Investigating the Impact of Website Quality Sales Promotion and Credit Card Use on Fancy Shopping in Online Stores (Case Study: Digikala Online Store)

The purpose of this study is to investigating the effect of website quality, sales promotion and use of credit cards on impulse buying in online Store. The research method is applied in terms of purpose and in terms of collecting data, descriptive. The population of this study is customers of Digi kala Online Store. For this purpose, 420 questionnaires were distributed between the statistical sample and 391 questionnaires was gathered. The data collection tool was a questionnaire whose reliability was calculated as 0.81 using Cronbach’s alpha coefficient. The validity of the research instrument was confirmed by confirmatory factor analysis technique. Structural equation modeling method was also used for data analysis. The results of the research showed that except the effects of credit cards on impulse buying and the moderating effect of sales promotion in the effect of credit cards on impulse buying, all other research hypotheses was confirmed.