The Effect of Situational Factors on Impulse Buying and Compulsive Buying: Clothing

Document Type: Original Research


1 Farabi Campus, University of Tehran, Qom, Iran

2 Management Department, University of Tehran, Tehran, Iran

3 PhD student of Health Policy, Department of Health Management and Economics, School of Public Health, Tehran University of Medical Sciences, Tehran, Iran


The aim of this study is to identify the effect of situational factors on impulse buying and compulsive buying. For achieving the goal, through a review of past studies, factors that were involved in this issue, were identified. Time pressure, available money, variety of selection, store environment, word of mouth, social norm, impulse buying and compulsive buying are variables that designed our model. The present study is a quantitative research with descriptive approach, where required data were gathered through questionnaires. Iranian purchasers who purchase clothing were selected as the research population. Data was analysed using LISREL Software. The results of the research show that available money and word of mouth have significant effect on impulse buying and impulse buying has significant effect on compulsive buying. Also it was found that variables of time pressure, variety of selection, store environment, and social norm have no significant effect on impulse buying.


Beatty, S. E., and Elizabeth Ferrell, M. (1998) .Impulse Buying:  Modelling Its Precursors. Journal of Retailing, 169-191.
Burgess, B., Yaoyuneyong, G., and Gibbs, S. (2014). Gender, Self-construal and Impulse Buying Behaviour of Young Thai Consumers.  Asian Journal of Business Research, 1-15
Chang, H. J., Yan, R. N., and Eckman, M. (2014). Moderating effects of situational characteristics on impulse buying. International Journal of Retail & Distribution Management, 298-314.
Dawson, S., and Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 20-34.
Elif, A. N. E. (2010). Compulsive buying behaviour tendencies: The case of Turkish consumers. African journal of business management, pp. 333-338.
Eren, S. S., Eroğlu, F., and Hacioglu, G. (2012). Compulsive buying tendencies through materialistic and hedonic values among college students in Turkey. Procedia - Social and Behavioural Sciences, 1370 – 1377.
Foroughi, A., Buang, A., and Sherilou, M. (2011). Exploring Impulse Buying among Iranian Tourist in Malaysia (case study), 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding, 625-631.
George, B. P., and Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: a study conducted among the spring break student shoppers, Young Consumers. Insight and Ideas for Responsible Marketers, 291-306.
Graa, A., Dani-Elkebir, M. and Bensaid, M. (2014). The impact of Environmental Factors on Impulse Buying Behaviour Using the Mehrabian and Russell's Framework.  Leonardo Journal of Sciences, 101-114
Harmancioglu, N., Finney, R.Z. and Joseph, M. (2009). Impulse purchases of new products: an empirical analysis. Journal of Product & Brand Management, 27-37.
Hausman, A. (2000). A multi- method investigation of consumer motivations in impulse buying behaviour.  Journal of Consumer Marketing, 403-419.
Kramer, J., & Chen, J. (2010). Title of the Article. Journal Name, 110-313.
Kukar-Kinney, M., Ridgway, N. M., and Monroe, K. B. (2012) "The Role of Price in the Behaviour and Purchase Decisions of Compulsive Buyers", Journal of Retailing, 88, pp. 63–71
Lin, Y. H., and Chen, C. F. (2013) "Passengers’ shopping motivations and commercial activities at airports-The moderating effects of time pressure and impulse buying tendency", Tourism Management, 36, pp. 426-434
Mihić, M., and Kursan, I. (2010) "Assessing the situational factors and impulsive buying behaviour: Market segmentation approach.", Management: Journal of Contemporary Management Issues, 15(2), pp. 47-66.
