Evaluating Effective Factors on Consumer Impulse Buying Behavior by Kim's Model in HyperMe Store
This article aimed to investigate the relationship of consumers’ characteristics on impulse buying behavior in HyperMe stores. Current research is applied one in terms of goal, descriptive correlation type in terms of nature and survey in terms of method. Research statistical population includes all daily customers (women and men) of HyperMe stores. In this study, based on infinite Cochran’s formula and simple random sampling method, 384 customers are selected. For collecting data in this research, a researcher made questionnaire of 35 items has been used. Face and content validity of questionnaire were investigated and confirmed using the idea of experts. Cronbach’s alpha coefficient is obtained as 0.7 for variables that shows internal consistency of items and questionnaire’s acceptable reliability. In order to analyze data, Kolmogorov and Smirnov test and Spearman correlation coefficient using SPSS software were utilized. The results show that significance level is less than 0.05 so it can be said that there is a significant relationship among age, temper, materialism, enjoying the buying and consumers’ desire to buy and impulse buying behavior in HyperMe stores.
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