Presenting a Model of Psychometric Themes of Impulse Buying: A Personality Traits Perspective

This research was conducted with the aim of providing a sample of psychometric subjects of impulse buying from the perspective of personality traits. The current research was an exploratory-developmental study and using the theme analysis method, extracted the main topics related to the concept of impulse buying based on 5-factor personality traits and presented it in the form of a model. In this research, the library method (previous literature study) and in-depth interviews with participants involved in impulse buying behavior research were conducted until theoretical saturation was reached. The participants of the research included 23 women (buyers of Huda Beauty brand cosmetics) from the border countries of the Persian Gulf (Oman, Kuwait, UAE) and the southern provinces of Iran, whose impulsivity and buying extremism was proven using RFM and Barat tests. Nvivo10 software was also used to analyze the collected data. The findings showed that 16 inclusive themes and 32 organizing themes derived from the text of the final interviews formed the pattern of the research. Furthermore, in this model, components such as bashfulness, self-surprise, Clayton's message and purchasing capacity were proposed as new themes, indicating its innovative aspect. In addition, in the proposed model, the variables of buying pleasure, emotions, and usefulness were confirmed by previous studies, and the variables of lack of self-control and situational factors were also proposed as intervening variables between the intention and impulsive buying behavior. In the behavioral consequences section, two sections of practical reactions and emotional consequences were developed.