Investigating the Relationship between Website Characteristics and Impulsive Purchase on the Internet

Internet development has intensely affected marketing processes. A majority of companies focus on this huge source of consumers to sell their goods and services. With the growth of the Internet among the general public and the rapid growth of multi-channel retailing, consumers are constantly exposed to marketing stimuli that promote online purchasing. The Internet is an alternative buying channel serving as a convenient shopping channel that allows the consumer to shop at his or her leisure, offering 24 hour/seven days a week shopping. This approach has created new opportunities for impulse buying in the Internet domain. Despite the rapid progress of buying on the Internet, there is no noticeable research on the evaluation of the factors that affect Iranian consumers’ impulsive buying behavior on the Internet. Consequently, the goal of this research is evaluation of effective factors in the intention for online impulsive buying among the website users of “kharide gorohi takhfifan”. The data were collected using a questionnaire for assessment of a conceptual model. The data analysis by the Lisrel software demonstrated that impulsiveness and website quality have a positive relationship with the intention to buy impulsively. However, there was no positive relationship confirmed between website quality and impulsiveness.