بررسی عوامل روان‌شناختی، فرهنگی و رسانه‌ای مؤثر بر رفتار خرید آنی

Investigation of psychological, cultural and media factors on impulse buying behavior

Aminzadeh M. S.,[1]  Bagheri F.*[2],  Zare Bahramabadi M.[3]

[1] - PhD student in psychology, Islamic Azad University Faculty of Humanities, Science and Research Unit, Tehran, Iran.

[2] - Associate Professor, Faculty of Humanities, Islamic Azad University, Science and Research Unit, Tehran, Iran. f.bagheri@srbiau.ac.ir

[3] - Associate Professor of Counseling, Allameh Tabatabai University, Tehran, Iran.

© 2020 The Author(s). This work is published by family and health as an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by-nc/4.0/). Non-commercial uses of the work are permitted, provided the original work is properly cited.

Abstract

Background and purpose: 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: The current research was qualitative and analytical phenomenology. 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: Finally, based on the coding of the 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, family upbringing. , 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.

Keywords: culture, impulse buying behavior, media, psychological factors

Received: 10/June/2022                         Accepted: 25/March/2022

Introduction:

Instant shopping as a pervasive and distinctive phenomenon has attracted the attention of researchers and theorists. Impulse buying is an unplanned, unexpected and unplanned purchase caused by exposure to stimuli. This type of buying involves a high level of emotion, less rational control, and highly reactive behaviors (1). The impulse buying behavior seems negative from the point of view of some consumers and leads to thoughts such as spending too much money, uncertainty about the performance and quality of products, as well as feelings of guilt and social disharmony (2).

Various factors, including psychological, demographic, and cultural values, have an effect on impulse buying as one of the types of shopping behaviors due to the effect it has on consumer behavior (1). In general, the influencing factors on immediate purchase behavior are divided into three groups: individual factors such as education, emotions, personality factors and mental state, product-related factors such as the appearance and functional characteristics of the product, product design, and all external factors related to the product such as price and environmental factors for For example, interior design, color, light, music, how to arrange things, the environment inside the store and all promotional and promotional activities that motivate people to buy (2). In this regard, the current study focuses on identifying psychological, personality, cultural and media factors.

Situational factors are divided into environmental and personal factors during impulse buying, these factors include available time, available money, family influence, shopping environment, searching in the store, shopping alone, guidance and salesperson assistance. Factors such as self-esteem, emotions, excitability (lack of control over the desire to buy), shopping pleasure and the desire to buy immediately are considered to be psychologically influential in impulse buying (3). Variables such as emotion regulation, mindfulness, self-esteem and personality may be related to impulse buying behavior and follow it.

Emotion regulation is based on the internal and external processes of responding to the control and monitoring, evaluation and adjustment of emotional interactions, especially their fleeting and rapid characteristics to achieve goals (4). Emotional regulation includes any coping strategy that people use when facing intense emotions. In fact, emotional regulation refers to the ability to understand emotions, adjust emotional experience and express emotions (5). Emotion regulation depends on two levels: the emotion regulation process and its efficiency. Emotion regulation can be conscious or unconscious, fleeting or permanent and behavioral or cognitive. Behavioral emotion regulation is a type of emotion regulation that can be seen in a person's obvious behavior compared to cognitive emotion regulation that cannot be observed and is fleeting. Successful emotion regulation is associated with positive achievements; Achievements such as the development of social competences, health of the user of emotion regulation and, on the other hand, unregulated emotion are associated with prominent forms of psychological damage; For example, it has been said that lack of emotion regulation can herald problematic behaviors such as violence (5). Research has shown that a powerful class of emotion regulation includes cognitive ways of managing stimulating emotional information. (6).

Mindfulness is another variable that may be related to impulse buying behavior. Mindfulness is a method of attention or thought management that today most researchers associate with Eastern meditation, and describe it as "paying full attention to the experiences of the present in a moment-to-moment form." Also referred to as “paying attention in a particular way in the present, without judgment (7), and the ability to direct attention in such a way that it can be cultivated through meditative practice. This particular method is defined as moment-to-moment self-regulation of attention." In other words, mindfulness is defined as a non-judgmental and balanced sense of awareness that involves clearly seeing and accepting emotions and physical phenomena, as happen, it helps (8).

