Investigating the Interaction between Brand Factors, Emotions and Its Performance in Instant Purchase

Understanding how and why people buy has created an increasing interest in studying consumer decision-making styles. The diversity of consumer behavior is due to the variety of factors affecting the behavior and motivation of the individual to buy. One of the types of purchases is instant purchase, which has attracted the interest and attention of researchers for more than 50 years. Currently, 50% of people make instant purchases and 50% buy a certain class of goods in this way. Instant purchase is rooted in consumer behavior and is one of the valuable concepts of the market environment because marketing managers can increase their sales and profitability by identifying the drivers affecting instant purchase. Internal factors (such as emotional state) and external factors (such as brand-related factors) have a great impact on instant purchase. The following study investigates the relationship between these factors and their effect on consumers' instant purchase. This research is descriptive and survey type and its data collection tool is a questionnaire. The statistical population of these referrals to shopping centers in Tehran is considered. The sample consisted of 384 people and stratified sampling method. The findings show that among emotional states, people with negative emotional state and those with neuroticism are more inclined to buy this type of purchase. On the other hand, brand awareness has not had a significant effect on the intention to purchase that brand, but the perceived quality of a brand and the role-imprinted image of a brand in the mind of the consumer has had a direct and significant effect on the intention to purchase that brand.