187 JOURNAL OF GLOBAL BUSINESS AND ECONOMICS JULY 2011. VOLUME 3. NUMBER 1 EXPLORING IMPULSE BUYING BEHAVIOR AMONG IRANIAN TOURIST IN MALAYSIA Amir Foroughi University of Kebangsaan Malaysia (UKM) A.Foroughi1970@gmail.com Nor Aishah Buang University of Kebangsaan Malaysia (UKM) Mehrdokht Sherilou Iran University of Science &Technology (IUST) ABSTRACT The subject of buying especially impulse buying for many marketing researchers is attractive and fascinating. Retailers interest in work in process of buying and create a situation to pursue individuals to purchase goods. The objectives of this study were to investigate: (a) to determine the level of impulse buying between Iranian( tourists ) in Malaysia, (b) To determine the influence of individuals deference variables such as shopping enjoyment and impulse buying tendency on latent constructs including in- store browsing and impulse buying among Iranians. In this study, structural equation model using a correlation matrix with maximum likelihood was estimated for examining the relationships among individual variables and in-store browsing by AMOS 18. Data were collected from Malaysia (Kuala- Lumpur) shopping centers (n = 120) where Iranian tourists often visit and buying goods. Data collected at two points in time (during pre -and post-shopping interviewed). Results revealed that the individual difference variables (shopping enjoyment and impulse buying tendency) were influence to the in store browsing and impulse buying. Keywords: Impulse buying, Shopping Enjoyment, Impulse Buying Tendency, In-store Browsing ---------------------------------------------------------------------------------------------------------------------------------- 1.0 INTRODUCTION The area of shopping especially impulse buying for many retailers and marketers is attractive and fascinating. Sellers tend to control of process of shopping and create an environment to pursue people to buying goods. Researchers in psychology confirm the process that leads to recreational shopping and impulse buying. The study of Hausman (2000) indicates: "some studies show that between 30 - 50 percent of all buying can be classified by the buyers themselves as impulse purchases and beside that many people almost 90 percent make buying on impulse occasionally(Cobb and Hoyer 1980); (Kollat and Willet 1967))". For this reason, marketers tend to increase knowledge and understanding of the process, of influential factors and of effects of impulse buying. In other hand marketing has many process and they introduce and bring business products consumers (Hair, Bush et al. 2003), Consumer behavior is a complex