Designing and Explaining Comprehensive Model of Customer's Impulse Buying Based on Consumer Behavior Approach in the Chain Stores in Mashhad

Document Type : Sterategic Management

Authors

1 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran(Visiting Professor) and Assisstant Proffesor of Business Managment , Tabaran Institute of Higher Education, Mashhad, Iran, E-mail:

2 Department of Management , Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran , E-mail: A.Sharifi126@gmail.com

3 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran(‌Visiting Professor) and Proffesor of Industrial Management, Ferdowsi University of Mashhad, Iran, E-mail: Alirezapooya@um.ac.ir

4 Department of Management , Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ E- Heydariye, Iran,mail: Hosseinzadeh56@gmail.com

Abstract

Impulse buying is one of the most important and influential issues in the field of marketing and consumer behavior that has attracted the attention of many researchers and business owners in recent years.The purpose of this study is to achieve and define the impulse buying model of customers. The research methodology was with a combined approach‌(qualitative and quantitative). First, after studying the theoretical literature and conducting interviews with experts and using the content analysis method, the effective factors in the model, which consisted of 38 indicators and 6 main dimensions, were identified. Then, in order to establish the relationship and sequence between the dimensions and achieve their structural model, the interpretive structural modeling method was used and in the next step, the proposed model obtained through structural equations with the partial least squares approach was tested,that in stage, The collected 389 questionnaires were analyzed using Smart PLS software. Findings indicate that individual factors, store conditions, product characteristics, sales promotion, impulse buying experience and Customer mental conflict are effective on customers' impulse buying in chain stores in Mashhad.

Keywords

References

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History

  • Receive Date: 31 July 2020
  • Revise Date: 04 January 2021
  • Accept Date: 23 January 2021

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