The purpose of the current research was to investigate the psychological factors affecting impulse buying behavior in sports customers. The current research is applied in terms of the implementation goal and descriptive in terms of the collection process. The research community included customers of sports stores and sampling was done by simple random sampling. A researcher-made questionnaire was used to collect information. The validity of the questionnaire was confirmed by sports management professors. The reliability of the questionnaire was obtained using Cronbach's alpha method of 0.70. Descriptive statistics were used to describe the data and inferential statistics (factor analysis method and structural equation test) were used to analyze the data. The existence of all conditions of structural equations showed that psychological factors including self-esteem, excitement seeking, excitability, extroversion, enjoyment of shopping and self-confidence are effective in the emergence of impulse buying behavior in sports goods customers. Examining the identified demographic factors also showed that women more than men, married people more than single people, people interested in the brand more than those indifferent to the brand, and fans of sports teams make impulse purchases more than non-fans, and on the other hand, age , social class, income level, sports skill level and education level are not effective in the occurrence of impulse buying behavior.
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