Investigation of the Relationship between Cultural Values and Iranian Consumers Impulse Buying Behavior

Document Type : Research Paper

Authors

Abstract

Impulse buying behavior is one of main concepts in marketing. It is affected on various factors such as cultural factors, psychological factors, personal factors and positional factors. Buying can be done because of different reasons (including of needing a production) and this fact aids marketers to better understand consumers’ behavior. Impulse buying is one of Pervasive aspect of consumer behavior and main aspects in marketing activities. Also, impulse buying is one of attractive issues in consumer behavior context. Studying this behavior aids us to know consumer behavior reasons in the moment of buying.This study investigates the role and effect of cultural values on consumers impulse buying. This study is descriptive and correlation and data is collected by questionnaire. Statistical population is consumers and buyers in Tehran city. Sampling method is stratified sampling and sample includes 307 individuals. This study, 8 hypothesis are tested and structural equations model is used.
Findings show that personal improvement is positively correlated with emotional and cognitive dimensions of impulse buying. These dimensions are increased with decreasing of consumers and buyers conservatism. Cognitive dimensions of impulse buying are increased with improving the openness to changes of consumers and buyers.

Keywords

Main Subjects

References

Babin, B. J. & Babin, L. (2001). Seeking something different? A model of schema typically consumer affect. Purchase intentions and perceived shopping value. Journal of Business research, 54(2): 89-96.
Beatty, S.E. & Ferrel, M.E. (1998). Impulse Buying: Modeling its precision. Journal of Retailing, 74(2):169-191.
Hausman, A. (2000). A multi-method investigation of consumer motivation in impulse buying behavior. Journal of consumer marketing, 17(5): 403-419.
Herabadi, A.G., Verplanken, B. & Van knippenberg, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of personality, 15(S1): S71-S83.
Heydarzade, K. (2010). Immediate purchase on the Internet.  Islamic Azad University, Qazvin, Iran. (in Persian)
Hofstede, G. & Hofstede, G.J. (2005). Cultures and organizations, software of the Mind. McGraw-Hill.
Kacen, J.J. & Lee, J.A. (2002). The influence of Culture on Consumer impulsive Buying Behavior. Journal of Consumer psychology, 12(2): 163-176.
Karami, M. (2008). Fundamental review of cultural values on the behavior of consumers in both traditional and modern retail in Iran. Phd Thesis. Faculty of Management, University of Tehran. (in Persian)
Nayeem, T. & Casidi, R. (2012). The role of culture in low involvement purchase decisions. Australian and New Zealand Marketing Academy Conference (ANZMAC 2012). Adelaide, South Australia, Australia, 03-05 December.
Nazari, M. & Ghaderi Abed, A.M. (2012). Developing a Model to Evaluating Effective Factors on Impulse Buying Behavior. Journal of Business Management, 3(10): 127-141. (in Persian)
Park, E.J. & Forney, J.C. (2006). Cultural impact on impulse Buying of Consumer the USA and KOREA. Journal of marketing and management Bradford, 10(423): 1-4.
Rook, D.W. & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer Research, 22(3): 305-313.
Rook, D.W. (1987). The buying impulse. Journal of Consumer Research, 14(2): 189-199.
Schwartz, S.H. (2003). A proposal for Measuring value orientations across Nations. 7 in questionnaire Development Report of the European social survey. Retrieved from: http://www.europeansocialsurvey.
Silvera, D.H., Lavack, A.M. & Kropp, F. (2008). Impulse buying: the role of affect, social influence and wellbeing. Journal of Consumer Marketing, 25(1): 23-33.
Stern, H. (1962). The significance of impulse buying today. Journal of marketing, 26(2): 59-62.
Thomas, M. (2000). Marketing paradise: Citizen professionals on Road To paradise (via Damascus). Marketing intelligence and planning, 18(6/7): 321-327.
Zhang, Y. & Wang, F. (2010). The relationship between impulse buying, negative evaluations and brand loyalty. Business School, Beijing Technology and Business University, Beijing, China.
Journal of Business Management
Volume 8, Issue 2
2016
Pages 301-316

Files

Share

How to cite

Statistics