University of Isfahan New Marketing Research Journal 2228-7744 7 1 2017 05 22 Identifying the Relationship between Sociability Features of Sellers, Store Interior and Impulse Buying Behavior of Customers (Case Study: Shahrvand Chain Stores in Tehran) Identifying the Relationship between Sociability Features of Sellers, Store Interior and Impulse Buying Behavior of Customers (Case Study: Shahrvand Chain Stores in Tehran) 75 92 21452 10.22108/nmrj.2017.21452 FA Leila Shahpouri Master Student of Business Management, Shahed University, Teharan, Iran Naser Yazdani Assistant Professor, Shahed University, Teharan, Iran Mostafa Ghazizadeh Assistant Professor, Shahed University, Teharan, Iran Journal Article 2016 04 20 Nowadays, as a result of growing competitive environment, identifying and understanding the importance of factors affecting customer’s buying behavior is considered as a powerful tool which can be used in order to be distinguished from competitors and attract customers, subsequently. Since most buyers are often involved in impulse purchases and more than half of them make impulse buying in the shopping centres, this paper is aimed to identify the relationship between sociability features of sellers, store interior and impulse buying behavior of customers. The research methodology was descriptive- survey and data were collected using questionnaire. Furthermore, the research sample size is equal to 398 customers out of all customers of Shahrvand Chain Stores in Tehran, using convenience sampling method. Moreover, data were analyzed via the two softwares of SPSS22 and Smart PLS2. The research results showed that the sociability features of sellers and store interior have a positive effect on impulse buying behavior. Also, the results indicated that two situational factors including spot cash and purchase intention moderate the emotional positive states of customers and impulse buying behavior, while the uptime variable is not able to play the role of moderator variable. Nowadays, as a result of growing competitive environment, identifying and understanding the importance of factors affecting customer’s buying behavior is considered as a powerful tool which can be used in order to be distinguished from competitors and attract customers, subsequently. Since most buyers are often involved in impulse purchases and more than half of them make impulse buying in the shopping centres, this paper is aimed to identify the relationship between sociability features of sellers, store interior and impulse buying behavior of customers. The research methodology was descriptive- survey and data were collected using questionnaire. Furthermore, the research sample size is equal to 398 customers out of all customers of Shahrvand Chain Stores in Tehran, using convenience sampling method. Moreover, data were analyzed via the two softwares of SPSS22 and Smart PLS2. The research results showed that the sociability features of sellers and store interior have a positive effect on impulse buying behavior. Also, the results indicated that two situational factors including spot cash and purchase intention moderate the emotional positive states of customers and impulse buying behavior, while the uptime variable is not able to play the role of moderator variable. https://nmrj.ui.ac.ir/article_21452_955a4b55d9ccf6d6d2a379cd98dcbf9b.pdf