INVESTIGATION OF THE IMPACTS OF PERSONAL AND SITUATIONAL FACTORS ON CONSUMER IMPULSE BUYING.

The purpose of this study was to investigate impulse buying and situational and personal factors influencing impulse buyers. Personal aspects and emotional states may affect impulse buying and in this study we investigated that how situational factors in a store can influence emotions and mood of the consumers and lead to impulse buying. A survey approach and sampling of students in Iran was used in this research. The results indicated that the positive mood triggered by store environment leads to consumer’s impulse buying and involvement with product and hedonic shopping motivation moderate the relationship between store environment and impulse buying.