The Relationship between Consumer Product involvement Product Knowledge and Impulsive Buying Behavior

The purpose of this study is to investigate the relationship between consumer product involvement, product knowledge, and impulsive buying behavior. In this study, consumer product involvement as independent variables , product knowledge as intervening variable and impulse buying behavior as dependent variable. Based on the data gained among a variety of stores in Tehran, we came to this point that Shahrvand Brand is a proper option both in terms of mind image on the customer confidenceʹs side and the majority of stores in Tehran. 350 questionnaires distributed for data collection and 300 questionnaires were analyzed. To investigate the hypothesis stated in research, field studies, interviews with experts, a library study, and taking notes out of articles and books all in four have done. The main objective of this study is based on consumer in general. Regression analysis was performed to assess the relationship between these factors. According the findings of the study, H1 is accepted and that indicates there is a positive direct relationship between consumer product involvement and product knowledge. The findings of the analysis for H2 yet show that there is a positive direct relationship between product knowledge and impulsive buying behavior, so this hypothesis is accepted. To end, the findings prove H3 indicating that there is a positive direct relationship between consumer product involvement and impulsive buying behavior.