The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying Behavior

Considering the growing competitive atmosphere and similar products presented in a same price category, it is now a powerful tool to recognize and comprehend the factors affecting customers’ purchase in retail stores by which one can get distinguished from competitors and with more attractive conditions absorb the customers. Based on nature and methods of research, this applied research is a descriptive one which considers the correlations in the study. The population of this research is customers of CANBO supermarkets in Tehran. Cluster sampling method is applied in the study. Also, the sample size is determined 384 peoples. Questionnaire was the data collection method. Factorial validity and Content validity tools were used to measure and confirm the validity of research and Cronbach’s alpha measured and confirmed its reliability. Descriptive statistics and SPSS22 software helped us to analyze demographics in the study and structural equation modeling (SEM) was used to test the hypotheses. LISREL 8.8 is the software which was used for data analysis. Results show that both the pleasure and arousal senses have positive effect on impulse buying intention and impulse buying intention has positive effect on impulse buying behavior. Also, the negative effect of impulse buying behavior on post purchase behavior is confirmed. But, the negative effect of perceived risk on impulse buying behavior did not get confirmed.