Designing consumer impulse buying behavior model via mixed method

Impulse buying is one of the new marketing concepts that refer to buying based on excitement, pleasure, without prior planning, risk understanding and paying attention to the consequences (ahmad & waiq, 2013). The purpose of this research is to design a process model of consumer impulse buying behavior, including identifying the characteristics, factors and benefits of impulse buying behavior through a mixed method .In the qualitative part, by using meta synthesis method , dimensions and components of impulse buying behavior characteristics, its factors and benefits were extracted and the initial research model was designed. In the quantitative part, the model obtained in the qualitative part and research hypotheses were tested with the help of confirmatory factor analysis. 80 people were selected via Cochran's formula, as a sample from among the sellers and marketers of convenience stores in Mazandaran and East Azerbaijan provinces. In the qualitative section, the selected codes were entered into the MaxQda software for encoding. Totally, after the integration, 26 distinct concepts were identified.Theoretical validity was used to measure validity and Cohen's kappa index was used to measure reliability.The coefficient of 0.779 was obtained at the significance level of 0.000 and its significance was confirmed. Among the obtained dimensions, demographic factors (with 4 sub-themes) and psychological factors(with5sub-themes)as effective factors on impulse buying (with7 characteristics) and experiential benefits (with 3 sub-themes), psychological benefits (with 4 The sub-theme (and technical benefits) with 3 sub-themes) was effective as impulse buying benefits. At the end, suggestions for businesses and marketers were presented.