Zizah Senik - Academia.edu (original) (raw)

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Papers by Zizah Senik

Research paper thumbnail of The Causes of Impulse Buying Behavior among Iranian Shoppers

The retailers have a tendency to involve in the procedure of buying and to produce an atmosphere ... more The retailers have a tendency to involve in the procedure of buying and to produce an atmosphere to convince
the people for buying goods. The overall purpose of the paper is to gain insights into impulse buying behavior
among Iranian shoppers and to arrive at a better understanding on how situational, personal, and product related
factors influence impulse buying. The cross-sectional survey design is the specific survey method employed in
this research. The instrument for collecting data was a questionnaire and the samples were selected based on the
cluster sampling method that includes 207 participants. Findings show that situational variables (store
environment) have a positive influence on impulse buying through positive mood and the felt urge to buy has a
mediator role between impulse buying tendency and impulse buying. The study also found that demographic
variables (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 study
demonstrates empirically which important factors influence on impulse buying behavior among Iranian
consumers.

Research paper thumbnail of The Causes of Impulse Buying Behavior among Iranian Shoppers

The retailers have a tendency to involve in the procedure of buying and to produce an atmosphere ... more The retailers have a tendency to involve in the procedure of buying and to produce an atmosphere to convince
the people for buying goods. The overall purpose of the paper is to gain insights into impulse buying behavior
among Iranian shoppers and to arrive at a better understanding on how situational, personal, and product related
factors influence impulse buying. The cross-sectional survey design is the specific survey method employed in
this research. The instrument for collecting data was a questionnaire and the samples were selected based on the
cluster sampling method that includes 207 participants. Findings show that situational variables (store
environment) have a positive influence on impulse buying through positive mood and the felt urge to buy has a
mediator role between impulse buying tendency and impulse buying. The study also found that demographic
variables (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 study
demonstrates empirically which important factors influence on impulse buying behavior among Iranian
consumers.

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