exploring the effects of buyer impulsivity factors and in-store environment factors on impulse buying in chain stores

this study is a try to explore effects of buyer impulsivity and in-store environment factors on impulse buying in chain stores. path analyses technique was used for analyzing the model and structural equation model and t-value test for evaluating hypothesis. statistical society of this study is consumers of chain stores in tehran. by cochran method 384 people were selected as a sample.450 questionnaire were distributed and 417 questionnaire were completed. questionnaire with likert scale is our main tool for gathering data. the validity of questionnaire was measured by expert ideas and also loading factor the validity of questionnaire. but for getting reliability coefficient alpha (cronbach) was used. according to the result, the effect of in-store environment, store design and store size as outside factors and lack of premeditation, urgency and sensation seeking as inside factors on impulse buying were proved.