The Effect of Situational Factors on Impulse Buying and Compulsive Buying: Clothing

The aim of this study is to identify the effect of situational factors on impulse buying and compulsive buying. For achieving the goal, through a review of past studies, factors that were involved in this issue, were identified. Time pressure, available money, variety of selection, store environment, word of mouth, social norm, impulse buying and compulsive buying are variables that designed our model. The present study is a quantitative research with descriptive approach, where required data were gathered through questionnaires. Iranian purchasers who purchase clothing were selected as the research population. Data was analysed using LISREL Software. The results of the research show that available money and word of mouth have significant effect on impulse buying and impulse buying has significant effect on compulsive buying. Also it was found that variables of time pressure, variety of selection, store environment, and social norm have no significant effect on impulse buying.