بهار بختیاری

  Impulsive buying behavior refers to sudden, unplanned purchase decisions that are typically influenced by immediate emotions rather than long-term planning. Impulse buying tendency reflects a consumer’s inclination to make such purchases when exposed to stimuli like scarcity-based promotions. The theory of impulsive buying is heavily influenced by consumer psychology and emotional triggers (Stern, ۱۹۶۲). Impulse purchases usually involve quick decision-making and can be triggered by various factors, including emotional stimuli (e.g., excitement or desire) and situational factors (e.g., time pressure, social influence, and scarcity) (Kacen & Lee, ۲۰۰۲). When consumers are faced with scarcity, they often experience a fear of missing out, which increases the likelihood of impulsive purchases (Tversky & Kahneman, ۱۹۹۱). In the e-commerce and online retail industry in Iran, there is a lack of comprehensive studies analyzing the impact of scarcity-based promotions on consumers’ online impulse buying intentions, which creates gaps in retailers’ understanding of consumer behavior. Therefore, this study aims to examine the effects of promotions involving quantity limitations and time pressure during the sales process of products or services on impulse buying intentions and actual consumer behavior.