The Antecedent Model of Customers' Sudden Buying Behavior with Emphasis on Psychological, Ethical and Cultural Factors

The main purpose of this study was to present a model of ethical antecedents of customers' shopping behavior with emphasis on case study services (Ofogh Kourosh stores).

The present study is a development that was done with a qualitative approach. In this study, the grounded theory method was used. The statistical population included the marketing experts of Ofogh Kourosh stores as well as academic experts including researchers and university professors, who were selected using a snowball sampling method of 25 people. The data collection tool was a semi-structured in-depth interview. The sample size continued until full saturation after the interview and data analysis. Thematic coding method was used to analyze the information.

The validity of the findings was done by using the method of reconstructing reality and people outside the scope of research. According to the results obtained from the proposed framework, 8 main categories (ethical characteristics, demographic factors, psychological factors, situational and environmental factors, cultural factors, marketing mix factors, service quality, and product-related characteristics) were extracted.

According to the obtained results, it can be said that a set of factors play a role in sudden buying behavior and along with demographic, environmental and ... factors, we can emphasize the role of cultural, cultural and psychological ethical factors.
 
Keywords: Antecedents, Sudden purchasing behavior, Psychological