Investigating and prioritizing the effective factors on online impulse buying in electronic commerce (case study: discount group sites in Iran)

This paper explores the concept of online impulse purchasing behavior. Drawing upon cognitive emotion theory, we developed a model and showed how beliefs about functional convenience (online store merchandise attractiveness and ease of use) and about representational delight (enjoyment and website communication style) related to online impulse buying. The model was tested using survey data from 410 customers of discount group websites in IRAN. Our results showed significant effects of merchandise attractiveness, enjoyment, and online store communication style, ease of use mediated by consumers’ emotions. And all of hypothesis accepted in this article. And according to Freidman test the most important factors that effect on emotion then in impulse buying is merchandise attractiveness then enjoyment, after these two factors that are important in order are, website communication style and ease of use, so the designers of discount group websites should attention to these factors that cause impulse buying