The survey of Impulse buying behavior in subway's passengers

impulse buying can be defined as: the immediate، strong and persistent willing to buy the product that consumer didn’t need and didn’t plan buy for it. In the present study this issue has been discussed and the main goal was determination of factors that influence the impulse buying behavior in subway’s passengers. By performing the interview with passengers and analyzing the data، it was determined that should be reviewed the internal factors of impulse buying. For this purpose 6hypotheses developed. Research method was correlation، applied، expressive. For data gathering used the questionnaire. To determine the sample used the single-stage cluster and the sample determined from the women subway’s passengers in Tehran. The data analyzed with the Structural Equation Modeling (SEM). Results show that product involvement and positive emotions influence the impulse buying behavior. Considering the nature of the psychological variable and the quality of products sold on subway; the most important recommendation was training and appropriate informatics to buyers.