The Relationship between Self-esteem, Social Influence and Life Satisfaction with Impulse Buying Tendency

Subject Areas : Jounal of Marketing Management

M.  Jalaly ¹ (دانش آموخته کارشناسی ارشد مدیریت صنعتی، جهاد دانشگاهی یزد)
Sh.  Nayebzadeh ² (دانشگاه آزاد اسلامی، واحد یزد، گروه مدیریت، یزد، ایران)
S. M.  Hakkaki ³ (دانش آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه تربیت مدرس)

Received: 2014-06-29 Accepted : 2014-06-29 Published : 2014-06-22

Keywords: Impulse buying tendency, Self-esteem, social influence, satisfaction with life,

Abstract :

The aim of this study is to evaluate the effect of self-esteem, social influence and satisfaction with life on the tendency to impulse buying. Using the variables of life satisfaction, informational and normative dimensions of social influence and self-liking and self-competence dimensions from self-esteem indicator as independent variables and cognitive and affective dimension of tendency to impulse buying as dependent variable the research model is formed. The present study according to the aim, it is an application and correlation according to research method and using questionnaire and survey method to collect necessary data. The statistical population of this study is the buyers at shopping centers in Tehran. Cluster sampling method was used for choosing the shopping centers. Finally, using random sampling method, 398 samples were collected. Data analysis was performed using statistical methods and non-parametric tests and Spearman and Kendall correlation tests were used to determine the relation and calculate the correlation. The study results of the samples shows that an inverse relationship between life satisfactions and cognitive dimension of tendency to impulse buying is not supported and no relationship between life satisfaction with emotional dimension of tendency to impulse buying is supported, the normative social influence with affective tendency to impulse buying does not show a direct relationship, while the research results show that there is an inverse relationship between information social influences cognitive dimension of tendency to impulse buying. Also inverse relationship between self-liking and self-competence from self-esteem indicator and affective dimension of tendency to impulse buying is not supported, while the lack of relationship between self-esteem and cognitive dimension of tendency impulse buying has been supported.