نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران
2 گروه مدیریت بازرگانی، واحد لامرد، دانشگاه آزاد اسلامی ، لامرد، ایران
3 گروه مدیریت دولتی، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
This study aimed to validate an impulse buying behavior model in the online luxury electronics market. In terms of purpose, the research is applied; methodologically, it adopts a quantitative approach and is survey-based in nature. The statistical population comprised consumers who purchase luxury electronic products from online platforms, of whom 384 respondents were selected via convenience sampling. A researcher-made questionnaire served as the data collection instrument. Content validity was confirmed through expert judgment, and reliability was established using Cronbach’s alpha and composite reliability. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 software. The findings revealed that modern marketing strategies, perceived shopping value, technological stimuli, behavioral elements, product characteristics, consumer traits, external triggers, and store-related factors exert a positive and significant effect on impulse buying behavior. Goodness-of-fit indices demonstrated acceptable and favorable fit for the final model. Furthermore, the results indicate that stimulating impulse buying in the online luxury electronics market is, above all, driven by interactive and personalized technologies. These insights assist marketing managers in leveraging technological tools to effectively manage consumers’ immediate and emotional responses in online environments, thereby establishing a sustainable competitive advantage.
کلیدواژهها English
