چکیده:
Impulsive buying is one of the ways of buying in which there is a short time intervalbetween viewing the goods and deciding to buy them. Nowadays, the investigating of the process of impulsive buying, as one of the methods of increasing sales rate, is prevalent in many retail and production units. This research aims at investigating impulsive buying constituents and also factors increasing impulsive buying rate with regard to consumption and nondurable goods. This research is carried out using an applied approach in which a questionnaire-based survey is carried out, with the consumers of consumption and nondurable goods regarded as its source of data and information. A total of 384 usable questionnaires were collected and analyzed utilizing correlation and regression analysis to establish the relationships in the model. The results provide a more comprehensive perspective of impulsive buying. Also, the results show that discount shopping, store’s layout and decoration, having credit cards, as well as, income levels influence customers’ impulsive buying, respectively.
خلاصه ماشینی:
"Also, the results show that discount shopping, store’s layout and decoration, having credit cards, as well as, income levels influence customers’ impulsive buying, respectively.
In fact, aided by the investigation of factors influencing impulsive buying and making use of these factors, customers can be encouraged to buy more goods of such units, leading to the increase of sales level [12].
These researchers believe that "holding credit cards", "marketing incentives", "direct marketing and its methods", "variety of the goods available" and "easy access" are among the factors influencing impulsive buying in virtual environments.
Karbasivar and Yarahmadi (2011) have introduced the factors of "holding credit card of enough balance", "propagation activities such as discounts and samples" as well as "decoration and seller’s treatment" as the most important factors influencing impulsive behavior.
Mattila and writz (2010) state in their research that internal decoration, coloring, lights, odor, music, equipment and goods arrangement, and the method of exhibiting the goods are regarded as the factors of the purchase environment, and their fitness can accelerate the behavior of impulsive buying.
Also, the results (Table 4) show that the correlation coefficient for the relationship of income-impulsive buying equals 0/154, and taking into account the error rate of 0/000, one can say that it is at %99 significance level.
As a result, regression equation is as follows: E(y / χ, β, €, µ) = 1/227 + 0/064 χ + 0/134 β + 0/387 € + 0/136µ This equation indicates that the variables of discount, holding credit card and income have, respectively, the highest effects on impulsive buying."