Evaluation of the Influence of Environmental Factors, Personality Traits, Hedonic Consumption and Positive Feeling on Impulsive Purchase

Impulsive purchase is one of the main aspects of consumer behavior and it is a vital concept in the market. As soon as income and purchase power is increased, impulsive purchases also increase and are expressed in the form of a dominating phenomenon in consumer’s behavior. According to the literature, if consumers purchase when they need, market economy will fail. This indicates the importance and role of impulsive purchase in consumption markets. The present research is a descriptive survey. Data were collected by means of questionnaire. The questionnaires were distributed among 350 respondents over two weeks in Tajrish Market which is one of the main fashion clothing markets in Tehran. Finally, data were analyzed by means of structural equations modeling in PLS software. Results of the research showed that all hypotheses were verified.