Factors affecting online impulse purchase behavior: A case in Ho Chi Minh City

Abstract

The purpose of this research was to explore factors affecting on online impulse purchase behaviour of customer at Hochiminh City. Based on some previously literature of impulse purchase behaviours, this study research purchase buying behaviour of customers on online through over 30 questions. Factor Analysis, Multiple Regression were approved to examine such affects. The result of this research has showed that money available, positive emotion, hedonic consumption needs and impulse buying traits had significant affecting on online impulse purchase behaviour, whereas website quality and promotional signage did not. Discussion about the scales and the finding were made in-depth. Academicians may have some information and insights into apply impulse purchase on online context at Vietnam. Additionally, managers, retailers may use results of this thesis to develop effective marketing strategy to persuade and attract customers to make more impulse buying on online. Keywords: Impulse Purchase, Consumption Impulse Formation Enactment, Online Purchase