Abstarct: The purpose of this study is to investigate the mediating role of online impulse buying and the moderating role of self-control in the relationship between perceived values, online store environmental factors, and online shopping well-being. With the rapid development of e-commerce and the increasing use of online stores, consumers’ purchase decisions are increasingly influenced by environmental stimuli, subjective perceptions, and individual characteristics. In this context, online impulse buying has become an important consumer behavior that may affect shopping experience, satisfaction, and psychological well-being. This study is applied in terms of purpose and descxriptive-survey in terms of data collection method. The statistical population consisted of undergraduate, master’s, and doctoral students of Shahrood University of Technology who had experience purchasing from Digikala online store. Data were collected using a standardized questionnaire and convenience sampling method. Finally, 416 valid questionnaires were analyzed. Descxriptive statistics were analyzed using SPSS, and the research hypotheses were tested through partial least squares structural equation modeling using SmartPLS. The findings indicated that online store environmental factors and perceived values play a role in explaining consumers’ tendency toward online impulse buying. Moreover, online impulse buying affects online shopping well-being, and self-control moderates the relationship between the predictor variables and online impulse buying. The results also showed that higher levels of self-control reduce consumers’ tendency toward online impulse buying. Therefore, paying attention to online store design, information quality, ease of navigation, perceived value, and individual differences can help online retailers improve customer experience, enhance shopping satisfaction, and develop more responsible strategies in e-commerce environments.