Müller, A., Claes, L., Georgiadou, E., Möllenkamp, M., Voth, E. M., Faber, R. J., and de Zwaan, M. (2014) ''Is compulsive buying related to materialism, depression or temperament? Findings from a sample of treatment-seeking patients with CB.'', Psychiatry research, 216(1), pp. 103-107.
Nakamaru, M. and Levin, S.A. (2004) "Spread of two linked social norms on complex interaction networks", Journal of Theoretical Biology, 230, pp. 57-64.
O’Gorman, R., Wilson, D.S. and Miller, R.R. (2008) "An evolved cognitive bias for social norms", Evolution and Human Behaviour, 28, pp. 71-78.
Park, E. J., Kim, E. Y., and Forney, J. C. (2006) "A structural model of fashion-oriented impulse buying behaviour", Journal of Fashion Marketing and Management, 10 (4), pp. 433-446.
Phau, I., and Woo, C. (2008) "Understanding compulsive buying tendencies among young Australians. The roles of money attitude and credit card usage", Marketing Intelligence & Planning, 26(5), pp. 441-458.
Pornpitakpan, C., and Han, J. H. (2013) ''The effect of culture and salespersons’ retail service quality on impulse buying'', Australasian Marketing Journal (AMJ), 21(2), 85-93.
Punj, G. (2012), "Income effects on relative importance of two online purchase goals: Saving time versus saving money? ", Journal of Business Research, 65, pp. 634–640.
Roberts, J. A., and Roberts, C. (2012). ''Stress, gender and compulsive buying among early adolescents.'', Young Consumers: Insight and Ideas for Responsible Marketers, 13(2), pp. 113-123.
Roehm Jr, H. A., and Roehm, M. L. (2005) "Revisiting the effect of positive mood on variety seeking. ", Journal of Consumer Research, Vol. 32 No.2, pp. 330–336.
Scherhorn, G. (1990). "The addictive trait in buying behaviour". Journal of Consumer Policy, 13(1), pp. 33-51.‏
Shahjehan, A., Zeb, F., and Saifullah, K. (2012) "The effect of personality on impulsive and compulsive buying behaviours", African Journal of Business Management, 6(6), pp. 2187-2194.
Sharma, A., and Nanda, A. (2012) "Impulse buying at airport terminals: A case of Indian consumers", Asian Journal of Management Research, 3(1), pp. 68-82.
Sharma, A., and Nanda, A. (2012), Impulse buying at airport terminals: A case of Indian consumers.‏
Sharma, P., Sivakumaran, B., and Marshall, R. (2010) "Impulse    buying and variety seeking: A trait- correlates perspective", Journal of Business Research, 63(3), pp. 276–283.
Silvera, D.H., Lavack, A.M. and kropp, F. (2008) "Impulse buying: the role of affect, social influence, and subjective wellbeing", Journal of Consumer Marketing, 25(1), pp. 23-33.
Solomon, M. (2004), Consumer Behavior, 6th ed., Prentice-Hall, Upper Saddle River, NJ.
Stokes, D. and Lomax, W. (2002) "Taking control of word-of-mouth marketing: the case of an entrepreneurial hotelier", Journal of Small Business and Enterprise development, 9(4), pp. 349-57.
Tifferet, S., and Herstein, R. (2012) "Gender differences in brand commitment, impulse buying, and hedonic consumption", Journal of Product & Brand Management, 21(3), pp. 176-182.
Tustin, D. (2011) "The prevalence of impulsive, compulsive and innovative shopping behaviour in the economic retail hub of South Africa: A marketing segmentation approach", African Journal of Business Management, 5(14), pp. 5424-5434.
Virvilaite, R., Saladiene, V., and Bagdonaite, R. (2009) "Peculiarities of impulsive purchasing in the market of consumer goods", Inzinerine Ekonomika-Engineering Economics, 2(62), pp. 101-108.
Vohs, K.D. and Faber, R.J., (2009) "Spent resources: self-regulatory resource availability affects impulse buying", Journal of Consumer Research, 33 (4), pp. 537–547.
Watson, J., Taylor, A., Haffman, T., Jorge, A., Sulivan, B., Chung, D., et al. (2009). Title of the Book. New York: Publisher.
Xu, Y. (2007) "Impact of store environment on adult generation Y consumers impulse buying", Journal of Shopping Centre Research, 14 (1), pp. 39-56.