عنوان مقاله [English]
Introduction: consumer behavior and impulse buying behavior have been one of the topics of attention of marketing researchers in recent decades; Therefore, the aim of the present study was to investigate the psychological, cultural and media factors affecting impulse buying behavior.
Research method: This qualitative study was conducted using an analytical phenomenological approach with the aim of understanding the experiences of people with impulse buying behavior and its consequences. The method of data collection was in-depth interview. Ten experienced impulse buy people in the age range of 20-60 were purposefully selected and subjected to in-depth interviews. In order to analyze the qualitative data and extract the desired categories, the phenomenology method and MAXQDA20 software and the main and sub-themes of the research were identified.
Results: The results showed that based on the coding of research interviews, 50 sub-themes were identified and according to their semantic similarity and affinity, they were divided into 9 main themes including: people's thoughts, emotions and feelings, people's personality, interior design and store environment, context Family education, cultural norms and values, website design, quality and support services, providing effective and extensive advertisements and immediacy were categorized.
Conclusion: research on impulse buying behavior has many practical benefits, by revealing the relative importance of factors affecting impulse buying, effective marketing strategies can be proposed to increase the volume of impulse purchases in a store, or on the other hand, consumers can be helped. to control their immediate buying behavior.
1.Zhang Y., Wang F.. The relationship between impulse buying, negative evaluations and brand loyalty. Business School, Beijing Technology and Business University, Beijing, China; 2010.
2.Rook D.W. Fisher R.J.. Normative influences on impulsive buying behavior. Journal of consumer Research.2009; 22(3): 305-313.
3.Nazari M., Ghaderi Abed A.H. Developing a Model to Evaluating Effective Factors on Impulse Buying Behavior. J Business Management, 2011; 3(4): 127-140.
4.Jones M.A., Reynolds K.E. The productspecific nature of impulse buying tendency. J Business Research. 2013; 56(7): 505-511.
5.Heidarzadeh Hanzaee K., Dehghani Samani N.. A survey of impulse buying behavior in subway’s passengers, J Business Management. 2015; 7(1); 1, 67-82.
6.Esfahani M., Hadadian A., Rahimizadeh H.. Evaluating Effective Factors on Impulse Buying at Chain Store in Mashhad: (Case Study: Poruma Chain Store). New Marketing Research Journal. 2014; 4(4), 71-84.
7.Dittmar, H., Long, K., & Meek, R. Buying on the Internet: Gender differences in on-line and conventional buying motivations. Sex roles.2018; 50(5-6): 423-444.
8.Morgan M.. Grounded theory: reflections on the emergence vs. forcing debate. J Advanced Nursing. 2004; 48(6): 605– 612.
9.Strauss A., Corbin J.. Basics of Qualitative Research: Grounded Theory Procedures and Techniques Second Edition; 2008.
10.Creswell John W.. Research Design: Qualitative, Quantitative and Mixed Methods Approaches 4th Edition; 2011.
11Dawson S., Kim M.. External and internal trigger cues of impulse buying online. Direct Marketing: An International J, 2009.
12.Sohrabi R., Samadi A., Yoosofifard A.. Recognize Effective Factors on Impulse Buying Behavior (Unplanned) Of Customers (Case Study: Refah Chain Stores In Hamadan). J Business Administration Researches. 2014; 6(11): 147-182.
13.Hausman A.. A multi-method investigation of consumer motivations in impulse buying behavior. J consumer marketing. 2011; 17(5): 403-426.
14.Silvera D.H., Lavack A.M., Kropp F.. Impulse buying: The role of affect, social influence, and subjective wellbeing. J consumer marketing. 2019; 25(1): 23-33.
15.Arman M., Javidfar M.. The role of social media marketing activities in the development of customer equity. J Development & Evolution Mnagement, 2017; 1395(special issue): 191-202.
16.Afrasiabi, H., Saeidi madani, M., Shokuhifar, K. Social Contexts of Envy in Everyday Interactions: Qualitative Study of Students. Journal of Applied Sociology, 2017; 27(4): 133-152.
17.Emami Sigaroudi, Dehghan Neiri, Rahnavard, Nouri Saeed, Qualitative research methodology: phenomenology, Journal of Holistic Nursing and Midwifery, 2013; 22(2): 56.
18.Gall Meredith d. Walter r. Borg , Joyce P.Gall. Educational Research: An Introduction, 7th edition; 2002.
20.Nikbakht M., Moshabaki A., Khodadad Hosseini H.. Exploring the Effects Of Buyer Impulsivity Factors And In-Store Environment Factors On Impulse Buying In Chain Stores. Journal of Business Management, 2015; 7(4): 985-1004. doi: 10.22059/jibm.2015.50837
21.Wu Lee. Socio-economic status, delay of gratification, and impulse buying. J Economic Psychology. 2012; 19(3): 295-320.
22.Park J., Lennon S.J.. Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of Consumer Marketing; 2006.
23.Verhagen T., van Dolen W.. The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management. 2011; 48(8): 320-327.
24.Liu Y., Li H., Hu F.. Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems. 2013; 55(3): 829-837.