Examining the Effect of Consumers' Electronic Lifestyle (ELS) on Online Impulse Buying (OIB)
Ali Varghaeian, Samad Aali, Alireza Bafandeh Zendeh
The purpose of this study was to examine the effect of customers' ELS on OIB. According to the theoretical basics of the study, the factors affecting consumer behavior were identified and determined according to the approach of ELS relative to OIB, so that a model appropriate to the research hypotheses was designed. The hypothesized population was examined over a certain period from March 2018 regarding the effect of each component related to the consumers' ELS on OIB using descriptive correlation in examining the hypotheses. The population of the study was the customers of selected online stores in Iran, who were 385 people. Given the lack of full access to the customers of Internet stores, non-random sampling was used and Cochran formula was used to determine the sample size. Data collection tool was a questionnaire where descriptive and inferential statistics were used to analyze the data obtained from the questionnaires. Descriptive statistics was used to classify and interpret the data and Pearson and regression tests in inferential statistics. The results showed that the main hypothesis was confirmed and all the sub-hypotheses, showed that ELS was effective on OIB.