| dc.description.abstract | This thesis aims at investigating Vietnam customers to find out the factors that influence their impulse buying behavior . Based on the theories and findings of previous studies, a model that presents the relationships between Impulse Buying Behavior and six stimulus including Emotion, Price and Discount, Merchandise Display, Advertisement and Promotion, Shopping Companion and Holiday Season has been framed. The study is followed the quantitative approach which primary data from 280 survey takers are collected and processed to find the insights.
After four tests employing the SPSS software (descriptive statistics, reliability, factor analysis, correlations, multiple regression). There were five factors stayed in the research framework due to their statistical significance. Shopping Companion is the only dimension being deleted.
From the findings in this research paper, the influential levels of these five dimensions on Impulse Buyers are also recognized. They are all positively related to Impulse Buying Behavior and listed in the order from strong to low of significance: Price and Discount (.399), Emotion(.236), Advertisement and Promotion(.233) , Merchandise Display(.178), and Holiday Season(.129) (Vienam General Statistics Office )
Overall, various internal and external factors that have been analyzed to help the researcher figure out an evaluation and judgement towards Impulse Purchasing. From these results, specific strategies are recommended to assist retailers in their business performance. | en_US |
