Impulse Buying in Retail Atmosphere in Terms of SOR Model of Consumer Behaviorand SEM Approach(Case Study:Female Buyers of Cosmetic Stores in Tehran City)

his study examines the indirect effect of retail atmosphere on impulse buying by enjoyingSOR model and research literature of impulse buying. This study examines the associationbetween external stimuli (general interiorvariables, human variables, Layout and designvariables, point of purchase and decoration variables, external variables), positive emotionalresponses of consumer and impulse buying. Number of sample included ١٨٢ female consumersof cosmetic products in Tehran, responding rate was ٩١%, collection means was aquestionnaire and sampling method was a random method by referring to these centers. Datawas analyzed by IBM SPSS ٢١ and Smart PLS ٣ software packages which was followed by thefollowing results.a) There is a positive association between consumer’s perception of retail atmospherecharacteristics (the mentioned factors) and the positive emotional response to thesecharacteristics.b) There is a positive association between positive emotional responses to retailatmospherecharacteristics and impulse buying behavior.This study showed that (in Iran) store environmental stimuli would result in a positiveemotional response among Iranian females whichdirects them towards impulse purchasesbecause this type of buying is somehow palliative and is an answer to such emotional response.

کلیدواژه ها:

Impulse Buying ، Store Stimuli ، Positive Response ، SOR ، PLS Technique