Abstract

The retailers have a tendency to involve in the procedure of buying and to produce an atmosphere to convincethe people for buying goods. The overall purpose of the paper is to gain insights into impulse buying behavioramong Iranian shoppers and to arrive at a better understanding on how situational, personal, and product relatedfactors influence impulse buying. The cross-sectional survey design is the specific survey method employed inthis research. The instrument for collecting data was a questionnaire and the samples were selected based on thecluster sampling method that includes 207 participants. Findings show that situational variables (storeenvironment) have a positive influence on impulse buying through positive mood and the felt urge to buy has amediator role between impulse buying tendency and impulse buying. The study also found that demographicvariables (job status) has not moderation role between the hedonic shopping and felt urge to buy impulsively.The findings of the research contribute to the knowledge, retailers and salesperson training. This studydemonstrates empirically which important factors influence on impulse buying behavior among Iranianconsumers.

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