Surveying the Factors Influencing New Product Fancy Purchase with Low In-volvement

The purpose of this survey is to survey conceptual processes and consumers’ motivation for fancy purchase of new products. This study indicates how non-planned purchase of new products is different from that of other products leading to planning, marketing and management of sales costs and opportunities in new products industry by providing more information on the factors influencing fancy purchase. In order to study goals of the research, hypotheses were surveyed through a model of new product emotions, self-esteem, and knowledge effectiveness on behavior and intention of fancy purchase and effectiveness of purchase intention on purchase behavior, and finally effectiveness of social norms and oral advertisement on new product knowledge. This research was conducted by stratified random sampling according to the volume among 377 Azad University students through Harman et al questionnaire. 50-person pre-test sample was used in order to measure reliability of questionnaire and reliability coefficient was analyzed through Cronbach alpha and split off methods respectively as 0.82 and 0.85. Research hypotheses were tested by equation structures in LISREL software. Findings showed that fancy purchase intention has significant influence on fancy purchase behavior in studied population and characteristics do not have influence on fancy purchase intention while emotions have direct effect on fancy purchase behavior. New products knowledge has effect on fancy purchase intention but does not directly influence fancy purchase behavior. So-cial norms and oral advertisement have significant influence on new product knowledge. Therefore, before implementation of fancy purchase in the consid-ered population, its intention is regarded. In addition, informing on unique prop-erties of modern products could boost purchase intention in individuals.