Self-esteem is an important aspect of a person's identity and personality and is defined as a person's general feeling and belief about himself, personal self-evaluation and effective reaction to self-evaluation (9). Since the most important personal experiences of a person are obtained from family and parents, friends and teachers, the ways of personal experiences and personal values can also affect a person's behavior (10) and self-esteem is an important personal factor in promoting health and specifically promoting mental health in It is considered (9). Elliot considers self-esteem to be an important factor in impulse buying, and Emily believes that self-esteem has an inverse relationship with impulse buying.

Personality is defined as the unique and relatively stable internal and external aspects and characteristics of a person's character that influence a person's behavior in different situations and actually explain stable patterns of response to situations (11). Various researches in the field of consumer behavior have shown that one of the most important factors influencing consumer buying behavior is their personality traits. According to Hirschman's research, the concept of novelty refers to a personality trait, an internal or inherent desire of a person to search for new information, stimulus or experience. As a result, consumer tendencies, mental involvement, active arousal, and searching spirit can be effective in consumer innovation (12).

Each of the thinkers have defined culture in their own way, and the most important of them are the definitions of Hofstede and Schwartz. Hofstede and Hofstede consider culture to be a model of hypotheses, values and beliefs, whose common meaning is acquired by a group. They see values as broad tendencies to prefer particular states of affairs over others. Schwartz considers culture as a rich and dominant set of beliefs and values of the people of a society, norms, symbols, practices of society. After two decades of presenting his basic human values model, Schwartz revised these values and presented the revised theory with 4 meaningful values including openness to changes, conservatism, personal promotion and self-exaltation, which are conceptually separate from each other. Introduced. Openness to changes: this dimension includes the variables of self-direction in action, self-direction in thought and motivation, which are used to describe openness to changes; Conservatism: the variables of image, security, tradition, conformity and conformity are the dimensions of conservatism that are used to measure the variable of conservatism; The dimension of personal promotion includes the variables of hedonism, success and power; Self-excellence: This dimension includes universalism and benevolence variables, which are used to evaluate self-excellence. In an article with several sample countries and several thousand customers with Western and Eastern cultures, Cassen and Lee tried to understand how culture systematically moderates impulse buying behavior (13). The results of the research showed that cultural factors such as values, beliefs and cultural traditions affect instant shopping.

Media and media advertising are other things that can affect impulse buying behavior. Social media have been explored through marketing relationships, technology acceptance model, and user motivations and limitations (14). When social media were first introduced, organizations often thought of them as a means of communicating with customers and marketing their products (15). The use of social media has become a big social phenomenon (14) and as group applications are online tools and technologies that encourage and enable participation, dialogue, free thinking, creation and socialization in a group of users (16). Researchers believe that the emergence of social media is a real revolution in marketing communication, and one of the most common types on the Internet is social media, which they define as a new version of communication technologies (15).

The stated scientific documents show that many individual, social and cultural factors contribute to the phenomenon of instant shopping. As seen, different studies have addressed this issue from different angles. However, it may be safe to admit that the best source of information is the people who experience this behavior in order to obtain the factors affecting the impulse buying behavior. It is only in this way that it is possible to identify the real and accurate effective factors. Considering the fact that qualitative research leads to the description and analysis of the lived experience of the participants' impulse buying behavior in the form of their conversations and feelings and is guided by the situation or text of their experience of the phenomenon in question, conducting such research to discover the factors It is important and valuable to influence impulse buying behavior as an individual and social behavioral problem. Considering the importance of people's experiences in shaping impulse buying, this research will be done with the aim of studying and explaining the lived experiences of people with impulse buying behavior. In fact, through this qualitative study with a hermeneutic phenomenological approach, the meanings created from this phenomenon experienced by people with instant shopping will be explained in order to better understand this phenomenon. The purpose of this research will be to determine and identify the psychological, cultural and media factors affecting the impulse buying behavior.

Research method:

The current research was qualitative and phenomenologically analytical. 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. In the interviews, concepts were extracted and after summarizing, repeated concepts were filtered, then based on them, sub- and main structures were extracted.

