Evaluation of effect of individual factors include (excitement and self-esteem) and new products’ knowledge on impulse buying behavior

Impulse buying is an important aspect of consumer behavior and a vital concept in the market. Immediately after an increasein the consumer s income and purchasing power, impulse buying increase and becomes a dominate phenomenon in consumerbehavior.The purpose of this study is estimating the effects of individual factors including (excitement and self-esteem) and newproducts knowledge on impulse buying behavior. During this research also it is analyzed the effects of two variables (wordof-mouth and social norms) on new products knowledge. The present research has been studied on shopping center, thedesign is scaled-descriptive and sampling is simple random.Regarding to this, 307 questionnaires was collected and used from structural equation models for statistical analysis andexamine the hypothesis. Finally, result shows that excitement and self-esteem had not any effect on impulse buying behavior.But knowledge had direct effect on impulse buying intention. The word-of-mouth had also direct effect on new productsknowledge, but social norms had not any effect on new products knowledge.