A survey of impulse buying behavior in subway’s passengers

Impulse buying can be defined as the immediate, strong and persistent willing to buy the product that consumer didn’t need and didn’t plan to buy. In the present study, this issue has been discussed and the main goal was determination of factors that influence the impulse buying behavior in subway’s passengers. By performing the interview with passengers and analyzing the data, it was determined the internal factors of impulse buying should be examined. For this purpose, 6 hypotheses were developed. Research method was correlation, applied, expressive. For collecting data, the questionnaire was used. To determine the sample, the single-stage cluster was used and the sample was determined from the women subway’s passengers in Tehran. The data was analyzed with the Structural Equation Modeling (SEM). Results show that product involvement and positive emotions influence the impulse buying behavior. Considering the nature of the psychological variable and the quality of products sold on subway, the most important recommendation was training the buyers appropriate informatics to them.