The Facilitating Effect of Individual, Environmental and fashion involvement Factors on Impulse Buying

Impulse buying behavior has a determinable role in developing the power of computability in the current consumer markets. Hence، recognizing and improving of the facilitating factors of impulse behavior is a necessity for increasing the profitability of such businesses. This research examines the effects of individual، environmental and fashion involvement factors by considering the mediator effect of positive sense factor on fashion involvement factor. The research method is descriptive and correlational. The population of the research consists of buyers going to Tehran’s great bazaar. A sample of 276 subjects was selected as statistical sampling. Structural equation model was used for data analysis and testing of research hypotheses. The results showed that the individual and environmental factors directly، and fashion involvement factors by considering the mediator effect of positive sense have positive effect on impulse buying. Finally، according to research findings، some suggestions are presented.