Diamond model of impulse buying behavior

Subject Areas : Futurology

JAVAD JOUKAR BORAZJANI ¹ , Seid kamel kamali ² , Vahid-Reza Mirabi ³ , Soheil Sarmad saeidi ⁴

1 - Management Faculty of Azad Tehran University - Central Branch
2 - . Associate Professor, Islamic Azad University- Central Tehran Branch, Tehran, Iran [e-mail]
3 - Associate Professor, Islamic Azad University- Central Tehran Branch, Tehran, Iran
4 - Associate Professor, Islamic Azad University- Central Tehran Branch, Tehran, Iran

Received: 2018-08-27 Accepted : 2019-01-14 Published : 2019-11-22

Keywords: "buyer's cognitive-affective aspects", "cultural values", " position", "impulse buying behavior", "factor analysis-exploratory", "personality",

Abstract :

The purpose of this research is to design and explain a model of impulse buying behavior in Iran. To achieve this goal, two qualitative and quantitative approaches have been used. In the qualitative stage, with the review of existing works, open interviews and content analysis techniques, four dimensions have been identified: cultural values, personalities, positions, and cognitive-emotional aspects of the buyer and In the quantitative stage, a sample of 3,168 shoppers from different cultures (Persian, Azeri, Kurdish, Lori, Arabic, Baluchi, Turkmen, Qashqai, Gilaki and Mazandaran) are sampled by cluster sampling Then, they were extracted by random sampling method and analyzed by factor analysis, exploratory factor analysis and structural equation modeling.The results of the study show that by recognizing the cultural values, personality, situations and the cognitive-affective of the buyers, can manage the buyer's impulse buying behavior and on the other hand, helps buyers and consumers to find out Under what conditions they buy impulsively, as well as the cultural values of buyers, have a special role in the impulse buying.