مشخصات پژوهش

Purpose- The present study aims to investigate the impact of consumers' perception of usability of product packaging on impulse buying in terms of its shape, color, material, label and size. Design/methodology/approach- A Structural Equation model was used for testing the conceptual model. The present research is an applied research, and a descriptive survey. By using non-probability sampling, 388 customers of different malls in Shiraz City (Iran) were selected and surveyed by using questionnaires. Findings – Results showed that appropriate material, shape and labeling of packaging have a significant positive influence on consumers' perception of usability of product packaging while color and size of packaging does not have an impact on consumers' perception of a product usability. Moreover, results showed that consumers' perception of the usability of packaging has a significant positive influence on impulse buying. Consumers' mood and time pressure had also positive influence on impulse buying but their moderating role in their influence of consumer's perception on impulse buying decision was not supported. Research limitations/implications- Although this research contributes to the product management literature, it has some limitations. For instance, the research model was tested in only one city in Iran (Shiraz). Besides, it is specific to only two product categories, and concentrates mainly on consumers’ mood and time pressure as moderating factors. Originality/value- To the best of authors' knowledge, this study is the first research which examines the structural relationship of packaging elements on consumer's perception of reusability of packaging and impulse buying while considering consumers’ moods and time pressure as moderator variables.