In this research, the effect of situational factors (store, personal) to urge to buy impulsively and impulsive buying has been investigated. Considering the huge share of customers with urge to buy impulsively and impulsive buying approach in order to optimal understanding and increasing profit and market share in these conditions, recognizing the features and related factors as an important issue for all marketers and stakeholders has been raised. The statistical population of this research is 384 randomly classified shoppers. The questionnaire with 33 questions has been used to measure the variables. Cronbach alpha and Spilite Halff have been used for reliability evaluation. Structural Equation modeling has been used by AMOS software to study the relationship between variables. The results show that there is a significant direct relationship between the positional factors (shopping) and to urge to buy impulsively and Impulsive buying and there is a meaningful and reverse relationship between the situational factors (personal) and to urge to buy impulsively and Impulsive buying. The results show that by increasing the effect of store factors, the willingness for Impulsive buying behavior will increase, and by increasing of an effect of personal factors, the willingness for Impulsive buying will decrease.
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