During the late 1970's and early 1980's, researchers focused the theory of rational consumer decisionmaking.
Considering the perspective of buying decision it was found that consumers first begin to realize the
problem and then try to solve it logically by a sequence of steps. These steps include: identifying the problem,
researching, evaluating alternatives, selecting and evaluating after acquisition. Roots of this approach lie in
psychology and economics. According to this approach, buying is considered as an economic and goal- tool
oriented activity. Also in this approach, buying is simply equal to going to purchase.
In classic marketing, a fancy buying is simply defined as "impulse buying ". However, this description is
very controversial and has been criticized in the market literature. This buying includes experiencing a desire for
purchase. This desire is felt immediately and powerfully and often is irresistible. Rook [18] defined impulse
buying as when the consumer is experiencing a sudden, strong and urge desire to buy something at the moment.
In explaining the need for this study it can be concluded that financial literacy and other factors discussed in the
research on impulse buying are important because they are influenced by insufficient financial literacy, personal
life, family, friends and business partners. This in turn has adverse impacts on society and even reduces national
wealth and ultimately the financial welfare of society [20].
The present study investigates the role of factors such as financial literacy, financial well-being and mental
well-being on willingness for impulse buying and their impact on impulse buying. The main question in this
study is whether financial literacy, financial well-being and mental well-being affect the behavior of impulse
buyer?
کلید واژگان :
impulse buying, financial well-being, willingness for impulse buying, financial literacy
