نویسندگان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Impulse purchase is one the aspects of customers’ behavior and important axis in marketing. Considering the influence of impulse purchase on marketing activi-ties, this study aims to identify factors influencing this component. This is quali-tative discovering survey which examines driving factors of impulse purchase. Meta-synthesis approach was used for analysis of components. 8 components were identified in this section. For testing effects of these factors, Lisrel software structural equation was used. In the next step, 5-scale Likert questionnaire was provided. Chronbach Alpha and synthetic reliability method were applied for re-liability test. Also, convergent validity and confirmatory factor analysis were used for reliability survey. Statistical population included garment purchasers in Mashhad and statistical sample were 390 persons. Structural equation (route analysis) was used for hypothesis testing. Findings showed that maximum influ-ence is related to spiritual and mental variables and products advantages respec-tively by 0.28 and 0.18. In addition, marketing, character, and condition had no significant effect on impulse purchase.
کلیدواژهها [English]
)