| dc.description.abstract | This study focuses to explore the the main drivers of impulse buying in
virtual environment. Emperically , the concept of impulse buying has studied for nearly
70 years ago by Clover (1950). However, the previous research studies did not
emphasize much on electronic impulse buying. Recently, the study of Park et al (2012)
has presented some critical factors that affect on e-impulse buying in the context of
Korean market. Now, with the motivation to promote the e-commerce market of apparel
products in Vietnam, this study is conducted in term of replication in order to discover
more about that picture. In online shopping, the main determinants of impulse buying
are Product Attributes ( Variety of Selection, Price Attribute, Sensory Attribute) and
two types of web browsing (Utilitarian Web Browsing and Hedonic Web Browsing).
Besides, the interactive relationships between each component are also examined to
enhance the impulse buying. This study applies Quantitative Method Research, the 382
data is collected widely from people who has experienced in online shopping. After
that, data would be analyzed by utilizing the advanced of software programs Social
Sciences (SPSS) and Analysis of Moment Structures (AMOS). The results have
confirmed the relationship between Variety of Selection and Utilitarian Web Browsing;
Price Attribute and both two types of web browsing, Sensory Attribute and Hedonic
Web Browsing; Hedonic Web Browsing and e-impulse buying for apparel product.
Unfortunately, there no finding shows the relation of Utilitarian Web Browsing and eimpulse
buying as the proposed hypothesis.
Therefore, the outcomes of this paper have significances in fashion
businesses in Vietnam. They could effectively apply this theoretical framework in their
marketing strategies to promote the consumer’s impulse purchasing, especially with the
most impulse product like apparel. Furthermore, some implications of this study could
be used for further research on the same concept. | en_US |