The data and information related to this research was through library-field. The data collection tool was the semi-structured interview method, which is presented in the following steps:

Compilation of preliminary questions: The researcher first started designing the initial questions. At this stage, it was tried that each interview question covers only one axis, and questions were designed from almost all individual, family, interpersonal, and social axes, following the points of question design, and a selection was made from among the proposed questions. The questions raised were tried to somehow cover all the factors affecting impulse buying behavior, including psychological, personality, cultural and media factors, and the interview was conducted in a way that includes all these factors. Also, in the case of each interviewee, by asking open-ended questions and allowing the person to express the dimensions and details of his shopping behavior, as much as possible, no limits were set for him, and the opportunity to express the factors affecting impulse buying behavior It was given to him and at the same time the interviewer, keeping in mind the purpose of the research to identify the psychological, personality, cultural and media factors affecting the impulse buying behavior, if there is any ambiguity in the interview text of the interviewee about these factors, he asked questions to clarify It raises these dimensions.

Run a trial and get feedback from the participant's understanding: After the final confirmation of the questions to measure the understanding of the questions by the participants, the questions were given to the participants and they were asked about their possible answers. Also, a test interview was conducted so that the researcher could understand the sameness of the participant's perception and what the researcher's goal was with the questions, and if necessary, the questions were modified, and finally, the researcher changed the questions that were general to more detailed questions to understand the interviewee better.

Developing a semi-structured interview questionnaire: What we talked about in the previous stages were all the steps that the researcher took to get the necessary preparation in order to compile the research tools and start. Now that the questions were decided, it was necessary to develop a questionnaire to start the implementation. At this stage, the interview form and questions were given to three experts and finally the final form of questions was compiled.

During the interview, after establishing communication and initial and general conversations, based on the answers of the participants, the main research question from the participant's point of view was clearly and accurately addressed. The interviews were recorded with a tape recorder, and after the interview was completed, it was carefully implemented and the text of the interviews was used for coding and analysis.

In order to analyze the qualitative data and extract the desired categories from it, the free, selective and central triple coding method and Claizi method are used. In Claizi's method, seven steps are taken to reach the goal.

In the first stage of Claizi, at the end of each interview and recording of field notes, the recorded statements of the participants were listened to repeatedly and their statements were written word by word on paper, and read several times to understand the feelings and experiences of the participants. In the second step, under the information with meaning, the statements related to the discussed phenomenon were underlined and, in this way, the important sentences were identified. The third stage, which is the extraction of formulated concepts, important phrases after identifying each interview, tried to extract from each phrase the concept that expresses the meaning and the basic part of the person's thinking. Of course, after acquiring these compiled concepts, it was tried to examine the relevance of the compiled meaning with the main and primary sentences and ensure the correctness of the connection between them. After extracting the codes, according to the fourth stage of Claisey, the researcher carefully studied the developed concepts and categorized them based on the similarity of the concepts. In this way, subject categories were formed from compiled concepts. In the fifth step, the results were linked together for a comprehensive description of the phenomenon under study and created more general categories. In the sixth step, a comprehensive description of the phenomenon under study was presented (as clearly and unambiguously as possible). The final validation step was done by referring to each sample and asking about the findings. Because this method is very objective and accurate and is suitable for researchers in qualitative research. In fact, in this research, the initial concepts were obtained first, and these concepts were taken from the statements and, in other words, taken from the participants' own language. The next level was about creating components. At this stage, the concepts resulting from the coding in the previous stage were compared and the concepts that had a common meaning were placed under one component.

In order to analyze the qualitative data and extract the desired categories from it, after each interview, the interview was implemented and the initial concepts were extracted. It should be noted that the initial concepts were very close to the interviewees' sentences and were somehow completely taken from their words. Then, in the re-review, it was tried to determine the concepts related to psychological, cultural and media factors affecting the instant buying behavior. In this research, the seven steps of the Claysey method were used for analysis. To analyze the data and find answers to the research questions, two methods of interpretive and structural analysis were used. In this way, in order to answer the research questions, the interpretative analysis of the entire interview text and the review of notes after the interviews were used. These notes were written by the researcher before and during the interview and also after the interview. In other words, these items include notes on how to understand the concept of impulse buying behavior, participants' approach to conduct an interview, determining the time and place for the interview, the level of willingness and interest of people for the interview, the level of honesty in answering, their body language during the interview and in It was taken and inferred by the researcher from the text of the interview.

