Investigating factors affecting on impulsive and compulsive buying with the role of moderating hedonic value

Subject Areas : مدیریت

Masoud Semyari ¹ , Fereshteh Mansouri Moayyed ² , Majid Semyari ³

1 - M.A., Department of Exeeutive Management, Science and Research Branch, Islamic Azad University, Qazvin, Iran
2 - Assistant Professor, Department of Business Management, Tarbiat Modarres University, Tehran, Iran
3 - M.A., Department of Exeeutive Management, Science and Research Branch, Islamic Azad University, Qazvin, Iran

Received: 2020-02-04 Accepted : 2020-02-04 Published : 2018-02-20

Keywords: Impulsive Buying, CompulsiveBuying, Hedonic value, Environmental and Personal Factor,

Abstract :

Impulsive and compulsive buying behavior is one of the important aspects of consumer behavior and important concepts in the marketplace. In this paper, we have tried to examine the effective factors in the behavior of impulsive and compulsive buying behavior with the role of hedonic value among the consumers of Iranian fast moving consumer goods. The current research is aimed at an applied research in terms of data collection method. Descriptive research is also required. The required information is collected through quantitative methods and the survey method is also scrolling. The sample size included 508 people and information gathered by some questionnaires. The questionnaire validity reviewed by some comments Supervisors and other experts.. Questionnaire reliability used of Cranach's alpha and validity of the questionnaire has been used for content validity. In this study used of SEM (Structural equation modeling way) or Confirmatory factor analysis used of spss or pls software. The results showed that individual and environmental factors with role of hedonic value affected on impulsive and compulsive behavior.