The effect of web-browsing and store enviroment on online impulse-buying in Yazd by Structural Equation Modeling

Impulse buying is an important phenomenon in retail and marketing business and is focused on those buying processes which simply break the borders of normal logical buying process, and are done after being influenced by some internal or external stimuli in a spare of moment and without complete evaluation of products’ alternatives. The aim of this research is to identify and review the effect of hedonic motivation and e-store environment on online impulse-buying according to the type of web-browsing. The present study is applied in nature, and descriptive in terms of data collection. Statistical population this research were People above 18 years of the city of Yazd and according to the Cochran formula, sample size was estimated as 212 numbers. Structural equations’ modeling was used to analyze research data. Findings of the research show that hedonic motivation has a positive and meaningful effect on impulsiveness and hedonic web-browsing and the effect of this variable on utilitarian web-browsing is not meaningful and impulsiveness, hedonic web-browsing, content and design of store also have positive and meaningful effect on online impulse-buying While utilitarian web-browsing has negative and meaningful effect on online impulse-buying. Nevertheless, the effect of store navigation on online impulse-buying was not accepted. These findings reveal the store environment as an important and influential factor in Impulse buying. Additionally, the impact of web-browsing and shopping behavior depends on the nature of the buying process, and Impulse buying will increase with web-browsing.