العوامل المؤثرة على سلوك الشراء الاندفاعي في المتاجر الفعلية والافتراضية: دراسة ميدانية

Abstract EN

The study aimed to identify the factors affecting the impulsive buying behavior of the Egyptian consumer through physical and virtual stores, by testing a set of variables, which include (store environment, promotional activities, Covid 19, situational factors "money availability, credit card availability, time availability").

And revealing its relationship to the emotional state towards impulsive buying and the actual behavior (impulsive buying).

Using the S.

O.

R model, as well as to determine which shopping channels are seen as leading to more impulse buying.

It is a descriptive study that relied on the media survey method, in addition to the comparative method, using the questionnaire tool.

It was applied to a deliberate sample of (412) individual shoppers of physical and virtual stores in the Greater Cairo Region (Cairo, Giza and Qalyubia), and it reached a number of results, including:
There is a positive relationship between all the variables of the study, which include: (store environment, promotional activities, COVID-19, situational factors “money availability, credit card availability, availability of time”, ) and the emotional state towards impulsive buying in both physical and virtual stores, in addition to the existence of a relationship Positive relationship between emotional state and actual behavior (impulsive buying).

The results also showed the impact of Covid 19, and promotional activities as the strongest indicators of impulsive buying through the two shopping channels, and revealed the high percentage of respondents who believe that the online shopping channel leads to more impulse buying.