Instant Purchase Modeling in Iran's Retail Industry (Case Study: Tehran Hyper star Eram)

This study aims to model instant purchase in the Iranian retail industry.The method of this research is mixed (qualitative-quantitative) and its approach is heuristic. Sandlovsky and Barroso's seven-stage paradigm was used. The statistical population in the qualitative section is a collection of previous studies (1980 to 2020) and sampling in this section was considered divergent and according to the validity of the sources, so 10 studies with similar topics were used and factors affecting immediate purchase. Divided into 5 categories; (factors related to sales environment, factors related to the customer, factors related to the product, social factors and demographic factors) and in a quantitative part; The statistical population included all customers of Hyper star Eram and its sampling method was improbably easy. The statistical sample size was 384 people and 499 questionnaires were distributed among customers and the structural equation modeling method was used to investigate the effect of the extracted components on immediate purchase.The results showed that the sales environment has the greatest impact, followed by customer, product, social factors and demographics in the second to fifth ranks, respectively.