Peyman Ghafari Ashtiani - Department of Business Administration, Islamic Azad University of Arak, Iran
Amin Ardalan - Department of Business Management, Tehran Science and Research branch, Islamic Azad University, Tehran, Iran
Fataneh Alizadeh Meshkani - Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Seyed Ali Hosseini - MA in Entrepreneurship, Faculty of Entrepreneurship, Tehran University, Tehran, Iran

The study, entitled Study of cause and effect relationships of fashion – oriented impulsive buying behavior in Tehran was conducted in 2014. Generally, the purpose of which is to investigate the effective factors on fashion –oriented impulsive buying behavior at the time of purchase. The purpose of this research is applied and its method and nature is casual. In this research, data collection method is field. The questionnaire was used for data collection. The questionnaire consisted of twelve questions has been prepared based on the Likert scale. The samples in this study were 382 people. In this study, statistical analysis is structural equation and data were analyzed using SPSS and LISREL. In the study, six hypotheses were then tested. All the hypotheses of this study were approved. The findings indicate that involvement of fashion has good effects on good sense and fashion –oriented impulsive buying behavior. The fashion involvement has a positive effect on fun-oriented consuming. And tend to fun-oriented consuming has positive effect ondesired feelings and impulsive buying. Good feeling has positive effect on impulsive buying when shopping

Fashion-oriented Impulsive Buying, Impulsive Buying, Customer Impulsive Behavior, Impulse Enjoyment, Impulse Buying Tendency