تأثير المتغيرات الحسية على نية الشراء الاندفاعي : دراسة ميدانية لعينة من المستهلكين

الملخص EN

The objective of this paper is to study the effect of sensory variables on food stores on stimulating the intention of impulse buying in consumers, based on the emotional state as an intermediary.

In order to address this problem, we relied on a field literature survey to study the variables studied.

We tested it on a sample of 200 consumers in a food store.

The results showed the effect of color in the emergence of impulse buying intention indirectly through the effect of feeling as an intermediary.