Structural method was also used in answering the questions, in this regard line by line or multi-line analysis was used. Analytical writing started from the first stage. This step included categorizing different codes in the form of potential components and sorting the coded data summary in the form of specified components (17). In fact, the researcher started analyzing his codes and proceeded by considering how the primary codes form the main components and some were removed. Then the researcher created a set of components and evaluated them, which included two stages of component review and refinement. The first stage included a review at the level of coded summaries, and in the second stage, the validity of the components was considered in relation to the data set (18). In general, it can be said that all the interviews conducted in the beginning are line by line or multi-line; from which the researcher was able to take a concept, it was coded, and in the next step, the obtained codes that had a common concept and theme were placed in a component, and in other words, the primary codes were based on one axis and characteristic that the participants emphasized on. it placed. In the next step, the obtained components were placed in classes that were more abstract than the previous two classes and are considered as categories.

Research results:

  Table 1 shows the demographic information of the sample participating in the research.

Table 1 Demographic characteristics of experts

Read carefully all the descriptions and important findings of the participants

The seven stages of Claizi were conducted in parallel with the interviews. In the first stage, in order to empathize with the participants and to understand the texts more, the interviews were implemented, transcribed and read several times.

Table 2 extracting important phrases and sentences related to the phenomenon of the second interview

Extracting important phrases and sentences related to the phenomenon of the third interview

Table 3 extracting important phrases and sentences related to the phenomenon of the third interview

Joint conceptualization of specific categories

Table 4-Dimensions, main and sub themes of the research

Discussion and conclusions

The aim of the present study was to investigate the psychological, cultural and media factors affecting impulse buying behavior. Finally, 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, family upbringing, norms. And cultural values, website design, quality and support services, providing effective and extensive advertisements and immediacy were categorized.

People's thoughts, emotions and feelings: When many people return home, they have a product in their hands that they did not intend to buy before. Instant purchase is a specific and widespread aspect of consumer lifestyle in different societies. Therefore, it is the research topic of many researchers of consumer behavior in different countries. The issue of individual differences in instant shopping is an almost new approach that has caused a new fever in this field. Researchers have classified shopping into two categories: planned shopping and unplanned shopping or immediate shopping. Planned buying involves spending time searching for information with rational decision making; While unplanned purchase refers to all purchase decisions that are made without any prior planning. Impulse purchase and unplanned purchase are also distinguished based on the speed of decision. Impulse purchase, in addition to being unplanned, includes the experience of an immediate purchase, strong and wanting without resistance to the purchase. Positive and negative effects is a specific emotional state that is characterized by its bilateral dimensions, i.e. its positive effect and its negative effect. Researchers have stated that cognitive effects affect store selection; While emotional effects affect planned purchases. The results of Lucas and Koff American studies confirm this theme in the present research.

Personalities: The completely distinct personality of each person, both men and women, affects their buying behavior. Personality is a set of unique psychological characteristics that lead to relatively stable and permanent reactions of a person towards his environment. Personality is usually defined in terms of the following characteristics: self-confidence, emotional stability, mastery, sociability, victory, autonomy, defensiveness, order, change, dependence, flexibility, difference, experimentation, and creativity. Also, new views in the field of purchasing. The one that is more about the consumer, they consider the link between the product and the consumer to be more important than the product itself; For example, based on the social psychology point of view, those goods that reflect the individual perception of people are most likely to be bought immediately. A person's tendency to buy immediately is not necessarily a general tendency towards all products, and the probability of a person engaging in immediate buying in different classes of products is variable. If customers have a greater tendency to buy immediately, the possibility of experiencing immediate purchase of the product will be higher for them, and they have less control and resistance compared to customers who have a lower tendency to buy immediately; Therefore, discounts and promotions do not have an important effect on their purchase. There is a meaningful and important relationship between the tendency to buy immediately, enjoying shopping, searching in the store and making an immediate purchase. The probability of immediate purchase is due to the visual encounter with a product. The tendency to buy immediately includes the following: - the feeling of imminent force to the product and the strong feeling of the urgent need to buy the product; - The tendency of consumers to buy spontaneously and passively; - an emotional reaction that is vague and uncontrolled - a strong impulse to buy a product immediately, often without much deliberation. It can be said that immediate purchase works in the direction of positive reinforcement; Because most of the consumers feel better after immediate purchase. The results of the studies of Dost and Mirmiran (19) confirm this theme in the present study.

