Designing an interpretive structural model to shape the online compulsive and impulsive buying behavior of the consumer

One the most important aspects of marketing strategy and customer relationship is e-commerce, and as a result, the need for new knowledge, models and theories in online consumer behavior field has emerged. By identifying all the effective aspects using meta-synthesis and discovering structural relationships among the extracted factors using interpretive structural modeling, this study represents a model for consumers’ online compulsive and impulsive buying behavior in buying fast consumer products. This is an exploratory – descriptive research. The study population is includes those who have sufficient knowledge in the field of marketing. Sampling was available and through telephone interviews and sending questionnaires to marketing professors. The collected data using meta-synthesis method consists 13 factors including neuroticism, buying motivation, self-esteem, self-regulation, family conflict, materialism, brand awareness, brand addiction, advertising, product features, extroversion, tendency to impulsive buying and available time, which all are categorized into 6 levels. Cohen’s kappa coefficient is used to measure inter-rater reliability. The value for kappa is calculated as 0.774. Cohen's kappa coefficient is acceptable for values of 0.6 to 0.8. Findings show that among all these factors, marketing mix and branding are fundamental factors for online compulsive and impulsive buying that results in the formation of buying motivation and tendency for impulsive buying, by considering psychological and cultural factors. With marketers’ efforts such as running customer retention and loyalty campaigns, online impulsive buying can result in the formation of consumers’ online compulsive buying.