New Approaches in Management and Marketing

Validating the Impulse Buying Behavior Model in the Online Luxury Electronics Market

Articles in Press

Document Type : Original Article (Quantified)

Authors

Neda Farahat 1
Ahmad Ahmad Askari 2
Azadeh Ashrafi 3

1 Department of Business Management, KI.C. , Islamic Azad University, Kish, Iran

2 Department of Bussiness Management,Lam.C., Islamic Azad University,Lamerd,Iran

3 Department of Public Management, NT.C., Islamic Azad University, Tehran, Iran

https://doi.org/10.22034/jnamm.2026.594541.1347
Abstract
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.

Keywords

Impulse Buying
Luxury Electronics
Modern Marketing Strategies
Shopping Value
Technological Stimuli
Subjects
New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 21 December 2026

  • Receive Date 16 May 2026
  • Revise Date 31 July 2026
  • Accept Date 05 September 2026

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