Interior design and store environment: The internal environment of the store includes facilities (aesthetics, environment, lighting, products and services), and aesthetics refers to the performance of architectural design and interior decoration, and environmental factors represent intangible factors such as music, fragrance, and temperature.

Environmental factors include:

1- Music is one of the powerful influencing factors on perception and behavior. Therefore, rhythm, loudness and harmony can have different effects on the listener. Studies show that the high speed of music performance and the loud voice increase the excitement of a person and people tend to coordinate their rhythm with the rhythm of the song.

2 Perfume: the use of scent is effective on emotional reactions, perceptions, purchase intention and behavior of a person in the store. Studies show that the use of a pleasant scent in the interior of the store makes the mental image of the customers positive.

  3- Light alone cannot convey information in a space, but it has meaning.

And the use of these sensory elements can create a unique environment in a traditional retail space. Proper lighting is effective in increasing customer purchases.

4-Cleanliness: The cleanliness of the environment is an important part of understanding the retail environment and it causes customer satisfaction with the quality of service and increases the customer's behavior and purchase intention.

5- Ambient temperature is another environmental factor. The appropriate temperature of the environment affects the duration of the customer's purchase. A very cold or very hot environment causes customers to leave the store quickly

Design factors include:

1- Color: as another influencing factor, it can be a meaningful and symbolic factor.

Affecting the view or visual appeal is one of the important features in the sales environment, color is also used to stimulate this feeling and change the emotional state of the customer.

2- Layout: A good layout can help the retailer to make maximum use of every square meter of the store space. Proper partitioning increases the visibility of the customer and, as a result, more purchases.

3- Interior design or decoration: The design of the store must be strong and eye-catching to attract the customer into the store and stimulate the emotions and increase the pleasure and satisfaction of the customer and lead to an increase in the purchase and the intention of the customer to buy again in the future.

4- Signs and signs: Signs and signs installed in the store environment lead the customer to the desired products and reduce the customer's confusion. The results of Meshbaki, Khodadad and Nikbakht studies (20) confirm this theme in the present study.

Educational background of the family: Naturally, the family plays the most important role in the development of children. In the Islamic perspective, the role of the family in the education process is emphasized by using the Qur'anic verses, the traditions of the innocents (PBUH) and authentic scientific books. The frankness of the holy and authentic texts of Islam regarding the role of parents in education, as well as the diversity and repetition of what is said in the traditions and hadiths about the educational duties of the family, has created a general consensus about the responsibility of parents towards the education of children among religious scholars and Islamic education experts. . Dedicating at least 150 light verses in the Holy Qur'an and numerous hadiths about it shows the strong emphasis of this divine religion on this subject and is a proof of its importance and elegance. Therefore, the root of people's impulse buying can be found in their family upbringing. The results of Wu and Lee's studies (21) confirm this theme in the present study.

Cultural norms and values: One of the factors that has a direct effect on the development, growth and transformation of personality is culture. By means of the culture of the society, it is possible to reveal the differences in the personalities of the members of different societies and be able to explain the differences in the personalities of the members of the same society. The distinct culture of a society, while it is universal and includes all the members of the society and builds their personality, does not have the same effect on the personalities of the members of the society. Because culture, like society, has parts in the unity. While the important groups of a society belong to a single culture, each of them has a specific sub-culture and derives deep influences from it. In other words, the society includes both public and private cultural currents, and therefore the personalities of all members of the society cannot be the same, the members of each sub-group look at the world according to the requirements of their sub-culture and participate in social relations. Therefore, according to the different subcultures that exist in a society, different personality versions are created. In this case, every society cannot be considered as having a general version. Even in the same society, we see the emergence of different personalities.

