مجید اسماعیل پور

The fact that purchase might take place for other reasons other than sense of need for a product or service has opened ways for further studies on this behavior. One of the reasons for purchase of goods and services by final consumers is impulse purchase. Most people sometimes buy a product or service without prior intention and plan and they buy in a quick decision process resulting from created excitement and motivation. Due to development and spread of new communication possibilities such as satellite networks, Internet, online social networks, it is expected that the percentage of impulse purchase by consumers to increase and make it an everyday behavior. Therefore, it is very important for the managers of each company to know and understand the factors affecting impulse purchase behavior. Therefore, the aim of this study was to explore and achieve deep understanding of the role and importance of impulse purchase in final consumer purchases. This study is a qualitative research considering the nature of data. We conducted a descriptive study by Put together the findings of various researchers and their combination in such a way forming the basis of this research. This study examines published research and articles in the field of impulse purchase using descriptive-analytic method. The study was conducted by focusing on understanding the impulse purchase and factors affecting impulse purchase behavior among consumers. For this purpose, we reviewed the studies conducted in our country and foreign countries in this area. Results of theoretical literature review of research shows that by recognizing and investigating the environmental and personal factors and position affecting the impulse purchase behavior, such as creating a sense of the fun of purchasing at customers, investigating the environment and atmosphere of the shop, staff training to increase their skills, impulse purchase can be increased.