Abstract :

This study aims to scrutinise the influence of primary personal characteristics and store factors, including employees' behaviour, environment and sales promotion, on impulsive purchase decision making by consumers in Jordanian telecom operators. To obtain the study results, a total of n=384 well-structured, self-administered questionnaire surveys were distributed among the telecom customers in Jordan, using a statistical package for social sciences. The empirical results identified that there is a strong significant influence of store and personal characteristics on impulsive purchase decision. Among the personal factors that are significant for reinforcing an impulsive purchasing decision, are: tending to impulsive shop more, spending more money than originally thought; buying products by virtue of the job. Also, among the other contributive factors, store factors were also associated with influencing the buying behaviour of the customers, such as 'promotional activities like "Buy one get one free" frequently attract me to buy things impulsively', 'Staff uniforms affect the purchase of goods for me from friendly employees'. As the personal factors and store factors strongly affected the buying decision of the potential customers of telecom customers in Jordan, the researcher also recommended conducting more investigations, especially longitudinal analysis, to examine the mentioned variables in other different situations.