Web Design: The 21st century has been described as the century of risk and danger. The increasing complexity of economic, social and technological systems has caused crises, uncertainty and risk to be an integral part of today's digital marketing, so that service provider websites are faced with the intermittent growth of risk factors. Risks have spread across local, regional and national borders, and we are more culturally divided than ever. The lack of customer satisfaction during the purchase makes the website vulnerable, and if it continues and does not pay attention to solving the problems encountered in this process, it can cause the website to fail. Also, for active participation in digital marketing competition, the use of time is vital. For the times that are quickly running out of our hands, the relevant managers should think and plan for success in the work. Because advertising means planning and planning means what content is to be presented to the audience at what time, with which media, in what manner, using which art and using which tool to achieve maximum impact. . In addition, according to psychology and sociology, it is necessary to know what nationality and customs the target audience has, what tastes they have, and which advertising option they will respond positively to. The results of Park and Dandra's studies (22) This theme is confirmed in the present research.

Quality and support services: Service quality is the distance between the customer's perception of the service received and his expectations of receiving that service. Since almost all today's organizations need to compete in various fields, including services, providing quality services is of considerable importance in achieving a sustainable competitive advantage. In order to survive and succeed in competitive markets, organizations and companies must provide quality services to customers. Experience has shown that improving the services received by customers is one of the reasons for increasing profitability in companies. Companies that provide services beyond their customers' expectations often have more loyal customers. Various methods have been proposed to measure the quality of services in marketing, the most famous of which are the Serqual scale, Serperfect scale, and Serperfect scale. Service quality is one of the most important factors in the success of service organizations. Many studies have shown that providing good quality service directly affects profitability, market share, and reducing organization costs. Also, this category can affect customer satisfaction and behaviors such as loyalty, and while ensuring the continuity of purchases, it can turn the customer into a good marketer. The results of the studies of Verplanken and his colleagues (23) confirm this theme in the present research.

Providing effective and extensive advertising: In order to increase site visits, the general opinion is that the advertising cost, even if it is high, cannot influence the customers, unless the advertised goods or services are offered with good quality and at a reasonable price, because the best Advertising is good quality, but without a doubt, good quality and good price should reach potential customers in a correct way. Otherwise, a good product with a reasonable price may disappear and be destroyed among the noisy junk. From every angle we look, we need advertisements to promote our products and services. . In industrialized countries, they allocate a certain percentage of sales costs to advertising, so that the advertising budget sometimes accounts for up to 10% of sales. Perhaps for this reason, countries that are successful in advertising and are skilled in using sales techniques are among the richest countries in the world. From the point of view of producers and businessmen of these countries, advertising is like a manufacturer's showcase. Experts in this profession believe that very small things can be made very big with advertising. They also strongly emphasize that the miracle of skillful advertising is that it forces people to buy something they don't want. So we conclude that in fact, the worst advertisement is not advertising.

Immediacy: Impulse buying is an unpremeditated, inevitable and hedonistically complex buying behavior in which the speed of the purchase decision prevents any thinking, consideration and consideration of other options. 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 improve their behavior. Instantly control your purchase. The term "aniya purchase" is generally synonymous with unplanned purchase, which means a purchase that the buyer has not planned for in advance. These types of purchases, which are known as emotional and emotional purchases, are in contrast to planned and rational purchases. The results of Lee et al.'s studies (24) confirm this theme in the present study.

Practical results of the research: Due to the spread of Corona, it was not possible to interview the participants in person, and the researcher contacted the participants through virtual space and video call, and the interview process was carried out. It is suggested that the fit of the current research paradigm be examined in future quantitative researches in the form of statistical methods of structural equation modeling, and in future research projects, the phenomenological experience of family members, especially the spouses of people with impulse buying behavior, should be qualitatively examined.

Ethical considerations: none.

Conflict of interest:

The authors hereby declare that this work is the result of an independent research and does not have any conflict of interest with other organizations and persons.

Acknowledgment:

The authors of the article express their gratitude to all the participants in the research.

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