Examining the model of situational factors affecting consumer impulse buying behavior (case study: Shahrvand chain stores in Tehran metropolis)

Document Type : Original Article

Authors

1 Master of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Associate Professor of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

3 Professor of Economics, Department of Economics, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.

4 Associate Professor of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

5 Master of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

10.22108/nmrj.2024.139610.2983

Abstract

Impulse buying behavior is one of the important dimensions of customer behavior and one of the important concepts in the market environment. Today, the said behavior has attracted the attention of retailers and wholesalers, especially chain stores; Because it significantly affects their sales and of course their profits. For this purpose, this goal can be achieved by designing a pleasant and relaxing environment for customers, or in other words, by providing a soothing and attractive environment in order to arouse their feelings and perceived pleasure. Therefore, the purpose of the current research is to test the model of situational factors affecting the impulse buying behavior of customers. The statistical population of the research is all customers of Shahrvand chain stores in Tehran. The results of data analysis showed that physical factors including music, lighting and color have a significant effect on the consumer's emotional response; But the layout effect was not confirmed. The significant effect of social factors, including the seller and the crowd, on the consumer's emotional response was also confirmed. The mediating role of consumer's emotional response in the influence of physical (other than layout) and social factors on impulse buying behavior was confirmed. Also, demographic factors (including gender, age and income), psychological factors (stimulation and self-esteem) and situational factors (including available money and available time) did not have a moderating role in the relationship between consumer emotional responses and impulse buying behavior.

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Articles in Press, Accepted Manuscript
Available Online from 13 May 2024
  • Receive Date: 27 October 2023
  • Revise Date: 05 March 2024
  • Accept Date: 13 May 2024