Every person's buying behavior is dynamic in nature and four factors have the greatest impact on this behavior. These factors are related to cultural, social, personal and psychological aspects. These factors have helped to identify patterns or buying trends of regular (daily) consumers. This research investigates the effect of forced and non-forced social influence, social norms and observation-based learning on impulsive buying behavior through the mediating variables of perceived lack and feeling of regret (case study: Atka store in Hamadan city). This model has been tested by analyzing the survey responses collected from 274 employees and customers of Atka store with SPSS and Smart PLS. The results showed that the variables of perceived scarcity and feeling of regret have a positive and significant effect on impulsive buying behavior and the variables (non-forced social influence, social norms and observation-based learning) have a positive and significant effect on perceived scarcity. Also, perceived lack and feeling of regret have a mediating role on the relationship between variables (non-compulsory social influence, social norms and observation-based learning) and hasty buying behavior in Atka store in Hamedan city. Finally, the forced social influence variable did not have a positive and significant effect on the perceived lack, and the perceived lack and feeling of regret did not play a mediating role on the relationship between forced social influence and hasty buying behavior in Atka store in Hamadan city.
Key words: forced social influence, social norms, hasty buying behavior, perceived scarcity, trust store
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