سینا نوبهاری

The purpose of this research is to combine instant purchase in the Iranian retail industry with a focus on model extraction. The research method is survey. In this research, an attempt has been made to extract the components affecting the immediate purchase and use them to provide an exploratory model. It has been done in the country and 41 foreign researches were found to be suitable for use in this research from all dimensions. Findings from the study of hyper-combined steps were categorized into five groups of product-related factors, shopping environment-related factors, customer-related factors, social factors and demographic factors. It has been confirmed by business experts (from 393 variables affecting the immediate purchase extracted from internal and external studies) that in this regard, this study has a descriptive validity. In addition, the kappa coefficient was used by SPSS software to determine the reliability, which according to the number 0.694 at an acceptable level of significance, indicates the reliability of this study.

This study aims to model instant purchase in the Iranian retail industry.The method of this research is mixed (qualitative-quantitative) and its approach is heuristic. Sandlovsky and Barroso's seven-stage paradigm was used. The statistical population in the qualitative section is a collection of previous studies (1980 to 2020) and sampling in this section was considered divergent and according to the validity of the sources, so 10 studies with similar topics were used and factors affecting immediate purchase. Divided into 5 categories; (factors related to sales environment, factors related to the customer, factors related to the product, social factors and demographic factors) and in a quantitative part; The statistical population included all customers of Hyper star Eram and its sampling method was improbably easy. The statistical sample size was 384 people and 499 questionnaires were distributed among customers and the structural equation modeling method was used to investigate the effect of the extracted components on immediate purchase.The results showed that the sales environment has the greatest impact, followed by customer, product, social factors and demographics in the second to fifth ranks, respectively.