Document Type : Original Article (Qualitative)
Authors
1
Department of Business Management, KI.C., Islamic Azad University, Kish, Iran
2
Department of Management, Lamerd Branch, Islamic Azad University, Lamerd, Iran
3
Department of Public Management, NT.C., Islamic Azad University, Tehran, Iran.
10.22034/jvcbm.2026.594664.1813
Abstract
The present study aims to identify and explain the themes shaping impulsive buying behavior in the online luxury electronics market. In terms of purpose, the study is applied, and in terms of approach, it is qualitative and exploratory. The research population consisted of 16 experts in digital marketing, information technology, and user experience, including university faculty members, senior managers of online sales platforms, and neuromarketing specialists. Participants were selected through purposive and snowball sampling until theoretical saturation was achieved. Data were collected through semi-structured interviews. The collected data were coded and analyzed using thematic analysis in MAXQDA software.The findings resulted in the identification of a model comprising eight organizing themes: innovative marketing strategies, shopping value, technological stimuli, behavioral elements, product characteristics, consumer characteristics, external stimuli, and store-related factors. The findings indicated that technological stimuli, in interaction with the other identified themes, play a prominent role in shaping consumers’ impulsive buying behavior. These findings provide both theoretical and practical insights for designers of online sales platforms.
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