Özet:

Background and purpose: 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 and media factors affecting impulse buying behavior. Research method: The current research was qualitative and analytical phenomenology. 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. Results: Finally, based on the coding of research interviews, 44 sub-themes were identified and according to their similarity and semantic affinity, they were divided into 7 main themes including: people's thoughts, emotions and feelings, people's personality, interior design and store environment, website design, quality and Support services, providing effective and extensive advertisements, and immediacy were categorized. Conclusion: 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.

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