Designing and explaining the online shopping behavior model of fast consumer products with low engagement with an attitude on cost management

Immediate buying emphasizes those purchases that break the logical and common boundaries of the buying process and occur without evaluating multiple alternatives, after the person is affected by some kind of internal or external stimulus and in a very short period of time. The behavior of online shopping and the factors affecting it is an issue that despite the growing growth of online shopping in Iran along with other countries in the world, still lacks integrated models and research.The purpose of this study is to identify the factors affecting emotional online shopping and cost management of online shopping behavior by the consumer. The research method is survey and is of applied and descriptive type. The statistical population of this study was citizens over 18 years of age in Tehran. Based on the calculations, the sample size was 385, and the same number of questionnaires were randomly collected from citizens Tehran.Statistical results In the descriptive part, demographic and main variables were described using frequency and frequency percentage, mean and standard deviation, and in the inferential part, factor extraction was performed by exploratory analysis. The results of the research In the first stage, exploratory factor analysis was performed on 60 questions of the online emotional buying questionnaire and in the second stage, the effect of each factor on online emotional purchasing was examined. The final results show that the factors (website features, product features, distribution features, and price features and discounts) have the greatest impact on online emotional shopping, respectively.