minosadat aminzadeh

Consumer behavior and instant buying behavior has been one of the topics of interest for marketing researchers in recent decades. Therefore, the aim of this study was to investigate the psychological factors affecting instant purchase behavior.

This qualitative study was conducted using a phenomenological approach with the aim of understanding the experiences of people with sudden buying behavior and its consequences. Purposeful sampling method was used and 10 people were selected as the sample according to the rule of saturation and repetition of content. In order to encode the concept information, the sub-main and main structures were determined separately according to Strauss and Corbin theory. In the interviews, the concepts were extracted and after summarizing the duplicate concepts, then the sub-main and main structures were extracted based on them.

According to the findings, causal conditions included two categories of stimuli and cultural factor, stimulus category included internal and external stimuli that caused immediate buying behavior, and culture category included beliefs, attitudes and thought patterns proposed by It was a research sample. Also, the presence of others, price and attractiveness were the determining factors as predictors of purchasing behavior. Another important category in the emergence of purchasing behavior was the beliefs and thought patterns of the participants, which was coded as a category of culture and causal factor due to the roots of these thoughts in cultural norms and values. The consequences of the instant purchase experience in pleasant and unpleasant sub-structures were named.

consumer behavior and impulse buying behavior have been one of the topics of attention of marketing researchers in recent decades; Therefore, the aim of the present study was to investigate the psychological, cultural and media factors affecting impulse buying behavior.

This qualitative study was conducted using an analytical phenomenological approach with the aim of understanding the experiences of people with impulse buying behavior and its consequences. The method of data collection was in-depth interview. Ten experienced impulse buy people in the age range of 20-60 were purposefully selected and subjected to in-depth interviews. In order to analyze the qualitative data and extract the desired categories, the phenomenology method and MAXQDA20 software and the main and sub-themes of the research were identified.

The results showed that based on the coding of research interviews, 50 sub-themes were identified and according to their semantic similarity and affinity, they were divided into 9 main themes including: people's thoughts, emotions and feelings, people's personality, interior design and store environment, context Family education, cultural norms and values, website design, quality and support services, providing effective and extensive advertisements and immediacy were categorized.

research on impulse buying behavior has many practical benefits, by revealing the relative importance of factors affecting impulse buying, effective marketing strategies can be proposed to increase the volume of impulse purchases in a store, or on the other hand, consumers can be helped. to control their immediate buying behavior.

Consumer behavior and instant buying behavior has been one of the topics of interest for marketing researchers in recent decades. Therefore, the aim of this study was to investigate the psychological factors affecting instant purchase behavior.

This qualitative study was conducted using a phenomenological approach with the aim of understanding the experiences of people with sudden buying behavior and its consequences. Purposeful sampling method was used and 10people were selected as the sample according to the rule of saturation and repetition of content. In order to encode the concept information, the sub-main and main structures were determined separately according to Strauss and Corbin's theory. In the interviews, the concepts were extracted and after summarizing the duplicate concepts, then the sub-main and main structures were extracted based on them.

According to the findings, causal conditions included two categories of stimuli and cultural factor, stimulus category included internal and external stimuli that caused immediate buying behavior, and culture category included beliefs, attitudes and thought patterns proposed by Was a research sample. Also, the presence of others, price and attractiveness were the determining factors as predictors of purchasing behavior. Another important category in the emergence of purchasing behavior was the beliefs and thought patterns of participants, which was coded as a category of culture and causal factor due to the rootedness of these thoughts in cultural norms and values. The consequences of the instant purchase experience in pleasant and unpleasant sub-structures were named.

Therefore, it can be concluded that according to the results of the interviews, the negative consequences were both quantitatively and qualitatively greater than the positive consequences.