Antecedents and Implications of Impulse buying behavior: Determining Priorities and Providing a Model Using the Combination of Delphi and DEMATEL Techniques

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Impulse buying behavior is a highly emotional activation, low cognitive control, and to a large extent a reaction that is critical to consumer behavior. This research examines the antecedents and implications of purchasing behavior through identification and ranking of the most important factors affecting impulse buying behavior. By studying the previously performed researches, the determinants of situational, psychological, environmental, personality, marketing mix, demographic and commodity related factors as factors influencing consumers' impulse purchasing behavior were identified. Antecedents ranking of impulse purchasing behavior was carried out using experts' opinion and with the help of Dimetall technique. Implications of impulse shopping behaviors were also categorized into positive and negative outcomes by using the Delphi technique and the use of experts in psychology and marketing. Then a model of indicators derived from this study is presented. This study, by depicting a general picture of impulse buying behavior, can contribute to the management and policy making on this aspect of consumer behavior.

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