulse buying through positive mood and the felt urge to buy has a mediator role between impulse buying tendency and impulse buying. The study also found that demographic variables (job status) has not moderation role between the hedonic shopping and felt urge to buy impulsively. The findings of the research contribute to the knowledge, retailers and salesperson training. This study demonstrates empirically which important factors influence on impulse buying behavior among Iranian consumers.