1 دانشیار دانشکده مدیریت دانشگاه تهران
2 دانشجوی کارشناسی ارشد MBA دانشکده مدیریت دانشگاه تهران
عنوان مقاله [English]
Impulse buying is a significant aspect of consumer behavior and a critical concept in the marketplace. Dramatic increases in consumption and possibility of credit buying all over the world has provided appropriate situations for impulse buying, however there is little information about impulse buying in Eastern and in transition societies and economies. The purpose of this Study is to develop an explanatory model of impulse buying that addresses antecedents of impulse buying among Iranian consumers and particularly for students in the faculty of management at Tehran University as a sample. In this article we will review extensive literature in the field of impulse buying and will investigate this phenomenon along with its affective factors. In this regard, we have developed the model of affective factors impulse buying behavior by the help of subjective literature and it was assessed by the help of questionnaire and structural equation modeling and also PLS software. The results indicated that factors such as: going to shop alone, level of self-esteem, impulsivity, type of product, and promotion tools have meaningful impact on impulse buying behavior and impact of factors such as gender, buying environment, seller guidance, individualism, and product’s price were not approved.